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Trump vows to hit more Iranian infrastructure as nations seek to open Hormuz

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Cloud Titans Battle 2026: Microsoft Azure vs AWS vs Google Cloud

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Anthropic says it will expand use of Google Cloud computing, which says it is constantly ramping up performance of the internet giant's custom-designed Tensor Processing Units that power artificial intelligence in data centers

NEW YORK — As artificial intelligence reshapes the global economy, the battle among cloud computing giants Microsoft, Amazon and Alphabet’s Google Cloud is intensifying, with investors scrambling to pick the best stock for 2026 gains amid surging demand for data centers, AI infrastructure and enterprise software.

Anthropic says it will expand use of Google Cloud computing, which says it is constantly ramping up performance of the internet giant's custom-designed Tensor Processing Units that power artificial intelligence in data centers
Google Cloud
AFP

Microsoft’s Azure platform has narrowed the gap on market leader Amazon Web Services, while Google Cloud continues posting the fastest percentage growth. Yet with all three companies pouring billions into AI-related capital expenditures and reporting earnings the week of April 29, analysts say the winner for shareholders may hinge on execution, valuation and long-term AI monetization rather than raw market share.

As of early 2026, AWS holds roughly 31 percent of the global cloud infrastructure market, followed by Azure at 24 percent and Google Cloud at about 12 percent, according to multiple industry trackers. The trio controls roughly two-thirds of the worldwide market. AWS remains the default choice for startups and cloud-native workloads with its vast service catalog exceeding 200 offerings.

Azure, however, is growing fastest in absolute revenue terms and has gained ground with enterprises already locked into Microsoft 365, Windows and Copilot tools. In its fiscal second quarter ending December 2025, Azure and other cloud services revenue rose 39 percent year-over-year, contributing to overall cloud revenue of $51.5 billion.

Google Cloud, the smallest of the three, delivered the most eye-popping growth, jumping 48 percent in the fourth quarter of 2025 to $17.7 billion — its fastest pace in four years — fueled by demand for Gemini AI models and Vertex AI platform. Traffic-share data from Cloudflare showed Azure posting a 58 percent year-over-year gain in Q1 2026, outpacing rivals.

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The AI boom is driving unprecedented capital spending. Amazon guided for about $200 billion in capex for 2026, much of it for AI infrastructure. Alphabet plans roughly $175 billion, while Microsoft has accelerated spending to support OpenAI integration and its own Azure AI services.

Wall Street remains bullish across the board but sees nuances. Microsoft stock, trading near $424 in late April, carries the highest analyst price-target upside and buy ratings among the trio, according to TipRanks data. Its forward price-to-earnings multiple of roughly 31 reflects strong enterprise moat and recurring revenue from long-term contracts.

Amazon shares around $264 trade at a forward P/E near 28, offering relative value. AWS growth accelerated to 24 percent in the fourth quarter of 2025 — its fastest in 13 quarters — as CEO Andy Jassy highlighted AI-driven demand. The company’s retail business provides diversification but also compresses overall margins compared with pure-play software peers.

Alphabet’s Google Cloud, while smaller, has won praise for cost efficiency and AI leadership. GOOGL shares near $344 have rallied strongly but analysts project more modest upside relative to Microsoft. Google Cloud’s operating margins have turned profitable, and its backlog grew sharply.

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Stock performance in 2026 so far has been mixed. Microsoft has lagged the broader market year-to-date amid concerns over heavy AI spending, while Amazon and Alphabet have held up better. Yet longer-term charts show all three have delivered triple-digit returns over five years as cloud adoption accelerated.

Investors weighing the options must consider different strengths. Microsoft excels in hybrid cloud and enterprise digital transformation, leveraging its productivity suite to bundle Azure services. The company’s remaining performance obligations — a proxy for future revenue — surged 110 percent to $625 billion.

Amazon dominates in scale and ecosystem breadth. AWS powers everything from Netflix to NASA and continues adding high-margin AI services such as Bedrock and Trainium chips. Jassy has emphasized that AWS added more absolute revenue in 2025 than either rival.

Google Cloud appeals to data-heavy and AI-first workloads with strengths in Kubernetes, BigQuery analytics and custom Tensor Processing Units. Multi-cloud strategies now dominate 89 percent of enterprises, giving all three room to grow even as they compete head-to-head.

