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 brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
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You were listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
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00:00:07.230 --> 00:00:11.910
in higher education. This show will
tackle all sorts of questions related to student
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recruitment, don't a relations, marketing, trends, new technologies and so much
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more. If you are looking for
conversations centered around where the industry is going,
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this podcast is for you. Let's
get into the show. Welcome to
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the hired marketer podcast. My name
is troy singer and, as always,
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I'm joined by the cohost of the
show, Bart Taylor, and we have
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a very special show for you today
because of an interest or maybe a deep
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dive that Bart went into. We're
going to talk about generation Alpha with mark
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mccrindle from the landdown under. Bart, can you let everyone know what they
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have to look forward to? Yeah, thanks, Troy. It was it
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was interesting. I was doing a
little bit of research a few months ago
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on generation Z and just thinking about
it. I kind of discovered generation Z
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A number of years ago and I
remember kind of starting to make reference to
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it and people were like hey,
are we still talking about millennials? And
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and so I was thinking about that
the other day and I thought, well,
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what's the next generation, because I
haven't heard yet. And so I
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did. You know, it's quick
Google search. WHAT'S THE NEXT GENERATION AFTER
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GENERATION Z? And I kind of
did this deep dive into this generation Alpha
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website and and and I started reading
about it and understanding that it's children that
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are eight, eight, ten years
old and younger right now and they and
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I thought, wow, those,
those kids are going to be on the
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on the bubble for colleges in just
five or six years. I mean you
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know, some schools, I think
we talked to to Christie La free at
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Butler, and they're doing you know, they're doing conflos for eighth graders and
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most, most schools are doing sophomores. And so if you think about eighth
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graders, I mean boy, they're
just to ride around the corner from ten
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year olds. And so I thought, boy, this is going to be
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important for high and marketers to understand
that we're getting ready to make another major
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shift from generation Z to generation Alpha
in a short, few short years.
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And so what does that mean and
what how's that going to change? Because
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every generations different. So once I
started digging a little deeper, I recognize
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that the leading authority on Generation Alpha. Everything I was reading was the mcrindle
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group down in Sydney, Australian.
So so we had just started the podcast
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and I reached out to I found
him on Linkedin's name is Martin mcrendel,
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and so I reached out and said
Hey, mark, I'm pretty interested in
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generation Alpha, I've download your book
and I'd love to have you on the
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podcast. So he graciously agreed and
so we're going to have a great conversation
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about what generation Alpha is and how
that's different from all the other generations and
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how that will impact the way we
market to them. Mark is interesting and
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he is a wonderful charismatic speaker.
I've gotten to listen to him online a
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little bit and I can't wait to
bring him into the conversation. So,
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without further ADO, here is mark
mccrindle. Okay, we're excited to welcome
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mark mccrendel, principle at mccrendel research, to the high end marketer podcast.
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Welcome mark. Thank you, but
great to be with you. Yeah,
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it's great to have you to tell
us about your work and your organization.
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Well, it's called mccrendle research and
we focus on analyzing human behavior, looking
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at communities, understanding sentiment. We
have a particular focus on generational research because,
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you know, the Times the one
generation went through shape them differently to
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what another generation is going through.
So we look at at those differences and
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that has applications in the education market, in organizations as they think about attracting
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retaining staff, just in the broader
community as well. We do a lot
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of demographic analysis. That helps understand
changing populations. So it's social research,
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demographics and looking at the trends generationally
and what's to come. That's great.
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That's that's really fascinating. I discovered
your your information and and some of and
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your organization when I was doing a
google search. I've been pretty fascinated with
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generational research and how that applies to
marketing, especially higher end marketing. It's
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it's something that we do with a
lot with personas. When I just started
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to kind of do some some research
on what was the next generation coming after
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generation Z, I discovered your website
and your book General Ration Alpha, and
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I'm pretty pretty amazed by, you
know, the idea that I think a
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lot of the people listening are just
like, wow, we just got used
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to figuring out what to do with
generation Z, and now you're telling me
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I've got a pivot to another generation, and so tell us a little bit
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about what you've learned about generation Alpha. Yeah, well, these generations span
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fifteen years, so that's about the
maximum time within which you have a shared
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experience. Beyond that you've got a
new generation. So, as you said,
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the years have flown by and generations
Z or Z. They're the children
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of millennials and they are generation Alpha. Now, having worked our way through
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the alphabet with us, Gen x
has and then there was generation why,
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or millennials, generation Z. After
that we've got a new start, but
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it's not going back to the beginning, not going generation A. We're deliberately
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calling them Alpha, using the Greek
alphabet now, just to give the signal
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that it's a new naming category for
a new generation, fully born in this
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new millennium, and they are quite
different to even the generation that went prior
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to them. They will be the
largest generation globally in the history of the
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world, the most digitally supplied generation
ever, and that's evident to see,
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but the most materially endowed, a
massive rising middle class right around the world,
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and the most formally educated generation ever. So you're a lot of right
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blessings and benefits they have and an
understanding them right now is pretty important.
