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By Lily Bell

I think I can speak for my whole generation when I say we don’t want the same things our grandparents or parents wanted. As a Gen Zer myself, I’ve seen my generation develop a lot more expectations for the way we want to live our lives than people did in the past.

Our world has changed so much since Boomers and Gen X were growing up, and it’s changed people’s goals. Certain things those generations saw as luxuries, Gen Z sees as a necessity. The things Gen Z expects from life are often things the older generations were perfectly fine living without.

Gen Z typically sees these things as necessary in life, but Boomers & Gen X are fine living without them

1. WiFi

Boomers and Gen X didn’t grow up with Wi-Fi. Their technology, like landlines and TV, ran off of cables and telephone lines. When Wi-Fi was introduced, it was extremely exciting for them because of the fast and reliable connection it offered, but that doesn’t mean it became a necessity in their lives. They use technology to communicate and entertain themselves, and they know they can do both without Wi-Fi, even if Gen Z sees Wi-Fi as crucial.

Even when Wi-Fi first came out, boomers and Gen X could only use it in certain places or if they bought something else that allowed them to have Wi-Fi on the go. Gen Z has always had access to Wifi everywhere we go, so we have no idea how we’d get by without it.

2. Apps

gen z woman using her phone appsnortonrsx from Getty Images via Canva

It’s so nice to have apps on your phone because it means you always have something to do. Many people say scrolling through TikTok is one of their favorite ways to end the day, but not all apps are as relaxing or helpful as we may want to believe.

Like any bad habit, staying glued to your phone can be a hard pattern to break. Gen Z has grown up with technology, so they see most apps as a necessity and don’t know how to cope without them, even if they wanted to.

Boomers and Gen X enjoy their phones and apps, but that doesn’t mean they see them as a necessity. They only got access to those things later in their life, so they still have other hobbies that they would be just as happy to spend their time on.

3. Sustainable living

In the past few years, people have really started to get a grasp of how much global warming is damaging the Earth. People have seen weather changes and major storms becoming increasingly frequent.

Gen Z grew up with this understanding. My generation is incredibly concerned with climate change, and they want to make sure it doesn’t get worse than it already is. They really prioritize sustainable living so they can have as little a negative impact as possible. Still, sustainable living products and practices aren’t available everywhere you go. Gen X and Boomers don’t see this as much of a problem, but a lot of Gen Z doesn’t want to live without it.

4. Mental health awareness

My generation puts more emphasis on mental health support than any other generation before us. More people in our generation have experienced it, so it makes sense that we’re interested in seeing more support. Almost everyone I know has either been in therapy or has someone close to them who’s in therapy.

We don’t want anyone’s feelings to be minimized or their mental health to get worse. We’ve seen firsthand in our friends how terrible mental health struggles can be. That’s why, for Gen Z, mental health awareness and support are a necessity.

Boomers and Gen X don’t see it the same way. While they were growing up, there was often a lot of stigma around going to therapy. While it’s gotten a lot better now, they still don’t think it’s that important for everyone to be in therapy.

5. Meaningful work

Smiling man in a suit at worktheboone from Getty Images Signature via Canva

Boomers and Gen X viewed work differently than Gen Z does. The older generations didn’t expect as much from work. They wanted to go in, do a good job, and get paid. Earning a good salary was their primary focus.

Gen Z expects more. They want to feel connected to their work too. Gen Z prioritizes meaningful work a lot more than older generations because they think it’s important for making them have a happier life. People spend a lot of time at work, and Gen Z doesn’t want that time to be unenjoyable. They want it to be fulfilling as well as profitable.

6. Personal branding

Personal branding has been a big buzzword in recent years. In past generations, company loyalty was really important. They’d stay at a company for many more years than people do in Gen Z.

While boomers or Gen X thought more about company branding, Gen Z looks at branding more personally. They know that making yourself look like the best candidate can help you get hired into a better position.

They don’t want to stay at a company for years and hope to get noticed. They want to brand themselves so a variety of companies notice them. They think personal branding is a necessity in the professional world, whereas boomers and Gen X don’t see it as that important.

7. Access to ChatGPT and other AI programs

People use ChatGPT for everything nowadays. It’s used for work. It’s used to write emails. Some people even use it to know how to text a romantic partner.

People in my generation have become reliant on ChatGPT because it is so helpful in so many different ways. We’re just navigating the adult world, and we’ve only learned to navigate it with access to ChatGPT. Boomers and Gen X grew up without these, though. They learned how to navigate the world without needing AI to help them.

But Gen Z thinks it’s a necessity to have access to ChatGPT because they don’t want to spend a lot of time doing something manually when they’re used to just how much faster it could be if done with AI.

8. Streaming services

gen z woman flipping through streaming services RyanKing999 via Canva

Boomers and Gen X grew up with only a few channels on their TV. If the TV signal was bad or the antenna broke, they couldn’t watch anything. That made the time they spent watching TV special. They couldn’t watch their favorite TV whenever they had a free moment. They had to make sure they were free at the time the show was scheduled to be on.

