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The Rift - The divide between young people and the future

IPA CPD Network (formerly Training Forum)

A virtual CPD Network session presented by Tapestry, cultural insight studio Starling and creative experts Pablo on their latest report for The Rift series, examining the deepest divides in modern culture.

This session will be focusing on their latest report which explores the divide between young people and the future – assessing the rising sense of futurelessness amongst young people; a generation that has lost faith in societal progress, their culture and politics haunted by the past, and for whom it’s harder than ever to plan for tomorrow.

Drawing on the views of more than 3,000 people (including 1.000 young people) across the UK and US, contextualised with cultural and historical analysis from the team at Starling, we will look at:

  • How can we help a generation caught between systems that no longer serve them, and futures they can no longer picture?
  • How can culture and brands create more longing for the future?
  • What can history tell us about what's next?

Two key themes of their research are "restarting the engine' of progress (obtainable, realistic steps towards larger goals) and 'building communal futures' (self betterment combined with collective achievement).

This extends beyond brand marketing: one example highlighted in their report is the ‘CollectiveUs’ programme, which brings people together through intergenerational, marginalised apprenticeships and co-owned ventures.

For a preview of the themes, download their full Rift 2 report. You can also take a look at the previous Rift research on the political and cultural Rift between young men and women.

Speakers:

Katie Twyman, Senior Research Executive, joined Tapestry in May 2024. Hailing from New Zealand, she graduated with a double major Bachelor of Arts and brings an international perspective and a genuine passion for understanding culture - translating data into compelling stories that drive real decisions for clients.

Adam Chmielowski is co-founder of Starling Strategy. He's a visiting lecturer on cultural strategy at the University of Bristol’s School of Management, focusing on how understanding culture translates into practice, across comms, brand strategy and innovation. 

Annie Auerbach is an expert on the future of work, an author and the founder of trends and cultural insight at studio Starling, whose clients include Nike, Pepsico and Unilever. She wrote FLEX before the Pandemic predicting a new wave of flexible living and working. FLEX: Reinventing Work for a Smarter Happier Life is a guide to living and working on your own terms and has been featured in the Financial Times, The Sunday Times Style and by Stylist magazine as the best book on working from home.