The Generation of Contradictions
why i love this project:
For years, brands and marketers have been trying to figure out this upcoming generation that is holding the next purchasing power, Generation Z. However, just like their non-traditional upbringing, this unforeseen year has made this group even more confusing than before.
what does the generation of contradiction even mean?
here's a summary...
we know they are... but their contradiction...
They live in an unpredictable environment
They’ve grown up with filters
They preach self-confidence
They are anxious about the current political state
They value acceptance and inclusivity
but remain hopeful and crave stability
but demand authenticity
but their humor is self-deprecating
but empowered to be the change.
but thrive in cancel culture
Scroll down to read the full zine or click here.
The Zoomer Highlight
“Gen Z has necessarily developed a strong marketing sleaze detector, so creating and delivering authentic marketing content is required and there are no shortcuts. Make it real. Make it practical. Make it meaningful.”
“Far from being a cult, this proliferation of dark humor is indicative of a competitive culture in which the individual seeks to break away from the masses through fame and recognition.”
- Omid Faramarzi
“That cancel culture may simply be brushing aside those individuals who don’t fit into a collective vision of the future is troubling, and may actually be serving as a direct antithesis to the mission of social justice at the end of the day.”