GEGENAN

Gegenan - Provocation - Attention - Cult - Performance - Ideology - 

All these things are linked to the youth of my customer. Being rebellious is a part o puberty but not of our state or system anymore. 

Growing up my customer experienced the constant fear of a Cold War, they were extremely political even in their teenage years, something that changed drastically over the years. 
Once there was a counting, they were walking around and registering every citizen. Even this was too intimidating, an act against their personal privacy rights.

Nowadays we're happy to give away all our rights, let Facebook have our nudes and let everyone know about our sex life.
Their generation was rebellious, they didn't accept anything (like we do every time we download an unnecessary app) unless they know everything about it. 

Finishing research fields linked to disorders and the post-war era I've decided to start a more empowering chapter and look into the more progressive years of my customer. 

If something happened against their will, they were fighting for their right, not sitting in front of any screen but actually become active and protest. Fighting for freedom, the aftermath of the hippy -and punk era turned them into mindful and educated humans, constantly aware of risks that could repeat the past.