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Risks abound. Skyrocketing capex could pressure free-cash-flow margins if AI returns take longer than expected. Geopolitical tensions, energy constraints for data centers and potential regulatory scrutiny over market concentration add uncertainty. Interest-rate sensitivity also lingers, though most economists expect cuts later in 2026.

Analysts at firms such as J.P. Morgan have raised price targets on Amazon, projecting AWS growth in the high-20s percent range through 2026. Microsoft receives the most “buy” recommendations, reflecting confidence in its diversified cloud-plus-software model. Google’s cloud momentum is real but its overall business remains advertising-heavy.

For long-term investors, Microsoft often emerges as the consensus favorite for 2026. Its Azure growth, OpenAI partnership and massive installed base provide a flywheel effect that many believe will translate into superior earnings visibility and margin expansion. Yet Amazon’s valuation and AWS leadership make it attractive for those seeking growth at a discount, while Google offers pure-play AI upside at a smaller base.

The cloud market itself shows no signs of slowing. Worldwide infrastructure services revenue hit $119 billion in the fourth quarter of 2025, up 30 percent, and analysts forecast continued double-digit expansion through the decade as AI workloads explode.

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Corporate boards continue shifting budgets toward cloud and AI, with hybrid and multi-cloud approaches the norm. Flexera’s 2026 State of the Cloud report highlighted spending tiers where Google often wins smaller deals while Azure and AWS capture enterprise-scale contracts.

Dividend-minded investors favor Microsoft, which yields about 0.8 percent. Amazon and Alphabet remain focused on reinvestment and buybacks rather than payouts. All three companies trade at premiums to the broader market, underscoring expectations for outsized growth.

Looking ahead, the April 29 earnings reports from all three will be closely watched for updated capex guidance, AI revenue disclosure and cloud growth trajectories. Early indications suggest another strong quarter driven by generative AI, but any softening in backlog or margin pressure could spark volatility.

Ultimately, the “best” stock depends on portfolio goals. Growth-oriented investors may tilt toward Google Cloud’s momentum. Value seekers could prefer Amazon’s blend of cloud leadership and e-commerce scale. But for balanced exposure to enterprise cloud dominance, AI tailwinds and reliable cash generation, many Wall Street pros continue pointing to Microsoft as the standout pick for 2026.

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The cloud titans are not standing still. Each is racing to build the infrastructure backbone of the AI era, and shareholders who choose wisely stand to benefit as digital transformation accelerates worldwide. With the market still in early innings, the real competition — and opportunity — is only beginning.

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TDVG ETF: Quietly Holding Up Amidst Market Chaos (NYSEARCA:TDVG)

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TDVG ETF: Quietly Holding Up Amidst Market Chaos (NYSEARCA:TDVG)

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With over three years of finance and consulting experience, Nikola is laser focused on finding value in North American public equities and ETF’s. His professional experience includes corporate credit risk analysis, consulting for government entities, and venture capital analysis in the med-tech space. More recently, Nikola has helped investors narrow down better options for ETF’s – every asset manager seems to have similar offerings these days. Nikola is not a licensed financial advisor and nothing in his commentary here on Seeking Alpha should be regarded as advice. All of his opinions are his own, and not on behalf of any other entities.

Analyst’s Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, but may initiate a beneficial Long position through a purchase of the stock, or the purchase of call options or similar derivatives in TDVG over the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

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France and Greece extend defense pact, expand strategic cooperation

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Wait for more signals before turning positive

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ET Search
At the recent low of 12514 points, the Sensex has tested the 12800-12000-pts support zone and has since then attempted a corrective rally. During the past trend phases in the Sensex, a monthly moving average convergence/divergence (MACD) cross-down below its trigger line, have, typically, led to a significant value erosion, with the corrective phase lasting, at least, for a year.
Therefore, immediate rallies would be interpreted as corrective in nature until the medium-term technical parameters turn positive. The recent upmove in the Sensex since the low of 12514 pts has been very sharp. The upside gap of July 23, 2008 had created a bullish ���Island Reversal Gap��� on the daily charts between 14510 pts and 14519 pts.

