Paradox of connectedness: the sad state of Gen C holiday experiences

Gen Y bali holiday I’ve blogged alot over the years about Generation C – the ‘Connected Generation’ and their need to be constantly connected to their friends, sharing content with the world. But this pic, which popped up on my newsfeed this morning, just blew me away. Here’s a handful of cool, educated late 20 somethings from Australia, NYC and London all gathering in Bali for a wedding, yet they’re completely engrossed in their screens when you’d think they’d be engrossed in conversation.

Gen C crave experiences over material goods. We know this. They crave connection. We know this. They crave sharing their world to show off and belong. We know this. Showing that you’re always connected (even on holidays with your closest mates eating brekky) on Facebook is now a badge. New to me.

This pic is very symbolic of Gen C and the paradox of connectedness.  These friends, who likely haven’t seen each other for a while seem more disconnected than connected in the physical sense. The impact of screens on our youth is being studied by people  much more intelligent than me, but it doesn’t take a genius to figure out that our screens are having a profound impact on our interpersonal skills. The Gen C mantra of ‘I share, therefore I am’ has completely taken over.

What happened to holidays where you just talk to people, chill and catch up?

Look, I’m not on this holiday and I’m sure they’ve all had an amazing time catching up, sharing stories about their lives etc, but the fact that they’re all compelled to start their day ‘together’ by uploading to Instagram, Facebook and check emails is really a sad state of affairs for this generation. If ever a ‘digital detox diet’ was in need, it’s for these cool cats 🙂 Chill out. Unplug. Talk to each other. Live in the moment. Ban wi-fi at resorts 😉

Day 2 SXSW 2013 Highlights: Peepculture, Digifrenia & Hacksessions

As I boarded the 26hr flight from Sydney to Austin on Thursday I promised my fellow Aussie SXSW’westers that I’d avoid reporting on buzzwords in my daily B&T posts. It’s Day 2 and I’m about to break that promise. Sorry guys.

SXSW really kicked into gear today, heavyweights like Al Gore hit the keynote stage, but it was actually the smaller presentations that were worth the painful queues.

OK, three thoughts to take out of today: Hacksessions are the new brainstorms, Peepculture not pop culture is where youth are at and brands needing to Design for Digifrenia. Bare with me as I explain.

Hacksessions are the new brainstorms

First off this morning was a fascinating panel talk called ‘Can u hack it’ by Big Spaceship, covering how digital agencies are now tapping into Hacker culture to come up with new ideas/services to business problems. It’s rapid real time prototyping of ideas that break the status quo system. The big question of the session was the difference between 24hr Hacksessions and brainstorms.  The key difference between a Hacksession and a brainstorm is that the former is absolutely focused on the ‘making of something real via rapid prototyping’, rather than abstract thinking on post it notes. Big Spaceship for one, are using Hacksessions as their chemistry sessions in new business pitches. Rather than spend $20k+ and loads of strategy/ creative time, they’ll go into a client for a day and run a Hacksession with a client, taking a team of multi discipline thinkers; coders, designers, strategists to crack a problem. Agencies running 24hr Hackathons for clients with low budgets has also been extremely valuable for making lean budgets work harder. Even Al Gore, in his ‘The Future’ speech said ‘Our (USA) democracy has been hacked’ referring to role of big business in hacking the system. Marketers bring The Hack into your business (it’s not just for geeks) for rapid business problem solving, banish the brainstorm.

From Pop Culture to Peep Culture

My passion for youth marketing and ways brands can connect with digital natives led me to the session on ‘How Peepculture hacked your brain’. Despite being viewed as the ‘Connected’ generation (or GenC as I like to call them), Gen Y and Millennial today are social beings living in a time of ridiculous alienation as ‘checking’ has replaced ‘connecting’. The social revolution has led a shift from pop culture to peep culture, where entertainment is far less scripted and young people are more obsessed with the everyday happenings of their friends entertaining them. Social media is selfish, youth share for themselves, whether it’s for self-expression or self-searching. Yes, it can be overbearing and narcisstic, but every generation has needed self-expression. This one just looks more inward. The other myth that was busted is the thought that young people act willy nilly when it comes to their privacy. Actually, in an era of digital freedom young people crave control of their digitally identities more than ever they just assess the social context very differently to Gen X’ers and Boomers. Brands wanting to connect in ‘Peep Culture’ need to determine the ‘what, how and why’ their audience share in the digital space in order to unlock ways to get their brand in that conversation.

