Meet the Centennials, Gen Z, aka the Neo-Generalists and T- People?
Millennials -- once the “darlings” of pop culture, activism, and marketing efforts -- are getting older. No longer the navel gazers of yesterday, we’re growing up in fact, more than a million millennials are becoming moms each year.
Welcome the centennials. Those are the youngins born in the 2000s, or who are currently 18 or younger. They are the new wave workforce. And time will tell what attitudes, voices, vices, and expectations they bring to both the labour market and the larger cultural conversation.
While we can only make qualified guesses about some of the issues they care about, they are the very first digital native generation living in a VUCA world - Volatile, Uncertain, Complex, and Ambiguous, according to Kandar Futures. This is the generation born to swipe. Interestingly, we’re are also living in a time where politics is pop culture and brands are also quickly capitalizing on it. Sex isn’t selling anymore, activism is, which points to a new way of reaching centennials.