Generation D is the first consumer group of truly digital natives. They grew up with the iPhone rather than the iPod, and they swipe and scroll their way through tons of content each day.
Some 24% of 13–19-year-olds claim to be online almost constantly, according to the Pew Research Center, a figure that illustrates how much of their lives are spent in the digital sphere.
Every second this demographic is looking to find the next best thing in their browser, and visually driven content – from 360-degree videos to interactive magazines and virtual reality games – is winning outright.
The downside is that members of Gen Viz have a low attention span. It also means they are hyperconnected, with a global outlook and a hacker mindset.
In practice, today’s youth are far more open to new ideas, from a multicultural society to transgender rights, environmental activism and a post-body mindset.
They are also far more confident with technology, entrepreneurial and keen to use their networks and digital tools to engage with issues of identity and activism.
Gen Viz are the ultimate early adopters. Watch this space to identify and track the visual-first culture of tomorrow.
Click through the sections on this page to see how Gen Viz has been manifest since spring 2016.