The days of human-like technology being an integral part of everyone’s lives is becoming more of a reality because of Generation Z. From cracking jokes with Amazon’s Echo, “Alexa,” to watching the new Netflix series that the company says is in “Top Picks,” for you, companies are making technology become the supportive and reliable family member that people are starting to rely on.

The older generation’ s concern with brands breaching privacy by using personal data to target their advertising is less of an issue for the consumers of Generation Z, who believe personalized reliability, that the internet can provide, is more valuable.

Companies aren’t taking this knowledge with a grain of salt. Microsoft, for example, captivated the hearts of Americans, during the 53rd Super Bowl, when they introduced an adaptive Xbox controller and showed as disabled children played video games with it. This controller that was made with the challenges they face in mind and gave Microsoft the appearance of being the necessary heroes this specific group in society needed.

In her article, “For Generation Z the Digital Experience is the Human Experience,” Ad Age author Mary Ellen Dugan stresses the successes that companies receive in branding their products are because they market towards Gen Z and further focus on how their products can become the consumer’s best friend through their technology. Generation Z’s self-awareness about their emotional attachment in online consumerism is important for branding as Duran even mentions Gen Z, “expects digital experiences to be deeply relevant, anticipatory and seamlessly intertwined with their physical experience,” and that, “64 percent of them would rather have unlimited access to the internet than a college degree.”

With this knowledge that technology and the internet is such a high priority in the younger generation’s determination of gratifying life experience, brands more than ever need to keep this appeal of emotional attachment with humanizing technology. Someone’s best friend might betray them, but as long as their internet efficiency doesn’t then they’re happy overall.

The increasing popularity of communicating through social media may have led people to start putting more faith in the product recommendations from people their personally know. What then happens when the brands themselves become personified as the new trustworthy best friend?

-Julia

For more information go to Mary Ellen Dugan’s “For Generation Z the Digital Experience is the Human Experience” Ad Age, (February 5, 2019).

Link: https://adage.com/article/wp-engine/generation-z-digital-experience-human-experience/316487/