Generation G: Wired to care, wired to share | Matter/Anti-Mat...

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Trendwatching gets it right (again): “Giving is the New Taking, and Sharing is the New Giving.” That’s the key assertion in this month’s trend briefing which describes the characteristics of Generation G (= Generosity) and offers eight ways for brands to join: from Tryvertising to Brand Butlers to Random Acts of Kindness (RAK).

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Generation G not only demands new concepts of quality of life vs. concepts of material wealth, safety, status, and comfort, it also wants to have a say in developing them. Maslow's Pyramid of Needs has become a "Human Tower" (see picture above; also called Castells in the Catalan tradition), offering an endless array of configurations of "balance" that are only possible through continued focus, experimentation, and cooperation. For Generation G, the value of sharing trumps shareholder value. While the boundaries between work and life are dissipating, Lifeholder Value is gaining traction as the penultimate return on investment.

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