The Higher Ed Marketer
The Higher Ed Marketer

Episode · 3 months ago

Proven Strategies to Help the Next Generation Thrive w/ Mark McCrindle

ABOUT THIS EPISODE

Generation Z is sitting in your classroom right now. Next up? Generation Alpha — the children of the Millennials. Alphas constitute the largest generation in history. They're highly digitally supplied, formally educated, and materially in doubt.

...And they're about to come to your college's recruitment office.

Mark McCrindle, Founder and Principal at McCrindle Research, discusses what makes Generation Alpha different.

What we talked about:

- Unique characteristics of the Alpha generation

- The projected career trajectory of an Alpha

- Educating a generation for an unformed working future

- What the Alphas have in common with the Greatest Generation

Check out the resource below for more information:

Generation Alpha


To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

You were listening to the Higher EdMarketer, a podcast geared towards marketing professionals in highereducation. This show will tackle all sorts of questions related to studentrecruitment, donut relations, marketing, trans new technologies and so much more.If you are looking for conversation centered around where the industry isgoing, this podcast is for you, let's get into the show, welcome to the Higher Ed Marketerpodcast. My name is troy singer and has always in joined by the CO host of theshow part Cayler, and we have a very special show for you today because ofan interest or maybe a deep dive. That part went into we're going to talkabout generation, Alfa with mark mccree from the land down under Bart. Can youlet everyone know what they have to look forward to yeah thanks, troy? Itwas. It was interesting. I was doing a little bit of research a few months agoon generation, Z and and just thinking about it. I I kind of discoveredgenerations e a number of years ago, and, and I remember kind of starting tomake reference to it and people were like hey. Are we still talking aboutMolenes, and- and so I was thinking about that the other day, and I thoughtwell what's the next generation because I haven't heard yet so I did you know Iquit Google search. What's the next generation after generation Z, and Ikind of did this deep dive into this generation Alpha website and- and Istarted reading about it and understanding that it's children thatare heighten years old and younger right now and they and I thought, wowthose those kids are going to be on the on the bubble for colleges and justfive or six years. I mean you, know some schools. I think we talked to toChristie, Lefrere and they're doing you know they're doing conflows for eighthgraders and most most schools are doing sophomores. And so, if you think abouteighth graders, I mean boy they're, just arriving around the corner fromten year olds, and so I thought boy. This is going to be important forhiring marketers to understand that we're goin to ready to make anothermajor shift from generations, Z to generation Alpha in a short few shortyears, and so what does that mean? And...

...what? How is that going to change?Because every generation is different? So once I started digging a littledeeper, I recognized that the leading authority on Generation Alphaeverything I was reading was the mccrea group down in Sydney Australian. So sowe had just started the podcast and I reached out to I found him on Lindon.His name is Martin Macrea, and so I reached out and said Hay mark, I'mpretty interested in generation Alpha. I've got load your book and I'd love tohave you on the podcast, so he graciously agreed and so we're going tohave a great conversation about what generation Alfa is and how that'sdifferent from all the other generations and how that will impactthe way we market to them. Mark is interesting and he is a wonderfulcharismatic speaker. I've gotten to listen to him on line a little bit andI can't wait to bring him into the conversation so without further adohere is mark macrin. Okay, we are excited to welcome markmacrannul principle, an macrin research to the higher end marketer podcastwelcome mark. Thank you Bot, great to be with you yeats, great, to have youto tell us about your work and your organization. Well, it's calledmackinder research and we focus on analyzing human behavior. Looking atcommunities understanding sentiment, we have a particular focus on generationalresearch because you know the times the one generation went through shape themdifferently to what another generation is going through. So we look at atthose differences and that has applications in the education market in organizations as they think aboutattracting retaining staff just in the broader communities. Well, we do a lotof demographic analysis that helps understand changing populations, soit's social research, demographic and looking at the trends. Generational andwhat's to come, that's great! That's that's! Really Fascinating! Idiscovered your your information and and some and your organization when Iwas doing a Google search, I've been...