Normally, the implications of this on the medium-term outlook would be very positive, especially since the ���Island��� comprised of 22 trading sessions. When a stock indicates an uptrend, trades above the gap which occurs, then gaps back down and trades below the initial price, an island reversal has occurred.

However, the Sensex has since run into a strong resistance zone between 15026 pts and 15390 pts. The monthly mid-point of June 2008 is at 15026 pts. The 50% retracement level of the fall from the May 2008 peak (17735 pts) is at 15124 pts. The positive implications of the bullish ���Island Reversal Gap��� would thus get negated if the Sensex has a daily close below 14104 pts (the close on July 22, 2008). The Sensex is then expected to have an initial downside of 13513 pts, the 61.8% Fibonacci retracement level of the recent rise from 12514 pts to 15130 pts.

If the bearish ���Island reversal gap��� of 14484-14568 pts is immediately filled and the Sensex manages to decisively overhaul the resistances between 15130 pts and 15390 pts, the ongoing upmove would continue. The Sensex may then test higher levels between 16618 pts and 16860 pts.

The 78.6% Fibonacci retracement level of the fall from the May 2008 peak is at 16618 pts while 16860 pts is the 50% retracement level of the entire fall from the January 2008 peak. Hence, one would await further confirmation before turning positive on the medium-term outlook.
(The author is VP of technical research at Darashaw)

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People on the move: North East appointments and promotions

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Companies and organisations featuring in this week’s round-up include: Groundwork NE & Cumbria, Route, the Lighthouse Charity, Screen Alliance North, Burnetts Solicitors and Stelrad Group.

Alison Fellows has a career in law and economic regeneration.

Alison Fellows, the new chair of Groundwork NE & Cumbria’s Board of Trustees.(Image: Groundwork NE & Cumbria)

Community and Environmental Charity Groundwork NE & Cumbria has appointment Alison Fellows as its new chair of the board of trustees.

Ms Fellows joins the charity at a time when Groundwork says North East communities face economic uncertainty, persistent inequalities, climate and nature emergencies and sustained pressure on public services. She will help guide Groundwork through these challenges and support the charity’s mission to improve the lives and opportunities of people and communities across the region.

With a career in commercial law and economic regeneration in both the public and private sectors, Ms Fellows is entering what she calls her “third career”. She said: “I am excited to be joining Groundwork NE & Cumbria, a charity whose work I have admired for some time. I am keen to use my skills, experience and the contacts and connections I have made throughout my career to support the charity and deliver meaningful impact across the region.

“I am a proud Northerner, and it is very important for me to give back to the region and to improve life chances for people and strengthen the resilience of North East communities. Having worked in the region for over 30 years, I have seen the challenges many people, families, and communities face in both rural and industrial areas.”

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Route is based in Newcastle.

Marketing agency Route has made internal promotions amid its 10th anniversary.(Image: Route)

Newcastle marketing agency Route has made two promotions in its 10th year.

Co-founder Ben Dascombe said: “We wouldn’t be able to attract and retain such high-profile clients without the strength of our team. That’s why building a culture where talented people can thrive has always been central to our growth.

“Recently, we’ve promoted long-standing team member Kane Elgey to account director, and Sophie Tuck to account manager in recognition of their personal and professional development, and the contribution they’ve made to the business. They form part of a skilled workforce, which really reflects the depth of capability we’ve developed over the past decade.”

Route says it has seen growth thanks to a new of new client wins including Merry Hill shopping centre, the Federation of Master Builders, and Tyneside Home Improvements. They join existing clients such as First Bus, The Royal Institute of British Architects (RIBA), Darlington Building Society and Environment Bank,

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The Lighthouse Charity was formed in 1956.

Gary Brannighan and Sarah Sidey.(Image: The Lighthouse Charity)

Construction industry organisation the Lighthouse Charity has announced Gary Brannighan as a new committee member.

The business development manager at Hodgson Sayers joins a team of industry professionals at the charity, which offers 24/7 holistic support to the UK and Ireland construction community on all aspects of emotional, physical and financial wellbeing. This year it celebrates its 70th anniversary, with its name deriving from St Mary’s Lighthouse in Whitley Bay.

