Through the Eyes of Gen Z; Susan Shelkrot; Altitude; 2015-05; 18 pages; regwall (pay with PII).
Teaser: 6 Keys to Understanding Your Next Customer
Susan Shelkrot is VP Program Development, Altitude.
- A study, a survey.
- N=”over a dozen”
- Age 16-18 (born 1999-1997)
- Jeremy Finch, staff, Altitude
- Personas are developed.
The influences (listicle) draws on generational theory as an environmental framing effect that shapes the cohort’s revealed mindset & practiced behaviors:
<quote>The majority of Gen Z parents are part of Gen X. Gen X lived through the ambiguity of the Vietnam War and the recessions of the early 80’s and early 90’s, and now they’ve passed on the lessons they learned from their own experiences to their children. As a result, many of Gen Z’s behaviors are driven by a similar desire to seek safety, security, and self reliance.</quote>
- Growing up digital.
- Living in uncertainty.
- Gen X parents.
Keys to Understanding
- 8 Second Filter
Everything is link bait nowadays.
- Digital Catch-22
Social Media (Facebook); follows from #1.
- Echo Chamber
Self explanatory; follows from #1
- Contingency Plans
Finance, carreer- and life- path choices.
They have a work ethic, they understand olds’ perceptions of their work ethic.
- Financial Literacy
They have it, get it, study it..
- Generation Z is not lazy
- Generation Z needs anonymity and ephemerality from social media
Therefore, Facebook & Twitter need to develop ephemeral features like Yik Yak and SnapChat.
- Generation Z cannot tolerate differences of opinion.
- Generation Z cannot adapt to radically new ideas readily or eagerly.
- Generation Z needs to retain control, to have options.
- Generation Z will not tolerate long-term contracts.
- Generation Z will not tolerate long-length education schemes (ahem, degree programs).
- Generation Z values training in transferrable, generalist skills.
- Generation Z needs gamification: leader boards, progress bars, todo lists.
- Generaion Z may not be skilled enough or patient enough to work their first job [huh?]
- Generation Z something vague about sports interests.
whereas Generation X invented Extreme Sports, therefore Generation Z …???
- Generation Z wants financial planning aligned with their life-stage and perceived life goals. No math.
- Generation Z will want creative financial engineering to avoid uncreative financial engineering (debt).
This seems to be a veiled reference to the sharing economy; if you can share it, why buy it; if you can lease it, why buy it [And there is an answer to that mind puzzle as Generation Z will find out soon enough when they get evicted from their rent-controlled apartment or can't get an Uber in time. Depending upon the kindness of others has strong limits when the constraints set in. It goes by the fancy name control premium].
What Is Generation Z, And What Does It Want?; Jeremy Finch (Altitude); In Fast Company; 2015-05-04.
Teaser: And you thought you had just figured out millennials. It’s time to start wringing your hands about the new generation that’s about to enter the workforce. What do they even want?
- It’s not an attention problem, It’s an 8-second filter
- They’re not screen addicts, They’re full-time brand managers.
- They’re not all entrepreneurs—They’re practical pragmatists.
- Attention Span Statistics; Statistic Brain Research Institute; 2014-04-02.
- some factoids on attention, most unattributed
- National Center for Biotechnology Information
- U.S. National Library of Medicine
- The Associated Press (a reporter can’t be a source of facts, only a conduit).
- Harald Weinreich, Hartmut Obendorf, Eelco Herder, Matthias Mayer. Not Quite the Average: An Empirical Study of Web Use. In Transactions on the Web, Volume 2, Number 1, Article 4. 2008-02. 31 pages. paywall.
- a bunch of socially inept netizens; Fox News.
- Innovation Imperative: Meet Generaion Z; Staff; Northeastern University; undated, 2015?
A survey. A Study. That. Shows.
- What We’ll Be Doing In 2022; staff; In Harvard Business Review (HBR); 2014-10; paywalled.
- These 20 Kids Just Got $100,000 to Drop Out of School. And They Want to Change Your Life; Catherine Clifford (staff); In Entrepreneur Magazine; 2014-06-05.
- Endangered Species: Young U.S. Entrepreneurs; Ruth Simon, Caelainn Barr; In The Wall Street Journal (WSH); 2015-01-02.
Teaser: New Data Underscore Financial Challenges and Low Tolerance for Risk Among Young Americans
- Logan Pearsall Smith; essays, aphorisms, epigrams; quotes “Don’t laugh at a youth for his affectations; he is only trying on one face after another to find a face of his own.”
On the linkbait…
<quote>Gen Z have a carefully tuned radar for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time. Getting past these filters, and winning Gen Z’s attention, will mean providing them with engaging and immediately beneficial experiences. One-way messaging alone will likely get drowned out in the noise.</quote>
On social media…
<quote>Gen Z feel torn: They need social media to build their personal brands but resist being defined by it. They seek social validation and inclusion but are looking to differentiate themselves professionally. Companies that understand this tension will provide Gen Z the tools they need to reconcile and better manage their personal and professional brands.</quote>
On life course choices…
<quote>To ease [their] anxiety, the participants in our study all claimed to be aiming for jobs in growing, less-automatable fields like education, medicine, and sales. And they’re obsessed with developing contingency plans to help them navigate the dynamic job market. While the media has singled out a number of high-profile entrepreneurial teen success stories, the majority of Gen Z in our study are biased in favor of career and financial stability. Entrepreneurship is seen as a way to not have to rely on anyone (or anything) else, and their version of it will likely be focused on sustainable “singles and doubles” ventures rather than Silicon Valley “home runs.”</quote>