Informe FleishmanHillard's The Youth Kaleidoscope
FleishmanHillard’s global Culture Unit today released The Youth Kaleidoscope Report, which sees Gen Alpha and Gen Z shapeshifting their quest for balance in today’s tumultuous conditions.To date, much of the research surrounding Gen Z and Gen Alpha presents a fairly one-dimensional view. Both groups are often portrayed as ‘freedom fighters’ rebelling against systems and structures they have inherited. But much of this sentiment inadvertently puts pressure on these young people to conform and doesn’t look to their individual and nuanced characteristics. It presumes young people to be a uniform monolith instead of a generation pulsating with ideas and passions for their futures.”The defining traits of this generation will continue to evolve as they begin to adjust to the world around them, from the world of work, to entering the housing market or even just experiencing their first true heartbreak,” said Candace Peterson, global head of Brand at FleishmanHillard. “Young people are ultimately seeking out balance in their endeavour to rationalize the all-too-often chaotic world around them. Responding to this balance by broadening how we look at and define this generation will be of the utmost importance in building rapport and engaging with this generation.” The report uncovers how these “digital natives” have grown up in a different landscape than previous generations – more intersectional, with an abundance of technology and social platforms, connections and information; they are the epitome of the cross-culture kid and are widely considered as having greater cultural intelligence, or CQ, than their predecessors. They have different ideals, expectations and approaches to identity than other cohorts, and internal and external stressors significantly affect how they view the world.Broken down across Mind, Meta and Why it Matters, the report gives first-hand insights to help understand and authentically engage with this generation as they continue to be shaped by, and are themselves shaping, the world around them.