Designing for Digifrenia

Digifrenia was a concept introduced by media theorist Douglas Rushkoff today. Digifrenia or as I Like to call it ‘digitally divided identities’ are being created by all of us. They’re the multiple virtual accounts (on Twitter, Instagram and other platforms) people are created to sustain anonymity and avoid being judged. It’s a phenom that has been rising to the surface these past months as the plethora of connected social platforms we all belong to, put pressure on how we connect with the world. Marketers need to design brand experiences with digifrenia in mind, ensuring they put special focus on content with  context so the social media selection adds value, not overwhelms.

Ok, enough buzzwords for today. Going to try my luck at one of the many SXSW blatantly brand funded parties here in Austin.

 

 

 

‘Status Update Stress’ (SUS) – an emerging issue for global youth

Will Status Update Stress 'SUS' become an epidemic amongst youth?

The past few weeks I’ve been chatting to a handful of UTS uni students about their ‘Facebook’ lives and the pressures they face to constantly ‘craft the right update for their social networks.

As we know FB and other social platforms have brought youth closer together and turbo charged their connections. However, I believe teens & 20 somethings in Australia (and no doubt in other countries) are becomingly increasingly anxious about their status updates and the need to ‘perform’.  The need for peer approval on social networks is a major pressure for teens. Forget sexual performance anxiety, how you interact and update on Facebook/Twitter is far more critical.  Teens are now judged by what and how often they share content, ideas and opinions.

Teens today aren’t sitting by the phone waiting for an admirer to ring, they’re constantly refreshing Facebook on their mobile waiting for someone to ‘like’ a post or pic or better still ‘tag me in a cool pic, cos then I don’t look vain’.

Whilst FB and other social networking platforms have fuelled their self expression, given them a voice and grown their friendship base  so to speak, there’s always a shadow to a new behaviour.

Youth today have begun to suffer from ‘status update stress’ or SUS. On Facebook and now Google + their lives are on show and it is an extremely competitive space where every status update is scrutinised, judged. As these teens put it:

“Constantly trying to make your status update interesting is really hard work..I just want to tell people what I’m up to but now I feel this pressure to always write something cool or witty…”

“Facebook used to be just about checking out party pics, tagging and all that..now you’ve got to be constantly posting cool stuff, otherwise people will think you’re boring and got nothing to say…”

“I often spend 5 minutes thinking about a clever or cool post that will get me noticed on my friends news feed..it’s like trying to stand out at school…you gotta stand out on FB by what you say or share…you gotta be ahead of the game…”

There is clearly an undercurrent of anxiousness as teens go about their day thinking about their status updates. Crafting your online identity is hard work, harder work than looking cool it would seem.  If they don’t make the right update they can be cyber bullied or even chastised by their peers. Worse still some teens are reverting to lying on Facebook to try and fit in. This is called the ‘facebook fake’ (lying about checking in at a party and getting found out) and if found out can be social suicide.

I believe many teens are now becoming anxious about how they interact with their social graph, and in some instances (for more introverted kids) fleeing social networking platforms altogether. It will be interesting to see if Google + ‘circles’ overcomes these issues as teens may feel they have less pressure on them as they update within certain ‘circles’ or communities.

The flow on effect of SUS is that many teens may start fleeing social networking platforms and this is an even bigger fear for teens as it means being ‘out of circulation’ and losing their social standing within their tribes.

It will be interesting to see the psychological effect the need for teens to constantly share their lives with the world and the resulting pressures and competitiveness that comes with that, especially as their friendship groups spread beyond their proximity based school, uni or neighbourhood friends.

 

 

Who is Generation C

A speech I gave last year at a digital conference here in Sydney on who is Generation C. This is Part 1 where I cover off who these digital natives are and their relationships with brands and each others. Part 2 will of the presentation which I’ll post shortly was about how to create conversation and tribal ideas with Gen C. Stay tuned.