Mr Brannighan said, “Promoting wellbeing within construction is something I am deeply committed to. Ours is an industry that comes with unique pressures and its vital people can speak openly and access support without fear or stigma. At Hodgson Sayers, the health and wellbeing of our people is a priority and joining the Lighthouse Charity committee allows me to help amplify the message that no one in construction should face life’s challenges alone. I’m proud to support the charity’s work and play a role in helping it reach even more people.”

Sarah Sidey, regional chair of the Lighthouse Charity in the North East, said: “We are delighted to welcome Gary to the North East committee at such a significant time in the charity’s history. Since its beginnings here in the North East 70 years ago, it has ensured construction workers and their families have somewhere to turn to for support.”

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Screen Alliance North is an industry skills cluster.

The first cohort of Screen Alliance North’s Sustainability Managers Training programme.(Image: Screen Alliance North)

Screen industry skills cluster Screen Alliance North has launched the first cohort of its Sustainability Managers Training programme – featuring two from the North East.

Julie Moran and Daniel Shepperson both represent the North East on the course which takes eight TV and film professionals from across the North of England to train them at head of department level for sustainable production roles.

Screen Alliance North is made up of Liverpool Film Office, North East Screen, Screen Manchester and Screen Yorkshire, is proud to launch the first cohort of their Sustainability Managers Training programme. And this is the first-ever training course built specifically on the newly created National Occupational Standards (NOS) for sustainability managers.

Sally Mills, course lead and sustainability programme director said: “This is the first course to align with the pioneering Sustainability National Occupational Standards, launched by ScreenSkills, the BFI and BAFTA albert, with the support of our TV and Film industry last year. It will ensure sustainability is a core, expertly-managed part of every production across the North.”

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Burnett's is based in Newcastle.

From left: Mike Nicholls, Helen Hayward, Nick Gutteridge and Jennifer Bell.(Image: Burnetts Solicitors LLP)

Newcastle law firm Burnetts Solicitors LLP has appointed two new equity partners.

Corporate partner Jennifer Bell and co-head of Agri and Estates Mike Nicholls, have both joined the equity partnership. Ms Bell is a corporate lawyer advising private companies, owner‑managed businesses and management teams across a broad range of commercial and corporate matters. Mr Nicholls has extensive experience in private client and property law.

Ms Bell said: “Becoming an equity partner at Burnetts is something I’m extremely proud of. The firm places a real emphasis on teamwork and delivering practical, commercially focused advice, and I’m looking forward to working alongside colleagues to continue delivering the best outcomes for our clients.”

Mr Nicholls said: “I’m delighted to have been appointed as an equity partner at Burnetts and to be part of a firm with such a strong, values‑based culture. I look forward to contributing to the firm’s growth and continuing to provide high‑quality, trusted advice to our clients.”

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Mr Coffey will success Bob Ellis as chair designate of Stelrad Group.

Martyn Coffey.(Image: Stelrad)

Radiator manufacturer Stelrad Group has announced Martyn Coffey as an independent non-executive director and chair designate.

He will succeed Bob Ellis as chair following the London Stock Exchange-listed firm’s annual general meeting on May 20. Mr Coffey has extensive board experience across the manufacturing, NVAC, building materials and construction industries.

He is currently a non-executive director at Taylor Wimpey plc and a non-executive director and chair of the Remuneration Committee at Luceco plc. His career has also included 11 years as CEO of Marshalls plc, a FTSE 250 company, and as CEO of Baxi Group, manufacturer of heating and hot water solutions.

Trevor Harvey, chief executive officer said: “I would like to thank Bob for his leadership during his tenure as chair. He has played a key role in Stelrad’s continued development. I look forward to working with Martyn as our new chair. He brings a valuable and complementary perspective from his executive and non-executive leadership roles, his experience in the UK listed company environment and his knowledge of the building products and HVAC industries.”

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FBI Analyzes ‘Potentially Critical’ DNA But No Arrest After 85 Days

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Savannah Guthrie & Nancy Guthrie

TUCSON, Ariz. — Investigators in the abduction of 84-year-old Nancy Guthrie have received and are actively analyzing DNA evidence recovered from her Catalina Foothills home, including a hair sample, but authorities have not yet identified a suspect or made an arrest as the search entered its 85th day on Saturday.

