Media, brands, radio, TV and authors, through eternity, have all been fascinated by Gen Next. Through the ages each generation is fascinated, fearful and awed by the next generation following them, the infamous “Gen Next”. Stories are written about them, what they like and dislike; they are analysed as a consumer group, brands start catering their positioning to them and advertisers start probably appealing to their lowest salacious desires. TV programs are created to titilate Gen Next and radio cannot have enough of them. But this entire fascination with Gen Next is actually an age-old phenomena and thus a repeating pattern within the evolution of humanity. Generations and generations of humans, have always been intrigued by Gen Next. Perhaps as groups of generations grow up on earth, they find their own bodily youth in them?

But truly this entire concept of Gen Next stems from our fascination or addiction to biological age. And our addiction to biological age, stems from our concept of “we are the body, nothing but the body”.  We miss that we could actually be something more, something on which our own awareness rides. When our concept of ourself starts and ends with our body, age becomes a critical factor and Gen Next, Gen Past, Gen New all become concepts that come into play. Evolution and understanding of the universe (which is something we ultimately need to seemingly CRACK), is not dependent on Gen Next or Gen Past. Humanity is served by individuals in which ever generation, that have spent their time understanding their own life, their inner beat and the awesome presence of the universe. When even one individual gains this incredible insight or enlightenment (which in fact is our constant state), all of humanity not only just benefits, but rejoices and celebrates. Nature itself starts singing. Within the context of space-time, Gen Next is actually a non-entity; a figment of our imagination; a story that economists, newspaper editors, brand strategists and advertisers love to glorify, since it is an excellent money making tool. Dont fall for it, buddy.