Generation z

Introducing Generation Z
– Who Are These Digital Natives
& What Do They Need?
Leahcim Semaj, PhD
July 14, 2016
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Dr. Leahcim Semaj
Chief Ideator & Resultant
The JobBank
Keep In Touch!
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Introducing Generation Z –
Who Are These Digital Natives & What Do They Need?
Who are the Gen Zs?
What do they share with the Baby Boomer generation
- realistic, pragmatic, and very competitive
What do they share with Gen Xs? - environmentally aware and tech savvy
What do they share with Gen Ys? - highly customized, entrepreneurial
What is special about them? - Cynical, Private, Multi-tasking, Hyper-aware,
Technology-reliant, High Incivility Quotient
How can we help them to be the best that they can be?
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Where Are We Now?
HOW DID WE GET HERE?
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Your Social Media Presence:
The New Normal
IGNORE IT TO YOUR PERSONAL AND
PROFESSIONAL PERIL
Dr. Leahcim Semaj
CEO, The JobBank
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Remember this?
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Or does this look more familiar?
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“
We don’t “go” online anymore.
We ‘live’ online.
We need to think beyond ‘customer journeys’ & map the
moments in our target customers day/ the moments that matter
& ask –
How will we deliver value in that moment?
- Jerry Dischler
(VP of product management at Google)

“
Smartphones are the new windows, we
look through them and we see the
world
-
Kemal Brown

More people own a cell phone
than a toothbrush
- 60 Second Marketer

This is your
presentation title

Imagine
If you had your own newspaper:
• You could control what comes on the front page and how much people
it could read.
• You could target only the people who you wanted to reach – Save
paper and delivery cost.
What if you had your own television station:
• Create your own shows and product placements.
• Get instant feedback on what they thought about you and your
products.
• Determine daily what they think about you and your brand.

What Social Media Really Is
The natural progression of the internet.
Now we are all broadcasters.
Digital expressions of emotional affinity.
The new form of human interaction.
A new way to build consumer trust.
The most data driven marketing platforms to ever exist!

SOCIAL MEDIA & CRITICAL THINKING
Before, news editors and program directors shaped how
the world was experienced and interpreted.
Thanks to Social Media,
devolution and entropy is now in effect.
Critical thinking skills are needed more than ever
before.
DR. LEAHCIM SEMAJ
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3.42 billion internet users, equaling 46% global penetration
2.31 billion social media users, delivering 31% global penetration
3.79 billion unique mobile users, representing 51% global
penetration
1.97 billion mobile social media users, equating to 27% global
penetration.
- Simon Kemp, We Are Social 2016

The History of Information
Communication Technology
INNOVATION FROM 1928 – PRESENT
HTTP://WWW.ZETTA.NET/HISTORY-OF-COMPUTER-STORAGE/
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UNDERSTAND IT AND
BENEFIT FROM IT
IGNORE IT
AND BE THE VICTIM
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Nothing Can Hold Back
the Tide of Societal Transformation