Gen Z, on the other hand, has grown up having access to every channel they could want. Streaming services make it so that people can watch whatever show they want whenever they want. If it’s a series, they also get to pick how many hours they can spend watching.

Feature image credit: LightField Studios / Shutterstock

By Lily Bell

Sourced from Your Tango

Sourced from Inc.

It’s not “if” TikTok has potential as a business platform; it’s when your company will decide to leverage it.

Roger Patterson is an EO Vancouver member and the founder and CEO of visual marketing platform Later, and co-founder of accelerator Launch Academy. We asked him about the business case for TikTok. Here’s what he shared.

My first impression of TikTok was typical for a Gen Xer: The platform seemed like a hub for tweens to flaunt dance moves and indulge in pre-adolescent narcissism. But after participating in a company hack week where the mission was to build an integration with TikTok, my eyes opened to its possibilities as a serious business tool.

With more than a billion monthly active users globally, TikTok has become the fastest-growing social media platform of the decade–but with 63 percent of its users under the age of 30, executives are quick to disregard it.

And while increased screen time among the under-15 demographic during the pandemic contributed to its growth, the platform is more than short-form dance videos–it’s the next generation of content creation.

With its suggestive algorithm, musical navigation and brilliant editing tools, TikTok has mastered compelling, short-form video as a service in a way legacy platforms like YouTube and Instagram have not. The latter may have secured more placement in marketing budgets for now, but TikTok as a legitimate new content channel is forcing brands to re-evaluate how they engage consumers.

If you’re a Gen Xer, Boomer or traditionalist doubting TikTok;s business ROI, here are three reasons you should reconsider:

Branded Entertainment Has Become a Must-Have

First and foremost, TikTok is about entertaining its users. Entertainment has become a new form of brand currency, and it’s a must-have. Social media influences 71 percent of consumer buying decisions–and that funnel starts with interest and awareness. Millennials and Gen Z in the US alone have a combined $350 billion of buying power, and they’re also turning to mobile video as a primary source of entertainment.

Brands need to start thinking of entertainment as a service–a way to add value to consumers first and establish a relationship before moving to transaction.

Importantly, entertaining content doesn’t need to exclusively be a frivolous distraction. Done right, TikTok videos can be a gateway to brand education, tying to a brand’s mission or higher purpose in more creative and authentic ways.

Early Adopters are Rewarded with Influence 

Just as Snapchat graduated from the exchange of ephemeral photos to include video, stories and chat–a formula brands quickly acclimatized to–TikTok is showing signs of breaking out of its Gen-Z niche. The platform just launched a TikTok Resumes pilot program and a new Shopify partnership to support social commerce. Recently, Vimeo integrated with TikTok Business: The first video creation platform to do so.

While the platform’s expansion into more mature markets is inevitable, research shows those who get in early have a distinct advantage–higher social status, increased customer loyalty and influence–over competitors who are left playing catch up. Not to mention, building an authentic community on any social platform takes time.

Retail giants including Walmart and Amazon are already diving in head first, securing their position on the platform, as other brands figure out how to embrace the new kid on the social media block. The Washington Post, for example, may not seem a likely brand for TikTok success. However, the legacy publication was an early adopter, turning its news into funny, bite-sized videos that appeal to an entirely different audience than its print or web presence. The reward for its efforts: 40.9 million likes.

Connectivity is the New Word of Mouth

In January, TikTok star Barbara Kristoffersen posted a video of herself wearing a vintage Gap hoodie in brown, a colour the retail giant hadn’t produced since the 2000s. The post went viral, garnering more than 6 million views. By February, retro Gap hoodies were a common sight on style influencers across all platforms. Just a few months later, Gap was taking preorders for a reissue of the iconic pullover sweatshirt.

The fact is, social connectivity is the new word of mouth. And Gen Z’s status as the most socially connected generation of all time can’t be ignored. These are the consumers most likely to be talking, sharing and posting about your brand.

Hesitations some have about social media in general, and TikTok in particular, are legitimate. Between privacy issues, concerns about spyware and misinformation bubbles that just can’t seem to be popped, the internet can feel like a scary place. But ultimately, at its best, social media allows people to connect around shared interests and businesses to relate to their customers in a more direct way–through conversation, not broadcast.

TikTok may be whimsical and fast-changing, but it’s not going anywhere anytime soon. Much like the social media platforms that came before (Facebook started for university students, and is now a key player in the $48 billion social commerce market) TikTok will eventually grow up, expand its demographics and monetize in new ways.

It isn’t a question of if TikTok has business potential; it’s whether Gen X wants to lead the way in harnessing it, or follow.

Feature Image Credit: Alamy. Illustration: Inc. Magazine

Sourced from Inc.