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Knowing Generation K (Difference to the first era millenials
First…
Knowing Generation K
Difference to the first era millenials
First millenium Generation (Y) -> the world was their oyster (jmd liegt die welt zu füssen)
Generation K -> less oyster, more Hobesian Nightmare (The war of all, against all), Dystopian (>< utopie), unequal, harsh
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For marketers, employers, or custodians of your companies future legacys, what are your implications of this?
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Be transparent
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For this generation ,economist and strategist Noreena Hertz believes, it is a failing strategy.
They don't demand perfection, just honesty and openess
Use the right tools
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The generation has a lot of different traits:
Much more creative, more visual, have much shorter attention spans, less able to clearly verbalise
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What do we know about them?
3 very distinct forces shaped this Generation.
Generation K, named by Katniss Everdeen
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Starbucks
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Images are shared on instagram, on tmblr of the favourite drink.
Stories experienced with confused baristas.
By giving, by facilitating a platform whereby teenagers can express themselves uniquely, they gained a whole brand-loyal cadre of brand ambassadors (Repräsentant, Vertreter), who don't even drink coffee
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