Individuals select and amplify elements of their heritage and culture to forge their identity, drawing on countless other influences and inspired by global connectedness.
Traditional, heritage-based categories of ethnicity
Increasingly multicultural areas; encouraging the coming together of several different cultures in one unique place
Respect of countless ways to identify in terms of ethnicity and celebration of diverse cultures
Polyculturalism hits the mainstream, encouraging the grafting of contemporary cultures, styles and traditions in one unique identity
How is this manifesting?
Through the eyes of our StreetScapers…
"There’s a generation of young people that have grown up making the cultural commute between urban and township life. Today, that double knowledge is exploding into youth culture, especially through music, art and fashion. They have used their township and urban surroundings to create new sounds, new words, new shapes and new narratives."
Milisuthando, South Africa
"The ‘third culture kids’ are the key to Beirut’s progress and creativity; they are the plugged-in, proactive consumers who do more and demand more. They’ve been behind almost all the exciting new cultural ventures, incubators and start-ups that have galvanized Beirut’s evolution."
12% of Millennials in the US identify as transgender or in some way gender non-conforming.
Cultural grafters capture the South African youth population’s imagination
Boys of Soweto singing group merge urban styling and sounds with township and rural traditions.
Major markets talking candidly about multiracial realities
Japan - catching onto the rise of previously ostracised mixed race citizens (Hafu), forging their own hybrid cultures.
US - the Race Card Project celebrates self-expression from those who represent a mix of ethnicities, rejecting labels.