grew up fast in the last generation, grow up faster today, and will probably grow up even faster in the future.
But it’s not physical maturity that I’m talking about: it’s knowledge, skills, information and values.
Those also happen to be the same components of what we colloquially think of as a “generation”. Generation X, Generation Y, and the Millennials (who apparently enjoy killing the canned tuna industry).
But this article is not about the plight of the millennials, how they make less money than the previous generations, and how the essentials of life are more expensive than ever before.
It is about looking into the future, and in particular, how to market to the upcoming generations.
Because the old adage is true: Kids ARE growing up so fast these days. In fact, much faster than expected.
The Micro Generation
To explain the concept of the micro-generation, we’ll have to compare and contrast two generations (as if we weren’t divided enough already). Let’s call these two generations the “facebookers” and the “snapchatters”.
The facebookers are millennials. Born in the early 90s and grew up when the Internet was starting to become a
thing. They saw the rise and fall of AOL, lived through Windows ME, and saw Apple become a powerhouse with the release of the iPod.
The snapchatters… Are also Millennials. Born in the mid 00s, they are the generation who grew up with the iPhone, that saw a world with social media “being a thing” and fortunately never had to live through Windows ME.
If both generations are millennials, then why the difference? What sets them apart?
In my opinion, it has to do with the availability of information, and ease of access to it.