The Recent Information Revolution
Is actually
the 4th
information
revolution
in human history
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The First Information Revolution
The invention of writing
5,000 to 6,000 years ago
in Mesopotamia
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The 2nd Information Revolution
Brought on by the invention
of the written book
First in China
Perhaps as early as 1300 B.C.
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The 3rd Information Revolution
Set off by Gutenberg's invention
of the printing press and of
movable type between 1450 and
1455
Also by the invention of
engraving
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The Flight Analogy
Initially when ballooning was the
only form of flight
they travelled a very short
distance and at a low speed
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As the technology improved
Balloons could fly farther and faster
Eventually their speed and distance
reached an upper limit
◦defined by physical laws
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New Technology
was required to enable people to fly faster
The glider was born and distance and speeds increased
Once again the upper limit was reached
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The Next Stage
The motorised aeroplane
took over from here
◦but it too, reached its upper
speed limits
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Then
Technology again came to the
rescue and gave birth to the jet-
plane
which literally took off where the
petrol driven plane had left off
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The Evolution
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THE SOCIAL MEDIA IMPERITIVE:
Now we are all broadcasters.
If you chose not to, you will be positioned by those who do.
Remember the introduction of
the printing press, the radio, the TV,
the phone, the computer, the internet?
Where would you be if you had opted out?
DR. LEAHCIM SEMAJ
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A Theory of Propulsion
Social media is built on the idea of
propulsion. It's not history, it's
now. The smartphone isn't smart,
it's merely hot. Pulsing with the
next thing.
- Seth Godin
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Intimacy and Communication
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Social Media:
The New Normal
IGNORE IT TO YOUR PERSONAL
AND PROFESSIONAL PERIL
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The World Is Flat
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What Social
Media Can
Do
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What Social Media Can Do
1. Build your personal and professional brand.
2. Have control over your brand’s perception.
3. Connect you to employment/leadership opportunities
4. Increase thought leadership & influencer status.
5. Create business opportunities – partnerships/funding.
6. Help you be heard, and promote your skills.
7. Give valuable insight into your market and competition.
8. Help you listen & gain feedback to sentiments in real-time.

What Social
Media Can’t
Do
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What Social Media Can’t Do
Care exclusively
about your
number of
followers.
Be guaranteed to
be viral or have
overnight success.
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Can’t Promise That You Will
“Buss” Like Gully Bop
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The Video That
“buss”
Gully Bop
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Gully Bop on Top
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Social Media Maturity Model
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The Present Model
◦ Immediate contact – 10%
◦ Mediated contact – 90% (at the mercy of the media,
articles, interviews, ads, press releases, networking
etc.)
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The New Model
More control of how the world see’s you and
makes decisions about you.
◦ Immediate contact – 10%
◦ Social Mediated Contact – 80%
◦ Mediated contact – 10%
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10 Things All Executives Should Be Doing
1. Your desired outcomes?
◦ Decision makers, Friends, colleagues, customers, others etc.
2. Choosing your platform(s)
3. What help do you need?
4. What to post?
5. What not to post?
6. When to post?
7. How to engage?
8. Response time
9. Gathering new insights and information
10.‘Google’ your name monthly to test your strategy.
1. – (of the first 100 hits, how many did you directly influence?)
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“
We don’t have a choice on whether we do social
media.
The Question is how well we do it.
- Eric Qualman

Generations X,Y, Z
and the Others
CAN YOU GEN-FLEX?
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The Generations in 2016
Traditionalists: 1922 – 1943 (over 70)
Baby Boomers: 1944 – 1964 (51– 70)
Generation X: 1965 – 1980 (35 – 50)
Generation Y: 1981 – 1994 (21 – 34)
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Early Gen-Flexing
Jack Welch – Reverse Mentoring
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Dealing with The
Generations
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The Workplace Today
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Gen Y kids
are known as incredibly sophisticated,
technology wise,
◦ immune to most traditional marketing and sales pitches...
as they not only grew up with it all,
they’ve seen it all and been exposed to it
all since early childhood.
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Gen Y members
are much more segmented as an
audience aided by the rapid expansion
in Cable TV channels, satellite radio, the
Internet, e-zines, etc.
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Gen Y
less brand loyal and the speed of the Internet
has led the cohort to be similarly flexible and
changing in its fashion, style consciousness and
where and how it is communicated with.
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THE MILLENNIALS
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Leahcim Semaj