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Okay, that's that's really good.
It's good to have that basic understanding of
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generation Alpha and, you know,
just the idea that they are, you
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know, kind of going to bring
a lot of transformation and the idea of
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of you know, what they're going
to bring to not only the workforce and
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to into society, but as they're
starting to look into you, into higher
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at I mean you know, most
of them, I think you've mentioned that
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they're ten years old and younger right
now. They're going to have some skill
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sets and some skills that they're going
to bring into into the end of their
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life that I think we as high
ad marketers need to kind of be aware
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of because, you know, in
six seven years they're going to start being
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on the on the sophomore list,
on the junior list of some campaigns that
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we're doing. I've talked to some
schools that are going as low as eighth
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grade to start recruiting some students,
and so I'm just curious what is some
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of those skills and those those traits
that they're going to be bringing that we
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should be aware of. Well,
firstly it's about understanding the context, the
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Times that are shaping them. That's
really going to help us get a good
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understanding all of them. And we
sometimes think, well, you know,
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we're living in these times to these
times of the digital and these times of
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global connection and social media. But
the age at which you're exposed to a
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new technology or transformative event determines how
we embedded it will become in your psyche
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and lifestyle. And so for this
generation living through Covid, adapting to digital,
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connecting on social media, being influenced
through these new channels, it's a
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different experience for them and it will
impact them profoundly. So what we are
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talking about is a generation that are
social in terms of the influence channels of
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their life. It's not just what
the Authority figures are, the experts tell
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them, but the peer group.
They're global in that connection. They're digital
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in the tool they're visual and how
they consume that content, not just the
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written form anymore, and, of
course, mobile in lifestyle and where they
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are work and where they will study. Far More Mobility for them. So
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so those characteristics are at a new
level compared to even the generations that are
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just a little bit older than them. And and we see these same traits
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right around the world. And as
part of this book on generation now,
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for we surveyed both the parents and
these youngsters in several countries and we found
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the same characteristics and expectations wherever we
searched. That's really fascinating. I can
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find it fascinating that it's that you
see as a lot of trends throughout the
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world, and I guess that kind
of you know, go as some points
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to the fact that we are much
more of a globally connected world. Then
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then then maybe some politicians have tried
to lead us to believe and the where
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things are, and so I think
it's really I think it's really interesting that
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even those traits are kind of being
seen in different parts of the world.
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Is that kind of what you're saying? Yeah, totally, and and that's
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why we call them the world's first
global generation, because never before have we
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had the technology that connects the social
media platforms that engage. The news feed
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isn't just the local news, but
it's what's coming in on those global platforms.
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The the the search and and playlists
are coming in from global platforms,
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from Netflix to spotify. It's shared
right around the world. The the buy
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recommendations as there on a on a
shopping APP from your Amazon to to whatever.
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Maybe you know their preferred store,
ebay, etc. It's global and
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and we just haven't had that before
and therefore the friends and the connections and
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even just the global awareness is at
a new level today. And we say
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that people resemble their times more than
they resemble their parents. We sometimes think,
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well, there are children, we
know them, and we do,
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but but they actually often will share
more in common as they connect globally with
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each other then they may with the
generation that was shaped in a different era
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prior. So let me let me
just kind of pill us back a little
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bit, because I think that,
you know, because they're going to be
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more global citizens. They're coming and
they're going to be more formally educated and
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I think they can enter enter into
their post secondary and higher education in a
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more, probably more aware situation than
any generation before them, from from a
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global understanding to just the engagement that
they have throughout their lifetime. Help me
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understand how that's going to make form
them into this holistic student. I mean
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they're going to be more of a
student that I think a lot of schools
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are going to be interested in,
but they're going to require some things.
