Why Generation D Will Change The Rules

By Dan Ziman, VP Integrated Digital, Hortonworks Inc.

While many obsess with how Millennials are changing the world, I see the topic as ‘so 2006’. Generation Z has already been upon us for potentially two decades and I for one regard them as having far greater potential for mass disruption.

A number of things set Gen Z apart from the two prior generations in a unique way. Most crucially, they were the first completely born into the complications of the post 9/11 and Edward Snowdon era for sharing information. Digital is not their new reality, it’s their only reality. They are the first generation that is purely digital and immersed in online experiences. They are the first generation that is completely connected and totally mobile, and rationally expect the same from friends, family, and brands.

While Gen Z might just be seen by some as a byproduct of the hopes and fears of Gen Xers, and the entitlement and detachment of Millennials, in reality they are already way more sophisticated in terms of their identity, security, and privacy, which makes them much less obsessed about the loss of all three and inherently more adept at coping.

Gen Z doesn’t really use email at all except for broadcast or when attachments are required. Email, voicemail and even calling someone is, in general, way too slow, boring, “non-urgent” or insecure. When they want something, they search, text, or view videos for answers. They Snapchat and Telegram for privacy. But, it’s not simply the use of technology that’s different. There is an underlying fundamental evolution within Gen Z that heralds profound changes to come. Their highly overexposed upbringing taps into their intuition in a whole new way.

Which is why I call them Generation D, where the D stands for Digital. This happens to coincide with the enormous growth of the other big D we call #BigData (disclosure: that’s what I do for a living, and what I see in my kids).

Here’s the most important thing: Generation D does not resent digital or data collection about them. It expects to be educated, marketed and engaged in a digital way based, on everything others know and experience with them. They don’t have the slightest problem with this. Gen D hasn’t experienced a moment of living without hyper-targeted ads in social media, ads in their apps, and chatbots. They are accustomed to a completely different level of access and awareness, which directly relates to their patience and eagerness to engage (and often their impatience with non-digital experiences like waiting for dinner).

I see a lot of hope for us all in this. Here are six simple things I have observed in watching my own kids being educated that have convinced me Gen D will be in the best position to create their own, new, set of rules.
#1 — Communities not classrooms. There are no rows of desks in class any more. Kids work in classroom “communities” of 4 to 5 and intuitively carry the learning online in the same way. They learn to live in their own space with minimally defined borders. They know when to collaborate and when being messy or careless infringes on others. Exemplary or bad behavior is easy to see and is often more controlled by the micro-community itself. Yes, authority is there for the heavy disputes, but there is a heightened sense of self policing, anti-bullying (including anti-cyber-bullying) and for the need for the community to weigh in, in order for things to run well.

#2 — Sharing is not cheating. Rather than working on a project and turning in a final printed paper, documents are shared online with study partners, siblings, or even parents, prior to the due date, so others can review and provide input. View, edit or comment only? It’s only logical, right?

#3 — Online meetups. They hang out, virtually, all the time. I remember feeling ‘advanced’ when we first started using online virtual sharing at work, with services like WebEx, ON24, or Gotomeeting. Nowadays you don’t just go over to see Johnny or Julie to play. You are just as likely to set up a Google Hangout, group chat, or Skype session. 3D will only make this happen much much more often.

# 4 — Transparency. Nearly everything. A long time ago, grades were posted on a board. Then, results were posted online. Now it’s all online and two way, so it’s easy for both the student and the parent to know what’s happening and respond. There is pretty much no guesswork any more on how your child is doing, and nowhere for children or the parent to hide. That creates a very different mindset in kids.

#5 — Power to the crowd. No more cash, crowdsource the bake sale. Let’s face it. The only reason we carry cash is historical. We’ve already seen many new apps and devices that leverage mobile payment systems. Anything new is built for scale and not around cash. Now we can pay for the fees, school lunch or parking online, or with a mobile app. At the same time practically every school, public or private has a series of fundraisers going on all the time and crowdfunding sites have made this much much easier to do. Need to ‘bring your classroom dreams to life?’ Sites like DonorsChoose.org now helps teachers obtain school supplies for special projects. Again, creating a very different perspective on value and where to find it.

#6 — Self-learn anything. Homeschooling and self-learning used to be the exception, not the rule. Now you really can learn anything online or via an app continuously. The Khan Academy, for example, have partnered with our local middle school to provide advanced learning and free tutoring to help kids explore their passions. I remember a few years back making sure I had “Adobe-certified” designer as a skill. Now, middle schoolers can go online and to camp to learn 3-D imaging, Java, HTML5, game design, video production, and much more. Kids now have mad diverse skills and an eagerness to self-learn and test.

On their own any of these may not seem substantial, but consider that these children don’t know any other way. For them, this is the only way, and as they start to get exposed to older methods, processes, and well, businesses, they will simply to transform them to this way of doing things to match. Or, start something new altogether. Yup, replace them.

We haven’t seen the full impact of Gen D yet, but we surely will. They will trust organizations that analyze and interact with them online, and have done their research and analysis first based on real data about their behavior and preferences. I mean, really, who wants someone to guess about what I want?

They will be the best yet at re-organizing the network of middleman connecting consumer-to-business and business-to-business in supply chains all over the planet.

They will be by the best setting up and managing and self-policing communities, and crowd-sourcing to fund what they need and want.

They will be the best at shared development with each other and their customers via communication channels that integrate all the people, apps and documents in their lives.

To them, this is not a movement. They are living it every day. Our job is to help them understand the possibilities, provide the tools, which will ultimately improve health and life experiences. We have an opportunity to provide the encouragement that this is a world they can change, make better, make available to their children and beyond.