What do they bring to the table?
They are the most tech savvy and demanding generation
ever on this planet
Technology is in their DNA.
The internet is their life.
◦ they will use it for everything
They will be a transient workforce.
They will 'follow the work' and live where the work is
based.
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For them the virtual world is real –
◦Friends, Fans, Followers and Contacts
Geography and distance are
◦no hindrance,
◦ Everything is here and now - just a click away.
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They are more self-directed
◦process information at lightning speed.
◦are smarter than any other generation
◦(how wise? Time will tell?)
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They will give new meaning to the term
Social workers:
Raised in an educational culture of
working in teams
and being highly socially connected
through
◦computers, cell phones, text messaging,
instant messaging, social networking,
◦blogs, multi-player gaming, etc.,
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Millennials are extremely social
workers.
they are the first generation to begin
to build relationships virtually
◦and are now bringing a culture of
constantly working together
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Communication & Contact
SENSORY
Listen
See
Talk
DIGITAL
Friends - 3018
Followers - 155
Contacts - 100
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Generation Z
Born: 1995-2012
Coming of Age: 2013-2020
Age in 2012: 0-17
Jamaica Population 2001: 2.6 million
Jamaica Under 15 Population 2011: 702,835
While we don’t know much about Gen Z yet...we know a lot about the
environment they are growing up in.
This highly diverse environment will make the grade schools of the next
generation the most diverse ever.
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Gen Z kids
will grow up with a highly sophisticated
media and computer environment and
will be more Internet savvy and expert
than their Gen Y forerunners.
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Dualism vs. Ubiquitous
Boomers
◦think that technology is a separate thing.
They “go on” the internet.
They “make a call on the cell phone”.
They look something up “on the computer”.
They have a distinction between doing a task and the
“tool” that they do the task with.
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Dualism vs. Ubiquitous
Millennials
◦don’t have that dualism or separation.
They look something up
◦of course they are doing it on the computer…
◦why would you even think to say it that way?
They make a call or text someone
◦… the technology is implied and assumed
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Is the technology trapping us?
Gen Xers
◦live their life with technology.
They work with it, they use it to be more
productive.
They like to customize and personalize.
The Gen Xers are actually the group that is most
enamored by technology,
◦but at the same time they feel trapped by it.
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Boomers,
◦remember life without it,
may use it and may be addicted to it like
everyone else
but they can more easily let it go and live
without it.
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Millennials
◦ have integrated all the various technologies into their lives,
they are the ones that will say,
◦ “We need to talk more instead of all this texting.”
◦ or “People are forgetting how to even just talk to each other”,
◦ or “I don’t use email. It’s a hassle and it’s too impersonal.
If You need to communicate with them
◦Call or text or facebook
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No one likes small fonts
All the generations dislike small fonts online
We think we only need larger fonts if we
have a lot of Boomers in our target
audience,
but all of the generations commented that
text was often too small.
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Like things to scroll?
Boomers
◦don’t like things that move and scroll on the page, such as
banners that change.
They REALLY don’t like that — it is a reason why they
would abandon a site.
Gen Xers
◦are fine with these moving parts
Millennials
◦will get bored without them.
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Interesting and fun
Millennials
◦expect websites to be at least interesting, if not
fun.
Gen Xers and Boomers
◦are willing to give up fun if the site can be
customized for them
Boomers
◦or it’s a useful tool
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Twitter and Facebook
Gen Xers
◦love twitter.
Millennials
◦prefer Facebook.
Boomers
◦are trying both,
◦but are still a little bewildered.
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Gen Xers are outnumbered
You’ve heard how large the Boomer
generation is in numbers, right?
The Millennials are an even larger group
The Gen Xers are a much smaller group
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Gen Xers have to guard against design bias
Gen Xers
◦have to be really careful.
Gen Xers are doing most of the website design.
But most of the people they are designing for are not
them!
They have to make sure they are not just designing for
themselves,
◦and they have to test their design with different
generations.
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Millennials are most affected by “people like
me”
If you have pictures of people at your
website the millennials are the most
sensitive to what the people look like,
especially to how old they are.
I’ve seen millennials glance at the page
they landed on at a website and click
out of it within 1 or 2 seconds because,
◦ “this site isn’t for me. That woman was old”
(the woman looked about 35 to me!).
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They are not going to “grow out of it”
Sometimes people ask,
◦ “Isn’t this just an artifact because these people are young?
Soon they will grow up
◦ and get married and have children
◦ and then they will be just like all the other Gen Xers, right?”.
I don’t believe this.
The differences are deep and have been ingrained since
childhood.
The Millennials are not going to grow into Gen Xers,
just like the Gen Xers are not going to grow into Boomers.
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Generation Z – Who Are
These Digital Natives?
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Characteristics
Meet Lizzy, Dane, Seth and Carly.
These teens have all been born since September 11,
2001—a marker in our world that will always divide
those born in the 20th century from those born
afterward.
There is a noticeably different perspective in them as
teens than in Millennials fifteen years ago.
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Born with a
Knack for
technology from
the womb.
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Generation Z represents 23 million born between
1994 and 2010.
While they haven’t entered the workplace yet, they
have a different set of values and beliefs than their
predecessors.
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Some facts about Gen Zs
55% of Gen Z students say that their parents are
putting pressure on them to gain professional
experience during high school.
Nearly 50% of Gen Z students are participating in
internships for the purpose of advancing themselves
professionally in high school.
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Facts continue
64% of Gen Z consider earning an advanced degree
as one of their life goals.
77% believe they will need to work harder compared
to those in past generations to have a satisfying and
fulfilling professional life.
One third would like to retire by the age of 60 but
only 17% think it’s possible.
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More facts
77% of Gen Z’s are either extremely or very
interested in volunteering to gain work experience.
26% are currently volunteering.
76% are concerned about man’s impact on the
planet.
79% of display symptoms of emotional distress when
kept away from their personal electronic devices.
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So what defines them…?
Tim Elmore defines six characteristics of this unique
generation:
◦Cynical
◦Private
◦Entrepreneurial
◦Multi-tasking
◦Hyperaware
◦Technology-savvy
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Cynical
Cynically realistic indeed! they are not
giddy like their Gen Y peers were in the
1990s.
They tend to be more realistic than
idealistic, seemingly jaded from the tough
economy, terrorism and complexities of life.
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Private
Whatever the reasons are, Apps like Snapchat
and Whisper give them the perfect escape and
have seen explosive growth in the last few years
within this demographic
while Facebook has lost 25% of the same since
2011.
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Entrepreneurial.
Like millenials, these teens plan to be pioneers,
not merely settlers in a career.
72% of current high school students want to start a
business.
They feel like hackers, not slackers.
In keeping with their realistic nature, they know
that life is hard and requires work.
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Multi-tasking.
By almost every measurement so far, these Gen
Z kids will take multi-taking to a new level.
They prefer to be on 5 screens at once, not 2
screens like Millennials.
Get ready to communicate to them while they
look around, not into your eyes.
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Hyper-aware
Generation Z has communicated enough with
marketing researchers and academics to reveal
that they experience: 4D Thinking.
Because their minds are streaming in so many
directions, they’ve become post-moderns who
are hyperaware of their surroundings.
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Technology-reliant/Tech-savvy.
In surveys, these teens
put technology in the
same category as air and
water.
They cannot imagine
living without being
connected all the time.
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So…are we ready for these kids?
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Gen Z Matter More Than Gen Y
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What Do They Want and Need?
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Recognition
Generation Z like awards, name recognition, plaques,
etc.
On social media, they want to be tagged.
They like to know that they are recognized.
Now that they are in high school, everyone wants to
be a winner, but they never had to work for it before.
Thus recognition makes them glow.
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Success
They love to succeed or
identify with success and
with the competitive
nature of the world in
which they live, they are
born with a natural drive to
achieve success.
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Independence
By virtue of the influences that has caused
them to grow up faster, they have a need
to be independent to the point where they
define their own future.
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Change
They do not want the mere traditional life, they So
they take jobs for reasons such as wanting to make a
difference other than just more money.
A study that found that 93% of the 600+ Gen Z
members who were surveyed say a company’s impact
on society affects their decision to work there.
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Resources(Gagdets)
