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

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,