There are currently six generations coexisting in Western society. Each of them is influenced by its circumstances — social, political, economic, environmental, and technological — which have a direct impact on how people express themselves. One historical milestone, however, has changed how everyone behaves and even how our cognitive system is developed: the internet.
Idols change from generation to generation. We are currently living in the generation of digital influencers, who are famous sometimes only for their beauty or enviable life. But image exhausts itself, corrupting not only those who worship it, but also the person who produces it. Youtuber and Instagramer activists emerge as modern albums, spreading messages beyond their image.
Today there a lot of talk about gender identity, but there also are identities linked to social and economic classes, race, consumption, nationality, sexuality, and many others. There is no such thing as a single identity, but instead a puzzle that ends up creating what we cal the “SELF”: different identities that end up segmenting and framing us. To emancipate human beings it is necessary to reevaluate everything we do not consider a determining factor for the construction of identity.
The quickness of changes in human behavior blurs the concept of generation. Youth no longer bares the title of unquestionable inspiration, excluding age as a matter of the contemporary. More than inclusion, there is also a market interest in this subject: the acknowledgment of a new class of consumers.
What happens when demographic fronteers are not enough to classify consumer profiles anymore? How to predict the behaviour of a generation increasingly fluid? For a research method to be efficient, it needs see beyond the hierarchy of “normal”. The norm is dead, and with that, it does not make sense anymore to classify consumers by gender, age or social class.
Seriousness and expertise are not adult businesses. Energy and spontaneity are not teenager things. Get used to it: age stereotypes do not represent the contemporary world anymore. In media, music and fashion, teens are being depicted as personality icons rather than symbols of inexperience.
Complex and paradoxal customers are making companies rethink the way they segment market. This classification is not limited only by social class, “economic power”, age-range or gender. To “Unclass” is to take a deep look inside people in order to understand their real motivations; only this way it will be possible to group them: by affinity.
Normcore is not a generational theory, not a flag, nor a large scale mass cultural phenomenon. It is not a THEORY, not a MOVEMENT. NORMCORE is, above all, a NOTION. An empathy feeling and a subtle opinion about what the human beings are living through these days. I can say, as one of the the people who helped create this concept, now that the NORMCORE hype is gone, little was comprehended about this cultural NOTION.