The Modern Day Youth – Together yet Different
I was sitting on my couch at home and thinking aloud about the trend in behavior, attitudes, and thinking in today’s children and youth. They seem to be a new generation totally. I am sure many of us have been thinking internally about the same? If you said “Yes” read on…………..
Who are they? What are they? What’s the big fuss about them?
Why do we adults get into conflicts in terms of thinking and perspective towards life?
While most of us think of them as kids, they seem to think otherwise and therefore there seems is more to it. Today all the marketing companies are targeting this segment of population to sell all their products and services. This also leads to why their political views are different than ours. They are more daring in terms of decision making, they are active change agents, they know technology at the back of their hand….the list goes on.
What separates Generation Y from X, and is Generation Z a thing? How old is each generation? Are they really that different?
They are better known as “Digital Natives, Digital Immigrants” they were raised with the web, personal computers, computer games, face book, instagram , email, and cell phones and hence viewed the planet differently. Sometimes understood and sometimes misunderstood
What makes them different than most others? Let’s do a reality check.
So let’s get down to the basics .The breakdown by age seems like this:
Baby Boomers: Baby boomers were born between 1946 and 1964. They’re currently between 56-74 years old
Gen X: generation X was born between 1965 and 1979/80 and are currently between 40-55 years old
Gen Y: Gen Y, or Millenials, were born between 1981 and 1994/6. They’re currently between 24-39 years old
Gen Y.1 = 25-29 years old
Gen Y.2 = 29-39 years old
Gen Z: Gen Z is that the newest generation to be named and were born between 1997 and 2012/15. They’re currently between 8-23 years old
Realistically, the name Generation Z may be a placeholder for the youngest people on the earth. It’s likely to morph as they leave childhood and mature into their adolescent and adult identities.
There is a massive influx of Millenials or Generation Y (young people born in the eighties and nineties) into the market, we are beginning to hear about a new, and as yet unknown, younger generation that is beginning to come up, the Centennials or Generation Z, (people born during 1994-2010).
They are both generations emerging right in the midst of the digital age, there are substantial differences between the two. Millennial seek freedom to develop their work and personal projects; they are innovative, question authority and are experts at using technological tools and social networks. In contrast, Centennials are characterized as being self-educated, loyal, creative, and favour financial security. They are also deeply concerned about their employment options and thus show a much more realistic attitude than the preceding generation on their career conditions.
Centennials will likely be bolder, ready and willing to vary it. This might mean centennials want more control, finding their own ways to urge things through with the tools at their disposal. But, instead of trying to make them do things a particular way, invite them in and be mindful of their propensity for discovery and growth, unlocking untapped potential. If you don’t, they’ll find success on their own, or hunt down competition.
So first we need to go the basics and understand what motivates the human race?
What are the basic needs for survival? What are we really after? What do we long for?
How do we arrange our priorities?
Maslow’s theory and ideas on human needs and motivation have been derived after observation and research on the human population for a long period of time. It has been concluded that human beings essentially have five kinds of need: It encompasses a concept involving what Maslow described as ‘living according to one’s full potential’ and ‘becoming who we really are.’
Maslow’s Law of Hierarchy
The generational perspective is different
Connectedness Through Technology……..
- You are unique
- You are going to do great things
- Happiness and success are your right.
- You HAVE to find your passion ( and if you don’t figure it out you are doomed to a “9 -5” meaningless existence)
- You WILL find your passion ( and if you haven’t by the time you are 19 you’re in trouble)
- You have to fix this whole mess we created ( because we certainly can’t)
- You need to do what we tell you to……( because we are better equipped..smarter…older…….and because we said so) ( And we really aren’t).
Millenials
- Mostly raised by baby boomers
- Grew up during economic boom
- Tend to be pragmatic
- Focused on having an experience
- Mobile pioneers
- Prefer brands that share their value
- Prefer instagram and face book
Centennials
- Mostly raised by Millenials
- Grew up during recession
- Tend to be pragmatic
- Focused on saving money
- Mobile natives
- Prefer brands that feel authentic
- Prefer snap chat and quora to maintain privacy and anonymity
For a visual knowledge of the millennials and centennials
click on the video below:
Millennials AND Centennials – Similarities and Differences
Similarities
- From plugged in… to plugged out–
- Technology is tool.
- Engagement needs high
- Recognition needs high
- Need for purpose high
- Looks like they want money, power,
- Fame and things…
- What they want is to connect, to create and to matter.
- Legacy important.
- Seek flexibility
- Need short frequent messaging. Ideally visual
Differences
- Not known a time without internet
- The need for stability is high( much more grounded career choices)
- The real fear for AI and being replaced
- More practical and less impractical
What are the changing perspectives?
- Managing expectations and stress of being unique
- Connecting – so they get that you get them.
- Much shorter attention span
- Average attention span: 12- 8 seconds!
- Much more visual input needed – Short – Frequent – Visual
I strongly recommend you to listen to this podcast. It is an hour-long but you will be equipped on how to deal with this futuristic generation
In this episode, co-hosts Andrew Curry and J. Walker Smith interview Kantar Consulting generational trend experts Jeff Howanek and Kate Turkcan about the differences between the youthful cohort of Centennials and the older but still young cohort of Millenials.Audio Player00:0000:00Use Up/Down Arrow keys to increase or decrease volume.
source: https://consulting.kantar.com/