18 July 2022
Author: Ruby Ktori
Image: Gucci Off The Grid collection starring Gerald Stratford aka ‘the Veg King’ in collaboration with Highsnobiety, UK
The older generation’s lifestyle has a mainstream appeal with Gen Z, with sustainability playing an integral part. There’s something wildly youthful about spending all day in your garden instead of inside staring at a screen, so wholesome hobbies previously dominated by grannies and grandads like crochet, knitting and trainspotting continue to capture the hearts of young audiences, even post-pandemic.
More than anything, there’s a certain frivolity that comes with being a pensioner that resonates with the mindsets of Gen Z as they look for escapism in this era of social, political, economic and climate anxiety. This shared value system has triggered a new wave of collectivism, which is bringing generations together like never before – as seen in Lacoste’s latest campaign celebrating intergenerational connectivity and joyful moments of disparate communities finding common ground.
Youth culture is no longer just about young people. Members of the next-gen audience don’t define themselves by how old they are or where they come from but by what makes them tick – and the success brands and creators are seeing through intergenerational connectivity and storytelling is a testament to that. Youth culture has entered its flat age. It’s lateral, not vertical. It’s based on values not demographics – a state of mind not an age.
Ruby Ktori is a creative strategist at Amplify, a global brand experience agency
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