The following four examples showcase how brands are enabling and assisting young consumers in leading authentic lives, free from societal constraints and media pressure

As a reaction to the perfectly polished, highly aspirational image that many brands and influencers have projected online, younger consumers are embracing a rawer, grittier aesthetic that is truer to life. Accordingly, today’s children and teens are resisting restrictive labels and are instead embracing fluidity when it comes to their personal identities. Not only are they breaking down gender binaries, but they are also shattering boundaries when it comes to the things they consume, embracing music, fashion and other forms of retail that moves fluidly between genres and defies categorization.

The following three examples showcase how contemporary brands are attempting to connect with young consumers by focusing on candid communications, authenticity and fluid identity:

Huji Cam
The Huji Cam app, which makes photos look like they were taken with an old disposable camera, has been downloaded over 16 million times as teens reject the ‘Instagram aesthetic.’

Billie
DTC shaving startup Billie garnered attention for being the first razor brand to feature women with visible body hair in their commercials.

Billie

H&M x Eytys
Fast fashion retailer H&M partnered with Swedish fashion label Eytys to create a genderless capsule collection of shoes, clothing and accessories for adults and children.

Olof Ringmar/H&M

For more insights into today's retail landscape for children and teens lifestyle, download PSFK's The Back-To-School Deck, available now.


Lead image: stock photos from Monkey Business Images/Shutterstock

As a reaction to the perfectly polished, highly aspirational image that many brands and influencers have projected online, younger consumers are embracing a rawer, grittier aesthetic that is truer to life. Accordingly, today’s children and teens are resisting restrictive labels and are instead embracing fluidity when it comes to their personal identities. Not only are they breaking down gender binaries, but they are also shattering boundaries when it comes to the things they consume, embracing music, fashion and other forms of retail that moves fluidly between genres and defies categorization.