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Generations Playbook

A one-stop resource delivering a thorough understanding of each generation (Boomer, Gen X, Gen Y, Gen Z) across 14 AP markets, encompassing a wide range of topics important to payment brands and financial institutions.

Structure of each generation deep dive:

Who are they?
What shaped them?
Values and attitudes
Hobbies and media consumption
Money attitudes and behaviors
Tech attitudes and behaviors
E-commerce pain points
Travel attitudes and behaviors
Expectations of brands
Pen portraits and opportunities

Infographic on generational traits in the Philippines showing Baby Boomers as Thrifty Traditionalists, Gen X as Authentic Optimists, Millennials as Ambitious Altruists, and Gen Z as Savvy Tacticians, with key values like honesty, family, and health.

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