Youth connect to tradition without sacrificing modern sensibilities
Implications - Tradition provides comfort, but genuinely engaging in that sentimentality is often perceived as out of touch or downright weird. Young people looking to connect with past traditions subvert those negative connotations through irony. They thus infuse traditional products and styles with sarcasm and anachronisms (while still allowing for covert sentimentalism.)
Workshop Question — In what way can your brand incorporate a sense of irony as a way to engage the youth in your offerings?