Thirtysomethings grew up in a changing world; the end of the cold war, spiking divorce rates, the last recession and the first internet. Previously branded losers, they are now on the brink of taking over from the Baby Boomers and becoming the most powerful generation on the planet.

That's according to Proximity Worldwide's global research study on Generation X. Full release after the jump.

Thirtysomethings grew up in a changing world; the end of the cold war, spiking divorce rates, the last recession and the first internet. Previously branded losers, they are now on the brink of taking over from the Baby Boomers and becoming the most powerful generation on the planet.

So who are they now?

In the largest ever global study of this generation (born 1967 to 77), being launched today at the Cannes International Advertising Festival, Proximity Worldwide has rediscovered the Lost Generation. The research, which surveyed 5,208 people in 17 markets including 300 in the UK, identified three big sub-groups:

Cruisers: Drifters who live on the edge of the mainstream and are out to have fun. They love Nelson Mandela but can't stand Thatcher, The Pope or McDonald's and are skeptical about Starbucks. They have a wide circle of friends, enjoy partying and/or casual relationships. They see home as a place to sleep and like independent, urban and specialist brands. Think Kate Moss and Russell Brand. Surprisingly, the data shows them to be the least happy of the three groups: only 34 percent are happier now than when they were 18.

Nesters: Focused on a smaller group of friends, a nice home, creature comforts, high design and fashion, this group loves their lifestyle. Their heroes are Madonna, Audrey Hepburn and ET. They like to think they are free thinking; they’d be happy to have a gay child and love city living. They like aspirational brands; people like Cameron Diaz. Many are looking for love but are already pretty happy: 55 percent are happier now than when they were 18.

Super-breeders: Parents who categorically say "it's all about the kids." Driven to protect their children from a host of perceived threats (sugar, television, the internet, chemicals, junk food and porn), they will stop at nothing to give their kids a competitive boost. Their buzz words are organic, fresh, local, free-range, recyclable, environmentally friendly, green and sustainable. They want brands to help them achieve their perfect worlds. Think Jamie and Jools and Brangelina. The super-breeders are the happiest of the lot: 67 percent are happier now than when they were 18.

"Thirtysomethings are the ones who will be running our businesses and bringing up the next generation," commented Kevin Allen, Strategic Planning Leader for Proximity Worldwide. “The world is headed into a schizophrenic time as this generation tries to balance their responsibilities in the face of a potential global downturn with their quest for personal fulfillment. It is essential that brands recognize the complexities of this group if they are to connect with them."

Proximity Worldwide conducted online research and ethnographies in 17 countries (Austria, Belgium, Canada, Chile, China, France, Germany, Ireland, Korea, New Zealand, Poland, Portugal, Romania, South Africa, Spain, UK, USA).