Welcome to our new website!
June 29, 2021

Proven Strategies to Help the Next Generation Thrive w/ Mark McCrindle

Proven Strategies to Help the Next Generation Thrive w/ Mark McCrindle

Generation Z is sitting in your classroom right now. Next up? Generation Alpha — the children of the Millennials. Alphas constitute the largest generation in history. They're highly digitally supplied, formally educated, and materially in doubt.

...And they're about to come to your college's recruitment office.

Mark McCrindle, Founder and Principal at McCrindle Research, discusses what makes Generation Alpha different.

What we talked about:

- Unique characteristics of the Alpha generation

- The projected career trajectory of an Alpha

- Educating a generation for an unformed working future

- What the Alphas have in common with the Greatest Generation

Check out the resource below for more information:

Generation Alpha


To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.879 --> 00:00:07.190 You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.230 --> 00:00:11.910 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.949 --> 00:00:16.070 recruitment, don't a relations, marketing, trends, new technologies and so much 4 00:00:16.070 --> 00:00:20.230 more. If you are looking for conversations centered around where the industry is going, 5 00:00:20.750 --> 00:00:31.019 this podcast is for you. Let's get into the show. Welcome to 6 00:00:31.059 --> 00:00:34.700 the hired marketer podcast. My name is troy singer and, as always, 7 00:00:34.780 --> 00:00:38.689 I'm joined by the cohost of the show, Bart Taylor, and we have 8 00:00:38.770 --> 00:00:43.409 a very special show for you today because of an interest or maybe a deep 9 00:00:43.450 --> 00:00:49.369 dive that Bart went into. We're going to talk about generation Alpha with mark 10 00:00:49.450 --> 00:00:54.320 mccrindle from the landdown under. Bart, can you let everyone know what they 11 00:00:54.359 --> 00:00:57.520 have to look forward to? Yeah, thanks, Troy. It was it 12 00:00:57.679 --> 00:00:59.960 was interesting. I was doing a little bit of research a few months ago 13 00:01:00.240 --> 00:01:04.510 on generation Z and just thinking about it. I kind of discovered generation Z 14 00:01:04.750 --> 00:01:07.950 A number of years ago and I remember kind of starting to make reference to 15 00:01:08.030 --> 00:01:11.230 it and people were like hey, are we still talking about millennials? And 16 00:01:11.829 --> 00:01:15.670 and so I was thinking about that the other day and I thought, well, 17 00:01:15.709 --> 00:01:18.469 what's the next generation, because I haven't heard yet. And so I 18 00:01:18.510 --> 00:01:21.099 did. You know, it's quick Google search. WHAT'S THE NEXT GENERATION AFTER 19 00:01:21.180 --> 00:01:25.459 GENERATION Z? And I kind of did this deep dive into this generation Alpha 20 00:01:25.540 --> 00:01:30.060 website and and and I started reading about it and understanding that it's children that 21 00:01:30.099 --> 00:01:33.010 are eight, eight, ten years old and younger right now and they and 22 00:01:33.090 --> 00:01:34.650 I thought, wow, those, those kids are going to be on the 23 00:01:36.810 --> 00:01:38.409 on the bubble for colleges in just five or six years. I mean you 24 00:01:38.489 --> 00:01:42.129 know, some schools, I think we talked to to Christie La free at 25 00:01:42.209 --> 00:01:45.290 Butler, and they're doing you know, they're doing conflos for eighth graders and 26 00:01:45.730 --> 00:01:48.480 most, most schools are doing sophomores. And so if you think about eighth 27 00:01:48.519 --> 00:01:51.400 graders, I mean boy, they're just to ride around the corner from ten 28 00:01:51.400 --> 00:01:53.000 year olds. And so I thought, boy, this is going to be 29 00:01:53.040 --> 00:01:57.200 important for high and marketers to understand that we're getting ready to make another major 30 00:01:57.280 --> 00:02:00.709 shift from generation Z to generation Alpha in a short, few short years. 