Centennials,also known as Generation Z,have been defined as the generation that grew up with a smartphone in their hand. Centennials were born between the years of 1997 to 2012 (age rate 9-24 years) and are known as the children of the internet age. This is the generation that knew social networks when they were children and now their main way of communication is real time messaging. Facebook, Instagram, Twitter, My Space and many more sites sprung in their era. It is estimated that around 4.4billion people in the world are below the age of 35 years.2 billion are millennials while 2.4 billion are centennials or Generation Z.
The generations defined:-
Source: https://www.pewresearch.org/
A significant proportion of Centennials will be joining the job market as early as in the coming year. The big question is are companies ready for this generation? It is estimated that these younglings,many of whom are still minors, check their phones over 150x a day, send over 50 billion instant messages and send out over 6billion emojis daily. What companies’ executives need to know is that Centennials want to be recognized for their creativity and vibrancy and thus have a very different outlook more than the earlier generations.When the world’s economy crashed in 2008, the oldest Centennials were just preteen, an age where they understood and observed the great hardships their families and their friends’ families went through,with loss of jobs and the change of lifestyle from affluent to poverty. This generation also had traumatic experiences of the rise in terrorism acts during their adolescence and early adulthood. This is the generation that embraced activism for political fairness and equity, climate change, equal rights for women, the LGBTQ community and people of colour (POC).
Centennials have a drive to defy status quo and make an impact. The challenge as they enter the workforce will be how to communicate and connect with them as this is a generation that is very interested in “changing the wheel”. This is a generation that wants to achieve maximum growth and quick returns, and are not interested in conventional timeline. It is important that companies try and tap into their mindset by inviting them for collaborative work, relaxing of work hierarchies and opening opportunities for creative thinking on the job. Great ideas from them will definitely ensure they push the companies to the next step.
This generation, the “connected generation” or “dot com kids” have lived and breathed technology their whole lives. They will expect companies to be more innovative and they will strive to get digital experience from existing products and services.Companies need to offer convenience and connectivity at the heart of their products and services to resonate with this generation. Centennials are not interested in gimmicks. Being authentic in your company’s products and services will ensure that Generation Z will be your customers.
Community is important to Centennials. To resonate with this generation, companies need to show community inclusiveness through embracing diversity in their policies, products and advertising. Centennials value community views and opinions. They will read reviews and community discussions before they make any purchases. Companies need to offer transparency in company and product reviews- whether social media discussions or product reviews – to connect with this generation. And if not provided, Centennials will seek and find this information and share it themselves. Companies cannot hide with the generation. Where there are any errors or faults, companies need to be transparent, manage their public response and then act on it. It is a new ball game with Centennials.
Centennials are complex. They are making strides in years, where their parents took decades, even a life time. They are technological geniuses but not necessarily financially literate for their rapid achievements. They knew how to operate Alexa as toddlers but will still struggle with issues that are not defined by technology, but by life experiences and time. Issues such as life goals and financial literacy. They have had to mature faster than their parents but are not necessarily yet mature. Centennials are complex but they represent the future – the future of the workplace, the future of consumers. Companies need to connect with them and their values.
What comes after Generation Z? These newest arrivals are at times being referred to as Generation Alpha. This is the generation that will never know a world without smartphones. Being called the glass generation will suit them fine.
Irene Mugua
Senior, Business Development Supervisor
