New Report Alert: The Synthetic Generation

Twelve years after “Me the Media”, runner-up marketing book of the year in the Netherlands, the authors risk a new dive into the social media life of young people. “The Synthetic Generation” highlights the coming of age of the post-millennial generation. With their ‘neoromantic’ soul, they represent almost one-third of the world’s population. They show an appetite for gaining influence, even before working careers have even started. The report draws upon a deep variety of sources; from sociological studies that show a profound value shift, the metamodern insights from cultural philosophers, historical views on culture clashes to the latest research done by media companies like MTV. It explains the popularity of upcoming influencer behaviours, from eSports to Mukbang and from Chinese live stream factories to ASMR: this is a generation that is craving for authenticity. And although their ‘onlife’ synthesized feelings and parasocial friendships may look bizarre, it’s their escape route from an even more bizarre reality. Everyday life. These are the children that are being raised during a reality crisis, the real-fake, and the rise of alternative facts. And we haven’t seen the end of it looking at technology. Synthesized media are introducing digital humans, computer-generated influencers and new ways to manipulate the mind. One thing is for sure: the synthetic generation is preparing itself for it. Are you ready for the synthetic generation? Download the report here.