Havas Labs & Havas Creative Group Australia Chief Strategy Officer Olly Taylor explains why brand managers who ignore a new Gen Z-driven wave of progressive Australian values do so at the own peril.
The generation gap. It’s as old as humanity. But in Australia 2022, the rise of a new wave of progressive values has turned that gap into a massive chasm. One that brand managers need to bridge to connect with younger generations.
The Australian National Values in 2022 study by Havas Labs, the research division of the Havas Australia Creative Group, in partnership with YouGov, found new generations of Australians are far embracing progressive values over traditional ones.
It showed Boomers and Zoomers are polar opposites. In direct opposition and not seeing eye to eye on core Australian Values.
Baby Boomers buy into a traditional view of Australia – mateship, nationalism, fair go, security, rule of law and ‘no tall poppies.’
Gen Z? They’re less about being nationalistic, more about being progressive and not just ‘fair go’ but actively demanding egalitarianism.
Boomers holding on, Zoomers moving on
Zoomers value exactly what Boomers don’t - creativity, innovation, entrepreneurship, achievement, and intellectualism.
Gen Z is ambitious and wants success - but they’re looking to succeed while still keeping the values that matter to them. Not establishment success but earned through innovation. Self-made success, not family money and old school ties.
While Gen Z is moving on to the future, Boomers are holding on to the past.
That becomes clear when you ask what they want to see more of in the near future.
Boomers want more of the same - and lament those traditional values they feel are slipping away.Younger people want sustainability, progressiveness, less tradition - and they’re optimistic about the future. Something Boomers are not.
The number one priority Gen Z wants to see more of in Australia? Sustainability. And whilst not surprising in its own right it is surprising that for Boomers Sustainability doesn’t even rate a mention. The divide on what matters to the two generations is clear.
Will they grow out of it?
Don’t assume Gen Z’s values will change with age. They’re not going to ‘grow out of it’ - and grow into Boomer ideals. Zoomers will never be Boomers. Lifestage will change and age might soften attitudes, but the values Gen Z hold dear will stay.
The bottom line for brand managers?
The stereotypical view of Australia values that center around mateship, nationalism and distaste for things tall poppy really only connects with people 50 plus. And it’s dying out.
The question is, do you hold on with Boomers or move on with Zoomers?
Be very aware of what Gen Z believes in and wants – because it is very different to those who’ve come before them.
They maintain a far more progressive set of values as they look to care for themselves, their community, and the planet - and agitate for change. They set far higher standards for themselves, their world - and the brand they choose.
They are demanding something different from future Australia values and they’re not necessarily seeing it reflected by brands.
Today’s brands need a different version of Australia for a different generation.
If you’re not Gen Z – and most senior brand managers aren’t - assuming others see the world as you do is dangerous. It puts you in direct opposition to younger generations who see it differently.
Don’t disparage Gen Z and think they’ll grow out of it - because they won’t.
Ignore them at your peril.