If somebody tells you "everything" will change this year... they're probably wrong.

Wait... they're most certainly wrong

Links

Forbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Research on generational groups from BBH Labs

https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth

Gen X has way more money than Z

https://www.ncr.com/blogs/generational-marketing-to-four-consumer-generations

NBCNews prediction for 2018

https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Smart Speakers aren't making money

https://www.popsci.com/technology/amazon-alexa-lose-money/

US Census data on retail purchases:

https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf