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Generation Z: the correction of errors of our past
Important marketing the study, says Jeremy Finch Director of strategy consulting firm Altitude.
Poor generation z media and marketing company has announced their "ekranizatsiya" personalities with concentration like that of a mosquito. And on their shoulders the salvation of the world and correction of errors of our past.
Is it really so?
The study of generations is in itself an intricate process, but many recent studies on this topic are full of prejudices and stereotypes. Generation Z deserves a more fair treatment, but all the others could use a more meaningful discussion: this group now accounts for a quarter of the U.S. population, and by 2020 it will account for 40% of all consumers. To understand them is extremely important for companies that want to succeed in the next decade and beyond.
My firm undertook to dig a little deeper and understand not only what is part of generation Z, but why. We have worked with a dozen 16-18 year old people with different backgrounds and from different parts of the country — held in-depth discussions, organized recording daily video diaries and interactive exercises that help us to penetrate into their lives. Our task was to see the world through their eyes.
And we learned some amazing things.
8-second filter If to believe the recent high-profile titles, the duration of attention to generation Z has shrunk to 8 seconds, and they are on anything can not concentrate for longer periods. However, we found that generation Z actually there was what we call a highly developed "8-second filter".
They grew up in a world where the possibilities are endless, and their time — no. So generation Z is adapted to the need to quickly sift through and evaluate the vast amounts of information. Online and mobile apps they rely on tab and section where the most popular and fresh content. They also follow curators you trust to understand where the most appropriate information and entertainment. These tools help generation Z to reduce your potential set of options to acceptable.
If they found something worthy of attention, the representatives of generation Z can become extremely focused and committed. In their era, the Internet has allowed to study any subject and learn from like-minded people. 17-year-old Marcus from Connecticut spent years studying the Internet culture of vintage sneakers and eventually became their expert. In the first year of College when he realized he could use this knowledge and opened a small business selling rare sneakers.
Radar generation Z carefully configured to identify what is worth their time. To overcome these filters and gain their attention, you will need to provide them with exciting and brings immediate benefits experience. A unidirectional message will drown in the noise.
They are not dependent on screen — they are full-fledged brand managers Media draw generation Z as a group of socially inept residents network, and the older generations can't understand why they spend so much time online. In fact, generation Z is experiencing tremendous pressure — they need to simultaneously manage personal and professional brands to fit into reality and stand out.
On a personal level, generation Z tends to instant approval and adoption through social media — that there are their peers and are the most important conversations. They operate several personalities for social media to meet each of their classrooms and reduce the risk of conflict. "We filter out all our flaws to create the perfect image," says 16-year-old Shen from Arizona.
On a professional level, generation Z is extremely sensitive to the negative stereotypes plaguing the generation Y. They want to be known for his ability to work hard and survive offline. "I always felt that I need to prove what I'm capable of, says Shen. — Hard work eventually reaps rewards".
Most study participants also said that the ability to clearly communicate in person, especially with older people — a skill number one which will guarantee them success in the future. "I should be able to look adults in the eye, firmly shake their hand, ask how they're doing," says 17-year-old Liam.
Generation Z is torn between these two forces. They need social media to build personal brands, but they don't want these social networks to determine who they really are. They seek social approval, but I want to differentiate in a professional sense. Companies that understand this tension, can give generation Z the tools to help reconcile and better manage their personal and professional brands.
Generation of pragmatistsMedia dubbed generation Z "entrepreneurial generation," and emphasize their desire not to dive into the corporate routine, and to build their startups. We found that although generation Z appreciates the idea of working for yourself, most of them tend to avoid risk, practical and pragmatic. Their supposed entrepreneurial spirit is more a survival mechanism than the idealistic pursuit of status or wealth.
If generation Y has been criticized for lack of concentration, that generation Z expects to plan long ahead. They are strongly influenced by their parents from generation X — individualistic, relying upon themselves, and they want to avoid mistakes made by their predecessors from generation Y. "I need a job that makes money, otherwise College will be a waste of time, says 17-year-old Marcus. — I want to choose a stable career."
To get rid of this anxiety, all participants in our study tend to find work in a growing, not as active in the automated fields — education, medicine, sales, etc. and they determined to develop contingency plans that will help them to cope with rapidly changing labour market.
Media focused on several high-profile entrepreneurial successes adolescents, but the majority in our study are inclined to distinct careers and financial stability. Entrepreneurship is seen as a way not to rely on anyone (or anything), and their approach to it is more likely to focus on a sustainable and more modest enterprise than to risk the breakthroughs of Silicon valley.
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Something in between or a Society tend to romanticize youth, or criticize what she does differently. But in reality, generation Z somewhere in the middle. They face many problems which arise at this stage of life — transition from school to work, separation from parents, forming their own identity. But they need to do this in the fast paced technological era.
It is crucial to recognize the differences between generation Z from us and accept them for who they are. Without sympathy and understanding of brands risk of falling into oblivion.
As expressed by writer Logan Pearsall Smith a hundred years ago, "do not laugh at the affections of youth — she is only trying on one face after another to find his own". published
Source: ideanomics.ru/articles/4141
Poor generation z media and marketing company has announced their "ekranizatsiya" personalities with concentration like that of a mosquito. And on their shoulders the salvation of the world and correction of errors of our past.
