Key Themes

After each day of the immersions, debrief sessions were held within the groups whereby we came back together to discuss what we had heard, learned and seen.

On the final day of the work, the group came back together once more for a longer session around key themes for the brand.

This section looks to bring those to light.

Seamless, not 'Switching'

For our younger consumers, there is a seamlessness to their identity; they are not code-switching like we previously thought.

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Reconfiguring, not 'Reclaiming'

The younger generation are not 'reclaiming' culture, they are 'reconfiguring' it instead.

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Interconnected, not Disconnected

The generations are not wholly different, they just have different priorities. The new generation is weaving a different tapestry with the same threads of the generations before them.

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Community Matters

Community revolves around shared interests such as food, music, sport and art - they come first and foremost. It is here where an individual can belong, connect and contribute.

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Reflecting, not Projecting

Feeling safe is knowing and feeling you belong somewhere - and the easiest way to belong is see reflections of yourself.

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