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Comfort

in Multiplicity


THEMES

SIGNALS OF CHANGE

Comfort in Multiplicity

It’s true…identity has never been this uniquely personal 

Consumers are challenging the norms of past generations, moving away from rigid definitions of identity to a more self-defined, fluid approach to identity. Teens, in particular, are leading the charge in changing how they see themselves, their actions, and the world, creating new vocabularies and taxonomies along the way.

WHAT WE’LL SEE…

Who am I?

As consumers seek to redefine their identities, rising fears of loneliness and isolation can make them feel like they are losing the sense of self for which they’ve fought so hard.

Who are we?

Consumers are moving away from rigid definitions of identity. In its place, a movement is emerging toward more fluid, self-selected identities.

SIGNALS OF CHANGE THAT LEVERAGE MULTIPLICITY

KEYS TO EXPERIENCE DESIGN

  • Experiences must evolve identity lexicons that better address audiences sensitive to evolving identity politics. Also needed is a commitment to diverse internal culture in ways that make inclusivity a primary focus rather than an afterthought.
  • There’s an urgent need for momentum around participatory design that better empathizes with people’s lived experiences.

TALK TO AN EXPERT

Margarita Marshall, Sr. Strategist, Human Centered Design, Idea Couture

Margarita Marshall

Sr. Strategist, Human Centered Design, Idea Couture