I read something in the Observer at the weekend about young British people. I can’t find it and I guess you won’t bother following the link anyway
It was about a real tension and contradiction on their lives and how they go about culture, as we all know, or I hope we do, really great brands try and resolve tensions in culture.
That’s the problem with pen portraits and segmentations, or God forbid, focus groups, they try and reduce things down to simple, one dimensional observations.
Real life just isn’t like that.
If it was, I wouldn’t crave being by myself on my bike after a great holiday with the kids…..and yet miss them so much I can’t think straight if I’m away with work for more than three days.
Anyway, this article persuasively set out that the ‘hard work, growing up young, neo puritans’ side you will have heard about is live and kicking, but so is the instant gratification, show my life on Instagram, ‘Everything Now’ ‘Infinite Content’ without being content (I like Arcade Fire) side of their lives too. At once down to earth and tremendously floaty.
Who, buy the way, pity my generation for having such a boring up bringing without Wi Fi.
These two polar- opposites are real life. There’s power in contradiction, play in it.