31 00:02:00.790 --> 00:02:04.829 And so what does that mean and what how's that going to change? Because 32 00:02:04.870 --> 00:02:08.710 every generations different. So once I started digging a little deeper, I recognize 33 00:02:08.830 --> 00:02:14.710 that the leading authority on Generation Alpha. Everything I was reading was the mcrindle 34 00:02:15.030 --> 00:02:19.020 group down in Sydney, Australian. So so we had just started the podcast 35 00:02:19.139 --> 00:02:22.500 and I reached out to I found him on Linkedin's name is Martin mcrendel, 36 00:02:22.620 --> 00:02:24.620 and so I reached out and said Hey, mark, I'm pretty interested in 37 00:02:25.020 --> 00:02:28.819 generation Alpha, I've download your book and I'd love to have you on the 38 00:02:28.860 --> 00:02:31.409 podcast. So he graciously agreed and so we're going to have a great conversation 39 00:02:31.449 --> 00:02:36.490 about what generation Alpha is and how that's different from all the other generations and 40 00:02:36.569 --> 00:02:40.930 how that will impact the way we market to them. Mark is interesting and 41 00:02:42.129 --> 00:02:46.280 he is a wonderful charismatic speaker. I've gotten to listen to him online a 42 00:02:46.319 --> 00:02:50.280 little bit and I can't wait to bring him into the conversation. So, 43 00:02:50.400 --> 00:02:57.479 without further ADO, here is mark mccrindle. Okay, we're excited to welcome 44 00:02:57.479 --> 00:03:00.270 mark mccrendel, principle at mccrendel research, to the high end marketer podcast. 45 00:03:00.389 --> 00:03:04.189 Welcome mark. Thank you, but great to be with you. Yeah, 46 00:03:04.229 --> 00:03:07.590 it's great to have you to tell us about your work and your organization. 47 00:03:07.150 --> 00:03:14.020 Well, it's called mccrendle research and we focus on analyzing human behavior, looking 48 00:03:14.060 --> 00:03:21.740 at communities, understanding sentiment. We have a particular focus on generational research because, 49 00:03:22.219 --> 00:03:25.060 you know, the Times the one generation went through shape them differently to 50 00:03:25.259 --> 00:03:30.610 what another generation is going through. So we look at at those differences and 51 00:03:30.729 --> 00:03:36.810 that has applications in the education market, in organizations as they think about attracting 52 00:03:36.969 --> 00:03:39.610 retaining staff, just in the broader community as well. We do a lot 53 00:03:39.650 --> 00:03:46.719 of demographic analysis. That helps understand changing populations. So it's social research, 54 00:03:46.360 --> 00:03:52.199 demographics and looking at the trends generationally and what's to come. That's great. 55 00:03:52.240 --> 00:03:58.750 That's that's really fascinating. I discovered your your information and and some of and 56 00:03:58.870 --> 00:04:01.590 your organization when I was doing a google search. I've been pretty fascinated with 57 00:04:01.830 --> 00:04:06.310 generational research and how that applies to marketing, especially higher end marketing. It's 58 00:04:06.949 --> 00:04:10.979 it's something that we do with a lot with personas. When I just started 59 00:04:11.020 --> 00:04:14.780 to kind of do some some research on what was the next generation coming after 60 00:04:14.900 --> 00:04:19.019 generation Z, I discovered your website and your book General Ration Alpha, and 61 00:04:19.579 --> 00:04:24.329 I'm pretty pretty amazed by, you know, the idea that I think a 62 00:04:24.410 --> 00:04:27.410 lot of the people listening are just like, wow, we just got used 63 00:04:27.410 --> 00:04:29.850 to figuring out what to do with generation Z, and now you're telling me 64 00:04:29.930 --> 00:04:31.970 I've got a pivot to another generation, and so tell us a little bit 65 00:04:31.970 --> 00:04:36.050 about what you've learned about generation Alpha. Yeah, well, these generations span 66 00:04:36.329 --> 00:04:42.399 fifteen years, so that's about the maximum time within which you