How many times have you rolled your eyes and resignedly sighed ‘Oh the Yoof of today’?
If I’m honest, I lost count a while back, but that said I’ve also forgotten the last time I said it. Why? Because quite frankly this ‘Yoof’ are outsmarting c-suites around the world and as they start to enter the workplace they’re shaking things up, I believe for the better.
They’re more focused, more ambitious and more tech enabled than any other generation to date. They also have the lowest drug abuse, lowest alcohol abuse and lowest teenage pregnancy rate than any other generation. They’re tech savvy and life savvy.
They are the first digitally native generation, having never known a world without the internet and according to Business Insider 61% would rather be an entrepreneur than an employee when they graduate.
They’re the generation happy to pay over the odds for the latest smartphone but that make up for it by streaming video content for free rather than paying to rent movies, they dual screen constantly, multi task ferociously, are hungry for everything, patient for nothing.
For brands, they pose an increasingly difficult audience to reach, with such rapid and sporadic consumption of media they live in fear that they will miss out. They constantly switch between devices and channels, which has resulted in them having the attention span of a goldfish… literally.
They’re exposed to thousands of brands, hundreds of times from their waking moment to their sleeping one, so the question posed to brands today is, how do you make your 8 seconds count?
Less is certainly more, and any communication must cut through the noise in a concise way, bear in mind that these guys have entire conversations through emojis, or Kimojis (JGI).
Forget disruptive technology, these guys are already beginning to change the landscape. The clunky old guys at the top currently trying to move things forwards will simply need to keep up or get ready to pack their suitcases and go home.
p.s. YOLO = You Only Live Once (totes popular with millennials) FOMO = Fear Of Missing Out (which if you read the post you’ll get 😉 )
p.p.s. sorry if you’re feeling old now
p.p.p.s. but I did use a unicorn emoji so that restores the balance
that’s great, it does draw the picture very clearly, but how do we keep up and learn to speak their language? From a marketing point of view which changes would be the first/most important to make; channel or tone of voice, quick benefits or loyalty?
Admittedly keeping up is hard. I would prioritise being where they are so your message is accessible, for example using snapchat or Instagram instead of Facebook. As a brand remaining rooted in your authenticity is important, they can spot a fake a mile off. So unless you’re able to speak their lingo credibly, speak yours but adapt it. And inevitably, the relevant quick wins and rewards will ladder up to their loyalty, but that relevance is key, they are a conscientious bunch.
Hope that helps, thanks for stopping by!