The New Optimists

By far the most varied cohort, The New Optimists range from Gen Z to Boomers, but despite the broad demographic, they have many unifiers –the largest being a vivacious appetite to embrace joy. The New Optimists

All ages · Activists · Hyper-connected

Adventurous · Joyous · Self-assured

Highly social · On the go · Pack mentality

The most enthusiastic persona emerging during this new normal is full of optimism and zest for life. Each day is approached with gratitude and this persona will tend to be the most willing to push the limit and take risks in order to celebrate life’s big and small wins. The collection made for the New Optimist is full of uplifting color which reflects the mood of this energetic group that doesn’t want to stay home. Maintaining friend groups is important to the New Optimists and as this courageous group continuous to have meet ups, it’s important to be prepared with protective gear and also be ready should they find themselves needing urgent care. It’s important to keep immunity high with self-care rituals that are uplifting while attempting to keep safe as they seize the day.

Carol De Leon Creative Director