Is it really so?
The study of generations is in itself an intricate process, but many recent studies on this topic are full of prejudices and stereotypes. Generation Z deserves a more fair treatment, but all the others could use a more meaningful discussion: this group now accounts for a quarter of the U.S. population, and by 2020 it will account for 40% of all consumers. To understand them is extremely important for companies that want to succeed in the next decade and beyond.
My firm undertook to dig a little deeper and understand not only what is part of generation Z, but why. We have worked with a dozen 16-18 year old people with different backgrounds and from different parts of the country — held in-depth discussions, organized recording daily video diaries and interactive exercises that help us to penetrate into their lives. Our task was to see the world through their eyes.
And we learned some amazing things.
8-second filter If to believe the recent high-profile titles, the duration of attention to generation Z has shrunk to 8 seconds, and they are on anything can not concentrate for longer periods. However, we found that generation Z actually there was what we call a highly developed "8-second filter".
They grew up in a world where the possibilities are endless, and their time — no. So generation Z is adapted to the need to quickly sift through and evaluate the vast amounts of information. Online and mobile apps they rely on tab and section where the most popular and fresh content. They also follow curators you trust to understand where the most appropriate information and entertainment. These tools help generation Z to reduce your potential set of options to acceptable.
If they found something worthy of attention, the representatives of generation Z can become extremely focused and committed. In their era, the Internet has allowed to study any subject and learn from like-minded people. 17-year-old Marcus from Connecticut spent years studying the Internet culture of vintage sneakers and eventually became their expert. In the first year of College when he realized he could use this knowledge and opened a small business selling rare sneakers.
Radar generation Z carefully configured to identify what is worth their time. To overcome these filters and gain their attention, you will need to provide them with exciting and brings immediate benefits experience. A unidirectional message will drown in the noise.
They are not dependent on screen — they are full-fledged brand managers Media draw generation Z as a group of socially inept residents network, and the older generations can't understand why they spend so much time online. In fact, generation Z is experiencing tremendous pressure — they need to simultaneously manage personal and professional brands to fit into reality and stand out.
On a personal level, generation Z tends to instant approval and adoption through social media — that there are their peers and are the most important conversations. They operate several personalities for social media to meet each of their classrooms and reduce the risk of conflict. "We filter out all our flaws to create the perfect image," says 16-year-old Shen from Arizona.
On a professional level, generation Z is extremely sensitive to the negative stereotypes plaguing the generation Y. They want to be known for his ability to work hard and survive offline. "I always felt that I need to prove what I'm capable of, says Shen. — Hard work eventually reaps rewards".
Most study participants also said that the ability to clearly communicate in person, especially with older people — a skill number one which will guarantee them success in the future. "I should be able to look adults in the eye, firmly shake their hand, ask how they're doing," says 17-year-old Liam.
Generation Z is torn between these two forces. They need social media to build personal brands, but they don't want these social networks to determine who they really are. They seek social approval, but I want to differentiate in a professional sense. Companies that understand this tension, can give generation Z the tools to help reconcile and better manage their personal and professional brands.
Generation of pragmatistsMedia dubbed generation Z "entrepreneurial generation," and emphasize their desire not to dive into the corporate routine, and to build their startups. We found that although generation Z appreciates the idea of working for yourself, most of them tend to avoid risk, practical and pragmatic. Their supposed entrepreneurial spirit is more a survival mechanism than the idealistic pursuit of status or wealth.
If generation Y has been criticized for lack of concentration, that generation Z expects to plan long ahead. They are strongly influenced by their parents from generation X — individualistic, relying upon themselves, and they want to avoid mistakes made by their predecessors from generation Y. "I need a job that makes money, otherwise College will be a waste of time, says 17-year-old Marcus. — I want to choose a stable career."
To get rid of this anxiety, all participants in our study tend to find work in a growing, not as active in the automated fields — education, medicine, sales, etc. and they determined to develop contingency plans that will help them to cope with rapidly changing labour market.
Media focused on several high-profile entrepreneurial successes adolescents, but the majority in our study are inclined to distinct careers and financial stability. Entrepreneurship is seen as a way not to rely on anyone (or anything), and their approach to it is more likely to focus on a sustainable and more modest enterprise than to risk the breakthroughs of Silicon valley.
Steve Pavlina: an impressive experiment — 30 days without social networks
SHOCK! Rapists told how to choose their victims
Something in between or a Society tend to romanticize youth, or criticize what she does differently. But in reality, generation Z somewhere in the middle. They face many problems which arise at this stage of life — transition from school to work, separation from parents, forming their own identity. But they need to do this in the fast paced technological era.
It is crucial to recognize the differences between generation Z from us and accept them for who they are. Without sympathy and understanding of brands risk of falling into oblivion.
As expressed by writer Logan Pearsall Smith a hundred years ago, "do not laugh at the affections of youth — she is only trying on one face after another to find his own". published
Source: ideanomics.ru/articles/4141
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