There will be a move from individual
empowerment to collective strength.
This is a mindset that stands for
sharing, learning and pooling resources,
and will be driven by young consumers’
need to evaluate their purpose in a world of digital relationships.
Collectives that encourage competition,
respect and collaboration offer a
solution to the crisis of identity felt by
consumers. Physical gatherings, in
particular, are bringing together online
communities that might otherwise never
meet, and forging close relationships
that are not possible in the online world.
This is particularly evident in the
rise of non-binary safe spaces created
by collectives including UNITI,
Gal-dem, BBZ, Sirens and Batty
Mama, which are frustrated by the
lack of representation of women,
people of colour and LGBTQ+
issues in mainstream culture.
‘All of our BBZ crew knew each other
online, but nobody connected in real
life,’ says Tia Simon-Campbell, co-
founder of BBZ. ‘We are a community
that is there to support you completely.’