Influencing the Influencer Generation
By Serena Muthukumarana
The latest Quirk’s Magazine article by Gary Rudman highlights five ways Gen Z is different and five factors for researchers to consider when conducting qualitative research to understand Gen Z with precision. He begins by discussing the common misconception that Gen Z should be understood through the lens of Millennials’ teenage experiences. Besides the 20+ years passing, much has changed.
As a member of Gen Z, I found it interesting to finally see a representative outside perspective of who Gen Z really is―after years of cringe-worthy TV shows and movies produced by generations before me about the current young adult experience, it was fascinating to see an accurate perspective on our generation.
There's a powerful unity that comes from the ever-growing presence of social media and digital technology usage today. From forming micro trends to entire social movements, we live in a fast moving environment driven by the predominant users of the platforms―Gen Z. The change being ignited has big impacts including, but not limited to, traditions breakage, moderations of longstanding practices, and the formation of new ones. What was so established is being bulldozed in the blink of an eye with the single click of a button. The power of social media to force the uprooting of deep-rooter norms is a tumultuous effect we all are witnessing.
Rudman highlights the effects of media usage in almost every major point he makes throughout the article. The power social media holds is growing each day and shows the ever-evolving effects on future generations. The effect on mental health and depictions of a “perfect life” makes for a harsh environment where being less than “social media perfect” means you are not enough.
The ups and the downs of these platforms shape Gen Z to be who we are―a generation driven by technology or “the iPad children.” The change we aspire to make and the effects we see are all factors of change we are learning about daily. The influence social media has is snowballing and without this understanding researchers are at a disadvantage when targeting their audiences.
Rudman displays the reality of Gen Z life with the keys to connecting with our generation and is a must-read for anyone looking to understand the generations to come. His perspective is insightful, objective, and highlights the future of qualitative research.
Interested in learning more best practices when conducting research with Gen Z? Download W5’s free guide here: Gen Z Research - Best Practices for Reaching a Younger Generation.