Savannah Guthrie & Nancy Guthrie
Savannah Guthrie & Nancy Guthrie

Nancy Guthrie was last seen at her Tucson-area residence on the evening of Jan. 31, 2026. She was reported missing the next morning after failing to appear at church. Signs of a struggle, including blood on the front porch, and surveillance footage showing a masked, armed figure led investigators to classify the case as a targeted abduction.

Pima County Sheriff Chris Nanos and the FBI continue leading a multi-agency task force. Sources familiar with the investigation confirmed the FBI recently received DNA samples collected in February, including hair and potential mixed profiles, for advanced forensic testing. Officials stress the analysis is ongoing and has not yet produced a definitive suspect, though experts describe it as potentially critical.

Retired FBI profiler Jim Clemente analyzed blood spatter patterns on the porch in recent interviews, suggesting a single perpetrator and signs of a violent struggle. He pointed to medium-velocity spatter and smear patterns consistent with someone coughing or aspirating blood while being overpowered, indicating Nancy was likely conscious and resisting during the initial moments of the abduction.

Anonymous letters sent to media outlets, including TMZ, continue complicating the narrative. The source previously claimed to have seen Nancy alive in Sonora, Mexico, before later stating she is deceased. Authorities have not validated these communications and treat them cautiously while pursuing all tips.

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The family maintains a $1 million reward for information leading to Nancy’s recovery. Savannah Guthrie returned to the “Today” show earlier this month and has made emotional public appeals while largely staying out of the spotlight otherwise. The family continues cooperating fully with investigators.

Criminal profilers describe the case as likely targeted rather than random. The masked suspect’s preparation and use of countermeasures suggest planning. Nancy’s age and health conditions heighten concerns, though authorities have released no public information on her possible condition.

The investigation has generated thousands of tips through door-to-door efforts, aerial searches and cross-border coordination. Despite extensive work, no confirmed sightings or secondary location have emerged. Digital forensics, polygraphs and financial tracking remain active.

As the 100-day mark approaches in mid-May, emotional pressure builds for the family and Tucson community. Statistically, recovery odds diminish over time in stranger abductions, yet high-profile cases with sustained resources occasionally defy expectations. Vigils and social media campaigns keep Nancy’s photo visible.

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Nancy lived a quiet retirement life, active in her church and family. Her husband Charles died decades ago. Beyond Savannah, she has other children who have stayed largely private. Friends remember her as warm and faithful, making her disappearance from a seemingly safe neighborhood especially shocking.

Questions persist about motive. Some lines of inquiry explore possible links to Savannah’s public profile, though no evidence supports fame-related targeting. Early ransom notes involving Bitcoin showed limited wallet activity, with tracing efforts ongoing.

Community speculation and false reports continue, prompting officials to urge reliance on verified law enforcement channels. The desert terrain and border proximity complicate searches.

Experts believe the case may ultimately hinge on genetic genealogy, continued digital analysis or a reward-driven tip. The task force re-examines old leads while pursuing new ones. Savannah and her siblings hold onto hope while bracing for a potentially long wait, stressing Nancy’s humanity beyond headlines.

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As Saturday passed without resolution, the desert landscape around Catalina Foothills remained quiet. The Nancy Guthrie case stands as one of 2026’s most haunting mysteries — a reminder of vulnerability even in affluent areas. Authorities remain committed to finding answers, supported by family determination and community concern.

Public tips are still encouraged via FBI and Pima County channels. Even minor details from late January or early February could prove pivotal. While time passes, hope endures that Nancy will return home and her family will find closure in this gripping national story.

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Republicans retool midterm strategy: Trump’s policies, but less Trump

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Republicans retool midterm strategy: Trump’s policies, but less Trump


Republicans retool midterm strategy: Trump’s policies, but less Trump

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Weak rupee takes its toll on cos with huge foreign debt

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The global economic crisis is beginning to weigh heavily on India Inc���s balance sheet, courtesy the depreciating rupee. While a weakening rupee might bring cheer to export-oriented sectors such as IT and textiles, it has pushed up the foreign exchange liabilities of Indian companies.

Accounting rules, called AS-11 provisions, make it mandatory for companies to make mark-to-market provisions in their profit & loss accounts for any changes in foreign currency loans. The worst hit have been those companies that predominantly serve the domestic market and opted for foreign currency loans to finance their growth plans.

