Seamless, not 'Switching'

THEY DON’T TURN PARTS OF THEMSELVES OFF TO FIT THE ENVIRONMENT

For the younger consumers, there is a seamlessness to their identity; they are not code-switching like we previously thought. Rather, they are shifting and shaping in a way that makes sense for them. This is very much about their identities being on their terms and their turf, not the expectations of others. 

Of course, they lean into different sides of their story and heritage when it suits them and often do so out of respect and pride for the first gen immigrants who courageously laid the path for them. Yet, there is a new fluidity to their identities that we as a brand can reflect; a fusion of different experiences and knowledge they are proud of.

There is an emerging culture that both respects the past but also mashes the modern together with it to create something entirely new and exciting. It is not a bi-polar existence, but more a reshaping of cultures; deciding what they will and won’t take with them when it comes to respecting heritage and deciding on their identities today.