Maarten Leyts is sinds twee decennia gedreven jongerenmarketeer en oprichter/CEO van Trendwolves, het internationale trend-, marketing-, en communicatiebureau met een focus op jongeren.
Meer over Maarten LeytsGeneration ZAlpha
Connecting with the Next Micro-Generation
Paperback Engels 2023 1e druk 9789401463799Samenvatting
Born into a world of rapid technological advancement, the members of Generation ZAlpha are the digital natives, effortlessly navigating the complex web of the digital age. But they are more than just the products of technology; they are catalysts for change, drivers of progress, and champions of innovation, social justice, diversity and inclusivity.
'Generation ZAlpha' is a playbook that guides you through the changes in marketing and communication to this micro-generation. The desire for more specific insights is what led to the notion of hybrid generations, or micro-generations. It will start you on a journey to understand the hopes, dreams, and aspirations of a unique cohort growing up with the experience of the pandemic who are poised to shape our future; the cohort that is at the cusp of being the youngest Gen Z and oldest Gen Alpha.
In this book you will find a treasure of information, anecdotes, brand examples and perspectives that offers a window into the hearts and minds of Generation ZAlpha, as well as Gen Alpha and Gen Z. It provides perspectives for businesses, governments, classrooms and families on how to connect with this emerging group of youngsters.
"There's an expression, 'Blame it on the youth.' But Maarten presents everything decision-makers need to understand to engage the next generation effectively and empathetically. Otherwise, you can't blame it on them..."
- Brian Solis, Futurist and Best-Selling Author
"Maarten Leyts is both a scholar and an advocate of how kids reshape the narrative for what becomes adopted, rejected and ultimately mainstream."
- Katryna Dow, CEO and Founder of Meeco
"Children are the future. So to understand our youth, is to understand our future. Even more so, as children born today will live to be 104. How will they look back at the age of 30? Maarten is passionate about and deeply invested in youth culture. His book teaches you everything you need to know about next gen and hence tomorrow."
- Jorg Snoeck, Founder Retaildetail.eu and Best-Selling Author
"Maarten deftly captures different younger generations (Gen Z, Gen ZAlpha and Gen Alpha) spirits, charting a future where technology serves as both a challenge and a catalyst for profound societal transformation."
- Aouadi Fakhreddine, Head Of Unit, (Innovation, Intranet and Digital Solutions) European Parliament
"Whether you're in Business, Education, Banking & Finance, Public Services or Politics, read 'Generation ZAlpha' and run to revise your strategy."
- Annalie Killian, Sparks & Honey, New York
"Generation ZAlpha offers marketers insights to a socially conscious, entrepreneurial and diverse young generation – an endeavor that takes curiosity, courage and humility. Maarten Leyts strikes the right balance between marketing effectiveness and the immense responsibility that comes with engaging with children."
- Rebecka Allén, Director of Consumer Policy, World Federation of Advertisers
"Generation ZAlpha is a compelling piece of insights on new generations where we might wonder if we can ever keep up with them. Maarten’s inquisitive focus on youth trends, marketing and technology makes him a seasoned strategist who can turn research into applicable knowledge in the field. When museums are struggling to connect and stay relevant to new generations it's inspiring to read how strongly new technology enhances creativity among Gen Z, ZAlpha and Alpha. With Maarten’s insights the arts and museums world can capitalise on it to renew their audiences."
- Peter Aerts, Head of audiences and Marcom, SMAK Museum Gent
"As a parent of GenZAlpha kids myself and a professional partially active in the Gaming business, I’m fully aware of the rise of this generation, these Digital Ninja's.
Maarten’s book is a highly recommended read to really understand the most tech-connected generation ever. A generation which is establishing a brand preference extremely fast."
- Evert Van Camp, Director BeNeLux, Samsung
"In an era defined by data, digital landscapes, and the evolving dynamics of Generation ZAlpha, this book serves as a beacon, navigating the complexities of privacy, safety, and the ethical contours of our interconnected world. A must-read that illuminates the path towards a secure and inclusive digital future for the next generation."