They need the gadgets that help them to exist
in their 4D world.
These gadgets keep them entertained and
connected.
These gadgets are linked to their desire to
create and fit-in.
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What are their strengths?
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Technologically savvy
This character trait doubles as a strength for Gen Z
for they are the most knowledgeable in the latest
technology.
This augers well for them since our technology-
dependent global environment is constantly in need
of software developers, repair personnel, decoders
etc.
They are in demand!
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Resourceful
They are the ones called upon to assist parents and
grandparents with gadgets, seeming to always know
what has gone wrong.
They surprise us many times with what they know
from being on the internet.
They understand the very latest of technology in no
time and can be heard conversing about these as if
they invented them.
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Resourceful cont’d
Even the classroom is changing to include ICT
instruction since it is no longer teachers and
instructors with all the information.
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Realistic
They tend to see life in a real way and
prepare to meet the demands of life by
changing and adapting from the traditional
ideals held by millenials.
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Intelligent/Well-educated
They tend to be more intelligent and have more
knowledge available to them than did previous
generations.
They seek out learning institutions and are constantly
asking why and how in an attempt to shape their
futures and their view of the world.
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Creative
They are what we can call technologically creative.
They have fast become a generation of hackers who
can develop ways to use online games free or hack
into school administration computers to change
grades.
They too are the software developers of the day,
◦forever generating new ideas for custom-made software.
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What are their weaknesses?
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Short Attention Span
Plagued with the 2-5 moving screens at a time,
this generation finds itself unable to sit still for
more than 6 seconds and prefers to be
constantly on the go while gaining knowledge or
connecting with others.
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Deficiency in Leadership
As they rely more and more on technology to stay
connected, they interact less with their communities
and therefore miss out on opportunities for real
interaction and well-rounded activity that leadership
calls for
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Lack communication skills
Rather than have a
conversation, the
tend to direct even
those closest to
them, to their virtual
world.
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Lack of creativity
Whilst they are creative in one sense, the constant presence
of a well-designed moving screen lives little to the
imagination.
This generation is easily bored with anything else that is
more that five minutes long especially if it is not
entertaining.
They are therefore not inclined to seek entertainment
outside of the gadgets or create their own.
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Inactivity
It is uncommon even in rural communities to
find children engaging in traditional games as
they are now taken up with gadgets on which
they find all the entertainment to feed their 4D
and 5D minds.
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Vulnerability
Their ready dependence on technology lives
them at risk for online predators.
They delight in existing in that private world
where they can shut all else out and have virtual
social contacts- many of whom are unknown to
them.
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Gen Z’s High Incivility Quotient
Leslie Gaines-Ross
Chief Reputation Strategist at Weber
Shandwick, Thought Leader, CEO First 100
Days advisor, Speaker, Author & Blogger
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Flexing/Gen%20Z%E2%80%99s%20High%20Incivility%20Quotient%20_%20Leslie%20Gaines-
Ross%20_%20LinkedIn.html
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“Gen Z”
is the first truly smartphone-bred generation.
They represent the new future.
Weber Shandwick, Powell Tate and KRC
Research have been researching Civility in
America since 2010.
Because Gen Z cut its teeth on the Internet and is
estimated to be as large as 60 million Americans,
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“Gen Z”
They wanted to know what Gen Zs thought about
civility in their lives.
They included a segment of the Gen Z population
– 15 to 18 year olds – in their ongoing
investigation.
They found that Gen Zs, at least in certain
respects, have a different take than the rest of us.
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First,
Gen Zs report the highest rate among all age
groups of uncivil encounters.
Nearly nine in 10 (88%) Gen Zs have personally
experienced incivility, averaging 8.4 times per
week.
That is nearly 437 uncivil confrontations per
year! (see below)
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Gen Z – Incivility
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Cause
When asked what they thought was the root
cause of all this incivility,
◦a full two-thirds (65%) of this post-Millennial group
blame the Internet and social media, far surpassing
any other source.
given the youth of the typical Gen Z,
◦it is perhaps not surprising that 61% experienced
