Who are the pivotal generation?

There is no defined age range for this generation, we consider them to be teens younger than 18-years-old.

There is an estimated 82 million of them in the U.S. today, equating to 23 percent of the total population.

Because of this, Pivotals today are becoming one of the most powerful forces in our market.


What makes this generation pivotal?

Earnest, hardworking and driven by traditional views of success (money, education, career), Pivotals resemble Boomers in their attitudes. However, don’t expect them to be conservative in their beliefs. This generation is writing new rules that favor liberal – almost radical – viewpoints on things like race, gender, identity and sexuality.


This is what makes them pivotal. Socially and technologically empowered, they are effectively harnessing a lever that will move the world forward just as we are reaching a crucial moment in history. Whereas Millennials dreamed of changing the world, Pivotals will actually do so through a grounded and practical approach driven by their traditional work ethic and radical liberalism.


Putting our trend magazine together is one of our favourite things to do after creating our seasonal trends.
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