Nov
02
How Beauty Became a Cultural Movement for a New Generation
Posted in: Uncategorized
What’s the largest demographic in America right now? Trick question. Ditch the demographics.
Pivotals, a term we created for the sweet spot between Gen Z and Millennials, is possibly the most influential generation to date. This is critical to marketers as Pivotals refuse to accept traditional identity categories. More than 61% use at least one “niche” descriptor to identify themselves. Which niche? Anything and everything, from refugee to sexually fluid to mixed-race.
As part of this, Pivotals are actively redefining beauty to challenge outmoded ideas of race, gender, sexuality, politics and even religion. Beauty is no longer just a part of culture. Beauty now defines culture as Pivotals embrace their niches.
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