So who are people?
People are widely complex and diverse on many levels based on their age, race, gender, culture, self-convictions etcetera. People are segments of society categorised into generations based on events, they lived through and the periods of time they were born. Generation Z – the second youngest generation – has been labelled as ‘digital natives’, as it’s the first to completely grow with the widespread of the internet. (McKinsey, 2023). ‘The mosaic browser was launched in 1993 with 130 sites, this to over 100,000 by 1996, and the World Wide Web was conceived in 1995 (science+media, 2020).’
(Edition, 2011)
‘Digital natives’ mostly live life online, from shopping, dating, working to making friends. Therefore, the best way to market to them is online. It is where an average Gen Zer would be, researching a product before purchasing it, wanting to know if its eco-friendly and if it was made sustainably following the SDGs as best as possible. As a result of this generations pursuit for knowledge and the truth behind their products, they’ve been titled ‘the true generation’. (Francis+Hoefel, 2018).
Diversity is ubiquitous. Disclosed by Ricee (2023), there are four dimensions regarding diversity: internal, external, organisational and world view, each covering various subsets. For instance, there’s race and ethnicity which is internal, and shapes how people look, their complexion and their build. A person cannot control these elements but what industries can control is how they work and innovate to cater to said elements. Generation Z values diversity and sustainability with 40% preferring gender-neutral beauty products (BOF, 2023). A great brand example for this would be Fenty beauty, who gained a flawless reputation through ‘inclusive makeup shades’, as well as gender neutral cleansers and serums (BOF, 2023).
It’s imperative to communicate with Gen Z, a widely influential generation and, businesses have done this through diversity, making sure the products they put out there are suitable for all types of people. Of course, diversity wouldn’t be achieved if it didn’t go through a cycle from the minds who created the thought to production and then to consumption: ‘‘Collaboration Inclusive Mindset + Intercultural Competence- The willingness as well as competence to embrace diversity, including people and collectives with differing views and backgrounds (IDG, 2023).’ Which is crucial in the working environment, putting great minds together from different backgrounds and experiences to work towards one goal.
Reading list:
BOF, (2023). The state of fashion beauty, Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_Beauty_2023.pdf (accessed 11th October 2023)
Diversity, (2023). Diversity is at the heart of our business aims, available at: https://www.bl.uk/careers/what-we-do/vision-and-values/diversity (accessed 14th October 2023)
Edition, (2011). American generations through the years, Available at: https://edition.cnn.com/interactive/2011/05/living/infographic.boomer/ (Accessed 11th October 2023)
Francis, T+ Hoefel, F., (2018). ‘‘True Gen’: Generation Z and its implications for companies, Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (accessed 11th October 2023)
Inner development goals., (2023) the global goals for sustainable development, available at: https://www.innerdevelopmentgoals.org/ (accessed 13th October 2023)
McKinsey&company, (2023). What is Gen Z?, Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (accessed 11th October 2023)
Science+media museum, (2020). A short history of the internet, Available at: https://www.scienceandmediamuseum.org.uk/objects-and-stories/short-history-internet (Accessed 11th October 2023)