1. Personal authenticity
I want to express myself and live authentically, not according to someone else’s rules
2. Product authenticity
Growing demand for authenticity & openness from consumer brands
3. Self-invention
Creating my own choices when what I am offered doesn’t suit me
4. Participation
Insistence and desire to “play-in”. Cravings for experimentation & experience
5. Save the planet & Wellbeing
The balance of this and versus the economic conditions
6. Age nullification
Refusing to let chronological age and stereotypes determine behaviour
7. Technology
Obvious but elevates our anticipation of speed for just about everything
8. Choice Chaos
Need editors and helpmates to organize and order multitude of choices facing us
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