If you follow me on Twitter or have seen the Gen Z: We Are the Future Facebook Page, you will have noticed that I’ve been uttering more frequently about Generation Z!
Who exactly are the Generation Z People? According to the Wikipedia, they are “The Digital Natives.” There is not an exact date of when this generation starts or ends. The earliest years usually considered are 1993 and 1994, while some believe as early as 1991. According to Baby Boomer Care, they “make up for nearly 18 percent of the world’s population.” They also make note of some other very important characteristics:
They are very impatient as they desire instant results. The Internet is there and they take it for granted. They do not consider it to be the greatest tool for mankind as it has always been there for them. Their means of communication is mainly through online communities like Orkut, Google, and Face Book. They do not believe in personally meeting their friends and developing relationships. They are capable of making huge communities and have massive collaborations using the Internet without knowing anyone personally. They may not do very well in areas of public speaking and regard privacy to the core. They may consider living with others as intrusion of space.
So why am I so passionate about Generation Z? I am not a “Z-er,” nor do I have “Z-children.” But, I do live and breathe marketing, personal branding & all things digital and social media. There is (and will be) a direct correlation among these varied “pieces.”
If the future is really in “communications mainly through online communities” and we know that these people will be out working, (and having disposable income) then I believe it’s critical for us to study them, learn about them and listen to them now!
If we accept that the “oldest” Gen Z-er is 19 and the youngest not even born yet, then if you are a company/marketer who either targets them as a consumer today or in the next few years, you must be in the Digital Space. And furthermore, once you are in the Digital Space, you must know how to communicate properly with them. They could potentially be just the “big mouth” your company is looking for.
“The Internet is there and they take it for granted. They do not consider it to be the greatest tool for mankind as it has always been there for them.”
That’s because they lack proper perspective.
Thanks for the thought, Mike. I think that whether or not we agree on them “lacking proper perspective,” the point still remains. No matter what perspective they have or don’t have, we still need to tune into it and pay attention. Their perspective will ultimately tell us something.