...pretty fascinated with generationalresearch and how that applies to marketing, especially Higher EdMarketing. It's it's something that we do with a lot with personas when I juststarted to kind of do some some research on what was the nextgeneration coming after generation Z. I discovered your website and your BookGeneration Alpha and I'm pretty pretty amazed by. You know the idea that Ithink a lot of the people listening are just like wow. We just got used tofiguring out what to do with generation, Z and now you're telling me I've got apivot to another generation and so tell us a little bit about what you'velearned about generation. Alpha Yeah. Well, these generations spend fifteenyears. So you that's about the maximum time within which you have a sharedexperience beyond that you've got a new generation, so, as you said, the yearshave flown by and generation zeal, Zade the children of millennial and they aregeneration Alpha now having worked our way through the alphabet with us genes,and then there was generation while millenial generation said after that,we've got a new start, but it's not going back to the beginning, not goinggeneration a were deliberately calling them Alpha using the Greek alphabet now just to give the signalthat is a new name in category for a new generation fully born in this newmillennium, and they are quite different to even the generation thatwent prior to them. They will be the largest generation globally in thehistory of the world, are the most digitally a supply generation ever andthat's evident to see, but the most materially in doubt a massive risingmiddle class right around the world and the most formerly educated generationever so you a lot of great blessings and benefits they have and andunderstanding them right now is pretty important. Okay, that's that's! Reallygood, it's good to have that basic understanding of generation, Alfa andyou know just the idea that they are. You know, kind of going to bring a lotof transformation and the idea of...

...of you know what they're going to bringto not only the work force and into society, but as they're starting tolook into you know into higher. At I mean you know most of them. I thinkyou've mentioned that they're, ten years old and younger right now,they're going to have some skill sets and some skills that they're going tobring into into the end of their life that I think we as higher ad marketersneed to kind of be aware of, because you know in six seven years, they'regoing to start being on the on the sophomore list on the junior list ofsome of campaigns that we're doing I've talked to some schools that are goingas low as eighth grade to start recruiting some students, and so I'mjust curious. What, as some of those skills and the those traits thatthey're going to be bringing that we should be aware of well. Firstly, it'sabout understanding the context, the Times that are shaping them. That'sreally going to help us get a good understanding of them and we sometimesthink well there we're living in these times to these times of the digital andthese times of global connection and social media. But you know the agentwhich you're exposed to a new technology or a transformative eventdetermines how embedded it will become in your psyche and lifestyle, and sofor this generation living through coved, adapting to digital, connectingon social media being influenced through these new channels. It's adifferent experience for them and a will impact them profoundly. So what weare talking about is a generation that are social interms of the influenced channels of their life. It's not just what theAuthority figures are. The experts tell them, but the PEA group they're globalin that connection, their digital in the tool, their visual and how theyconsume that content, not just the written form any more and, of course,mobile in lifestyle and where they work and where they will study far moremobility for them. So so those characteristics are at a new levelcompared to even the generations that are just a little bit older than them,and- and we see these same traits right...

...around the world and is part of thisbook on Generation Alfar. We surveyed both the parents and these youngstersin several countries, and we found the same characteristics and expectationswherever we searched, that's really fascinating. I can findit fascinating that it's that you see is a lot of trends throughout the world,and I guess that kind of you know goes and points to the fact that we are muchmore of a globally connected world. Then then, then, maybe some politicianshave tried to lead us to believe and the way things are, and so I think it'sreally. I think it's really interesting that even those traits are kind ofbeing seen in different parts of the world. Is that kind of what you'resaying yeah totally and and that's why we call them the world's first globalgeneration, because never before have we had the technology that connects thesocial media platforms that engage the news. Feed isn't just the local news,but it's what's coming in on those global platforms, the the the searchand and playlist are are coming in from global platforms from net flix tosporific shared right around the world. The the by recommendation does there ona on a shopping ap from your Amazon to to whatever may be, youknow, their preferred store e Bay, excat, it's global and- and wejust haven't had that before, and therefore the friends and theconnections, and even just the global awarenesses at a new level today, andwe say that people resemble their times more than they resemble their parents.We sometimes think. Well, there are children, we know that and we do but,but they actually often will share more in common as they connect globally witheach other, then they may with the generation that was shaped in adifferent era prie. So let me let me just kind of peel this back a littlebit, because I think that you know because they're going to be more globalcitizens, tether coming and they're going to be more formally educated andI think they can enter enter into their post secondary. I and higher educationin a more probably more aware,...

