CRYSTAL BALLS

This interview with the author of a new book titled "RenGen:  The rise of the cultural consumer and what it means to your business", caught my eye.  Heres how the author, Patricia Martin describes "RenGen", aka the "Renaissance Generation":

"The RenGen is a psychographic more than a demographic, but when you look at census figures alone you have this large group of boomers who in their youth idealistically wanted to change the world, got frustrated and cashed out. You also have this even larger, rising segment of young people every bit as idealistic as boomers once were.

If you look at a census table, it looks like a book-ended generation with these two groups on either end. As for their characteristics — they are eco-conscious; they take their cues from nature so they are willing to accept products that are flawed but authentic rather than slickly produced and inauthentic. Dove figured this out with the real-women campaign.

They want to make a difference. They want to live many lives. They don’t want to be told, “You can’t be an architect and a poet.” They are sensualists. Because they are both idealistic and cynical at the same time, they have learned to trust what they experience rather than what experts tell them. That is why design and aesthetics are so elevated right now."

Despite that horoscope like opening, the author really caught my eye with this enticing prediction:

"I predict that what we will see out of the younger RenGen is the largest class of entrepreneurs the United States has seen in a long time. Not only are they driven to do original work, but they are going to want to live that out in originally designed careers."

Its a cool, idealistic vision, especially appealing in these turbulent times.  Adding the book to the reading list.