The insight shared in today’s observation from our 30/30/30 Project highlights how GenZ is not just digital natives using technology to navigate their lives but specifically as a tool to enable real-life connections with friends and associates.
For a generation that has grown up in a proverbial tech bubble, it’s refreshing that they want to build connections with their friends IRL.
Read on to discover what this insight means for brands and employers, especially what it says about how this generation wants to interact and invest its time and resources with each other, brands, and work.
What we learnt:
That our cohort are addicted to social media but they also prefer to meet people in person instead of online. The average hours spent on social media per day is 3.8. We found that 37% of our group preferred meeting in person, while 10% preferred both online and in person. Many of those who indicated that they engage in outdoor sports, said that their friendship circles include those that they met through these sporting activities.
“And otherwise I’ve got now my swimming friends and I just have separate groups everywhere but I do enjoy meeting new people and developing friendships.” Alana (25, White, female)
“My friends here, I’ve got a small, very close group. And then I’ve got another friend group that I play golf with and see every weekend.” Bryan (White, male)
“When we ask the question, do you prefer to meet online or in person? Most of them wanted to meet in person. And I think that’s probably an aftershock from COVID, in that they realized that there is an element of loneliness if they’re just stuck on their device in their room all day. And they’ve now kind of bounced back to get that warm-blooded human connection.” Ronen Aires
What does the research say:
Our survey average of 3.8 hours spent on social media every day corresponds with the South African daily average of 3 hours and 41 minutes, which is the second highest in the world after Kenya, according to January 2024 data by global consumer insights platform GWI. The global average is 2.23 hours.
“One would assume they [Gen Z in the US] would be prime candidates for the swipe-and-match of dating apps. But that’s not the case. Despite the growing trend of dating apps being where people go to find partners in the U.S., Gen-Z seems to be opting out,” says Myisha Battle – certified clinical sexologist and sex and dating coach, educator, and speaker for Time Magazine. “ It may be that oversaturation in a tech mediated world has driven Gen-Z daters to explore what many of us have forgotten how to do: meet people to date as we go about our lives. Of course, the COVID-19 pandemic has drastically altered and even limited our social interactions..,” she says.
What can businesses and policymakers do about this?
While social media plays a big part of their lives, they also see the value in meeting people face to face.
To appeal to this younger customer, brands should make sure that their physical stores become spaces for young people to congregate through hosting in-person events. Creating retail spaces that are insta-friendly would also appeal to this demographic.
As an employee, there is a fear that social media may be too distracting. Checking your likes, they say, is the new smoke break. Banning the use of phones in the office may be a knee-jerk reaction but it sends the message to your employees that you do not trust them. Focus on measuring their output and if this is not up to standard, then this should be explored further. While flexibility is ranked high on young workers’ list of priorities, they do want to meet their colleagues in person from time to time. Organise opportunities for this.
From a policymaker point of view, third spaces such as libraries, parks and hiking trails for young people to meet in person should be prioritised. These spaces should be maintained and adequate security should be in place. In conjunction with the private sector and NGOs, policymakers should encourage outdoor programs, events, and workshops to bring young people together. Incorporating technology to make outdoor activities more engaging for young people such as augmented reality nature trails would be advisable. Social media platforms and influencers to promote outdoor activities and destinations to young audiences would also be recommended. It is also important to identify the barriers to financially challenged young people accessing these opportunities such as transportation challenges and the high cost of equipment for some activities.
By Flux Trends
The data and quotes mentioned above refer to a project that we are in the midst of, in conjunction with Student Village called “The 30/30/30 Project” whereby we collected insights from 30 South Africans, under the age of 30, 30 years into our new democracy.
WHERE TO FROM HERE?
Use these and many more insights from the 30/30/30 Project Report to BUILD your team, by booking a Bridgebuilder™ Workshop.
Close the generation gap and dive into the future of work and how to manage it.
Contact Bethea Clayton at connected@fluxtrends.co.za or +27764539405, if you are interested in exploring any of these options with your team or clients.
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