have a shared 67 00:04:42.480 --> 00:04:46.600 experience. Beyond that you've got a new generation. So, as you said, 68 00:04:46.639 --> 00:04:50.000 the years have flown by and generations Z or Z. They're the children 69 00:04:50.040 --> 00:04:55.750 of millennials and they are generation Alpha. Now, having worked our way through 70 00:04:55.829 --> 00:04:59.470 the alphabet with us, Gen x has and then there was generation why, 71 00:04:59.509 --> 00:05:03.910 or millennials, generation Z. After that we've got a new start, but 72 00:05:03.990 --> 00:05:09.500 it's not going back to the beginning, not going generation A. We're deliberately 73 00:05:09.579 --> 00:05:15.899 calling them Alpha, using the Greek alphabet now, just to give the signal 74 00:05:16.019 --> 00:05:19.699 that it's a new naming category for a new generation, fully born in this 75 00:05:19.740 --> 00:05:25.009 new millennium, and they are quite different to even the generation that went prior 76 00:05:25.209 --> 00:05:29.569 to them. They will be the largest generation globally in the history of the 77 00:05:29.649 --> 00:05:34.449 world, the most digitally supplied generation ever, and that's evident to see, 78 00:05:34.529 --> 00:05:40.000 but the most materially endowed, a massive rising middle class right around the world, 79 00:05:40.279 --> 00:05:45.439 and the most formally educated generation ever. So you're a lot of right 80 00:05:45.759 --> 00:05:49.430 blessings and benefits they have and an understanding them right now is pretty important. 81 00:05:49.990 --> 00:05:54.910 Okay, that's that's really good. It's good to have that basic understanding of 82 00:05:55.269 --> 00:05:58.509 generation Alpha and, you know, just the idea that they are, you 83 00:05:58.589 --> 00:06:01.269 know, kind of going to bring a lot of transformation and the idea of 84 00:06:01.389 --> 00:06:06.620 of you know, what they're going to bring to not only the workforce and 85 00:06:08.180 --> 00:06:12.779 to into society, but as they're starting to look into you, into higher 86 00:06:12.819 --> 00:06:14.660 at I mean you know, most of them, I think you've mentioned that 87 00:06:14.699 --> 00:06:17.850 they're ten years old and younger right now. They're going to have some skill 88 00:06:17.970 --> 00:06:23.449 sets and some skills that they're going to bring into into the end of their 89 00:06:23.529 --> 00:06:26.889 life that I think we as high ad marketers need to kind of be aware 90 00:06:26.930 --> 00:06:30.209 of because, you know, in six seven years they're going to start being 91 00:06:30.850 --> 00:06:34.439 on the on the sophomore list, on the junior list of some campaigns that 92 00:06:34.480 --> 00:06:38.399 we're doing. I've talked to some schools that are going as low as eighth 93 00:06:38.480 --> 00:06:43.120 grade to start recruiting some students, and so I'm just curious what is some 94 00:06:43.199 --> 00:06:46.560 of those skills and those those traits that they're going to be bringing that we 95 00:06:46.600 --> 00:06:49.589 should be aware of. Well, firstly it's about understanding the context, the 96 00:06:49.750 --> 00:06:53.910 Times that are shaping them. That's really going to help us get a good 97 00:06:53.990 --> 00:06:56.790 understanding all of them. And we sometimes think, well, you know, 98 00:06:56.910 --> 00:07:00.269 we're living in these times to these times of the digital and these times of 99 00:07:00.350 --> 00:07:05.339 global connection and social media. But the age at which you're exposed to a 100 00:07:05.420 --> 00:07:11.899 new technology or transformative event determines how we embedded it will become in your psyche 101 00:07:12.019 --> 00:07:16.529 and lifestyle. And so for this generation living through Covid, adapting to digital, 102 00:07:17.009 --> 00:07:23.370 connecting on social media, being influenced through these new channels, it's a 103 00:07:23.449 --> 00:07:27.050 different experience for them and it will impact them profoundly. So what