Why Marketers Do not Have to worry about contributing to the so-called technology dependence of Generation Z

At a time when attention is being focused the negative aspects of teens' relationships with technology (reliance on technology, isolation from the outside world, depressed and impetuous behaviors), our Gen Z Passion Point ™ 2018 study paints a very different picture.

In the wave of 2018, we included a representative sample of "Tech-Heavy" and "Tech-" Light "teenagers and boys, which allowed us to observe the impact of these different behaviors about their emotional priorities and their well-being. Although the excessive use of technology certainly has a negative effect on the emotional health of some teens, for the vast majority of Generation Z members (and especially for their parents), the net effect of the technology is extremely positive.

It is common knowledge that most generation Z members now own a smartphone and are using them more and more frequently. But despite the omnipresence of devices (phones, tablets, laptops) and digital destinations (social media sites, SVOD, games), only about one in four parents in Generation Z report having observed unhealthy outcomes, such as that rush through activities back to their Instagram pages or mood swings when they are separated from their phone.

In addition, we found a remarkable alignment between the qualities that parents and the Z generation see as prerequisites for their success and what the use of technology provides them. In a world where an overwhelming majority of parents place more importance on Essential Skills for academic success than academic success, technology is seen as a powerful way to enhance creativity, confidence, safety and security. sense of creativity of their child. personal identity.

Technology is seen as a powerful way to improve the self-reliance, creativity, confidence, safety and sense of personal identity of their child.

For Generation Z youth who have shown one or more. Among these unhealthy behaviors, this study raises a fascinating question: Were the excessive use of technology the source of these problems or if excessive use of technology was a symptom of pre-existing emotional deficits in these individuals? children? For example, there were many more family-related connections among non-technology-dependent adolescents than among technology-dependent adolescents and a much greater propensity for daydreaming or fantasy among technology-dependent adolescents compared to non-dependent on technology.

Ninety percent of parents and teens said that technology enriches their lives in ways that create a perfect intersection with many of their key emotional priorities. These include helping teens succeed in school, preparing them for a prosperous future and keeping them in touch with their parents better.

None of this means that General Z does not spend too much time in front of a screen. cultivate an unrealistic and perfectly perfect social media character, turning to digital shelters for escapees from real world challenges or losing touch with the wonders of the outside world. But at a time when Generation Z parents are increasingly reluctant to let their children fear for their safety and Generation Z is increasingly faced with overwhelming tasks and stress, it is not astonishing that they turn to their phone an antidote.

How Should Marketers and Generation Z Content Providers Respond?

For Generation Z Content Providers

Start By Updating Your Understanding Of The Amazing Changes That Have Occurred In The Emotional Landscape Of The Generation Z after 2016 and are looking for ways to incorporate some of these new emotional hotspots into your programs and content. The Generation Z boys and girls are not just looking for entertainment, they are looking for digital destinations that understand and reflect the deepest hopes, fears and aspirations that now dominate their emotional landscape. The videos, programs, and influencers that embody them will contribute significantly to your emotional relevance.

For Social Media Platforms of the Generation Z

Understand that there has been a radical change in the types of social communities that the Generation Z search online. The time when the mass promotion of their personal brand and the accumulation of the maximum number of followers was over was over. Instead, Generation Z is now interested, with the precision of the laser beam, in the development of relationships based on trust with a few privileged people. How can you provide a digital ecosystem reflecting this?

For Trademark Marketers

Do not be wary of contributing to technology dependence. But beware of getting into these virtual worlds where you do not have emotional permission to play. As tempting as it may be to tell your story on the digital scene with the largest number of eyeballs and ears, the brands and ears of Generation Z, your brand and these platforms each have their own emotional DNA . It is essential to find a match between the two to prevent your brand from being perceived as a marketing tourist as opposed to an authentic and natural part of the digital landscape.

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