Published 13 April 2022

Estella Shardlow

Pragmatic, resourceful, empathetic – today’s young consumers are already forging the future they wish to see. Empowered by their digital prowess, they’re circumventing conventional institutions or gatekeepers to acquire knowledge, rally for causes and challenge toxic stereotypes. We’re calling this psychographic Generation Proactive. Here, we take a global look at their behaviours and ambitions.

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