By Betsy Burton
Generation S is Shaping How We Use and Perceive Emerging Technologies
When considering the impact of technology, especially emerging technologies, on different groups of people, many observe generational differences as indicators of how technology is adopted, used, and how perceptions of technology evolve with each generation.
Looking back, we can identify the Greatest Generation, many of whom either fought in or supported war efforts. This generation was deeply impacted by the growth of industrial and defense technologies.
The Baby Boomers, distinguished by a high birth rate from the late 1940s to the mid-1960s, grew up surrounded by conveniences that weren’t available to earlier generations: television, telephones, easy transportation, and early computers, including the PC. Consequently, many had the time and resources to engage in cultural, social, and political changes.
However, researchers and historians often discuss subsequent generations, such as Generation X and Millennials (Gen Z), based solely on birthdate ranges rather than focusing on what makes them unique.
Where Are the Millennials Today?
Millennials are quickly approaching 40 years old, and they are well acquainted and leading workforce and the determination of workplace technologies.
As the first smartphone/app generation, Millennials were just beginning to use Facebook and messaging platforms. They grew up with the internet always accessible, leading many to utilize it for entrepreneurial endeavors, artistic expression, and community building. This significant cultural shift, enabled by technology, impacted both business and consumer behaviors.
However, it’s crucial to acknowledge that the scope of available information, services, bandwidth, and applications has expanded far beyond its infancy.
The Sharing and Services Generation
Those born around the year 2000, are currently in their early to mid-20s, are often called Gen Z. Most members of Generation Z are children of Generation X or older Millennials.
Yet, the technological landscape has undergone fundamental changes during their upbringing. Rather than viewing them as a continuation of previous generations based solely on birthdates, it’s essential to understand their unique experiences.
The generation coming of age today has grown up with platforms like Uber/Lyft, Airbnb, YouTube, Snapchat, and Slack available anytime and anywhere. They’ve always had access to food delivery, map directions, videos, music, and a wealth of information at their fingertips. They are accustomed to interacting with devices, accessing apps, and sharing content.
Thus, we refer to this emerging cohort entering the workforce as Generation S.
Generation S
Generation S (Gen S) has been raised in a digital world. A Pew Research survey of late teens revealed that 95% own smartphones, with 45% reporting being online “nearly constantly.” This trend has only increased over the past four years, with Gen S individuals utilizing online platforms not only for social interactions but also for education and professional pursuits.
Gen S has grown up with an array of services, enabling them to access, augment, and create new services easily. The pandemic has further emphasized their reliance on online platforms, as their entire lives shifted online overnight.
Gen S is Sharing
Generation S often shares services among friends to save money, challenging traditional models of ownership. For instance, Netflix has had to crack down on subscribers sharing IDs with friends to split costs.
Lyft and Uber drivers share their vehicles with paying customers, and services allow owners to rent out their cars. Medical costs are shared among groups with specific affiliations, highlighting a shift away from individual ownership.
Gen S on Services
As ownership declines, essential functions are increasingly sourced from services. For example, why own a car with its associated costs when one can summon a driverless vehicle?
Gen S individuals often opt for renting apartments as a service or co-living arrangements. This transition to service-based models extends across various capital expenses.
The Impact of Generation S
Generation S will expect more from organizations, as customers, employees, and partners due to their upbringing, where services and information were readily available. They will demand easily accessible information and analytics, with the expectation of pervasive AI integration. Digital assistants, gaming, and immersive technologies will become commonplace in their homes and workplaces. They will prioritize customization and flexibility, influenced by their experiences during the pandemic.
Furthermore, Generation S individuals are proactive in procuring services for themselves, posing challenges related to security, corporate privacy, information integrity, and integration.
Bottom Line
Organizations must avoid generalizing or conflating individuals under 40 years old. Technology and technology-enabled services are evolving so quickly that millennials and GenSers have very distinct experiences and perspectives.
Organizations must prepare for Generation S by considering how these individuals will access and share services anywhere and anytime.
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