...situation than any generation beforethem from from a global understanding to just the engagement that they havethroughout their lifetime. Help me understand how that's going to makeform them into this holistic student. I mean they're going to be more of astudent that I think a lot of schools are going to be interested in, butthey're going to require some things. I'm guessing right now that you knowtravel programs are going to be very important to this generation. They'regoing to they're going to want to be able to participate in study abroad,programs and they're going to want to be able to have a greater impact on theworld through their education and through the the university that theymight attend is. Is that kind of what you're thinking and what you're? Seeing?That's exactly right, but they're looking to make it different to have animpact to seek fulfilment in their life in a more holistic way, and so aseducators and as those engaging with them to train them in this next stage.It can't just be a focus on the academics. It can't just be a focus onsetting them up for the career because they will be multi career they'll, bemultiple jobs in terms of their future. The World Economic Form said that sixtyfive per cent of children entering primary school today, that's these GenElphas will ultimately end up working at job types that don't yet exist. Sohere we are educating them for a working future that that has not yetbeen formed. So what we can't do is give them a body of knowledge and thinkthat that will sustain them through their life and portfolio careers, butwhere we can give them life skills, people, skills, character, formationand the ability to learn how to learn so that they can adjust and adapt thatLenin. So they can be those lifelong learners so that they can future prooftheir own careers because they will have the resilience, the adaptability,the creative thinking that the critical thinking skills, the people and socialskills to connect a cross diversity and...

...engage in a changing world, and that'swhere those programs that you mentioned from those civics programs to missionsor overseas travel, where they're learning to make contributions wherethey're developing those people skills those entrepreneurial type programs,and maybe they can do in turn, ships and see the real world of work inaction. It's that sort of program and structure, that's really adding valueto their life, and we can't think that we've just got to get them more andmore in front of screen to getting the learning. We've got to stretch them tonew areas and and and skills that'll sustain them for the future. That'sgreat, that's great. Well, tell me a little bit about how they are going tobe influenced by their parents. I mean you said: Generation O generation, themillennial generation. Why are their parents? How is that going to impacttheir decision making, as as they kind of enter into? Let's say I search for auniversity higher and we find in generational studies that onegeneration is not normally a continuation of the last, but it'salmost like a pendulum and and how one generation was raised. We swing the pet,see the pendulum swing back and and the next generation is raised differentlyand that's what we're seeing with the millennial. If we think about howmillennial were writ as they are given a bit more freedom, less structure and,and they sort of made their own way in the world- and you know, did that verywell- it was the start of the Internet era for the millennial growing up.There was a whole new, I guess, platform in which they interacted thattheir parents didn't know, but now we see millennial as they become parentsthemselves, raising their Gen Alpha. Children are far more engaged. Therethey're a bit more structured around their parenting styles, they're they're,connecting across that generation gap more than the baby boomers did withthem, Milleno, kids, and so what we...

...have is a more you might say,structured informed, an engaged parenting style, the the appearance asthey think about their genalfin future, doing their research, a jumping onlineat getting the information and making those decisions around whicheducational pathway is going to be best from after school tutoring or coachingthrough to booking them. In for the extra curricular lessons and activities,it's a far more structured upbringing. They are having fewer children they'rehaving children. These milanais a little bit older in life generally toincome earning household, so there's a little bit more discretio money tospend and they are investing that in the education and an upbringing ofthose children, so they're more informed. You may say, and therefore abit more expecting aspirational as they raise those children. So he we're goingto keep that in mind as they make their choices in some ways: The market, theclient of the children, but but in other ways it's their parents, who aremore informed than so communicating with them, is key. That's very, verygood to know this has been very fastning. I guess another question thatwe are kind of interested in is: How is the whole notion of the pandemicwith Ovid? How? How is that impacting this generation? And what? What is thatgoing to do? Because I mean, if I think about it, someone who's ten years old,who you know eighteen months or two years of their life, has been involvedin a in a lock down or even a five year old. I mean that's, that's twentypercent of their life, it's a large percentage of their life to grow upwearing a mask compared to you, know someone or a w who might be ageneration exer or something how's that going to impact them as theykind of enter into this next phase of life M al very profoundly, because notonly is it a fair proportion of their life, but it's in those key formativeyears as well, and so, while young...

