GENERATION EDGE

Most brands are obsessed with attracting “the youth” — and talk about how to connect with The Millennials.

But the thing is … a lot of Millennials are in their 30s these days. They’re not the up-and-coming generation any longer.

At The Sound, we’ve been hitting the streets for years talking to post-Millennials (a group we call Gen Edge), trying to figure out what it is that makes them tick.

We’ve interviewed this cohort all over the world and, frankly, this group of young humans makes us feel pretty hopeful about the future to come.

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Key Findings


THEY WERE FORCED INTO A PREMATURE ADULTHOOD

Growing up in a hyper-challenging world, Gen Edge hasn’t had the luxury of experiencing an extended youth like the Millennials. Forced into premature adulthood, they’ve been exposed to adult social/economic anxieties earlier in life & forcEd to consider the realities of the world in their teens.

FOR WHICH THEY’VE HAD TO GROW UP FAST

This group is wise beyond their years — mature, self-aware & highly self-reliant. They have strong belief systems and believe in looking at both sides of an issue: to figure out their stance on it for themselves.

THEY’RE CHANGEMAKERS

Gen Edge feels an inherent responsIbility to make the world a better place … and to actually do something about it. They find the inaction of previous generations frustrating, and are likely to try to make change on a local scale — where they can see tangible results.

…AND BECOME QUITE RESOURCEFUL

Gen Edge is a scrappy, resourceful, DIY group — who are seeking alternative ways of making it in the world. They know they’ll be lucky enough to get A job, let alone their dream job, and they’re very hard workers, who believe in creating opportunities for themselves.

AND WHILE THEY’RE USERS OF TECHNOLOGY, THEY REFUSE TO BE DEFINED BY IT

This is the first generation to grow up with tech, and they’ve never known a world without it. They don’t celebrate innovation … they expect it, but they see technology as a tool for creativity & reform — not as the defining characteristic of their group.

Watch:
Gen Edge X Politics

View:
Gen Edge & Politics

Read: THE EDGE OF GENDER

Read: Discovering Luxury through a Gen Edge Lens

HELLO FUTURE: GEN EDGE & TECH


GEN-X vs MILLENIALS vs GEN EDGE


GEN-X: YOUTH NEVER GETS OLD


Watch:Millenials

Watch:Gen Edge - Growing up in the U.K.

Read:A Gender-Bending Look into Gen Edge

View:Gen Edge - Understanding the new Young India

GEN EDGE: A WORLD ON THE EDGE OF COLLAPSE


The Sound London presents Generation Edge


Millennial Panel NYC


Read: The Genesis of Gen-X

Read: Kids 'n' Culture - Gen Edge Education

MILLENIALS vs GEN EDGE


MEET GEN EDGE


GEN EDGE EXHIBITION


View:The post millennial generation: The impact of Gen X, How X-er parents are shaping a new generation
View:The post millennial generation: A new age of rebellion. Far more rebellious than millennials. A generation with reform at its very heart.
View:Most of the post millennial generation are still at school. It's not really working for them. Take a look at our exploration of their point of view.
View:Move over Millennials, the next generation are true social change makers
View:The generation after Millennials are NOT like Millennials: We call them Generation Edge
View:Millennials vs. Gen-X
View:Millennial Tensions: A Story of Change

Would you like to know more?


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