GenZ: Super-Duper Underwhelmed

For the first time in years, I attended ASAE’s Membership Marketing & Communication Conference (MMCC). It was great for networking and learning, and I really enjoyed the sessions I attended. The thread I found throughout the conference was data even though it may not have been in the title of the session or the main point of the content. Being something of a data nerd I was just thrilled and as a nonprofit management professional I was excited to see we are “getting it” and embracing our data and its management.

There were two keynote presentations and I missed most of the first one but enjoyed the part I heard. The second keynote I was able to attend in full and came away distressed and disillusioned because I realized that GenZ has no clothes. (This is a reference to the children’s story “The Emperor’s New Clothes.”)

The presentation featured an ASAE senior staff member as facilitator, a leader from a PR firm, and two young women from the PR firm’s “GenZ Ambassadors” which is a program the firm launched to advise them and their clients on the interests and list of demands of GenZ. (Oh, did I say “list of demands” out loud?)

It started with the PR firm leader outlining data about GenZ and I was interested in that part because I have been reading and talking with people about GenZ and the data was very much in line with what I knew so far: GenZ wants to make a difference; they don’t care about money as much as experiences; they must care about what the organization they join does. Pretty inspiring stuff – until you get past the data and actually listen to GenZ speak.

Cognitive dissonance is the best way to describe the huge chasm between the survey data and their actual attitudes. One of the GenZ Ambassadors actually used the term “super-duper” in a sentence: “I was super-duper excited about . . .” Seriously? The GenZ Ambassadors then went on to point out in rather haughty, condescending tones that their first question is “What’s in it for me?” and their motivation is “We want to be entertained.”

There were a lot of examples of how they like Instagram because it helps them with their shopping, and how social media projects are measured by how many followers and likes they have. There was no discussion or follow up about actual engagements or sales from these likes or followers.

As I became increasingly – or should I say super-duper – disappointed and annoyed with GenZ, I realized this: GenZ is the Baby Boomers in their 20s, but instead of rolling around in the mud of Woodstock, they are rolling around in the mud of Instagram.

I hate to break it to you GenZ but you are not that special or unique. Of course, they aren’t listening to or reading this because they are scrolling Instagram looking for toiletries and cosmetics advice. Oh, and seeking entertainment. I have to point out: It’s pretty hard to change the world if you are always looking at your phone.

My advice to GenZ is this: Take the time to watch the old movie, “The Big Chill.” It’s about a group of Baby Boomer friends who realize that all their lofty goals eventually came back to typical corporate measures of success. They had a personal and generational reckoning about who they thought they were and who they actually are. It is a cautionary tale for your generation so I suggest you consider this learning now.

For the rest of us, a reminder: we are only as good as the people from whom we seek counsel.