Interview with a Digital Native

A short interview I did a while back with Harry, a super connected digital native here in Sydney who had an interesting perspective on connectivity, digital culture, brands and how social media fits into his life. Pretty amazing that a 16yr old has such a strong POV on brands in the digital age.

Chameleons 2.0 – experimental identities

Last year I blogged about the concept of youth being ‘chameleons’, in that they’re constantly morphing their identities to access different tribes and subcultures online. Today youth prefer shallow membership of many tribes, as opposed to entrenched membership & being defined by one subculture. Access to new tribes is just a ‘Google’ away.

The past few months I’ve explored this concept a little deeper whilst chatting to a host of teens and early 20 somethings as well as kicked around some thoughts with my good friend James Quinlan and we’ve come up with some new perspectives on the concepts of Chameleons.

The big insight is that youth in the digital age see their  IDENTITY AS EXPERIMENTAL.

They’re  constantly trying on different personas to see which suits best. Their identities and how they express themselves online is in constant BETA MODE, open to influence from culture, brands, events, celebrities.

An example being, a 15yr old girl I spoke with who is into beach culture and lifesaving puts on a certain voice eg: she speaks ‘pig latin’ with her beach buddies, but that same afternoon she’ll interact with her gamer or dance crew over Facebook or messenger and her communication (language, voice, tone) shifts completely.

Just as the youth of the 60’s experimented with drugs and free love, todays youth experiment with their digital identities, constantly.

How one crafts their digital identity is critical for young people today, as identity and being seen as multimensional within your peer group is social currency and ultimately, acceptance into the group or many groups. If you’re not connected and contributing to the conversation amongst your tribe, you’re social status drops and you’re an outcast. So, we’re seeing massive peer pressure being put on todays youth to contribute to their friends worlds.

This pressure to contribute and play an active role on social networking has led to what I call DIGITAL FAKING or  ‘FACEBOOK FAKING’. It’s rampant amongst Aussie teens.. They’re ‘faking’ checkins on Facebook places, taking credit for other peoples tweets,  lying about their FB status updates eg: they’ll check-in at the Ivy in the Sydney CBD, even though they’re sitting on their couch at home watching The Hills.

Although intrinsically linked, their online identity is far more important than their real world identity given they’re constantly on show and seeking affirmation. They are stressed about it, and scarily they are doing a lot of faking in order to fit in amongst their tribe. In a world where what and how often they share content, ideas, conversation with their friends determines their importance within the tribe, teens are under pressure to constantly be interesting and that’s hard, even for the coolest kids.

The implications for youth marketers are threefold:

–       There’s no longer a one size fits all approach to engaging youth, brands must appeal to multiple passion points and match their different social rhythms of the year

–       Think about how your brand enables young people to take on or evolve their identity? The success of gaming culture is a perfect example of the escapism and role playing young people crave today

–       How does your brand give youth fun and interesting ways to express or reinvent their personas, either via an interesting experience or content/ideas they can curate and share with friends. Give them ideas/content which is cultural currency, stuff they’ll want to talk about with their friends online as friends are the ultimate filter

Insights into Gen Y: We all want to be young

Came across this cool video by Brazilian research agency Box 1824 on Millenials/Gen Y. It’s a 9minute long mood video which talks through how youth culture has evolved from Baby Boomers being ‘liberated youth’, Gen X’ers being ‘competitive youth’ to Gen Y being ‘global youth’.

It was great to see the video cover several key topics i’ve been talking about for a while.

See my post here on ‘I share therefore I am‘ which talks to the point of youth today having to choose the right filters to organise all the content in their world.

Gen Y are the CHANGE generation and are empowered by their collective conscience to make a difference.

The other major point was around Gen Y living PLURAL lives and the fact it’s cool to be multidimensional. I’ve spoken about this theme alot in my posts on Gen C being CHAMELEONS and their splintered personas driving their self expression.

Well done to the guys at Box 1824 for creating a great mood video.

