Generation Z and its impact on marketing and sales
Manners and comportments have been changed in last few decades for people under 25 and we can admit that the influence of the new technology and internet is so much on the different educational ways. Here we will show you how professions and industries must have correlations with the Z generation.
The Economist has described Generation Z as a more a more educated and well behaved, stressed, and depressed generation in comparison to the previous ones. According to the researches done by the Varkey Foundation, the most important personal values to these people were helping their families and themselves get ahead in life, followed by honesty. In general, young men were more likely to be influenced by athletes and politicians than young women, who preferred books and fictional characters. Digital technology has had a great impact upon the Z generation that in English language that Oxford English Dictionary has added new technology-related words, as can be seen from the words coined and popularized during the early twenty-first century, such as Blu-ray (2001), selfies (2002), Twitterati (2006), YouTubers (2006), Hashtag (2007) and selfie stick (2012). In Europe and the United States, the average age of puberty among girls was around 13 in the early 21 century, down from about 16 a hundred years earlier. Early puberty is connected with a variety of psychic health matters, such as anguish and melancholia, as people at this age tend to strongly desire conformity with their counterparts, substance abuse, tobacco smoking, eating disorders, and disruptive behavioral disorders. We could all say that generation Z is generally more risk-averse in certain activities than previous generations.
Higher education is indeed affected by the new technology pretty much like every other industry, they are facing new challenges thanks to the new generation of students. However old-fashion universities and educational communities won’t disappear soon. Things like networking in the real world and inquiries are impartible from university experiences, but this Z generation is making many changes in all the processes of education by their behaviors and actions. The most significant way that some institutions provide for teaching and learning and preparing new students with usable talents are based upon the needs and styles and prospective and ideas of Z generation people. For our research, we have asked the generation-study institution called Kinetics to explore the relative differences in digital content consumption patterns for this new generation. In particular, this inquiry tested the discernments and attitudes of the three basic groups for the next three to five years. These three groups were:
- The Z generation that was all between 15 to 22
- The Y generation or on the other hand the millennials that were between 23 to 41
- The X generation which is the last one and they were all aged between 42 to 53
In the following lines, we will see the attitudes and tendencies of the new students (Z generation). Therefore universities, industries must somehow develop their insights to be able to answer all the advanced expectations of the new generation.
- More than 35 percent of the new generation presume that the contents made by a regular user or a person, are better and have more validity than those contents that are made by large enterprises or educational communities.
Consider the value of the organization by user-generated substance. We can find the impacts on higher education from these discoveries: when trying to buy something, the Z generation believes that the quality of a product is shown by the views and perspectives of other trusted people and just by relying on them because of the brand or the fame of the company would not be counted. About 47 percent of the new generation claimed that opinions of friends and family are in priority for making decisions and 24 percent declared that social media such as Facebook, Twitter, Instagram have a great impression on them. Even the percentage is growing day by day. As said before about 35 percent of them claimed that user-generated contents are more reliable rather than those contents that have been created by famous firms or universities.
Our recommendations for higher educational establishments are:
- These higher educational establishments must approach themselves to user-generated content and understand how it works. Whether they like it or not, they have to try their best to involve these sorts of new methods into their pedagogies.
- Generally talking, enrolments are getting abolished inchmeal. For example, grand companies like Google or Microsoft that are tied with the Z generation, do not require a university degree or and specific paper certification for hiring employees. Hence universities and education academies must revise their perspectives towards their ways and manners of training and doctrine.
- About 60 percent of the new generation is willing to involve virtual reality in their experiments by watching tv shows, films, or documents. They choose virtual reality (VR) because they want to feel the exact approach to certain matters and have effective training.
Immersion add-up will happen to be a segment of the acquisition experience. It doesn’t mean that virtual reality (VR) must become an inseparable method of teaching and training for all the classrooms shortly. But it means that universities and educational establishments must be engaged in advanced and modern technology and adapt themselves to the young and new needs of the Z generation. On the bottom line, they must be able to respond to the expectations. We advise that:
- Donate students the opportunity to engage with their curriculums and works and collaborate with their colleagues to dissolve problems and issues. It could be done simply by sharing a piece of paper and writing the plans on it.
- Furnish occasions and chances for the students to propagate their personalized affairs. Video and image tutorials are good but those that students can comment on them are more suitable.
- It is presumed that the personalization of the Z generation by online advertising is more effective for at least 38 percent of them. Personalization should be led to training marketing so it can develop the efficacy when it is indicated in the right substance.
Z generation demands more personalization. For instance, at least 38 percent of this generation think that those publications and advertisements that have been personalized for them are more effective so they let their browsers have access to their searches, hence they will see some ads that suit them. Even personalization has a great effect on education processing. If the new generation students feel that something is too difficult, they might easily ignore the task and their duties. Here are our suggestions:
- Create some strategies to respond to the needs and expectations of newcomers. It is possible by making an online application that is connected to all parts of the university such as, classrooms, professor sections, administrative parts, libraries…etc.
- Encourage students and professors to use these applications. For example, ask students to give their presentations online. Or persuade professors to chat and aid students via online materials. A large number of the Z generation are willing to work with their smart devices rather than attending their class in person.
Although all these works are necessary to be done we have to make a balance between them. Not everyone accepts the new ways and methods. At least for this decade, we have to work on both of them (old-fashioned & modern methods), but in the future maybe everything will change completely!
Article by: Amir Masoud Navidi