With a new generation, naturally, comes a new way of thinking, a new reality. An expansion of the culture, if you will. That won’t be any different with Generation Y. The digital generation known as Millennials has done a complete 180 degree shift in mindset from their parents.
Surrounded by computer screens, ads and 24h information from the very first second they were born, they’ve built themselves an internal firewall for nonsense and things that do not interest them. For this reason, brands and marketers will have a harder and harder time trying to make a connection with this generation. They won’t fall for the usual flashing lights and circus acts of commercial brands, they will demand radical honesty from all brands they interact with. Transparency will be the name of the game, if they can’t sense any integrity in the message, it will be blocked out entirely.
These consumers will be after a new kind of experience. They will thrive on experimental design, tactile environments and label-less goods. Let’s call this: Post-Internet Style.
Reportedly, by 2017, our collective attention spans will be down to 5 seconds (which is less than a goldfish). Perhaps because of this fast-paced, high-adrenaline way of experiencing life, millennials are longing for the simpler times of analog technology. When computers weighed 40 pounds and music came in a plastic case.
Digital era kids will look back nostalgically to a previous era and try to make it part of their own. To mix analog with digital, old with new, to create something truly original, truly theirs.
Imagine the bold graphics of the 1980s, the generic mundane advertisements of the early 1990s and the eye-catching colors or the 2000s all mixed in together to create a new custom post-internet style. A vision of the future, patchworked directly from recent history. A re-appropriation of art and ads for a new audience.
Essentially, a culture remix.
What does this mean for us? Any industry wishing to design or create merchandise for these people.
It means we’ll have to innovate, surprise and try to connect. To experiment with the new, refashion the old and repurpose the tried and true formulas. All the while being extremely transparent about our message, our product and our goals.
Needless to say, we’re excited!
For the challenges, for the discovery, for the creative nature of things to come.
It must all seem distant, foreign and crazy now, but trust us, it will undoubtedly all make sense in the end. This new politically engaged, ethical, completely open-minded generation will surely teach us a few things.
How are your preparing for the #Millennial takeover?