For each model, generational change is an enormous problem. Who is that this new technology? What motivates them? How are they completely different from the remainder of the inhabitants? Right now, we’ve got to prepare for Gen Z, a technology of younger individuals born after 1996 who at the moment are becoming a member of the worldwide workforce and have change into an essential group of customers.
Most individuals I converse to are stunned once I inform them that Gen Z already numbers almost two-and-a-half billion individuals. That’s greater than the much-discussed Millennials. For us at Samsung, generational change is nothing new. We are in our 50th yr as an organization, and actually understanding customers – their needs, wants and aspirations – has all the time been on the coronary heart of our innovation. The method I see it, Samsung will not be a lot in regards to the know-how we create; relatively, it’s about giving individuals the instruments they should do what they’ll’t.
Still, with each technology, we’ve got to rethink how we will make that occur. After all, the connection between manufacturers and customers is continually altering, so we’ve got to ask ourselves: what do we have to do to stay related?
A Generation of Dreamers
Every technology is exclusive in its personal method, and Gen Z isn’t any completely different. But I believed it will be helpful to share a few of our insights into this new technology, as a result of I imagine that their values and their motivations are very near what Samsung stands for.
We began our analysis by asking who Gen Z are. Yes, they’re extremely various and distinctive, however what have they obtained in widespread that drives them? What do they worth essentially the most? We did surveys, and we spoke to lots of them straight, actually listening to what they needed to say.
What we realized is that Gen Z is a really resilient technology. They’ve grown up throughout an financial downturn and international crises – however they haven’t given up hope. In truth, they’re decided to alter the world for the higher.
So, they’re dreamers, however they’re dreamers with function. They know what they need and are passionate in what they stand for, and so they count on the identical from manufacturers. They dream massive, and we should dream with them.
The Era of ‘Storyliving’
For this new technology of change-makers, it isn’t sufficient for manufacturers to easily have nice services or products. Gen Z cares a couple of model’s values and the way they measure up in opposition to their very own. Seventy-seven p.c of them imagine that ‘doing good’ ought to be an integral a part of operating a enterprise. This implies that manufacturers can not simply concentrate on storytelling, for that is the period of ‘storyliving.’
Here at Samsung, we’ve needed to actually contemplate how our personal values match up.
Gen Z is a technology that desires of defying obstacles – and so will we. “Do What You Can’t” is our rallying cry. It embodies what we stand for as a model, and I feel that resonates completely with the Gen Z outlook.
With a mindset of relentless innovation, we proceed to hunt out new alternatives to create experiences that may change individuals’s lives.
This is about a lot extra than simply know-how. It’s in regards to the worth we ship. Whether that’s with the Be Fearless digital actuality app, which helps individuals deal with their deepest fears, akin to a concern of public talking or top nervousness, to the Samsung Blind Cap, which permits Paralympic swimmers to obtain cues from their trainers indicating when to flip on the finish of their lane.
Defying Barriers
Gen Z are mankind’s first true digital natives. They don’t know a life with out the web, and utilizing know-how is totally pure to them. I discover that very thrilling, as a result of I actually do imagine that they’re going to unlock the potential of our know-how like no technology earlier than.
They are going to make use of know-how to achieve new heights, and we’re going to be proper there with them on that journey.
We join with them by serving to them succeed. And that begins with what we do…