According to an analysis by ETIG, the profitability of companies will be dented by mark to market (MTM) losses. Tata Steel may report a forex loss of around Rs 344 crore, whereas Tata Motors could take a hit of Rs 311 crore. Tata Chemicals, which took a foreign currency loan of $475 million to fund its overseas acquisitions, is estimated to report a forex loss of Rs 187 crore. Ranbaxy, JSW Steel and Firstsource Solutions will lose Rs 100 crore and Rs 400 crore each. The list of companies is not exhaustive as an estimated dozen companies raised forex debt last year.

Thankfully, this is only an accounting entry and does not affect the cash flows. However, it is likely to be read negatively by the stock market. Market participants actively track companies��� net profits and any adverse development does affect valuations. The rupee had positively impacted most of the above companies till last year, but it has depreciated by over 9% in the quarter ended September 2008.
When the rupee depreciates, the value of foreign currency liability denominated in rupee terms increases and vice versa. According to AS-11 stipulations, an increase in liability should be reflected in the quarterly profit and loss statement and will translate into lower corporate profits. Most companies are focused on the domestic market and are therefore unlikely to benefit from a weakening rupee.


The falling rupee will severely affect the small companies, whereas the big ones will be impacted only moderately. Firstsource Solutions may report a net loss, while Tata Steel might see a 100 basis points decline in net profit margin on account of forex losses. To put things in perspective, most companies will experience a 10-50% hit on their operating profits.
Companies such as Reliance Communication, Reliance Industries and Bharti Airtel follow schedule-VI of the Companies Act, instead of AS-11 and are therefore unlikely to see an impact on their quarterly profit and loss statements. The operating profits of the two Reliance companies would have been lower by around Rs 800-900 crore if they had subscribed to the AS11 norms.

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Trump Media Stock: Sell It And Forget It (NASDAQ:DJT)

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Trump Media Stock: Sell It And Forget It (NASDAQ:DJT)

This article was written by

MSc in Finance. Long-term horizon investor mostly with 2-5 year horizon. I like to keep investing simple. I believe a portfolio should consist of a mix of growth, value, and dividend-paying stocks but usually end up looking for value more than anything. I also sell options from time to time.

Analyst’s Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, and no plans to initiate any such positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

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Generation X is driving beauty sales

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Generation X is driving beauty sales

Ryan Mckeever | E+ | Getty Images

Move over, Sephora kids.

While younger generations have been buying beauty products in droves, data shows that a different generation holds more spending power: Generation X.

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Often dubbed the “forgotten generation,” Gen X spans those born between 1965 and 1980, according to Pew Research Center. Sandwiched between baby boomers and millennials, the often-overlooked generation hasn’t held the spotlight nearly as much as its counterparts.

But experts said it may be one of the most important generations for the beauty industry over the next few years.

Gen X will be the consumer spending leader globally through 2033, surpassing $20 trillion in spending power, according to data from NielsenIQ. The generation makes up roughly 25% of the total spend for beauty, both on beauty products and beauty services.

More importantly, the Gen X beauty market will grow to 1.3 times its current size in the next five years, NielsenIQ said.

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That growth, according to the company, comes from a culmination of factors: The generation is financially stable and well established, has been leaning into anti-aging and longevity trends, and is heavy on brand loyalty.

According to Chicago-based market research firm Circana, households with members of Gen X accounted for 44% of total dollars spent on beauty in the past year, with skincare being their top category.

“This aligns with how beauty companies are focusing on solutions tied to skin health, anti-aging and long-term results, which are all areas that resonate strongly with Gen X consumers,” said Larissa Jensen, a beauty industry advisor at Circana.

The cohort will also see an increase its spending across haircare and makeup, Jensen added.

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It’s a trend that’s been complemented by a broader focus on wellness and anti-aging.

“We’re not ignoring people as they get older in the beauty industry as much anymore,” said Anna Mayo, a NielsenIQ beauty thought leader. “For the first time, we’re seeing brands launched and they’re talking about menopause. … I think that really helps keep people engaged. They feel like they’re not buying something that was made for a college student.”

Gen X is also at the “prime spending phase” of their lives, with NielsenIQ estimating that between 2021 and 2033, the cohort will spent $15.2 trillion a year, expected to rise to $23 trillion by 2035.