incivility at school as opposed to the work place or
other environments.
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Second,
while Gen Z, Gen X and Boomers all cite
racial inequality as a prime topic to be
avoided to forestall incivility,
Gen Zs, more than any other generation,
avoid discussing terrorism.
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Gen Z
is significantly more likely than any other
generation to avoid getting into a discussion
on terrorism
26%, Gen Z vs. 18%, Millennials,
19%, GenX,
15%, Baby Boomers
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For Gen Zs, terrorism is controversial
And this concern comes from what was
once in 2005 alternatively called
the Homeland Generation.
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Perhaps
the pervasiveness of terrorism in the news and
social media –
◦and Gen Z’s 24/7 access to both –
◦has heightened Gen Z’s sensitivity to terrorism as a
flashpoint in conversations
and stirs insecurities that are ingrained in their
lives more than generations before them.
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As innovation consultant Jeremy
Finch wrote in Fast Company,
Gen Z has “the weight of saving the world
and fixing our past mistakes on their small
shoulders.”
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Gen Zs take the future very seriously –
58% of Gen Zs are either
◦somewhat or very worried about the future.
They want to draw their own conclusions based
on the facts and, before spouting off about what
it will take to get America back on track, want to
do their research before engaging in a shouting
match.
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Quite apart from the issue of terrorism,
They also discovered an inconsistency between Gen Zs’
reports of incivility and its hope for civility in the future.
The paradox is that although Gen Zs, like Americans of all
ages,
◦are unanimous about the bleak state of civility in America,
◦Gen Zs and their next of kin Millennials remain
hopeful.
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Gen Z
are twice as likely to believe that civility will
improve in the next few years
◦(20% and 18%, respectively)
compared to the more cynical Gen X and
Boomers
◦(10% and 8%, respectively).
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Conference Observations
Several Gen Zs were telling us about what was important
in their lives.
Remarkably, each panelist said they were in some
respects trying to extricate themselves from what they
believed to be the limitations of their socially connected
Internet world.
They were striving to build more face-to-face and digital-
free times into their young lives.
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Conference Observations
Whether it was digital Sabbaths or making phone calls to
friends instead of texting or Snapchatting,
◦they were fighting against social isolation and what they
perceived to be digital walls.
They were seeking to bring real life conversation into their
lives.
Gen Zs are demanding more humanity and civility.
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How can we help them?
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How To Communicate With Gen Z
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Challenging them
They are obviously brighter and more entrepreneurial
than previous generations
one sure way to help them is by challenging them to
use their strengths to combat their weaknesses
For instance they could use their creativity to find
ways in which online predators can be spotted or
tracked
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Engage them sooner…
They should be allowed to enter the job market a little
earlier as interns.
Eighteen(18) is deemed the standard legal age to enter the
world of work.
Some teens are bored save for their gadgets at fifteen (15)
and sixteen(16).
They can be allowed to gain part-time employment that will
allow them to use their gadgets meaningfully.
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Career Guidance
Career counselors should help these job seekers
identify their set of values to help them match with
future employers.
Begin with a long list of values and start to remove
those that don’t resonate as well.
Ultimately, the list should be reduced to five of the
most important ones.
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Further Guidance
They should be taught how to integrate
technology with their varying fields of interest
◦such as law, architecture, business finance, music
and medicine .
Similarly they should be exposed to the varying
field within technology that they can become
involved in.
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Bridging the gap
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Bridging the gap
We can also find creative ways to bridge the
generation gap so the traditional forms of
entertainment and morals are not lost and that
they can benefit from being rounded
individuals.
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Why We Must All Become Gen Z
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References
https://iei.ncsu.edu/emerging-issues/ongoing-programs/generation-z/generation-z-challenges/
http://growingleaders.com/blog/six-defining-characteristics-of-generation-z/
https://www.visioncritical.com/generation-z-infographics/
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References cont’d
http://www.huffingtonpost.com/val-matta/this-is-how-to-prepare-ge_b_9908850.html
http://danschawbel.com/blog/39-of-the-most-interesting-facts-about-generation-z/
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Generation z

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