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Report Launch: PSFK X Complex’s “What’s Next: Generation Antidentity” Is A Guide To Engagement That Transcends Labels

Report Launch: PSFK X Complex's “What's Next: Generation Antidentity” Is A Guide To Engagement That Transcends Labels

Moving beyond labels like genre and demographic to engage audiences in an age of ever-evolving identity

Celebrities and influencers like Donald Glover, Lil Nas X, Russell Westbrook, Rihanna, A$AP Rocky, Brockhampton, Billie Eilish and Virgil Abloh reflect a new generation of multi-hyphenates who are rejecting classification from all angles and refusing to be pigeonholed. Youth culture is embracing music, art, and fashion that move fluidly between genres or defies categorization. It is also rejecting restrictive labels in favor of defining itself, creating new ones that better represent its pride in diverse values, brands, and affiliations.

To provide deep and actionable insights for agencies, brands and media companies looking to understand and create for today's self-defining consumers, Complex Networks and PSFK have collaborated to launch What’s Next: Generation Antidentity—Moving Beyond Demographics To Engage Audiences In An Age Of Ever-Evolving Identity. This research report explores how one of the most diverse and influential generations is choosing to abandon labels and define itself. It also demonstrates how marketing can adapt to stay relevant with this audience.

This report comprises 4 key trends tied to changing consumer desires and behaviors, supported by best-in-class examples illustrating how these trends manifest within the cultural landscape. It also provides strategic recommendations and actionable steps to engage with this sought-after audience. Finally, this report is bolstered by results from a bespoke survey from the Complex Collective, providing crucial insights into how younger generations are defining themselves. Key findings include:

•83% of survey respondents state that their generation is more open-minded than previous generations

•86% say their generation is more creative than previous generations

•78% strongly agree that musicians, artists and other creators shouldn’t be defined or limited to a particular genre and should feel free to mix different genres in their work


What's Next: Generation Antidentity is a must-have manual for marketers and executives looking to better understand today’s generation of consumers. The 47-page report is available for free download here: