Gen Z once looked up to celebrities for their extravagant lifestyles and designer clothes.
But consumers are now finding status symbols in very different places: today, aspiration means filling our everyday lives with enriching experiences, from travel to food to wellness.
Tapping into this trend is vital for brands looking to position themselves as aspirational for Gen Z.
Throughout the 2010s, this image of wealth, luxury, and extravagance was what constituted aspiration. It was what every young person wanted, and those who embodied it quickly became our role models: from Kanye West to Angelina Jolie, both named in TIME Magazine’s list of the most influential people in 2006, the stars of 20 years ago were defined by their immense fame and unattainable lifestyles.
The same year, TIME Magazine announced that their Person of the Year was “You” - a decision made in recognition of the individual content creators that had started to emerge on the internet, and a reflection of our rapidly shifting relationship to ideas around status.
As traditional status signifiers become culturally ubiquitous, they lose their status. Young people in search of someone or something to look up to shift their focus, and find meaning elsewhere.
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Growing up in Barry, Wales, Osian-Wyn was the only person in his peer group doing fashion photography. But, instead of seeing this as a disadvantage, the young creative believes his drive and tenacity can be attributed to this early isolation, because Osian-Wyn had to teach himself everything from an early age. It also gave him an appreciation for shooting normal people (not just models and musicians) – a preference that shapes his work to this day.
Now based in London, Osian-Wyn’s work is guided by a fascination with people, culture and the stories contained within that. At just 20 his portfolio spans an impressive range – from shooting red carpets at the BAFTAs to campaigns with New Balance and Clash Magazine, and capturing the musician Tems.
We’re the research agency that gets brands closer to culture, via our global network of Gen Z creatives, innovators and community-builders.
If you want to find out more, get in touch: info@onro.ad
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