- Leslie Holden, Co-Founder, The Digital Fashion Group
Specificaties
Lezersrecensies
Inhoudsopgave
Foreword by the author 11
Chapter 1: Gen ZAlpha and Generational Thinking 15
The Pandemic as a Catalyst of Change for Gen ZAlpha 16
So, Generational Thinking? 17
The Power of Micro-Generations 20
Demarcation of Generational Boundaries 21
Generational Thinking is a powerful idea 23
A New View: from Generational Thinking to Perennials 23
Losing Faith in a Better Future 24
Crisis, Conflict and Decline 25
Overview of the Most Recent Generations 27
Chapter 2: Gen ZAlpha’s Childhood & Parenting Them 31
Population 31
Life Expectancy 32
Multiple Generation Homes 32
Parents of Gen ZAlpha 33
A Look Inside Gen Y Families & the Framily 34
How ZAlphas’ Parents Stay Young and Active 35
Gen ZAlpha’s Childhood from an Anthropological
Perspective 37
Technology-Based Parenting 37
Online Presence Since and Before Birth 39
Uncommon Technology Usage 41
About Learning 42
Benefits of Boredom 43
Brain Development in the Digital Age 43
Imitation & Mimicking 44
Learning Through Technologies 44
Misuse of Digital Technologies 46
What’s next? Future of How Children (can) Learn 46
Schools Without Technologies 47
AI Tutors or Human Teachers; Which Is Better? 48
Chapter 3: Characteristics of Gen Alpha 51
Who Are They? 51
Most Tech-Intensive & Educated Generation 51
Most Diverse & Inclusive Cohort 53
Delaying Family Extension Plans 54
Child Activists & Societal Values 54
Gen Alpha and the Pandemic 56
Zooming in on Screen Time 56
Other Pandemic Effects on Kids 59
Masked Effects 61
Protecting Our Kids 61
Alphas and Their Purchasing Power 63
Branding & Consumerism to Alphas 65
Are Alphas Susceptible to Branding? 66
Understanding Early Consumer Development: Model 1 66
Understanding Early Consumer Development: Model 2 67
Reaching Alphas Through Digital Advertising 68
Interactivity of the Digital World 68
Web Advertising 70
Brand Engagement Through Social Media 70
Advergames 71
Advergames Are Better Than Banner Advertisements 71
What’s Next? Alphas and Career Development 71
What’s Next? Alphas’ role in Climate Change and Climate Rights 73
Chapter 4: Characteristics of Gen Z 77
Who Are They? 77
Key Values 77
Choosing Their Own Career Paths 78
Desire to Redefine Traditional Standards 79
More Characteristics 80
Where Are They? 81
How Gen Z Feels 83
What Gen Z Cares About 86
Financial Condition of Gen Z 87
How to Target Gen Z Customers 88
Gen Z and The Metaverse 89
Chapter 5: ZAlphas’ Behaviour Online 93
Collecting Data From Gen ZAlpha 95
KidTech: The Rise of a New Tech Industry 96
The Perception of Gaming through Decades 97
Family and Video Games 97
Fortnite 99
Minecraft 99
Roblox 100
Zepeto 102
YouTube 103
YouTube Kidfluencers 104
About Influencing 105
The Influence an Influencer Can Have 109
How Different Types of Influencers Build Relationships with Children 110
HypeAuditor Perspectives on Influencers 113
Academic Perspectives on Influencers 114
Let’s Meet Some Kidpreneurs 117
ZAlphas and the Metaverse 125
Consequences of the Metaverse 126
Chapter 6: Data Privacy, Laws and
Advertisements 131
Child Labour Laws and Coogan’s Law 131
Other Key Privacy Laws for Children 133
Data Privacy Tips for Children 134
Advertisements: Watch-Outs for Children's Wellbeing 134
Conclusion 137
Works cited 140
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan