During the last few weeks I have had the pleasure of working with some of the mostinfluential peopleof the "younger" generation - I feel old just saying that. As I immersed myself into their culture and traditions, and associated myself with their values, I had to remind myself, I am not in a remote area of Papua New Guinea but have travelled only 2.2 km from my house.
The next generation, the "digital natives", are fascinating! I jumped into this not knowing fully what to expect nor how I would be perceived. It was my first year in high school all over again.
Firstly, let me articulate the characteristics of what I thought made these youngsters so "popular" (based on an extensive search on Google) -
They create Video for Social Sharing of them doing "stuff"
People engaged with this content
If the tribe enjoyed it, they shared it
And, they expand their communication across multiple media
The content they were producing is… well let's just say it's not a DIY informative video, but it is however honest, transparent and somewhat 'uncensored' in nature, although my Public Relations experience was kicking in, dominating my receptors.
Finally it was time to go from extensive research mode, into throwing myself into the field and observing this phenomena in action. Like any 40 something, I did the half step - inviting a group for dinner at a location that would provide a level of comfort for myself.
As I waited for their arrival, with a calming Extra Dry Vodka Martini (Grey Goose), with 3 olives (just in case anyone wants to buy me a cocktail in the future), I started to actually get a little nervous, and began to plan my engagement strategy. This was reliving some awkward introductory moments in my life.
And of course, a dozen individuals arrived all at one time, and within this group were some of my generation, their parents, and members of their management teams.
I was privileged to observe that the family unit of the "digital natives" operates exactly as most Australian families operate - normal, loving, respectful, hierarchical. Obviously things don’t change because you have millions of social followers.
Conversely, engaging with the management representatives is where the stark realization was reinforced, that this is a business, big business.
Over a great meal, the conversation was like that in someone's home, it was one of the most relaxing and genuinely enjoyable business dinners I have had.
I believe the idealism of youth has become lost to us over the years, through a series of life events that we allow to define us. This generation thrives on understanding themselves and developing connections with those of similar values, and embraces those with different points of view. They value this idealism above all.
What became abundantly clear was why they wield such influence, the level of authenticity in their communication, and relentless protection of their beliefs and values. The word authenticity is getting thrown around a lot these days, but here it is before me and millions of the next generation are flocking to it!
The power of the next generation comes from complete transparency, vulnerability that reinforces their authenticity and is amplified via real time engagement across Social Media.
I started to think about how my fellow practitioners needs to engage, partner and align, but most importantly develop relationships with the "digital natives".
We of the current generation need to be mindful and self-aware that unfortunately, most of us have lost the ability to idealise easily through free flowing thoughts and opinions. It will be a devastation of our making if we smother and commercialise the uniqueness out of this "tribe".
The opportunity now, more than ever, is how do we partner, elevate and enable across the multi-generational divide. As leaders, we must first understand and then build an environment that supports this younger generation of unparalleled influence and social collaboration.
When next a "digital native" brings an "out of the box" idea or thought to you - pause - hold back your initial response to critique and squash, but rather, take a journey. Explore their idea with the idealism they value, through their lens.
I think you will be surprised how much you will learn from them, and who know where you may end up?
Copyright: 2015 'My Safari into the Habitat of the Digital Natives' - Darren Needham-Walker
Note: this blog is personal opinion based on experience of the author