Social Justice Multiculturalism: Young people ages 7-22 belong to a pivotal moment in US history. According to Business Insider: “Generation Z, is the youngest, most ethnically-diverse, and largest generation in American history, comprising 27% of the US population.” It would be hard to underestimate the significance of this demographic shift.
Why Z Matters: What will these changes mean for marketers? What new opportunities will this create for businesses and other social organizations? How can we best facilitate lively communication between multiple generations in the digital age? What are the best events to develop a sense of community?
Social Change and Good Business: Generation Z knows all about social media influencers. They also care about social justice. Finding ways for them to use their media skills in the service of their social passions is a recipe for positive change. It’s also good business. That’s the great hope of this massive new generation: to harness the power of their hyperconnected networks in a way that creates positive social change and is also good business.
Diversity and Value: As the younger generations grow more diverse, the value of diversity also changes and the younger generations “say increasing racial and ethnic diversity in the U.S. is a good thing for society, while older generations are less convinced of this.” This is going to be a significant consideration for businesses going forward. Experiential agencies with the emotional intelligence to understand the changing feelings of younger generations will help companies communicate effectively with this new group.