The Rise of Generation Z

Jake Aguas The Profile of a New Generation Organizational Consultant and Associate Professor of Management Purpose of the Study

• Examine the profile of an emerging generational cohort

• Highlight Generation Z’s values, preferences, and influences

• Explore perspectives on leadership, communication, technology, the workplace, relationships, social justice, entrepreneurship, consumer behavior, and education The Mega-Trends

• Shift to Knowledge Work • Emotional Intelligence • Globalization • Technology, Innovation, and the Web • Environmental and Ecological Sustainability • The Transitioning Workforce  Racial and Ethnic Diversity  The Role of Women in the Workplace  Generational Composition “Generations” Defined

• “A group of people of similar age, located in the same geography, experiencing the same events, environments, and social situations, during critical development stages of their lives” (Aguas, 2018) • “The aggregate of all people born roughly in the same span or phase of life who share a common locale in history, resulting in the emergence of a new, common collective persona” (Strauss & Howe, 1997) Generational Cohorts-Groups

• The Silent Generation (1920-1945) • Baby Boomers (1946-1964) • Generation X (1965-1980) • Millennials/Generation Y (1981-1994) • Generation Z (1995-2010) The accelerated pace of technology and globalization have contributed to narrower age bands. Newer generation groups are experiencing “age compression,” the compacting of experiences into even younger human vessels creating a disconnect between the outer child and inner sophisticate (Labi, 2008) US Resident Population by Generation (2017) US Population Distribution, by Generation (2017) Who is Generation Z?

• First generation to be raised completely with smart devices (phones, tablets, etc.); Raised in tandem with the internet • Tech-fluent, tech-integrated, market-savvy multi-taskers • Extremely competitive, moderately liberal, less optimistic, and financially conservative • Globally and career-minded; self-starters with an entrepreneurial spirit; philanthropic • Shaped by significant events (terrorism, bombings, and world-wide poverty); they value safety and security Who is Generation Z?

• Self-confident, self-reliant, intuitively innovative • Health and fitness conscious • Shorter attention-spans; higher dependency on medication and therapy • Value diversity and inclusion • Driven, responsible, and value both interpersonal and intrapersonal communication • Parents of Gen Z are taking a “drone,” “lawn mower,” and “curbing” approach versus the “hovering” Millennial parenting approach Who is Generation Z?

• Grace VanderWaal • Stranger Things Cast Generation Z is also known as…

• The Throwback Generation • Gen Wii • Zennials • Net Gen • The Z Group • Generation Me • The Digital Generation • The Selfie Generation • Digital Natives • The “We” Generation • iGen and iGeneration • The Global Generation • The Phygitals • Screenagers • Centennials • Post-Millennials • Gen Tech • The Mass Shooting Generation Events that have shaped Generation Z

• Dot-com Boom and Bust • OnDemand shared economy (Uber, Airbnb, Wag!) • 9/11 Terrorist Attacks • #MeToo Movement • Great Recession of 2008 • High Profile Suicides • The Social Media Boom • Mass Shootings and • Rise of Amazon and Alibaba Bombings (Paris, Las Vegas, • The Effects of Global Warming Stoneman Douglas, Sri Lanka) • Organic Food Boom • Political Tensions (DACA, China) • The Apple Effect • The gradual decline in the life expectancy rate in the US Communication and Technology

• Began swiping before taking their first steps • Social globalization (friendships, jobs, purchases, streaming, shopping, and learning); hyper-connected (24/7); they spend an average of 10 hours/day on smart devices • Self-worth influenced by social media • First generation to chatspeak and netspeak, and express themselves without words (emojis & mimes) • Returning to face-to-face communication Consumer Behavior

• Will represent 40% of all consumers by 2020 (Patel, 2017) • One-click, cashless society • Marketers are seeking to connect with Gen Z in the environments where they spend their time (YouTube, Instagram) • Brand conscious; lean towards companies that weave their brand into the company’s narrative • Social media Influencers • Drink and smoke less • Health conscious • Marketers have to be careful to not “cross the line” • Hyper-customization Relationships

• Highly motivated by relationships, desire to belong • Peer acceptance is important • Shift from “hovering” parenting style to “curbing” approach • Marriage rates are lower, choosing not to marry (higher cohabitation rates) • Reduction in teen pregnancies Social Justice and Entrepreneurship

• Aggressively taken the torch of social responsibility • Gun violence, poverty, education, and environmental protection equity and equality matter • Volunteerism, community, and philanthropy • Social Entrepreneurs (gun reform, poverty, education, environmental & ecological sustainability) Education and Learning

• Highly values education • Extremely competitive environment (high GPAs, college acceptance) • Raised in an era of declining arts program (STEM programs) • OnDemand learning and Virtual Learning Environments (VLE) • Customized curriculum • Value cohort and coaching/mentor models • Seek a broad range of cross-cultural and internship experiences The Challenges Facing Generation Z

• Increase levels of suicide and drug overdose (Opioid Crisis) • Higher levels of Attention Deficit Disorders (ADD, ADHD, AADD) • Increased use of schedule II Narcotics (Adderall, Dexedrine, Ritalin, and Cocerta) and mental health therapy • Social Media Addiction Disorder (SMAD); Digital Eye Strain • Nomophobia and “FOMO” (fear of missing out) • Bullying and cyberbullying (Trials by Social Media) • Second Hand Terrorism How do you lead and effectively connect with Generation Z?

Although highly talented, Gen Z overestimates its knowledge, skills, and role within organizations; they push boundaries that cause conflict with other generational groups How to lead & connect with Generation Z

. Lead by example . Talk to them; listen to them (voice); get to know them . Provide a challenging environment (collaborative and creative) . Respect their intelligence and “know your stuff” . Provide guidance towards purpose and significance . Be a coach; provide reverse mentorship and development opportunities . Leverage technology; appreciate their ability to multi-task . Foster a culture of innovation and interactivity How to lead & connect with Generation Z

• Support their passion for social responsibility and entrepreneurship • Appreciate their world: diversity, inclusion, and cross-cultural experiences, global socialization • Explain the “Why” behind a decision/strategy • Promote an open, honest, direct, authentic, and transparent environment • Accommodate their workstyle (autonomy and collaborative); they value open work spaces • Embrace differences, motivations, and attitudes • Provides regular input and gives them a voice How to Connect with Generation Z: Cooperative Learning

• A teaching strategy in which small teams, each with students of different levels of ability, use a variety of learning activities to improve their understanding of a subject. Each member of a team is responsible not only for learning what is taught but also for helping teammates learn, thus creating an atmosphere of achievement • Leverage Web-based games (Kahoot, Poll Everywhere, etc.) • Provide opportunity to work both autonomously and collaboratively In what area do I connect well with Generation Z? What comes easy to me?

What is my biggest challenge in supporting Gen Z, where do I need to change?

What 2 things will I do different this next week to be more effective with Gen Z? The challenges facing Generation Z Digital Eye Strain Syndrome

Computer vision syndrome, also known as digital eye strain, is the combination of eye and vision problems associated with the use of computers (including desktop, laptop, and tablets) and other electronic displays (smartphones and electronic reading devices). Contact Information Jake Aguas [email protected] [email protected] (949) 374-3700