Back in 2016, George Beall wrote about Generation Z for the Huffington Post. Actually, he compared Generation Zs with Millenials. Did he nail it? Does he provide insightful and useful information? I’ll consider it in this blog post which is also the first blog post I’ve ever written. Go me!
You can read Beall’s post here: http://www.huffingtonpost.com/george-beall/8-key-differences-between_b_12814200.html
Generation Z is not about zombies. Or is it?
Beall introduces us to Generation Z as follows:
Generation Z, as they have been coined, consist of those born in 1995 or later. This generation makes up 25.9% of the United States population, the largest percentage, and contribute $44 billion to the American economy. By 2020, they will account for one-third of the U.S. population, certainly worth paying attention to.
Next, Beall suggests that he’s going give us a run-down on 8 marketing insights about Generation Z. In fact, he doesn’t. Or it didn’t speak to me and I’m a Generation Zer. But maybe I’m not as clever as he. After all, I’m still a high school student and he writes for the Huffington Post.
Beall glosses over Generation Zs as…
Maybe George knows something that I don’t know. Maybe, he doesn’t. After all, he is a student at the prestigious Wharton School of Business at the University of Pennsylvania.
I want to give him the benefit of the doubt, but cred for Generation Z has more to do with the feels than the reputation, service and/or authority of institutions. That’s some free and valuable insight for you content creators.
Let’s take a look at George’s first point, Less Focused.
Today relevant is constantly being refined and Gen Z lives in a world of continuous updates. Gen Z processes information faster than other generations thanks to apps like Snapchat and Vine. Thus their attention spans might be significantly lower than Millennials.
Device updates are not driving the observable predicament of diminishing attention span, intellect and capacity for authentic relationships with other human beings. Devices, themselves, may make significant contribution to these supposedly challenges of attention. Digital and multi-media content also plays a role. To be sure, these are challenges which even post-traditional marketing and media will have to overcome if they are going to sell and market to, manipulate and monetize generation z.
More importantly, Generation Z is not really less focused. We are more focused on what is intuitionally and instinctively important to us. Acceptance, humor, games, sex, movies, tv, etc. More specifically, we are more focused on what is interesting and delightful to us than perhaps any other previous generation.
We are privileged narcissists, regardless of our color, gender, education and income (or lack thereof). That’s a stereotype that advertisers and marketers should analyze to win the generation z market. I am even tempted to say that we are borderline NPD. That’s why Pewdiepie makes 7 digits. Because he doesn’t get it. Nor do we. And that’s ok by us.
What we do know is that the cake is a lie. And that’s a gamer reference as much as it is a platitude of our skepticism. How do you matter to Generation Z will be a tireless endeavor as you try to keep up with our insatiable rate of consumption.
Oh yeah, political correctness is only interesting when it serves our selfish purpose. We don’t care about what bad things happen to other people as long as it isn’t happening to us. To be honest, I think most people feel this way regardless of their age, culture, etc. So, yo, disregard is the new golden rule and isn’t that what we all learned from the Lion King’s Circle of Life? That’s not ideology but it is just the reality of where we are.
Back to my point. Generation Z can focus. We can obsess. Do you know long much time and effort it takes to achieved rank play in a video game? Or binge watch all the seasons of a popular tv show in one long weekend? But can your entrainment keep us entertained, engaged, curious, synched with our peers, and feeling the feels at that level? Consistently? We’re burning through the available low culture content in a blink.
We should scare content creators and online strategists because your brand’s irrevelance is increasing at 48 FPS (frames per second). That’s why Disney put up with Pewdiepie for as long as they could get away with it. Mark Schaefer seems to agree with Stan Faryna on this point.
You can find Mark Schaefer’s blog here :
The article of which i speak here :
Also feel free to check out Stan Faryna, he has some interesting stuff to say here .
How this whole NPD works out is worth a million dollars. Or Euro. You can email me if you want to buy my five page insight on how to speak to Generation Z through our various addictions. The proceeds will go to my college fund, a wicked web site and various charities.
In my next few blog posts, I’ll flush out the remainder of Beall’s points. Meanwhile, if you appreciated my effort here, I would be grateful for your likes, comments and shares for this post. Quid pro quo.
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Thank you and please make today count for us all. Even if it’s just sharing a stranger’s blog post with your peoples. Or buying a homeless person a 2 liter bottle of beer and a fat sandwich.
Veni, vidi, vici.