Members of the new generation workforce have a work hard, play hard mentality. They actively pursue their interests and take pride in their accomplishments. They tend to live in their boots - they wear their work boots during the week and their old work boots on the weekend to go hiking or hunting. These younger consumers strive to leave a lasting mark on the world through the results of their work. They are resilient and expect the same of their footwear and apparel on the job.
The younger consumer likes classic brands but is also eager to try new technologies and products that interest him or her. These consumers gravitate toward brands that help them live every day to the fullest and that align with their values - hard working, well-crafted, durable, and tough. The right footwear appeals to the younger worker entering the boot market and has added benefits of high performance and leading technology.