we are 104 00:07:27.089 --> 00:07:31.639 talking about is a generation that are social in terms of the influence channels of 105 00:07:31.720 --> 00:07:35.160 their life. It's not just what the Authority figures are, the experts tell 106 00:07:35.199 --> 00:07:39.879 them, but the peer group. They're global in that connection. They're digital 107 00:07:40.000 --> 00:07:44.079 in the tool they're visual and how they consume that content, not just the 108 00:07:44.120 --> 00:07:47.149 written form anymore, and, of course, mobile in lifestyle and where they 109 00:07:47.189 --> 00:07:50.870 are work and where they will study. Far More Mobility for them. So 110 00:07:50.949 --> 00:07:57.709 so those characteristics are at a new level compared to even the generations that are 111 00:07:57.790 --> 00:08:01.579 just a little bit older than them. And and we see these same traits 112 00:08:01.620 --> 00:08:03.899 right around the world. And as part of this book on generation now, 113 00:08:03.980 --> 00:08:11.060 for we surveyed both the parents and these youngsters in several countries and we found 114 00:08:11.100 --> 00:08:16.730 the same characteristics and expectations wherever we searched. That's really fascinating. I can 115 00:08:16.810 --> 00:08:20.810 find it fascinating that it's that you see as a lot of trends throughout the 116 00:08:20.850 --> 00:08:24.089 world, and I guess that kind of you know, go as some points 117 00:08:24.129 --> 00:08:28.000 to the fact that we are much more of a globally connected world. Then 118 00:08:28.279 --> 00:08:31.120 then then maybe some politicians have tried to lead us to believe and the where 119 00:08:31.159 --> 00:08:35.679 things are, and so I think it's really I think it's really interesting that 120 00:08:35.879 --> 00:08:39.559 even those traits are kind of being seen in different parts of the world. 121 00:08:39.679 --> 00:08:43.710 Is that kind of what you're saying? Yeah, totally, and and that's 122 00:08:43.750 --> 00:08:48.350 why we call them the world's first global generation, because never before have we 123 00:08:48.429 --> 00:08:54.070 had the technology that connects the social media platforms that engage. The news feed 124 00:08:54.230 --> 00:08:58.340 isn't just the local news, but it's what's coming in on those global platforms. 125 00:08:58.700 --> 00:09:03.860 The the the search and and playlists are coming in from global platforms, 126 00:09:03.899 --> 00:09:09.860 from Netflix to spotify. It's shared right around the world. The the buy 127 00:09:09.009 --> 00:09:16.809 recommendations as there on a on a shopping APP from your Amazon to to whatever. 128 00:09:16.929 --> 00:09:22.210 Maybe you know their preferred store, ebay, etc. It's global and 129 00:09:22.490 --> 00:09:26.480 and we just haven't had that before and therefore the friends and the connections and 130 00:09:26.759 --> 00:09:30.360 even just the global awareness is at a new level today. And we say 131 00:09:30.480 --> 00:09:35.039 that people resemble their times more than they resemble their parents. We sometimes think, 132 00:09:35.080 --> 00:09:37.080 well, there are children, we know them, and we do, 133 00:09:37.710 --> 00:09:43.029 but but they actually often will share more in common as they connect globally with 134 00:09:43.149 --> 00:09:46.789 each other then they may with the generation that was shaped in a different era 135 00:09:46.990 --> 00:09:50.190 prior. So let me let me just kind of pill us back a little 136 00:09:50.190 --> 00:09:52.149 bit, because I think that, you know, because they're going to be 137 00:09:52.470 --> 00:09:56.700 more global citizens. They're coming and they're going to be more formally educated and 138 00:09:56.700 --> 00:10:01.539 I think they can enter enter into their post secondary and higher education in a 139 00:10:01.659 --> 00:10:05.259 more, probably more aware situation than any generation before them, from from a 140 00:10:05.340 --> 00:10:13.250 global understanding to just the engagement that they have throughout their lifetime. Help me 141 00:10:13.250 --> 00:10:16.649 understand how that's going to make form them into this holistic student. I mean 142 00:10:16.970 --> 00:10:18.529 they're going to be more of a student that I think a lot of schools 143 00:10:18.529 --> 00:10:22.159 are going to be interested in, but they're going to require some things. 