...people have the least been the leastimpacted from the health consequences of coved they've been the most impactedfrom the social isolation and disruption that it has caused. They'veseen transformations in how you can study and online and through thedigital has become mainstream they've. Seen parent work from home through this,and, of course this is global. The impact of coved, the lock downs and thechanged approaches from hygiene protocols to just the volatility oflife that the set programs and activities were no longer guaranteed.This has had a profound impact on them. They've also seen the financialconsequences of it as as a lot of families, particularly those in casualemployment in hospitality. Retail travel have been so impacted. Those inmore precarious worky economy and the like have have been challenged, and soit has shown this generation that having savings and having a secure joband being prepared for the rainy day is an important thing. In a prior to Covin.We have a generation of young people that were living for the now, and thatsaw the economy always heading up. Hadn't experienced a recession, andreally, you know saw that they had the choice of jobs and they were in thepower seat when it came to choosing the job as a candidate. That's all beenchanged and we've seen at this early age generation, almost like theirgrandparents, who saw the tough years after World War, two have seen somesome recessions. They they, like those older generations, now are valuingsecurity and financial conservatism and savings, and and again the secure job.So so that's profoundly changed their outlook and it's it's given them a newfocus that o yes, you can have...

...flexibility around where you work, butbut in ensuring a secure job and indeed being able to create your own job sothat you've got a fall back option. Does matter, they've seen the benefitof that education as being an extra support and- and I think for theunsettled, ambiguous, complex and volatile future education and thesecurity it brings for a future as well as developing those broader skills andhas just been reinforced as essential. That's really really profound, and Ireally appreciate that. I think that the more and more that we kind of studythis and part of the reason why I wanted to bring you on the podcast isthat I think that I'm still, you know in the last probably three years I wasstill having some clients that were just trying to figure out. Oh, you meanwe're not talking about millennial anymore, we're talking aboutgenerations Ze. I like to get everybody ahead of the curve, and I think this isa good opportunity for us to do so, and- and while I'm talking about that, Ijust want to make sure that I mentioned book that you've recently released. Ithink you told me that you did a virtual book release yesterday in inSydney it's called generation Alpha, understanding our children and helpingthem thrive. It's by Mark mccrea with Ashley fell. I downloaded my copy onAmazon. I know that they have both the Kendle and the paperback version onAmazon here in the states and so really excited about that, and I wouldencourage people that are listening that want to hear more or read moreabout. You know what mark and his firm's research have discovered aboutgeneration, Ol fo, that's a great place to start. I guess one of the questionsthat I would have for you mark is: If we ever have someone had a question foryou or just wanted to connect what would be the best way for them to dothat? Well, the simple way you know the book is called Generation Alpha and ifpeople go to generation, Alpaco you'll find great resources there that we'veput up and you can get the book and another information from that site andand our business is macrin, and so MC crinom you'll find a blog, a lot ofblogs, a D and free information and in...

...fograms as well and and so eithergeneration Alpha Com or MC kindom. You can grab a lot more information aboutwhat we do and about about these, this research that we conduct and Mutoisfreely accessible on those sides. So the encouraging people to look at thatand just to keep in my particularly for educate, is that the focus is not juston the next program or on the next campaign. But it's got to be on thenext generation and, as we further understand them, I think we can adjustand adapt and effectively engaged with them and and resource ourselves tounderstand their world their context and who they are is going to help usout and ultimately help them out as well. That's great. I really appreciatethe time that you've spent with us today Mark It's been a pleasure to haveyou on our on the high red market or podcast. The higher and marketerpodcast is sponsored by calor solutions and education, marketing and brandingagency, and I think, patented a marketing, execution, printing andmailing provider of Higher Ed Solutions. On behalf of my co host choice. Singer,I bare Kayler. Thanks for joining us, you've been listening to the Higher EdMarketer to ensure that you never miss an episode subscribe to the show inyour favorite podcast player. If you are listening without the podcast we'dlove for you to leave a quick rating of the show, simply tap the number ofstars, you think the podcast deserves until next time. I.

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