The ULTIMZ Journal’s Club of Chronicle Writers is thrilled to introduce Mélanie Verhille’s latest column, in which she explores the intriguing connection between The Bloomsbury Group and Gen Z. As the Creative & Strategic Initiatives Director – Marketing – Perfumery at Firmenich, Verhille delves into how these two groups embody the same liberating spirit of modern culture and their impact on society.
The Bloomsbury Group, which emerged in the early 20th and 21st centuries, witnessed a world undergoing rapid transformation on political, societal, technological, and economic fronts. Despite being separated by a decade, both The Bloomsbury Group and Gen Z played influential roles in shaping our historical discourse.
Originating in 1905, The Bloomsbury Group comprised unconventional freethinkers who challenged the Victorian values prevailing at that time. They rebelled against societal conventions, restrictions, and double standards imposed by their parents’ generation. Key members of The Bloomsbury Group included artistic figures such as Vanessa Bell and Duncan Grant, renowned writer Virginia Woolf, publisher Leonard Woolf, art critic Clive Bell, economist John Maynard Keynes, and others. Together, they embarked on projects driven by a radically liberal vision of politics, society, gender roles, love, and art. Their revolutionary outlook birthed significant contributions to English modernism.
In a similar vein, Gen Z is reshaping our perspectives on the world, work, and personal fulfillment. Echoing The Bloomsbury Group’s spirit, this generation is determined to voice their opinions and be heard. Gen Z values authenticity and engages in meaningful conversations and connections. They form close-knit communities and demand the freedom to develop their own ideas and lifestyles. Challenging societal norms and rejecting pretense are integral to their identity.
Gen Z thrives on the limitless opportunities for expression and action. They embrace experiences, experiments, and intuition, shunning anything that hinders progress, stifles innovation, or restricts their worldview. Boundaries are blurred, possibilities emerge, and established orders are disrupted. Gen Z constructs a reinvented modernity, breaking down traditional hierarchies and seamlessly blending ideas from diverse sources. Critical reflection, laughter, and collaborative subversion are central components of their approach. Rejecting rigid codes and practices, they navigate a world of flexibility and adaptability, transcending either-or thinking.
Being a part of Gen Z means celebrating multiplicity – embracing the diverse identities within oneself and respecting the varied experiences of others. It entails acknowledging and valuing multiple perspectives to foster a more inclusive and dynamic society. Much like The Bloomsbury Group, Gen Z’s rebellion against societal norms and their quest for personal freedom continues to redefine the modern cultural landscape.
Useful links relevant to the article:
1. Understanding Gen Z and their impact on society
2. The influence and legacy of The Bloomsbury Group
