Gen X-ers are now the mainstream establishment in western culture, ranging roughly from age 30 to 50. The term, a coinage originally used by photographer Robert Capa for post-WWII youth and later appropriated by novelist Douglas Coupland, has a counter-cultural feel no longer particularly appropriate. Some confusion isn’t out of place in describing this heterogeneous, explosive generation that has experienced perhaps the most change-saturated era human civilization has ever seen. Unlike theMillennials who have grown up with rapid technological expansion and economic uncertainty as norms, Gen X flourished in a time that seemed to alter significantly almost day to day. From the fall of the Berlin Wall to the birth of personal digital technologies, from AIDS to latch-key parenting, they are tough and life-savvy.

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Nuked Nation

Naming Generation Z

27 March 2013 | By Cheryl Swanson

Generation X, Y, and now Z? Why Z, because it’s the next logical letter in the alphabet? It’s about time this generation gets properly “named”. Give or take a few years, Generation Z is comprised of those born around 2003 until now. Their giant predecessor, Generation-Y, aka millennials, those born from 1982 to 2002, has largely overshadowed them. But it’s time to take a deeper look into this generation who seems to be a band without a name and is coming of age quickly.

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Focus on the product rather than the cache of the brand name or logo, says Cheryl Swanson of Toniq.

By Cheryl Swanson

In a world saturated with brands and logos, the new chic is to lose the brand. Well, not literally. We have been seeing this for some time in luxury fashion, but now it’s happening to mass brands as well. The appeal is to focus on the product rather than the cache of the brand name or logo presence. It’s actually all part of a brand strategy that is gaining momentum.

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Happi article posted on January 2012.

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