There's an industrial complex built around explaining Gen Z. Nobody's doing it for Gen X. FITH Futures is here to help unlock the gateway to the future of ageing

Fashion keeps 'discovering' that a woman over fifty can still be a muse. The casting isn't new. The surprise every time it happens still is.

From the dancefloor to the prescription pad, what does Gen X’s open attitude to altered states and synthetically enhanced wellness reveal about the hormonal health opportunity?

“Grunge + Mix tape = Gen X” is an over-simplified formula for a generation whose cultural landscape is vastly more complex and - more specifically - European than a Seattle record label.

There's a cohort running FTSE 100 boardrooms, controlling nearly a quarter of global spending, and they’re first in line for the biggest wealth transfer in history. It’s us, Gen X.