There is a change happening in front of our very eyes. The youth of today is evolving into one of the most conscious and considerate to date. Gone are the days of rebellion and self-destruction, todays generation is polite, pro-active and pure.
They are inspired to be the best possible versions of themselves and they seek out brands that represent those same values.
A better-behaved approach to life equals motivations that are grounded in working hard in terms of education and career, supporting friends, families and communities and taking part in activities that are completely altruistic.
As youth insights agency YPulse states, “The harsh reality is that tweens, teens and twenty-somethings don't really care about your dreams of world domination or your quarterly targets, they're simply living their lives, embracing what 'fits' and discarding what doesn't”.
The new sub culture of cutesters choose to drink less alcohol, are less promiscuous and value niceness over being cool. Not forgetting the fit-sters. They are the new hipsters who care about keeping their bodies healthy, what they eat and not partaking in anything that will damage their health. This cool crowd is all about cold press juices, organic lunches and yoga in the park – sounds lush to us.
The youth today ask themselves, how can I self improve and which brands will help me do this? If a brand can inspire this new compassionate generation in a creative way then they will in turn be loyal to that brand and their cause.
Some popular examples of brands that have inspired this crowd are Reebok’s Be More Human campaign, Vans Custom Culture campaign, the charity Happy Hippie Foundation and Soberistas forum.
That’s why COSSAC continue to listen to our customers. We open the brand beyond the world of fashion, collaborating with like-minded individuals from the world of arts, music and other cultural areas.
We want COSSAC to inspire a lifestyle and collective mentality for expression and togetherness. We are not just here with a straight-forward intention to save the planet and the people on it with a push for eco fashion, COSSAC is a lifestyle too.
Having said that, with generation awesome on our side we are on track to make some progress with our mission * fist pump *.