Gen Z has a lot in common with Alan Jones
Yesterday morning saw 100 or so marketing types enjoying a nice bacon and eggs breakfast at the Opera House while people from MCN, Habbo, Channel V and Fuel TV told us all about how the kids are down with their brands.
And while there was inevitably something of a sales message in their research, there was also interesting stuff to be dug from yesterday’s attempt to define “Generation Z” (By the way, I’m not sure I got the memo – I thought we’d all decided to call them iGeneration?)
But half of the benefit of being at these types of events is that even if you don’t buy everything the speakers have to say, you get the opportunity to be away from ringing phones while you think about the topic.
And admittedly the you-would-say-that-wouldn’t-you cynics would look a bit more closely at some of the messages of yesterday’s forum:
The Gen Z name is the logical flow on of X,Y & Z – making it easier to navigate through the Generations.
Whilst there is debate about start and end dates, “Generations” are typically about 11 – 12 years in duration – Gen Y (currently around 19 – 31years) Gen X (31 – 44 years etc). Naturally, the Gen Z’s are still evolving with those under 13 years probably too early to start making assumptions about.
The other names that have been given to this generation, whilst more interesting than “Gen Z”, tend to focus in on just one characteristic (like technology for example) … or is too generic (like “next gen” – which could apply to any generation coming up through the ranks)
Personally, had we not dubbed them “Z” the “WE” generation would have been an interesting term given they are emerging as a more grounded generation that is less about “ME, me, me” and more about their community than their Gen Y predecessors. They are hugely into causes – particularly the environment, and will often put this ahead of pursuits like money, fame, power etc
One interesting finding, from previous surveys of this group (we’ve been watching them for some time now) is they were far more concerned with equality issues in the workplace than anything else on a career level … they didn’t want to see any discrimination on basis of religion, race, gender, sexuality etc Money and overall career success in the sense of climbing the ladder barely registered as a consideration barely registered.
Also worth noting, this study is based on what Gen Z says about themselves – as well as some behavioral observations. A lot of the previous commentary is based on assumptions about what they will do because of their use of technology etc
Your final point is an interesting one, Fleur. Now you mention it, I remember wondering during the presentation, how similar this would be to what Gen X or Gen Y would have said about themsevles at a similar point in their lives.
Cheers,
Tim – Mumbrella
Yes I’ve heard that said a lot too, however I think the causes issue has intensified – particularly around the environment – given the greater focus on this in schools etc
We also heard it said about Gen Y in respect to their attitudes in the work place – that this was simply youth being youth (lack of respect / loyalty etc) However, I think its fair to say that Gen Y attitudes were a fairly unique outflow of the cultural influences around them when they were growing up (including relative affluence, availability of work). I think most in Gen X would have been a lot more hesitant than Gen Y at the same stage in life.
You could also say that reality TV etc intensified the Gen Y desire for fame.
However, this next generation – Gen Z – has been exposed to those influences as well, but appears to be less distracted by them ….
Just my thoughts
Z for Zac, works for me Mumbles! Interesting read, been enjoying your articles lately sir.
As our token iGen/ Gen Z reader, good to have you drop by – and thanks for your kind words.
Cheers,
Tim
MTV should put Sarah Jane Owen on the air!
I’m Gen Y and I can understand why Gen X aren’t brand loyal.
This is just my opinion/thoughts but our generations have grown up in a much faster paced world and often come from disjointed families (divorced parents.) Because of this we’ve formed tighter bonds with our friends than with our parents/families because often they weren’t around or had other things on their minds therefore we’re strongly influenced by our friends/peers word of mouth recommendations. We’ve also grown up bombarded with advertising so we’ll take someone’s opinion more highly than buying something becasue an ad tells us to. In fact I mute TV ads to read or do something on the computer in the breaks or if it’s recorded, fast forward through them.
It’s interesting that they think Gen X likes advertising though (perhaps they haven’t tired of it yet?)
Back to loyalty – Gen Y and the upcoming Gen X often get a lot of heat because we’re fickle, we want everything now/yesterday and we want the hottest gadget/accessory but this comes from living in a fast paced world in good economic times.
I think marketers and ad agencies are going to have to work a lot harder to grab Gen X and Y’s short attention span (because we’re Tweeting, Googling, watching TV and reading a magazine at the same time)