“And these children that you spit on
As they try to change their worlds
Are immune to your consultations
They’re quite aware of what they’re goin’ through”~David Bowie, Changes
“What do you call them?”, I am often asked. I still usually refer to the next generation as just post-millennials, Centennials or Generation Z, but I understand why many feel a need to give them a more directed name. In fact, I once attended an unbelievably pricey conference in NYC which was devoted entirely to finding a name for this generation. At this event someone in the audience blurted out “Generation Transparent”. The suggestion stuck with me. Growing up in the Information Age is a mixed blessing for this generation. What used to be shielded behind a veil of privacy has defaulted into the public domain. Our kids live in permanent display. On the one hand, parents and other authority figures are always just a phone tap, friend request or geotag away – always ready to step in to assist in when any decision has to be made. On the other, it’s a terrible time to try to gaslight young people with false narratives about how the world works. Pressuring them to adopting ideas they may find antiquated. Or to resort to thoughts and prayers whenever they feel more systemic actions are needed. In the information age the world can no longer be hidden from those who are stepping up to inherit it.
This is why they won’t put up with B.S.
Emma Gonzalez, a survivor of the Marjory Stoneman Douglas massacre, the sudden icon for the gun control movement and perhaps a whole generation, could be signaling the emergence of her generation’s collective persona with her now famous statement, “We Call B.S.” during a rally talk after the school shooting. In other words, staying uninformed is a choice. Ignorance is no longer an accepted “middle ground”. Choosing not to know or electing not to take a stand in order to retain a façade of neutrality is no longer an option with Generation Z.
In their relatively short lives, being informed, taking a position, organizing socially, and acting on those positions are emerging as some of the defining characteristics of this generation. This is why the recent March for Our Lives is going down in history as one the largest protest demonstrations in history. With around 800 000 marching in Washington and hundreds of thousands of others in local sister marches, American youth busted some generational myths as well, the myth that Generation Z doesn’t get engaged outside of their screens. In between Instagramming and Snapchatting, the generation of the Parkland students uses digital technology and social media to rally the forces, not to waste time on Facebook quizzes of which results later resurface in Cambridge Analytica’s data mining activities. Despite their digital lifestyle, their world is still a very physical one. In fact, it is so physical that they fear for their lives.
Generation Z activism is not just about gun violence.
Initiating a series of legal actions, Our Children’s Trust is determined to keep responsible parties legally accountable for the negative effects of climate change. They argue that the federal government has failed to properly regulate the fossil fuel industry, ignoring the damaging impact climate change will have on future generations. Despite legal setbacks with the current administration, the group has the support from the U.S. federal court system. The Ninth Court of Appeals recently rejected petitions from the Trump administration.
Generation Z also calls B.S. on what they perceive to be either overt or subtle forms of discrimination and inequality. Generation Plurals is another moniker often used to describe this truly diverse generation. Diversity is seen in the blurring of categories, whether racial, gender-based and sexual. A survey carried out by J. Walter Thompson revealed that around half of all Generation Z respondents know someone who don’t go by a gendered pronoun, meaning they don’t identify as either male or female. The dismantling of stereotypes and yearning for more authentic communication brings changes in marketing as well. In advertisement, the no-B.S. generation favors diverse and honest depictions of reality, not airbrushed deceptions of perfection.
Generation Transparent is growing up with the FBI investigating whether election campaigns colluded with other foreign governments. They are coming of age amidst spying scandals and are learning how to install VPNs on their browsers. They know the exact dollar amounts their representatives in Congress have received from campaign contributors. They’re growing up with ample evidence that being a grownup does not necessarily means being trustworthy.
While organizations will differ in their missions and worldview, they should learn from this quest for honesty. Smart businesses know what Dick’s Sporting Goods knew and what many other businesses have learned: That when Digital Natives demand transparency and exercise the power of their numbers, they can change the perception of a company in matters of minutes. This can be either very good or terrible for a business’ survival. This applies to local and federal government as well. Are they listening? What price will they pay in the future if they don’t? Businesses today must consider so many more variables than quarterly returns, ERPs and traditional demands from clients and shareholders. More important to a business’ survival are the 75 million hyper-connected young people ready to chant “We Call B.S.” More important to politicians than campaign contributions is respecting the needs and wishes of their future voters. The best way to stay in business or to stay in office is to be trustworthy and help them create the future they want. Will you listen to them?