Not so long ago, young consumers wanted nothing more than to fit in. But now, standing out is the goal, and 66% of 13-33-year-olds agree that being the same as everyone else is boring. But it isn’t just about fashion. Celebrities that stand out and show off their distinctiveness are embraced. Their desire to be different is impacting major life milestones like weddings and parenthood, the restaurants they want to eat at, the hotels they want to stay in, and the brands they want to buy. Sameness is so yesterday—unique is the new cool.