Conventional wisdom sees generational issues only in terms of age, believing that when we were born defines who we are and what we want. At DECODE, we think age is only part of the story, and that where individuals are in their life stages also plays an important role. We're helping forward-thinking organizations understand how life stages, generations, life roles and life firsts all interact to shape our lives.

Youth: (generally 14-24 years-old + in school)
Youth is a life stage where we begin to shape our tastes, views, and identities. Friends are key influencers and media usage becomes increasingly important. Youth start to make decisions on their own as they determine whether to continue with school, learn a trade, or move into the workforce. Financial responsibilities also emerge, including the ability to earn and spend money.

Young Adults: (18 to 34 years-old + not in school + no kids)
The first key experience for Young Adults is the transition from school to work. Many choose to continue living at home while others leave the nest or buy their first home. This life stage is often characterized by uncertainty and exploration, coupled with disposable income and freedom.

Young Families: (25 to 40 years-old + kids under 18)
Young Families experience the responsibility of providing for the family unit while adapting to multiple roles (husband/wife, mother/father, employee, etc.). They also navigate changing definitions of success, new security concerns, and increased financial responsibilities.