144 00:10:22.320 --> 00:10:26.000 I'm guessing right now that travel programs are going to be very important to this 145 00:10:26.159 --> 00:10:30.600 generation. They're going to they're going to want to be able to participate in 146 00:10:31.120 --> 00:10:33.600 study abroad programs and they're going to want to be able to have a greater 147 00:10:33.759 --> 00:10:39.070 impact on the world through their education and through the university that they might attend. 148 00:10:39.190 --> 00:10:41.990 is is that kind of what you're thinking and what you're seeing? That's 149 00:10:43.029 --> 00:10:46.110 exactly right. But they're looking to make it difference, to have an impact, 150 00:10:46.309 --> 00:10:50.940 to to seek fulfillment in their life in a more holistic way, and 151 00:10:52.179 --> 00:10:56.980 so, as educators and as those engaging with them to train them in this 152 00:10:58.220 --> 00:11:01.940 next stage, it can't just be a focus on the academics. It can't 153 00:11:01.980 --> 00:11:05.330 just be a focus on setting them up for the career, because they will 154 00:11:05.330 --> 00:11:11.090 be multi career, they'll be multiple jobs in terms of their future. The 155 00:11:11.169 --> 00:11:16.090 World Economic Form said that sixty five percent of children entering primary school today, 156 00:11:16.250 --> 00:11:20.799 that's these Jedilfitts, will ultimately end up working in job types that don't yet 157 00:11:20.799 --> 00:11:26.399 exist. So here we are educating them for a working future that that has 158 00:11:26.480 --> 00:11:30.360 not yet been formed. So what we can't do is give them a body 159 00:11:30.399 --> 00:11:33.870 of knowledge and think that that will sustain them through their life and portfolio careers. 160 00:11:33.950 --> 00:11:39.070 But what we can give them life skills, people skills, character formation 161 00:11:39.470 --> 00:11:43.750 and the ability to learn, how to learn so that they can adjust and 162 00:11:43.870 --> 00:11:48.500 adapt that learning so they can be those lifelong learners so that they can future 163 00:11:48.580 --> 00:11:52.860 prove their own careers because they will have the resilience, the adaptability, the 164 00:11:54.019 --> 00:11:58.299 creative thinking, that the critical thinking skills, the people and social skills to 165 00:11:58.539 --> 00:12:05.330 connect across diversity and engage in a changing world. And that's where those programs 166 00:12:05.370 --> 00:12:13.850 that you mentioned, from those civics programs to missions or overseas travel, where 167 00:12:13.850 --> 00:12:18.960 they're learning to make contributions, where they're developing those people skills, those entrepreneurial 168 00:12:20.039 --> 00:12:24.639 type programs. Maybe they can do internships and and see the real world of 169 00:12:24.879 --> 00:12:30.230 working action. It's that sort of program and structure that's really adding value to 170 00:12:30.269 --> 00:12:33.950 their life and we can't think that we've just got to get them more and 171 00:12:33.070 --> 00:12:37.909 more in front of screens getting the learning. We've got a stretch them to 172 00:12:37.429 --> 00:12:43.549 new areas and and and skills that will sustain them for the future. That's 173 00:12:43.629 --> 00:12:46.220 great, that's great. Well, tell me little bit about how they are 174 00:12:46.259 --> 00:12:50.139 going to be influenced by their parents. I mean you said generation generation, 175 00:12:50.299 --> 00:12:54.700 the millennials generation. Why are their parents? How is that going to impact 176 00:12:54.860 --> 00:12:58.929 