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The Generations Reshaping How We Buy, Belong & Behave in 2026 By Nick Gray | IGU Global Earlier this year, I wrote an article called “Inside the Minds of 2025”, in it I wrote a lot about how disruption had become the medium and the atmosphere through which every brand, retailer and customer now moves. What once felt like a series of sudden shocks had settled into something far more permanent: a living environment of constant adjustment. We were no longer waiting for the “new