Yesterday at the Pivot Conference, the presentations flowed like rapids through a gorge, with the audience clinging to our chairs, occasionally exhilarated, rarely bored and at times simply overwhelmed. There is no way I can cover it all here but here are a few of the highlights and observations.
Kit Yarrow, Consumer Psychologist, Author and Professor had fabulous insights but not enough time to dive deeply into any of them. Of all the day’s presenters, her’s was the only one I wanted to hear again in slow motion or at least get a copy of her slides to review later. Here are a few of Kit’s observations about Millennials:
- they have more technology & more opinions than boomers did at their age
- view of themselves as viable and important comes from a genuine place
- sociocultural changes have dramatically impacted their development (technology, child-centricity)
- today the average TV show is geared at teenagers vs when boomers were kids, target was 35 or so
- there is an inter-generational gap between older / younger Millennials (older gen y shared computer, dial up, didn’t have cellphone, didn’t text, etc)
- for younger gen y, technology is a “third hand and second brain”
- all this tech has actually altered their cognitive functioning (they can multitask better)
- technology impacts relationships, facilitates influence, elevates the importance of innovation
- technology is also creating a more superficial relationships
- as on Milliennial put it, “I found my apartment, my job and my boyfriend online so of course, I got my shoes online”
- in sum, “I want what I want when I want it”
- more impulsive, get bored more easily with explanations, jobs, products, in relationships
- more visually-oriented
- inspired by competitive challenges, games, hunts
- responds to active engagement
- personality under the influence of technology since they are overloaded with options and searching for trustworthy guidance
- craving the antidote—a genuine connection and a sense of being seen and deeply understood
- sometimes those needs are understood and fulfilled by brands (Apple, Virgin America, etc)
- though gen y’ers always get their say, they aren’t always heard, which is especially tough for a generations that’s accustomed to getting attention
- they come by confidence naturally (self-esteem movement in schools, etc.)
- they want more which is a double edge sword, creating “choice anxiety” and desire not to settle,
- they have been told all their lives, “you can do anything, you’re special”
- interestingly, this gen are kids and staying kids longer
- in a nutshell, their need for stimulation, yearning for belonging and connection leaves them younger than they appear
The five keys to connecting with Millennials according to Kit are:
- Make it visual contextual intuitive
- Technovate – keep the new products flowing
- What you do is more important than what you say
- Ramp up the emotional intensity
- Humor, irony, drama, fantasy, games, keep it real
As you can tell, Kit had a lot of great info and I wish we got a lot more of her time. The rest of the day was too rich to detail in the time I have now, but here are a few other observations.
Having seen Arianna Huffington speak twice in the last two weeks, I am truly in awe. As one Tweeter noted, she is classy, sassy and smart. She is obviously at ease as a speaker and manages to deliver meaningful content in a way that is informative, enjoyable and inspiring. I was delighted to buy a copy of her book and of course, to get her to sign it. Once again, i asked her for an interview and once again, she said “yes” so stay tuned on that front.
J.Y. Park, CEO of JYP Entertainment, spoke of creating “global stars” by training a bunch of young people to dance, sing, model and speak at least two languages. He is obviously a very talented guy and his track record is impressive. He offered as his latest example, the “Wonder Girls,” a girl group that performed last night. And while the girls were cheek-pinching cute, you couldn’t help but wonder which one was “Baby” and which one was “Sporty.” They were more like Menudo than Michael, manufactured bubble gum without any true artistry. I would recommend you watch their video “Nobody” which has been watched over 41 million times to get a sense of their global appeal! And while I have no doubt this group can sell songs and bubble gum today, I’m equally confident the world won’t be talking about them a decade from now.
More to come.