Youth Lifestyle

Brand and design strategy for the Youth market

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According to consulting firm Bain & Company, Millennials and Gen Z currently account for 30% of global luxury sales; this figure is expected to rise to 45% by 2025. For these new generations, social and environmental awareness are the new marks of connoisseurship; relevance, uniqueness, irony make up the new catechism.

But from that point on, the road divides. Gen Z (born after 1995) is very different to its elder Millennial counterparts.
Also known as post-millennials or the iGeneration, they will account for 2 billion of the world’s population with the largest numbers in India, followed by China and the USA, where they will account for 33% of the population by 2020. They are not just tech-savvy like Millennials but tech-innate, protective of their privacy rather than transparent, communicators through images rather than texts. They are active volunteers, open to mixed race and gender, accepting of others, future-focused, realists, collective conscious, working for success, makers of things, creators and collaborators. In sum, a totally different generation with a totally different expectation of what they expect from design and the companies and brands they buy into…

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YOUTH PROMO AUGUST 2018

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