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Perspectives

‘Generation Now’ Embraces the Connected Life — But Demands Excellence

2020-10-22


Our research finds that Gen X and Gen Z bring high digital expectations to the marketplace, especially in the wake of COVID-19. Brands that fail to deliver risk irrelevance.

Gen Y, or millennials, were born digital. Gen Z was born mobile. Together we’re calling them Generation Now. Whatever terminology you choose, these consumers bring massive expectations to both internet-native companies and established brands with decades of service under their belts.

And while that was the case even before COVID-19, the pandemic and lockdown have served as a galvanizing event for Generation Now. Nearly overnight, “___ from home” (work, school, entertainment, exercise, graduations, birthdays, happy hours and more) became the norm.

Now more than ever, end users demand that technology anticipate their every want and need, providing personalized experiences through high-speed connections anytime, anywhere.

But beware: Our data also shows that digital fatigue was on the rise even before COVID-19 entered the picture. Bottom line? Generation Now’s attitudes toward connectivity, content and commerce have significantly altered how brands attract and retain this demographic.


For additional information see our ebook, “
Catering to ‘Generation Now’: Making Digital Connections Intelligent, Personal and Always-On,” visit the Communications, Media & Technology section of our website or contact us.

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‘Generation Now’ Embraces the Connected Life — But Demands Excellence