Gen Y & Social Networks – my radio interview

Last week I was involved in a radio in terview with Simon Canning (marketing/media writer from The Australian) and Nick Love, CEO of Myspace Australia talking about what Gen Y want from social networks and the reinvention of Myspace.

You can listen to the interview here

Telstra Sushi Plane content goes live

I’m really proud to say that our Telstra Sushi Plane content has gone live. It’s great to see the effort by our team here at DDB Sydney come to fruition. 

 We sent 14 young Aussies to the home of pop culture Tokyo to take part in a reality game adventure which mashed the latest technology with crazy Japanese culture. All in a bid to create a live ‘test environment’ for the exclusive HTC smartphone’s  on Telstra’s Next G network, showcasing real people engaging with technology in a crazy environment.

You can follow the story here.

The guys and gals qualified for a seat on Sushi Plane by winning the ‘Manga Me’ (create your own Japanese superhero avatar) Facebook competition back in June/July.

The lucky 14 were paired up into 7 teams to compete in the Sushi Plane challenge in Tokyo –  think Japanese gameshow techified.

The entire experience was powered by the fantastic HTC Desire phones and Telstra’s Next G technology. It was all about creating an immersive experience for these lucky 14 and capturing the content from the live gaming adventure.

The teams competed in three challenges as well as several Augmented Reality Bonus challenges to see who’d be crowned Sushi Plane champion.The three challenges were:

Tokyo Adrift

Megapixel Sumo

Sushi Pain

This is a short video introducing the Sushi Planers

Check out the Sushi Plane content here

Thanks also to SET Japan, Naked Sydney, Mango for collaborating with us on this project.

‘I share, therefore I am’ – creating content to get into ‘My World’

Young people outwardly like to see themselves as individuals, however we all know that ‘belonging’ to a tribe or subculture, or indeed belonging to many at one time – is the key way  young people create their  identity.

Today, young people are more than just connected, they are hyper connected on a digital planet. They can all control, create and distribute content. They can all have their opinion spread, shared and discussed. They now have remarkable influence over  brands.

Today, YOUNG PEOPLE ARE THE MEDIA and brands need to respect their social influence.

They’re evolved to copy and now brand decision making very much happens amongst the ‘swarm’ within social networks. Gen C prefer brands they hear about from friends or social networks.

Their constant exposure to status updates occur independent of face to face interaction. The rapid fire nature of these updates,  provides almost constant exposure to new ‘news’. Their response is to filter the information they receive, and prioritise what they pay attention to – what matter to them. They start to prioritise ‘my world’ over ‘the world’.

Put simply, youth view the world as ‘Me, My World, The World’ (a concept first introduced by Peter Fisk a few years back in a presentation called ‘The Consumer Agenda)

‘My World’ is a representation of who I am, and also adds meaning to my life by connecting ‘Me’ to the things I care about or want.

‘The World’ is everything outside of ‘My World’ that does not have immediate meaning to ‘Me’. The vast majority of advertising operates in ‘The World’.

I gain and maintain credibility in my friends worlds’ by expressing opinions, sharing ideas, observations and thoughts. ‘My’ influence within my friends world is based on what I share, and how frequently.

The new youth mantra is ‘I share, therefore I am’.

Gen C ‘The Connected Collective’ rely on social networks to ‘protect’ themselves from info overload. As a result, info that comes to ‘Me’ through ‘My World’ will be prioritised, receive more attention and go ‘viral’ so to speak.

Brands today looking to engage Gen C have to create content that has ‘conversational capital’.

Content that is relevant, useful and entertaining.

Content they can actively spread through ‘My World’. That content could be anything from film, to games to online experiences to applications and utilities.

Content that begs a reaction and has a fun social interface.

Content that connects them with each other, not just with a brand.

Content that they can participate in, play with or produce themselves and pass on.

Content which enhances their social status within ‘My World’ and says something about who they are and which tribe they belong to.

That’s how you get into ‘My World’

Big thanks to my old DDB colleague, PC  (now Digital Planning Director at Saatchi & Saatchi Auckland) who authored the descriptions and insights above on  ‘Me, My World, The World’  from a DDB Yellow Paper he co wrote with Brent Annells earlier this year.