Understanding and Connecting with me as I get Young
Design is a relationship. Paul Rand, Eye Magazine.Ray and Charles Eames. Understanding and connecting with me as I get young. An exploration of Transgeneration Design Themes... Generation Z, Transgenerational Love and Getting Old. By Sue Alouche, May 2012 www.creativityworkshops.eu
Each generation hasunique expectations,generational history,lifestyles, values,and demographicsthat inﬂuence theirbehaviours.This week you willemphasise with thosewho are younger, olderand much older.
Generation Z Let’s start with the young. GENERATION Z born Late 1990s - 2010 (also known as) Tweens, Digital natives, Baby Bloomers, Generation 9/11, and Generation XD)
“The Campaign for aCommercial-FreeChildhood reports that bysix months, babies areforming mental images ofcorporate logos andmascots, and that babiesrequest brands as soon asthey can speak.Other studies show that bythe time an American childis 3 years old, he or shecan recognize an averageof 100 brand logos.”The Next Great American Consumer Infants to 3-year-olds: www.adweek.com September 2011
Marketing to Generation Z.The “tween” segment of thisgeneration receivesconsiderable marketingattention. and is notoriouslyselﬁsh, lives for today, andspends big! Shopping -important preferences andtastes are developed duringthese teen years..
“Everything’s amazing, no-one’s happy.”“This isn’t connected to the Internet, huh?” CK Lewis, humourist, US.
‘Online existence, the end of distance’...socializing online is more comfortable and convenient formany in Gen Z, it’s putting kids in closer contact with peersaround the globe.
“Green Teens” (high concern for the environment) are alsomore likely to use online content including ecommerce (42%green teens vs. 32% overall) and social networking.
Which Generation Z traits and trends areimportant for marketers.1. Competing for attention.2. Design matters.3. Social responsibility. Care deeply.4. Curious,connected. Constant connection.5. Interaction, stimulation.6. They LOVE netbooks and touchscreens.7. Green issues, ecology.8. Collectors. Not brand loyal9. Social, collaborative.10. Friends connected for life
Constant Connection.65% of US 12 year olds and 79% of 13 year olds owntheir own hand-held devices. Many children feel that socialnetworking is more important than other aspects of theirlife, such as family. 46% of teens choose what they watchon TV by what they learn on social networks.
Emotional attachment.According to study, 79 per cent of children displaysymptoms of distress when kept away from social networks.Consumers of Tomorrow. Grail Research. 2011.
Products developed speciﬁcally for Generation Z.Fireﬂy telephone for 5-8 year olds.Vinci tablet with 7 inch touchscreen for 4 year olds.Geo girl make-up for 8-12 year olds from Walmart.
“Everyday after the dinner, I watchTV with my parents. I always have myphone with me. If I get bored Iquickly just turn on Renren on myphone and scroll down for somethingmore funny.” www.chinayouthology.com“I won’t feel like I know her off-line,until I visit her Renren page.”Chinese teen, www.chinayouthology.com
Consider this: a Swiss study has found thatwhen sufﬁciently exposed to child-friendlybrand jingles, tunes and spoken messagesduring pregnancy, up to 77% of all newbornsnot only recognize these brand markers, butdevelop a brand preference that could lastuntil puberty, and probably into adulthood(ﬁnal results are not yet available as the projectit started justtwo years ago). www.trendwatching.com
Understanding and connecting with me as I get young. (Relationships - Part 2)
“What does a heart emoticon mean from a teenage girl on facebook?” “It could mean a number of things... if you two were ﬂirting, she could be ﬂirting back....It doesnt mean that she adores you though (thats a dangerous route to assume, especially if you two are just friends).” www.answerbag.com
“I feel like I have to lookgood all the time...whenever I am socializingout of the house. I wantpeople to say, ‘She looksgreat.’ Im not happy if Idont think I look good.”“When I choose my proﬁlepicture, I want people to‘Like, it. You get more‘Likes if its a model shotand not a goofy picturewith your friends.”www.jezebel.com Kids These Days.Facebook Means Always Having to Look Your Best.
“It seems more and moreteenagers are sendingthese racy, revealingtexts, which sometimesinclude partially clothedor even nude pictures ofthemselves, to the cellphones of friends andothers.”www.blog.rockstarsuperstarproject.com
The new language of love. WYCM Will You Call Me? ASL Age/Sex/Location MorF Male or Female KFY Kiss For You LMIRL Lets Meet In Real Life HAK Hugs And Kisses ILU or ILY I Love You KOTL Kiss On The Lips SMIM Send Me an Instant Message SMEM Send Me an E-Mail WUF Where Are You From? WYRN Whats Your Real Name?
The Empathy Belly. Weight gain of 30 pounds (13.6 kg.) Fetal kicking and stroking movements Shallow breathing and shortness of breathIncreased blood pressure, pulse and body temperature Bladder pressure and frequency of urination Low backaches; shift in center of gravity; waddling Fatigue, irritability, and much, much more! www.empathybelly.org/home.html
Relationships develop. There are new pressures.Work. Money. Where to live. Lack of conﬁdence. Stress.
Pourquoi les hommesperdent le désir?“Ils sont de plus en plusnombreux dans les cabinetsdes sexologues, avec leurdésir en panne. Parce qu’ilsne veulent plus de sexe sansamour, parce qu’ilsrefusent la performance.”February 2012. www.psychologies.com
Quand le travaildéborde, la vieprivée en pâtit.“Une étude du Technologia, cabinetspécialiste des conditions de travail,pointe limpact négatif des nouvellesfaçons de travailler sur la vie amoureuseet familiale.”le Figaro avril 2012
“Nearly 70 percent of men reported that when theyinitiate sex, they overestimate their partners desire to get it on... Talking to her—about work, family, the news—is the greatest aphrodisiac for a woman because it establishes a bond of sharing that she equates with romance. To you, its conversation. To her, its intimacy.” Get the Sex Life You Dreamed Of. www.menshealth.com
What happened to relationships. One’s a crowd.“More people live alone now than at any other timein history. In prosperous American cities — Atlanta, Denver, Seattle, San Francisco and Minneapolis — 40 percent or more of all households contain a single occupant.”
“ ‘Sex toys’ is an umbrella term that incorporates those objects that are designed to stimulate the body to induce sexual pleasure. Different from the cheapadult novelties of the past, sex toys are now moving to “…new designs [that] aredigitally enabled, aesthetically sophisticated, high-quality consumer electronics” Designing for Sexual Wellness Anna Eaglin, Shaowen Bardzell School of Informatics and Computing Indiana University
What’s happening to sex?It’s becoming more fun!
“A national survey of more than 3,000 U.S. adults ages 57 to 85found that more than half to three- quarters of those questioned remain sexually active, with a signiﬁcant proportion engaging in frequent and varied sexual behaviors...” www.aginginplace.com
“ ... but those in institutionalsettings face many intimacy gauntlets... ”...Namely:1. Mattress too narrow to accommodate two adults2. Lack of cultural sensitivity to customs3. Nurses and aides enter the rooms unannounced4. Can’t lock doors5. Institutional time Nursing homes are run for efﬁciency,not for individual schedules6. “A Room of My Own” Privacy sacriﬁced due to sharedspace7. Loss of Identity - status stripped away8 Loss of “Meaningful” Objects Personal items locked upand limited room decor9. Aged Not “Entirely Human” Talked about in the thirdperson10. Exposure to Constant Death - Residents disappearwithout explanationwww.aginginplace.com
“At the Hebrew Home for the Aged, a 1,200-bed nursing home and Alzheimers research centerin the Riverdale section of the Bronx where Mrs.Heilbron and her companion found each other, a new policy gives patients the right to privacy so they can carry on intimate relationships. ”
The ‘aging’ relationship is now breaking down taboos.
Empathy ExerciseWalk in other people’s shoes. Watch Video. When Teenage Meets Old Age.
Aging, an economicproblem.The 55 to 64 year old age bracketin the EU is now larger than the15 to 24 year old bracket.By 2050 the working age willdrop by 38 million. That will swellthe EU’s pensioner population tomore than 100 million.The number of workers forevery individual of 65-pluswill fall from more than threeto fewer than two.
Rapid growth in older aging ...in FranceIn Japan, Germany, andFrance the percentage ofthe population aged eightyand older will grow morerapidly than the percentageof the population age sixty-ﬁve and older
Unemployable?In France, only 7% ofFrench men and only 4% ofFrench women are activelyemployed after 60.In the US, 27% of U.S. malesand 14% of U.S. women areactively employed.In France, only 34% areemployed In the age groupof 55-64 compared with50% in Britain, and 67% inSweden.
Speciﬁc problems - foodRelationships with foodchange such as appetiteand ageing (sedentarylifestyles)Ageing and sensoryperception, food andsatisfaction with life.The social signiﬁcance ofmeals. Nutrition educationprogrammes are sometimesnecessary.
Speciﬁc problems - mentalhealthAbout 25% of people over 85have dementia.Between 10-15% of peopleover 65 have depression.Between 14-23% of olderadults seen by medical staffhave an alcohol problem.The most common form ofdementia is Alzheimersdisease.Mental Health Foundation, UK 2009
Speciﬁc problems -living alone is deadly“The French government is topunish families who fail tokeep in touch with elderlyrelatives after being shamedby statistics which reveal thatits suicide rate among itspensioners is the highest inEurope...at a rate of 62 aweek...”The Sunday Telegraph London | February 15, 2004“Dutch plan to let healthyelderly people commitsuicide... people who aresimply "tired of living" couldbe allowed to end their liveswith a lethal injection.”The Daily Telegraph London | March 10, 2010.
Speciﬁc problems - social issues(Professor Glass - Harvard)studied a sample of USseniors over a period of 13years. He found that sociallyactive and productivepeople lived signiﬁcantlylonger.This study supports theimportance of socialengagement for olderpeople.British Medical Association
Some products good for mind, body and spirit. Watch video ‘design to improve life’
Perhaps you understand me better now?Copyright Sue Alouche, Créativité Consultants. Contact me here for more information: firstname.lastname@example.org www.facebook.com/creativiteconsultants