How Gen-Z is Redefining the Way Brands Approach Tech

By Jill Sherman, SVP, Social Strategy, Social Practice Lead, DigitasLBi North America Performance. It’s the thing that has historically made (and continues to make) Millennials salivate. More seamless user experiences, faster access, lighter devices, longer battery lives and smarter, more personalized interfaces. CES 2017 delivered these in spades. But for Gen Z, currently people ages 3 to 20—a generation that has grown up with performance as an expectation—it’s proficiency of technology, the degree of its competence or skill, that matters most to them. How the technology improves the way they navigate through life, how they experience the world, and how they learn about themselves (especially in relation to others), is what gets them excited. So, although the parents of Gen Z were clearly a focus at CES 2017, there were a handful of startups and technology reveals specifically focused on the things Gen Z cares about, like immersion, fluid evolution, safety, and togetherness. And while most were in their early days—and in many ways gimmicky and near-sighted—there were a handful that were on point with this new consumer. Abandoning the concept of one-size-fits-all. Gen Z is fluid and adaptable, and will expect technology that is, too. Startups like SmartyPans—cookware that tracks meal nutrition as you cook to create future recommendations—aims at moving beyond generic advice. Instead, it will learn your preferences, your habits, and your meal preparation nuances to create a truly personalized, and evolving, meal plan. And Aire—a digital digestive tracker—aims to understand which foods are most compatible with your body. And while the concepts may seem simple on the surface, they can help the individual better understand their unique needs and adapt accordingly. Thinking spatially and immersively Gen Z thinks about experiences the way older generations think about engagement. As gaming, media, and social platforms continue to improve their VR capabilities, haptic feedback, mobility, and group interaction will only broaden adoption. Cerevo’s Taclim—the world’s first VR shoes and gloves—and Hypersuit—a Paris-based startup that creates highly immersive software for gaming—both created a fair amount of buzz at CES 2017 for their attempt to truly deliver transcendent individual VR experiences. Let’s hope group experiences are on the roadmap for next year. Creating a greater sense of security Gen Z has grown to expect a sense of privacy and safety. And while we are years away from sunscreen that alerts us we’ve gone over our personal UV limit, some startups are beginning to bring the potential to life. Startups, like Cosmo Connected and In&Motion, revealed products that help bikers be visible on the road, deploy on-body airbags, and alert first responders. And Amazon It may sound like overkill for some, but for a generation that is growing up with digital fraud notices and cars that break before an accident, the ability to add an ambient layer of security to their lives will be an expected benefit of doing business. Gen Z covets group experiences. And while the individual is still important, technology that reimagines the group experience will win. AI that […]

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