Youth subcultures are often defined or distinguishable by elements such as fashion, clothing styles, hairstyles, footwear, beliefs, slang, dialects, behaviors or interests.

Box1824 and Bola Socioligy Design, both based out of São Paulo, have conducted a study on a new, cultural movement which they call Cosmopolitan Tribalism.

In this report they argue a new global generation of hyper consumers are rising up. They are accepting technology as nature and constructing their lives and communities in the name of self-expression, collaboration and celebration. They live in a futuristic world rooted in primitive unity.

The study was commissioned by a group of technology and style companies and sought to map behaviors and moods common throughout the first truly global generation.

Cosmopolitan Tribalism is a piece by BOX1824 and Bola, compiled over the past year for a behavioral and aesthetic map of global youth, mostly focused on young “Globalists” (better known as Millennials, people born between 1980 and 1995, and who entered the workplace during the 2000’s).

The video, a product of the study, tries to group references for an aesthetic movement highly influential among members of this generation, incredibly widespread during 2008. We see here a little of the “globalist spirit” made tangible.

It does not represent most of mankind and global youth, but rather a niche of globalized young men and women living an interconnected culture in the most economically active capitals of the world. This is an inspiration video, aesthetically organizing how a culture expresses itself.

Since we are reaching the end of the decade, it also works as reference of what the last 10 years looked like, from the indie movement’s rise with the return of rock music early in the decade, through the metamorphosis of hip-hop and the rise of the new rave scene. We are witnessing the convergence of three fundamental worlds of young global pop culture: hip-hop, rock and electronic.

The Internet is the great facilitator of new social relationships, making modes of consumption and self-expression change how we make and think about music, fashion, entertainment, design and communication. The urban world, connected and cosmopolitan, opens door for a return to the primitive, where nature worship, spiritual quests and new states of being are again in the discussion. This is how we define a new way of thinking, challenging the border between old and new, primitive and modern, natural and technological, driving the cultural and consumer goods industry towards updating and rejuvenating its direction.

To sum up, the piece tries coalesce the zeitgeist of our decade. (link)