We asked Frank Bethel and Michelle Nguyen of brand and marketing consultancy Forward Scout to share some research.
In today’s culture we’re witnessing a shift.
Pressures inflicted by smart phones and social media, coupled with a performance culture driven by exam results and material success has blunted the rebellious spirit that defined the idea of youth in the late 20th century of western societies. Relative to previous generations young people engage in less risky behaviours such as drinking, smoking and sex, instead preferring more health and wellness lifestyles. Meanwhile anxiety, isolation and a sense of drift increases.
"When the young behave older, and the older younger."
Rebelliousness and creativity in our culture is increasingly finding its spiritual home in today’s older generation.
A generation that grew up on sub and counterculture is growing older - a time in life when people feel comfortable with who they are, being themselves and expressing it. And liberated from the tied down family lifestage of middle age.
The young behave older, and the older younger.
Our recent research in Australia revealed a huge disparity in the perceived importance of creativity across generations. While over half (51%) of 18-24 year olds agreed that “there are better things to do with your time than spend it being creative” only 20% of those aged 65 or over agreed.
We’ve labelled these new torch carriers for creativity and rebelliousness Emerging Older Rebels. Or EMORs for short.
From the age of Nobel prize winners getting older every year to initiatives like the Australian Royal Academy of Dance's Silver Swan Program, there’s compelling evidence of this later flourishing of creativity, something we believe will only widen and strengthen over time to become a more culture shaping force.
Frank Bethel and Michelle Nguyen of brand and marketing consultancy Forward Scout .
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