A few weeks ago, the 106 team headed out to Shoreditch to attend Voxburner’s YMS 2023 conference, an event for anyone looking to better understand, engage and target the Gen Z audience.

The theme that resurfaced time and again was the contentious issue of defining ‘Gen Z’ and the language we employ when discussing this multifaceted demographic. It is all too easy to fall into the trap of generalisations and stereotypes when crafting our marketing strategies, tossing around phrases like ‘digital natives’ without fully acknowledging the implications of such generalisations. As a member of Gen Z, who isn’t always at ease or comfortable on social media or up to date with trends, I thought it was worth exploring this topic further.

The Generation Gap

One of the myths debunked by Georgia Harvey in her session ‘Beyond Z’ was the generation gap. Currently, it seems we are fixated on the differences between generations rather than common factors and similarities that have influenced past and present generations alike. Factors such as the economy, social justice, geopolitics, and climate change have shaped the experiences of multiple generations, transcending the arbitrary boundaries of age.

For example, in our current landscape, we find ourselves in the midst of a profound workplace revolution. People are no longer content with a rigid “command and control” approach to work; instead, they seek a sense of purpose and meaning, alongside the freedom to pursue their passions. The transformative power of hybrid work arrangements has become apparent, benefiting not only women but also families and individuals across the board.

A study conducted by LiveCareer in 2023 showed that all generations reported they expect flexibility in working options, with 76% of Millennials, 69% of Gen Z and 64% of Gen X expressing this expectation.

So, the question is why do we continue to see divisive stereotypes and generalizations about Gen Z when it comes to their attitude towards work? Lazy, bored and entitled are just a few words that are often thrown about. The truth is that the workplace revolution has had a positive impact on all demographics, transcending generational boundaries.

“It wasn’t like this when I started out” is true for all generations, and shouldn’t we be proud that our treatment and respect for people and their personal lives improves with each generation?

Bringing people to the table

In our panel session at YMS, Leveraging Cultural Cues to Reach Underrepresented Gen Z Audiences on Social Media, we had the opportunity to hear from Ife Obasa, Praise Olawanle and Blessing Simeon, discussing how employers should celebrate diversity, listen to cultural cues effectively and handle new trends and channels.

Their answer was simple: include, collaborate and understand. As Georgia Harvey and other speakers such as Marina Fischer and Noah Zyhmont reiterated, Gen Z should not be reduced to simple generalisations due to the broad range of lived experiences and identities the group holds.

As Ife said, intergenerational collaboration will set brands and organisations apart as they will have a more nuanced understanding of each other, rather than basing decision-making on simple assumptions.

 “Employers need to be open, be vulnerable and work with the people they are trying to target…Gen Z!”

Insight-driven creativity

YMS 2023 showcased just how important it is to delve deep into the audience you are trying to target; research rather than guess what it is like to grow up and look for a career in the UK.

Guesswork and hasty assumptions have no place in our arsenal. Instead, at 106, we harness the power of insight-driven creativity. Our commitment lies in listening and learning directly from Gen Z themselves, holding our own focus groups and organising panel sessions, so we can find out what they are wanting both as a career and a future employer. This enables us to build multifaceted, and genuinely inclusive student marketing campaigns that rise above the noise.

Food for thought…

Should we conceive of Gen Z not merely as a generation, but as a mindset? Leila Fataar, Founder of Platform13 and host of YMS 23, seemed to think so.

What do you think? Can we move past generational boxes and embrace the notion that Gen Z embodies a shared mentality, transcending age and uniting individuals in their aspirations and outlook?

There are no easy answers, so I’d love to hear your opinion! Drop me a line at lauren@106comms.com

 

Written by Lauren Maxey, Account Manager