Walmart Inc.

Amazon.com, Inc.

Costco Wholesale Corporation

Restaurant Brands International Inc.

Yum! Brands, Inc.

Chewy, Inc.

Johnson & Johnson

Abbott Laboratories

UnitedHealth Group Incorporated

Marriott International, Inc.

Luxury brands can no longer ignore Generation X shoppers, WWD <a href="https://wwd.com/fashion-news/fashion-features/gen-x-and-luxury-study-publicis-luxe-opinionway-1238352392/">wrote </a>Nov. 19, citing survey data from research firm OpinionWay for Publicis Luxe. For a long time, those who are now 45-60 years old have <a href="https://finance.yahoo.com/news/gen-x-1-4-trillion-171305936.html#:~:text=%D0%92%20%D1%82%D0%B5%D1%87%D0%B5%D0%BD%D0%B8%D0%B5%20%D0%B4%D0%B5%D1%81%D1%8F%D1%82%D0%B8%D0%BB%D0%B5%D1%82%D0%B8%D0%B9,%D0%BF%D0%B5%D0%BD%D1%81%D0%B8%D1%8E%C2%BB%2C%20%2D%20%D0%B3%D0%BE%D0%B2%D0%BE%D1%80%D0%B8%D1%82%20%D0%A5%D0%BE%D1%80%D1%82%D0%BE%D0%BD.">been</a> in the shadow of baby boomers and millennials in terms of consumption. Brands paid less attention to them. Perhaps for nothing.

"Lost" trillions: who will make money on generation X

In order to determine what is going on in the financial markets, it is necessary to understand what is going on in the minds of investors. Financial markets reflect the human nervous system much more accurately than the state of the economy, believes psychologist Mikhail Tegin.Why the "ideal rational" from textbooks does not work, how our lifestyle and wallet thickness are connected, why "we all come from childhood"? Oninvest is starting a series of materials on why rationality remains a theory, while emotions and cognitive distortions become the real cause of prices and bubbles. Series one.

Homo economicus vs. homo sapiens: why we invest not always rationally

In 2024, when the S&amp;P 500 added 25%, the average investor received only 16.5%, according to a <a href="https://www.dalbar.com/qaib/">study by</a> the financial-analytical company DALBAR. Over the long haul, the difference in returns is more modest, but the direction is the same: year after year, the "behavioral" downside eats up about 1% of the lost returns. It is not the commission or the quality of the strategy - it is a behavioral gap: the instrument is chosen correctly, but the moment is not. Economist Denis Elakhovsky wrote about the chronic problem of index funds and how a retail investor can avoid getting into trouble.

Mind the Gap: why funds win over the investors who invest in them

The Goldman Sachs Group, Inc.

Over the past three years, the classic 60/40 portfolio concept<a href="https://www.morningstar.com/economy/6040-portfolio-150-year-markets-stress-test"> has</a> proven to be very disappointing - the gold standard of 60% invested in stocks and 40% in bonds has proven to be unprofitable. There is no universal answer to what to do, but there are benchmarks that allow you to check your allocation against the way the world's capital is structured. For example,<a href="https://www.gspublishing.com/content/research/en/reports/2025/10/15/21c88473-1287-408f-97f8-36c7a80340cb.html"> The World Portfolio</a>, a new research project by Goldman Sachs, which for the first time analyzes the entire "world portfolio" - from stocks and bonds to gold and cryptocurrencies.

Diversify it: what an optimal portfolio should be

Regeneron Pharmaceuticals, Inc.

The 2025 Nobel Prize in Physiology or Medicine <a href="https://www.nobelprize.org/prizes/medicine/2025/press-release/">was awarded to</a> Mary E. Bruncoe, Fred Ramsdell and Shimon Sakaguchi for discoveries in the workings of the immune system that pave the way for treatments for autoimmune diseases and cancer, as well as easier organ transplantation. The mechanism they discovered is called peripheral immune tolerance - sounds confusing, let's figure it out.

Rabbits vs. scientific dogma: what you need to know about the Nobel Prize in Medicine

GameStop Corp.

AMC Entertainment Holdings, Inc.

The Internet was supposed to be the investor's main ally. Access to information is instantaneous, free training materials abound, a brokerage account is opened in a couple of minutes, financial blogs and channels throw up investment ideas every day.

The internet and social media have changed investment: why isn't it always for the better?

Telomir Pharmaceuticals, Inc.

Jupiter Neurosciences, Inc.

In mid-September, the startup Retro Biosciences, supported by OpenAI CEO Sam Altman, <a href="https://www.businessinsider.com/retro-biosciences-sam-altman-antiaging-brain-pill-longevity-healthspan-2025-9">announced</a> that this year it would begin clinical trials of its first development - a pill to "clean" the brain and fight Alzheimer's disease. Achieving longevity or even immortality is one of mankind's oldest aspirations, which is still relevant today. Silicon Valley techno-investors are pouring billions into researching ways to extend life. What are they betting on?

Silicon Valley tycoons are betting on rejuvenation. Is it possible to make money on it? 

In the U.S., 62% of adults <a href="https://news.gallup.com/poll/266807/percentage-americans-owns-stock.aspx">invest</a> in stocks directly or through funds, while in the EU countries this number is at best 20%. Economist Denis Elakhovsky has studied several studies to understand what prevents us from not only investing, but sometimes even just deciding to open our first brokerage account.

How do our brains and emotions prevent us from investing?

Several funds that manage clients' money using algorithms suffered losses this summer. The machines were unprepared for the unpredictability of the US president. But do they always lose to humans?

Models vs. managers: who manages money better

In mid-August, two events shook the world of artificial intelligence. OpenAI CEO Sam Altman <a href="https://www.theverge.com/ai-artificial-intelligence/759965/sam-altman-openai-ai-bubble-interview">recognized</a> that the situation on the market had signs of an investment bubble. Shortly thereafter, a sensational report from the Massachusetts Institute of Technology (MIT) came out, <a href="https://fortune.com/2025/08/18/mit-report-95-percent-generative-ai-pilots-at-companies-failing-cfo/">claiming</a> that 95% of attempts to implement AI in companies had failed. What is this - the beginning of the collapse of a multi-billion dollar industry and a repeat of the history of the dot-com <a href="https://oninvest.com/article/kakoe-budusee-ii-prorocit-diva-interneta-meri-miker-ne-uvidevsaa-puzyr-dotkomov">bubble</a>? More likely, the beginning of a new technology's collision with reality.

Failure or triumph: who will benefit from AI implementation

Since the end of 2022, the markets have been euphoric: each new generation of AI models causes bouts of optimism, and the quotations of AI-related technology companies are growing by tens and hundreds of percent. But beyond the hype and flashy headlines in the media and investor communities, there is another, more objective indicator - the behavior of the government and corporate bond market. Economist Denis Elakhovsky has studied the research and found out that after the releases of the largest AI models, long-term rates are falling - as if investors are laying down not for accelerated growth, but for risks and stagnation.