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Shocked to hear a trend firm advise against generational generalizations?

Not if you read our November 2014 Trend Briefing POST-DEMOGRAPHIC CONSUMERISM (PDC), which outlined why the traditional demographic model of consumer behavior is broken.

In it we said…People – of all ages and in all markets – are constructing their own identities more freely than ever.

H&M-owned womenswear brand & Other Stories, from Sweden, cast transgender models in a campaign for its August 2015 capsule collection.

The campaign’s creative team – including the stylist, makeup artist and photographer – were also transgender.

From September 2015, Eton – the UK boarding school that was established in 1440 and that has educated 19 British Prime Ministers – will offer invitation-only online courses for students in China, tailored to fit the curriculums of their schools.

Surpassing 50,000 downloads in May 2015, Public Dance Classics is an app inspired by public square dancing: a national phenomenon in China.

The free mobile app enables anyone from any age group to learn the most popular dances, which are performed regularly by groups of older ladies in squares and other public places.

Public Dance Classics features instructional videos for 30 dances, including 12 government-approved routines.

Lean Machine Ale, the post-workout beer from our PDC Briefing has not yet launched, but in July 2015, Lululemon partnered with Vancouver's Stanley Park Brewing and produced 80,000 cans of Curiosity Lager, hitting the sweetspot for beer-loving yogis. Repeat."We've come a long way from Bud Light's take on yoga back in 2009...

The beers were available at the Sea Wheeze Half Marathon, which has the motto: "Yoga. POST-DEMOGRAPHIC IMPERATIVES | The rapid embrace of new technologies, rampant global urbanization and the expectation that everyone should be empowered to live the way they want.

Three strands of the POST-DEMOGRAPHIC world that demand you take action!

(i) The accelerating development of new technologies (from algorithms to big data to programmatic) gives brands the power to treat customers as the individuals they are, rather than as members of generic segments.(ii) Continued urbanization means ever more people have the social freedom, economic means and diversity of product/service/experience choices they need to be themselves.

Urbanites are your early adopters and your toughest critics.

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