Every decade brings in an innovation that changes the way an individual lives his or her life. Wright brothers did it with airplanes while Edison did it with a light bulb! When Internet evaded our lives, people did not take it seriously. A passing joke for some, it was quite unfathomable that one innovation would define the course of coming generations.
Who belongs to Generation Z?
The emphasis on Internet is deliberate. The development of web and its rampant use has been marked as the differentiating factor for Generation Z.
For those of you who don’t know, like species and families, analysts have divided human beings into several generations to study behaviour and its overlap among different groups over different periods of time.
Generation Z therefore, vaguely refers to the group of people who were born anytime between 1990s and mid-2000s. This group is preceded by Generation Y, Generation X and Baby Boomers.
But is Internet the only factor that defines this generation? Also, how do previous segments that is, Generation X, Generation Y and Baby Boomers perceive their successor?
Ipsos MORI tried to find answers for these questions and insights gathered are quite interesting.
Ipsos MORI Survey and Insights
Taking a sample of 3,007 adults from UK, aged between 16-65 years old, Ipsos MORI conducted an online survey on behalf of BBC. Below are some of the major findings from the survey:
- Happiness for Generation Z lies primarily in the job they love. As per the survey, people belonging to the group define themselves as “hard working”. Family then, is the second most important thing for the group.
- Contrary of other generations’ perception, technology and social media does not hold much significance for Generation Z.
- Instead, human connection seemed to be the most important factor in how group defined its meaning of life.
- Prejudice against LGBTQ+ community, gender equality and racism were some of the issues concerning the group.
- Britisheconomy post Brexit and terrorism too turned out to be important issues concerning Generation Z.
While the survey sample is too small to judge if most of the people belonging to Generation Z think the same way as the selected group, it does show a common trend.
From this study one can observe that generation gap is consequent of feigned ignorance on the part of groups that form a pre-determined perception for their future generation without taking into account the trend and its negative or positive effect.
Today, marketers use technology to attract Millennials who equally reciprocate to this form of communication. Be it taking selfies to celebrate every small occasion or making an online transaction, every move is mutual. But ironically, contempt for the tech savvy generation is clearly visible in Millennials’ views.
It is Generation Z who is trying to figure out a way to balance “personal” and “social” so that they can make informed decision about life. It will be interesting to see if the group succeeds in drawing the fine line.
Check out the complete survey insights here. What do you think about it? Share your thoughts via tweet @Fuzzable.