Though the generation is spending its money experimenting with different brands and products, Mayo noted that its members have high brand loyalty and are likely to stick to and continue investing in a product once it sticks.  

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“Part of this is the industry has gotten really good at developing brands that are made for a lot more niche audiences,” she said. “We’re less so in the era of these mass market brands.”

The retail winners

A shopper enters an Ulta Beauty store in Pleasant Hill, California, US, on Wednesday, Dec. 3, 2025.

David Paul Morris | Bloomberg | Getty Images

It’s a growth that companies are taking note of, too. In early April, Ulta CEO Kecia Steelman told Yahoo Finance that catering to older generations is part of the company’s business strategy.

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“I think 50 is the new 30 and 60 is the new 40s,” she said. “So those of us that are aging, we want to age gracefully, so if we can find products that are actually helping the longevity of the look, we’re leaning into that.”

Ulta did not respond to CNBC’s request for comment.

Sephora is seeing similar growth, telling CNBC the company is actively investing in broadening its brands that target the high-spending Gen X group.

“As we expand our assortment – particularly for our Gen X clients, with brands like YSE Beauty by Molly Sims, Sarah Creal and U Beauty – our focus remains on delivering brands with a clear understanding of our consumers’ goals, concerns, and preferences, while elevating authentic founder stories and expertise, which we know resonates with our clients,” Carolyn Bojanowski, Sephora’s U.S. executive vice president of merchandising, told CNBC in a statement.

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Bluemercury, a personal care company, even launched a campaign last year celebrating women who are over the age of 40. The company identified Gen X as one of its biggest opportunities given its spending power and focus on luxury beauty.

The winners from Gen X’s spending spree will be clear, according to Lindy Firstenberg, a consultant at AlixPartners.

“Ulta is going to win because they’ve doubled down on wellness, and they have a huge focus on menopause brands,” Firstenberg said.

While Sephora has been outwardly advertising for younger cohorts, Firstenberg said even it’s emerging as a sort of Gen X “hotspot,” along with Bluemercury. The key, she said, has been investing in curation and one-on-ones with clients.

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Members of Gen X, who grew up with salespeople working counters at department stores, invest in the experience as well as the product. Firstenberg said the importance of knowledgeable sales associates is 23% higher for Gen X than for Gen Z.

Brands that focus on meeting Gen X where they are instead of chasing younger generations, will secure their spending power, Firstenberg added.

“That is what Gen X wants: They want the best products, they want to be educated, they want that high talent and they want that service,” she said.

How Gen X spends

Shoppers are seen outside the French multinational personal care and beauty retail brand Sephora store in Spain.

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Xavi Lopez | SOPA Images | Lightrocket | Getty Images

Kirti Tewani, a member of Gen X and a content creator focused on promoting beauty and wellness for her cohort, said she’s seen a growing interest in investing in products that work to slow down or prevent further aging.

That generation posed a largely “untapped” market when she started seeing increased attention on it roughly two years ago.

“Gen X has been a generation that has gone through so many ups and downs in their lives that now we are at a position where we’re financially more independent, the kids have grown older and now we have the time to put into ourselves,” she said. “So we’re taking care of ourselves from the inside out.”

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Tewani said she’s specifically seen Gen X focused on products that boast long-term effects and target areas like hyperpigmentation, dry skin and large pores. They’re also pairing those products with a wellness-focused lifestyle, she added, focusing on diet, exercise and sleep.

The generation is also looking for clean ingredients, according to Tewani, coinciding with a larger push toward simpler formulations in the beauty industry.

“I think the brands definitely knew that this was coming,” Tewani said. “Now, more brands are jumping on the bandwagon because they’re understanding where the spending markets are, and Gen X definitely fills in that gap.”

And Gen X’s age also means its spending for beauty expands beyond the surface level.

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According to AlixPartners’ Firstenberg, people of those age are likely to be in a so-called “sandwich generation,” which means they’re buying beauty products for both parents and children, contributing to its large spending share.

It’s also not a generation that’s focused on newness or flashy marketing and instead want the products that show proven results.

Gen X’s spending power is nearly 25% above the national average, she added.

“We’re not only seeing that they have this power, but they yield it,” she said. “They’re going to maintain this highest spend by generation for at least the next eight years.”

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