Gen Viz : An introduction

London – LS:N Global journalist Maks Fus-Mickiewicz introduces Gen Viz, the second of three macrotrends from our Spring/Summer 2016 Trend Briefing.

Teenagers have created a visual-first culture through live streaming, virtual environments and gaming, ignoring those who don’t speak their language. Their hacker mindset means that they don’t take direction from brands, but create their own aesthetics using ephemeral and interactive campaigns.

They are a politically driven generation who have learned that the democratic power of the web and social networks is their greatest advantage, and are drawn to brands who are not afraid to take a stand.

‘What is most important to remember is that Gen Viz is far more than a demographic,’ says Fus-Mickiewicz. ‘The themes we talk about, including their hacker mindset, global outlook and visual-first culture, will soon spread to all age groups.’