their decision making as they as they kind of enter into, let's say, 177 00:12:58.970 --> 00:13:05.769 a search for a university higher hand, we find in generational studies that one 178 00:13:05.929 --> 00:13:09.889 generation is not normally a continuation of the last, but it's almost like a 179 00:13:11.009 --> 00:13:13.679 pendulum and and how one generation was raised, we swing the pet is, 180 00:13:13.720 --> 00:13:18.159 see the pendulum swing back and and the next generation is raised differently, and 181 00:13:18.279 --> 00:13:22.320 that's what we're seeing with the millennials. If we think about how millennials will 182 00:13:22.360 --> 00:13:26.389 raise they were given a bit more freedom, less structure and and they sort 183 00:13:26.429 --> 00:13:28.789 of made their own way in the world and you know, did that very 184 00:13:28.870 --> 00:13:33.230 well. It was the start of the Internet era for the millennials growing up. 185 00:13:33.350 --> 00:13:37.950 There was a whole new, I guess, platform in which they interacted 186 00:13:39.110 --> 00:13:43.860 that their parents didn't know. But now we see millennials, as they become 187 00:13:43.019 --> 00:13:48.620 parents themselves raising their Jen Alpha children, are far more engaged their they're a 188 00:13:48.659 --> 00:13:56.490 bit more structured around their parenting styles they're they're connecting across that generation gap more 189 00:13:56.529 --> 00:14:00.970 than the baby boomers did with the millennial kids, and so what we have 190 00:14:01.450 --> 00:14:05.529 is a more, you might say, structured, informed and engaged parenting style. 191 00:14:07.090 --> 00:14:11.519 The the parents, as they think about their general for children's future, 192 00:14:11.240 --> 00:14:16.159 are doing their research, a jumping online at getting the information and making those 193 00:14:16.320 --> 00:14:22.240 decisions around which educational pathway is going to be best, from after school tutoring 194 00:14:22.320 --> 00:14:28.950 or coaching through to booking them in for the extra curricular lessons and activities. 195 00:14:28.309 --> 00:14:33.669 It's a far more structured upbringing. They they are having fewer children, they 196 00:14:33.750 --> 00:14:39.980 having children. These millennials a little bit older in life generally to income earning 197 00:14:39.139 --> 00:14:43.700 household. So there's a little bit more discretiony money to spend and they are 198 00:14:43.820 --> 00:14:48.740 investing that in the education and an upbringing of those children. So they're more 199 00:14:48.820 --> 00:14:54.049 informed, you may say, and therefore a bit more expecting aspirational as they 200 00:14:54.090 --> 00:14:58.090 raise those children. So yeah, we got to keep that in mind as 201 00:14:58.129 --> 00:15:03.370 they make their choices. In some ways the market the client of the children, 202 00:15:03.769 --> 00:15:07.240 but but in other ways it's their parents who are more informed and set. 203 00:15:07.279 --> 00:15:11.720 Communicating with them is key. That's very, very good to know. 204 00:15:11.559 --> 00:15:15.679 This has been very fascinating. I guess another question that we are kind of 205 00:15:15.759 --> 00:15:20.039 interested in is how is the whole notion of the pandemic with covid how is 206 00:15:20.120 --> 00:15:24.950 that impacting this generation and what what is that going to do? Because, 207 00:15:24.950 --> 00:15:26.669 I mean, if I think about it, someone who's ten years old who 208 00:15:26.950 --> 00:15:30.710 you know, eighteen months or two years of their life has been involved in 209 00:15:30.789 --> 00:15:33.870 a lockdown, or even if a five year old, I mean that's that's 210 00:15:33.950 --> 00:15:39.820 twenty percent of their life. It's a large percentage of their life to grow 211 00:15:39.820 --> 00:15:43.980 up wearing a mask compared to, you know, someone our age who might 212 00:15:43.019 --> 00:15:48.580 be a generation xer or something. What? How's that going to impact them 213 00:15:48.980 --> 00:15:52.450 as they kind of enter into this next phase of life? Hmm? Or 214 00:15:52.490 --> 00:15:56.330 very profoundly, because not only is it a fair proportion of their life, 215 00:15:56.490 --> 00:16:02.250 but it's in those key formative years as well. And so while young people 216 00:16:02.330 --> 00:16:07.159 have the least, been the least impacted from the health consequences of Covid, 217 00:16:07.440 --> 00:16:12.919 they've been the most impacted from the social isolation and disruption that it has caused. 