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I'm guessing right now that travel programs
are going to be very important to this
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generation. They're going to they're going
to want to be able to participate in
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study abroad programs and they're going to
want to be able to have a greater
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impact on the world through their education
and through the university that they might attend.
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is is that kind of what you're
thinking and what you're seeing? That's
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exactly right. But they're looking to
make it difference, to have an impact,
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to to seek fulfillment in their life
in a more holistic way, and
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so, as educators and as those
engaging with them to train them in this
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next stage, it can't just be
a focus on the academics. It can't
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just be a focus on setting them
up for the career, because they will
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be multi career, they'll be multiple
jobs in terms of their future. The
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World Economic Form said that sixty five
percent of children entering primary school today,
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that's these Jedilfitts, will ultimately end
up working in job types that don't yet
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exist. So here we are educating
them for a working future that that has
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not yet been formed. So what
we can't do is give them a body
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of knowledge and think that that will
sustain them through their life and portfolio careers.
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But what we can give them life
skills, people skills, character formation
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and the ability to learn, how
to learn so that they can adjust and
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adapt that learning so they can be
those lifelong learners so that they can future
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prove their own careers because they will
have the resilience, the adaptability, the
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creative thinking, that the critical thinking
skills, the people and social skills to
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connect across diversity and engage in a
changing world. And that's where those programs
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that you mentioned, from those civics
programs to missions or overseas travel, where
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they're learning to make contributions, where
they're developing those people skills, those entrepreneurial
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type programs. Maybe they can do
internships and and see the real world of
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working action. It's that sort of
program and structure that's really adding value to
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their life and we can't think that
we've just got to get them more and
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more in front of screens getting the
learning. We've got a stretch them to
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new areas and and and skills that
will sustain them for the future. That's
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great, that's great. Well,
tell me little bit about how they are
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going to be influenced by their parents. I mean you said generation generation,
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the millennials generation. Why are their
parents? How is that going to impact
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their decision making as they as they
kind of enter into, let's say,
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a search for a university higher hand, we find in generational studies that one
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generation is not normally a continuation of
the last, but it's almost like a
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pendulum and and how one generation was
raised, we swing the pet is,
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see the pendulum swing back and and
the next generation is raised differently, and
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that's what we're seeing with the millennials. If we think about how millennials will
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raise they were given a bit more
freedom, less structure and and they sort
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of made their own way in the
world and you know, did that very
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well. It was the start of
the Internet era for the millennials growing up.
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There was a whole new, I
guess, platform in which they interacted
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that their parents didn't know. But
now we see millennials, as they become
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parents themselves raising their Jen Alpha children, are far more engaged their they're a
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bit more structured around their parenting styles
they're they're connecting across that generation gap more
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than the baby boomers did with the
millennial kids, and so what we have
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is a more, you might say, structured, informed and engaged parenting style.
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The the parents, as they think
about their general for children's future,
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are doing their research, a jumping
online at getting the information and making those
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decisions around which educational pathway is going
to be best, from after school tutoring
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or coaching through to booking them in
for the extra curricular lessons and activities.
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It's a far more structured upbringing.
They they are having fewer children, they
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having children. These millennials a little
bit older in life generally to income earning
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household. So there's a little bit
more discretiony money to spend and they are
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investing that in the education and an
upbringing of those children. So they're more
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informed, you may say, and
therefore a bit more expecting aspirational as they
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raise those children. So yeah,
we got to keep that in mind as
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they make their choices. In some
ways the market the client of the children,
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but but in other ways it's their
parents who are more informed and set.
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Communicating with them is key. That's
very, very good to know.
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This has been very fascinating. I
guess another question that we are kind of
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interested in is how is the whole
notion of the pandemic with covid how is
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that impacting this generation and what what
is that going to do? Because,
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I mean, if I think about
it, someone who's ten years old who
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you know, eighteen months or two
years of their life has been involved in
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a lockdown, or even if a
five year old, I mean that's that's
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twenty percent of their life. It's
a large percentage of their life to grow
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up wearing a mask compared to,
you know, someone our age who might
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be a generation xer or something.
What? How's that going to impact them
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as they kind of enter into this
next phase of life? Hmm? Or
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very profoundly, because not only is
it a fair proportion of their life,
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but it's in those key formative years
as well. And so while young people
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have the least, been the least
impacted from the health consequences of Covid,
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they've been the most impacted from the
social isolation and disruption that it has caused.
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They've seen transformations in how you can
study and online and through the digital
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has become mainstream. They've seen parents
work from home through this, and of
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course this is global, the impact
of Covid, the lockdowns and the changed
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approaches, from hygiene protocols to just
the volatility of life that the the the
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set programs and activities were no longer
guaranteed. This has had a profound impact
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on them. They've also seen the
financial consequences of it as as a lot
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of families, particularly those in casual
employment in hospitality, retail travel, have
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been so impacted. Those in more
precarious work gear economy in the like have
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have have been challenged, and so
it has shown this generation that having savings
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and having a secure job and being
prepared for the rainy day is an important
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thing. You know, prior to
Covid we have a generation of young people
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that were living for the now and
that saw the economy always heading up,
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had an experience to recession and really, you know, saw that they have
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the choice of jobs and they are
in the power seat when it came to
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choosing the job as a candidate.
That's all been changed and we've seen,
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at this early age, a generation
almost like their grandparents who saw the tough
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years after World War Two, who
who've seen some some recessions. They they
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like those older generations, now are
valuing security and financial conservatism and savings and
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and again, the secured job.
So so that's profoundly changed their outlook and
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it's it's given them a new focus
that yes, you can have flexibility around
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where you work, but but in
ensuring a secure job and indeed being able
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to create your own job so that
you've got a fallback option, does matter.
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They've seen the benefit of that education
as being an extra support and and
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I think for the unsettled, ambiguous, complex and volatile future, education and
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the security it brings for a future, as well as developing those broader skills,
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has just been reinforced as essential.
That's really, really profound and I
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really appreciate that. I think that
the more and more that we kind of
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study this, and part of the
reason why I wanted to bring you on
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the podcasts that I think that I'm
still you know, in the last two,
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probably three years, I was still
having some clients that were just trying
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to figure out, oh, you
mean we're not talking about millennials anymore,
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we're talking about generation Z. I
like to get everybody ahead of the curve
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and I think this is a good
opportunity for us to do so. And
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and while I'm talking about that,
I just want to make sure that I
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mentioned book that you've recently released.
I think you told me that you did
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a virtual book release yesterday and in
Sydney. It's called generation Alpha, understanding
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our children and helping them thrive.
It's by Mark mccrendal with Ashley fell.
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I downloaded my copy on Amazon.
I know that they have both the Kendall
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and the paperback version on Amazon here
in the states, and so really excited
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about that and I would encourage people
that are listening that want to hear more
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or read more about you know what
mark and his firms research of have discovered
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about generation Alpha. That's a great
place to start. I guess one of
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the questions that I would have free
marcus, if we ever have someone had
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a question for you or just wanted
to connect, what would be the best
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way for them to do that?
Well, the simple way. You know,
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the book is called Generation Alpha and
if people go to generation Alphacom you'll
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find great resources there that we've put
up and you can get the book and
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another information from that site. And
an our business is mccrindle and so mccrindlecom
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you'll find a blog, a lot
of blogs and and free information infographics as
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well. And and so either generation
Alphacom or mccrindlecom, you can grab a
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lot more information about what we do
and about about these research that we conduct,
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and much of it is freely accessible
on those sides. So encourage people
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look at that and just to keep
in my particularly for Jick at, is
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that the focus is not just on
the next program or on the next campaign,
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but it's got to be on the
next generation and as we further understand
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them, I think we can adjust
an adept and effectively engage with them and
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and resourcing ourselves to understand their world, their context and who they are is
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is going to help us out and
ultimately help them out as well. That's
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great. I really appreciate the time
that you've spent with us today. Mark.
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It's been a pleasure to have you
on our on the Higher Ed Marketer
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podcast. The Higher End Marketer podcast
is sponsored by Kaylor solutions and education,
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marketing and branding agency and I think
patented a marketing, execution, printing and
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mailing provider of highered solutions. On
behalf of my cohost choice singer. I'm
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00:20:59.039 --> 00:21:03.869
Bard Kaylor. Thanks for joining us. You've been listening to the Higher Ed
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Marketer. To ensure that you never
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