Generation K
caracteristics
a generation who feel profoundly anxious and distrustful
Gen Z
technology is essential for them (technology is important to millenials)
they feel the world they inhabit is one of perpetual struggle - dysoptian, unequal, harsh
is coming of age in the shadow of economic decline, job insecurity, increasing inequality and a lack of financial optimism
Generation K is growing up during a time of increased existential threat
its worries
worry about existential threat
Generation K is very worried about its future
they worry about getting a job
Smartphone generation (aged 14-21)
think their lives are likely to be more of a struggle than those of their parents'
they worry about debt
debt like a cage in which they are trapped
like an inevitable heavy weight that everyone in their generation is going to share
is deeply distrustful of establishment institutions
terrorism
majority will not have experienced terrorist attacks, gun crimes,..
but have all done virtually
smartphones
is distrustful of government
inspiration: Swedish youtube star : Felix Kjellberg (not celebrities like Kim Kardashian)
they are another source of anxiety
big corporations = selfish, arrogant, cheating, untrustworthy
politicans
doesn't feel that politicians care about ordinary people & believes that the rules of the game are rigged
Bernie Sanders(American politician) inordinary popular among young voters: social values (against racism + protest for civil rights, against income inequality), social justice
worries about inequality
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teens believe that it's the color of their skin, their sex, their parents' economic status and their social standing that will determine their future
British teens are among the most troubled in the world
they feel pressured by schoolwork and worried about the way they look
lots of teens have considered killing themselves
life satisfaction (of those aged 11-15) had gone down everywhere
filming himself playing video games
comes across as 100% real: authenticity, teens can connect with him
the generation after the millennial generation
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generation of makers, creators, inventors
is far lonelier than we might realize and yearns for connection, virtual or physical
in a world in which virtual communication is now standard, face-to-face interactions come at a premium
they prefer spending time with friends
producing sth themselves has value for this generation
a generation very different from those that preceded them
desire to be self-sufficient, to have experiences in a digital world, to have agency & impact
Starbucks: teens can co-create/invent a drink, ''secret menu''
Generation K : named after Katniss Everdeen
heroine of Hunger Games who feel the world she inhabits is one of perpetual struggle