218 00:16:14.600 --> 00:16:19.909 They've seen transformations in how you can study and online and through the digital 219 00:16:19.950 --> 00:16:25.669 has become mainstream. They've seen parents work from home through this, and of 220 00:16:25.789 --> 00:16:30.389 course this is global, the impact of Covid, the lockdowns and the changed 221 00:16:30.549 --> 00:16:37.019 approaches, from hygiene protocols to just the volatility of life that the the the 222 00:16:37.179 --> 00:16:41.179 set programs and activities were no longer guaranteed. This has had a profound impact 223 00:16:41.259 --> 00:16:47.370 on them. They've also seen the financial consequences of it as as a lot 224 00:16:47.409 --> 00:16:52.690 of families, particularly those in casual employment in hospitality, retail travel, have 225 00:16:52.850 --> 00:16:57.450 been so impacted. Those in more precarious work gear economy in the like have 226 00:16:57.769 --> 00:17:04.480 have have been challenged, and so it has shown this generation that having savings 227 00:17:04.680 --> 00:17:10.440 and having a secure job and being prepared for the rainy day is an important 228 00:17:10.440 --> 00:17:14.200 thing. You know, prior to Covid we have a generation of young people 229 00:17:14.279 --> 00:17:18.990 that were living for the now and that saw the economy always heading up, 230 00:17:18.430 --> 00:17:22.710 had an experience to recession and really, you know, saw that they have 231 00:17:22.869 --> 00:17:26.950 the choice of jobs and they are in the power seat when it came to 232 00:17:26.630 --> 00:17:32.299 choosing the job as a candidate. That's all been changed and we've seen, 233 00:17:32.339 --> 00:17:36.779 at this early age, a generation almost like their grandparents who saw the tough 234 00:17:36.900 --> 00:17:41.900 years after World War Two, who who've seen some some recessions. They they 235 00:17:42.299 --> 00:17:48.769 like those older generations, now are valuing security and financial conservatism and savings and 236 00:17:48.849 --> 00:17:55.130 and again, the secured job. So so that's profoundly changed their outlook and 237 00:17:55.490 --> 00:18:00.079 it's it's given them a new focus that yes, you can have flexibility around 238 00:18:00.119 --> 00:18:04.799 where you work, but but in ensuring a secure job and indeed being able 239 00:18:04.839 --> 00:18:08.640 to create your own job so that you've got a fallback option, does matter. 240 00:18:10.000 --> 00:18:15.990 They've seen the benefit of that education as being an extra support and and 241 00:18:15.150 --> 00:18:22.589 I think for the unsettled, ambiguous, complex and volatile future, education and 242 00:18:22.750 --> 00:18:26.819 the security it brings for a future, as well as developing those broader skills, 243 00:18:27.299 --> 00:18:33.019 has just been reinforced as essential. That's really, really profound and I 244 00:18:33.460 --> 00:18:36.700 really appreciate that. I think that the more and more that we kind of 245 00:18:36.779 --> 00:18:38.779 study this, and part of the reason why I wanted to bring you on 246 00:18:38.859 --> 00:18:42.529 the podcasts that I think that I'm still you know, in the last two, 247 00:18:42.529 --> 00:18:45.650 probably three years, I was still having some clients that were just trying 248 00:18:45.650 --> 00:18:48.289 to figure out, oh, you mean we're not talking about millennials anymore, 249 00:18:48.289 --> 00:18:52.930 we're talking about generation Z. I like to get everybody ahead of the curve 250 00:18:52.049 --> 00:18:56.079 and I think this is a good opportunity for us to do so. And 251 00:18:56.599 --> 00:18:57.680 and while I'm talking about that, I just want to make sure that I 252 00:18:57.799 --> 00:19:00.480 mentioned book that you've recently released. I think you told me that you did 253 00:19:00.519 --> 00:19:07.000 a virtual book release yesterday and in Sydney. It's called generation Alpha, understanding 254 00:19:07.039 --> 00:19:11.230 our children and helping them thrive. It's by Mark mccrendal with Ashley fell. 255 00:19:11.710 --> 00:19:15.230 I downloaded my copy on Amazon. I know that they have both the Kendall 256 00:19:15.269 --> 00:19:18.950 and the paperback version on Amazon here in the states, and so really excited 257 00:19:18.990 --> 00:19:22.349 about that and I would encourage people that are listening that want to hear more 258 00:19:22.430 --> 00:19:27.059 or read more about you know what mark and his firms research of have discovered 259 00:19:27.059 --> 00:19:30.460 about generation Alpha. That's a great place to start. I guess one of 260 00:19:30.500 --> 00:19:34.700 the questions that I would have free marcus, if we ever have someone had 261 00:19:34.700 --> 00:19:37.220 a question for you or just wanted to connect, what would be the best 262 00:19:37.220 --> 00:19:40.650 way for them to do that? Well, the simple way. You know, 263 00:19:40.730 --> 00:19:45.650 the book is called Generation Alpha and if people go to generation Alphacom you'll 264 00:19:45.690 --> 00:19:48.970 find great resources there that we've put up and you can get the book and 265 00:19:49.450 --> 00:19:56.000 another information from that site. And an our business is mccrindle and so mccrindlecom 266 00:19:56.119 --> 00:20:00.920 you'll find a blog, a lot of blogs and and free information infographics as 267 00:20:02.000 --> 00:20:06.680 well. And and so either generation Alphacom or mccrindlecom, you can grab a 268 00:20:06.720 --> 00:20:11.589 lot more information about what we do and about about these research that we conduct, 269 00:20:11.670 --> 00:20:15.950 and much of it is freely accessible on those sides. So encourage people 270 00:20:15.990 --> 00:20:18.190 look at that and just to keep in my particularly for Jick at, is 271 00:20:18.269 --> 00:20:22.819 that the focus is not just on the next program or on the next campaign, 272 00:20:22.859 --> 00:20:26.900 but it's got to be on the next generation and as we further understand 273 00:20:26.980 --> 00:20:30.220 them, I think we can adjust an adept and effectively engage with them and 274 00:20:30.700 --> 00:20:34.890 and resourcing ourselves to understand their world, their context and who they are is 275 00:20:36.210 --> 00:20:38.849 is going to help us out and ultimately help them out as well. That's 276 00:20:38.930 --> 00:20:41.849 great. I really appreciate the time that you've spent with us today. Mark. 277 00:20:41.849 --> 00:20:45.769 It's been a pleasure to have you on our on the Higher Ed Marketer 278 00:20:45.890 --> 00:20:49.559 podcast. The Higher End Marketer podcast is sponsored by Kaylor solutions and education, 279 00:20:49.640 --> 00:20:53.640 marketing and branding agency and I think patented a marketing, execution, printing and 280 00:20:53.759 --> 00:20:59.039 mailing provider of highered solutions. On behalf of my cohost choice singer. I'm 281 00:20:59.039 --> 00:21:03.869 Bard Kaylor. Thanks for joining us. You've been listening to the Higher Ed 282 00:21:03.990 --> 00:21:08.150 Marketer. To ensure that you never miss an episode, subscribe to the show 283 00:21:08.269 --> 00:21:14.109 in your favorite podcast player. If you're listening with apple PODCASTS, we'd love 284 00:21:14.190 --> 00:21:17.589 for you to leave a quick rating of the show. Simply tap the number 285 00:21:17.589 --> 00:21:19.940 of stars you think the podcast deserves. Until next time,