From Norwegian Audience Development's yearly conference 2014

1. Sosial forandring er
generasjonelt betinget

2. Henrik Ibsen’s
“A Doll’s House” (1879)

3. Generations as cyclical history
Millennials
1983 – ca 2000
(Unraveling)
Generation Z
Ca 2000 - ?
(Crisis)

4. Defining events: Economic growth, Vietnam war, Cold War,
Television

5. The first ”modern” children, adolescents and adults. Holds the
current definition power in Western societies. Will never grow old.
Introduced a new cultural, social and moral paradigm
Idealistic and spiritual
Good concentration skills, less good at multitasking
Image: Steve jobs

6. Defining events: Adults counter culture, MTV, Glasnost
Image: Matt Groening, Life in Hell series

7. The latchkey kids who became helicopter parents. Grown up in the
shadow of the counter cultural movement and the Boomers. Brought
satire from the stand-up stage to the news room. The pragmatic’s
reaction to the idealist.
Unengaged or misunderstood?
Modern jesters
Skeptical, realistic (pessimistic?)
Self driven, pragmatic and freedom seeking
Picture: Sergei Brin & Larry Page

8. Millennials 1982-2003
Defining events: Internet, September 11th, SoMe, Selfies
Image: G+, Heather Niesen

9. Millennials 1982-2003
Children of doting helicopter parents. Great optimism and strong
ego. More collectivist, but also more narcissistic.
Less trust in institution and experts,
more trust in informal networks
Lifehackers
Ambitious, ”Can-do” mentality
Networked, participatory, co-creative
Cynical to commercials, but receptive to cause marketing
Image: Mark Zuckerberg

10. Defining events: Touch screen, SoMe, Big Data, ?
Image: Joe Dator

11. Googlito Ergo Sum
I google+ Google knows me= I exist
Overprotected, but included
Digital natives (52% use YouTube for school work)
Multitasking, multimedia
8 seconds’ attention span
Communicate in pictures
Avatars and plural identities. Who am I?

12. mirror mirror, facebook wall…
“This generation loves to be in control of their own arts
spaces. They like to find ways to connect, create, and
share their art.”
~ Shoshana Fanizza
Audience Development Specialists

13. Back to an audience?
Pictures: V&A, Dallas News

14. ”Generation Participation”
Power, Networks
and Games,
oh my!
• Horisontal power structures
Less faith in nice titles and authorities
’Fauxperts’ & ’hackademics’
• Self-actualization
64% of GenZ want a job where they can change the world, lifehacks
Individual customization, e.g. NikeID, Coca-Cola med personal name
• Reputation marketing
product reviews, SoMe, digital word of mouth
• Gamification
in education, job training, marketing
• Open innovation
Innovation competitions, X-Prize, Innocentive
Good Judgement Project: crowdsourced amateur experts beat the CIA
• The sharing economy
Unemployment, DIY-mentality, from consumers to ”prosumers”
• Interactive platforms  The Internet of Things (IoT)
First human –machine– human, then machine - machine

15. 6
5
4
3
2
1
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Image: Impact Online Marketing
The world’s digital data
in zettabytes

16. PRIVACY IS THEFT
of 2 year olds have digital footprints

19. “The Problem of Generations”, Karl Mannheim’s Essays, Karl Mannheim, Routledge, 1923
Generations, William Strauss & Neil Howe, Harper Collins, 1991
The Fourth Turning, William Strauss & Neil Howe, Broadway Books, 1997
Millennials Rising, William Strauss & Neil Howe, Random House Inc., 2000
Zero Marginal Cost Society, Jeremy Rifkin, Palgrave McMillan, 2014
The Second Machine Age, Erik Brynjolfsson & Andrew McAfee, W. W. Norton & Co, 2013
The Circle, Dave Eggers, Thorndike Press, 2013
Alone Together, Sherry Turkle, Basic Books 2011
It’s Copmlicated, danah boyd, Yale University Press, 2014