Liberated Anomie in Generation Next: Hyperindividualism, Extreme Consumerism, and Social Isolationism

Liberated anomie is a defining feature of Generation Next, allowing young adults to hold wide latitudes of acceptance for risk behaviors by disengaging from others and from the negative impact their actions may have on society. This cohort's experiences with hyperindividualism, extreme consumerism, and social isolationism have created hypertolerance for deviant behaviors. The impact of online communications, a child-centric upbringing, and the historical and cultural forces that shaped Generation Next have created unique challenges for developing health messages for young adults. Clarification of cohort-defining values, however, provides a starting point for framing health messages. Key features of successful public health messages will reduce normative fallacy related to risk behaviors among young adults, appeal to the individual and provide opportunities to consume products or services related to the message. Most importantly, public health must be part of the creation of new rituals, both online and offline, so that social consciousness and social control can be developed in concert with the core values of Generation Next.