Learning to thrive in a Zumer environment, both personally and professionally: Generational Marketing with Arkady Zucker
In a captivating keynote speech at the IV Gathering of Producers "Power of Breakthrough" in Yekaterinburg last week, renowned business trainer, researcher, and one of Russia's leading marketers, Arcady Zuker, shared valuable insights about Generation Z, or Zoomers.
Zoomers, who have grown up with the internet and smartphones, are digital natives, highly adept at using digital technologies and social media from a young age. However, their exposure to fast-paced digital content has resulted in shorter attention spans, preferring quick, engaging information over lengthy explanations.
In terms of communication, Zoomers value transparency and authenticity. They expect brands, employers, and media to engage in genuine communication, often favouring this over polished marketing. Moreover, they are more socially conscious, expecting businesses and institutions to have strong values and ethical stances, particularly on sustainability and social justice issues.
Zoomers are also pragmatic and entrepreneurial, with a tendency to be practical about career choices and more inclined to pursue entrepreneurship or flexible work arrangements rather than traditional corporate paths. They embrace diversity and inclusion more openly, preferring collaborative environments, both socially and professionally.
However, Zuker highlights that Zoomers are less patient with bureaucracy and hierarchical structures, seeking meaningful and efficient interactions in all aspects of life. To connect with them, Zuker advises being genuine, showing interest in their lives, and appreciating their art.
In a company, adapting to Zoomers involves creating a social contract, valuing them, and learning from them. Zuker notes that Zoomer clients tend to buy from those they respect, making it crucial to earn their respect.
Zoomers need a lot of energy for growth, processing information, and dealing with stress, and may sleep for extended periods to restore themselves. They absorb news quickly, often learning about events before newspapers, due to their frequent use of social media.
By 2025, the number of entrepreneurs under 25 in Russia is expected to reach 2.7 million, with Zoomers already making significant strides in international and Russian businesses. Zuker's research on Zoomers reveals a vast and deep knowledge base, but their knowledge is mostly introspective, as they scan information flows and struggle to express their knowledge.
Zuker emphasizes the importance of using one's strength to support Zoomers rather than overwhelm them. He suggests viewing phones and computers as digital courtyards to understand how to support them for future success. The coming-of-age of Zoomers is leading to the emergence of a new age stage, possibly named 'post-youth' or 'second youth'.
In family settings, conflicts with Zoomers often arise due to a lack of trust, support, or clear boundaries set by parents. Zuker emphasizes the significance of setting clear boundaries to foster trust and growth.
Zuker asserts that there are no set rules for communicating with people based on their generation, and that establishing partnerships requires asking what one can offer. He notes that hiring young people who can teach us valuable lessons and establishing a two-way exchange of respect and understanding is crucial.
- In their professional lives, Zoomers are inclined towards entrepreneurship and flexible work arrangements, favoring practicality over traditional corporate paths, which underscores the importance of understanding their needs for a company to adapt and connect with them effectively.
- The digital landscape and technology play a significant role in Zoomers' personal growth and education, as they have an inherent understanding of digital technologies and social media, absorbing news quickly and learning about events before traditional media outlets.
- To support Zoomers in their quest for growth and self-development, it's essential toview phones and computers as digital courtyards, understanding the unique ways they interact and communicate in order to guide them towards future success, rather than overwhelming them with a lack of patience for bureaucracy and hierarchical structures.
