Dion Chang

A year of introspection while in self-isolation has provided us the opportunity to rethink and reassess. 2019 is not a state of being that we should want to return to. In the words of author Milan Kundera, “We go through the present blindfolded… Only later, when the blindfold is removed and we examine the past, do we realise what we’ve been through and understand what it means.” The annual Flux Trend briefing – The State We’re In – is a highly anticipated overview of where the world is, and where it’s going. Using the acronym T.R.E.N.D.S. which represent six key trend pillars that will shape how we will live, work and connect in the coming year, Flux not only identifies pivotal trends but also delves into the undercurrents between the pillars to provide an executive summary of winds of change that are shaping our world and affecting business. Aren’t you curious to discover what state we’re in?

“OK, boomer” is a humorous or ironic catchphrase, often used to call out or dismiss out-of-touch or closed-minded opinions associated with the baby boomer generation. The catchphrase is frequently used by Gen Zs who blame the baby boomers for the mess the world is in now. There is some truth in this, in terms of generational ideology. But, at Flux we always see the world differently. While we focus on the future, what’s new and what’s disruptive, we are also always on the lookout for blind spots. The “boomer economy” is one such blind spot. In a world obsessed with youth, disposability and transience we’re noticing a counter trend. It’s under the pop culture radar but that doesn’t mean it’s insignificant. In fact, it is a huge blind spot for brands and businesses.

As the first generation of true digital natives, their high – and unwavering – social justice barometer has ensured that their support for causes, from gun control to climate change, has placed them in the global spotlight, even before they finish high school. Greta Thunberg and her cohorts (love them or hate them) are already showing the world what fervour and digital connectivity can do, and brands and businesses should be taking note. The oldest Gen Z’s were born in the mid-90’s, which means they are coming of age, entering your workforce and coalescing into a new frontline consumer group. But now there is a new lens shaping their outlook. The COVID-19 pandemic will be a defining life event for Generation Z, much the same way 9/11 and the 2008 global financial crisis shaped the millennial generation’s views on global politics and economics.