Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
This report is divided into three parts, or core ‘characteristics’:
- Self-Curation – Lives documented on social media sees everyone striving for perfection
- Demand Experience – “Their last great experience is their new expectation”
- Want Immediacy – New standards are being set for in delivery and responses each day