ABOUT

The Concept: " You subconsciously observe social shifts but have you ever considered how they impact upon us? With the coming of each new era the evolving child, inherently different to those that preceded them, becomes the latest catalyst for change. Starting with the 1950s and the media acknowledgement of the teenager through to the present day, society evolved to recognise children as independent thinkers with demands and values increasingly dissimilar to their own.

The contemporary lifestyle of Generation Z is a significant milestone that we must acknowledge. Throughout my final outcomes I intend to pinpoint and analyse the reasons behind the lifestyles of current parents and their children, how we got here and where we’re going. The following pages will contain a generational journey documenting the progression of Post Modernism and the hybridisation of the movement. Informing and developing future trends regarding anything and everything, Generation Z is not about adolescent discord but a more considered approach to liberal thought and self-expression. "Open your eyes it’s happening now".

With the main dissertation body focusing on the self-expressive future generation of children (Generation Z) LS:N must devise a forward-thinking strategy to observe and distribute information on a critically important demographic and the effect their supportive Post-Modernist parents have on them.

Creative Direction: For my creative approach I elected to design, implement and mock-up a diffusion branch for LS:N Global, introducing the next critical phase LS:N Progeny. This project was to document a variety of lifestyle sectors impacting and evolving around the future generation from education and technology to fashion and culture, a cross- analysis of every contemporary aspect before pinpointing the necessary factors that will drive the micro and macro trends that subsequently follow.

The diffusion branch was designed to reposition LS:N Global, continually expanding it's ever-growing client-base, acknowledging and incorporating children’s lifestyle and product into their broad tracking scheme. My proposed annual publications will include an overview similar to that displayed within LS:N’s trend conferences, such as seasonal macro trends, micro trend drivers, trend impacts and toolkits for industry professionals.

The Outcome: Multiple companies/organisations featured within my forecasting brief showed a strong interest in receiving the information researched for them to then apply these forward-thinking principles to their own strategies.

On reflection of this project a year later a strong majority of my observations have been noted as accurately identified with many of these currently starting to emerge.