Noreena Hertz, an economist and best-selling author, advises some of the world’s leading business, media and political players on future trends. Speaking at Google Zeitgeist 2015, Noreena discusses why – from a business perspective – it is important to understand and engage with “Generation K”, who she defines as the teenagers of today.
Teenagers represent a significant market, worth €100 billion euros in Africa, the Middle East and Europe combined. Noreena believes that if you want your business to be successful over the next two decades, you need to deeply understand this generation and how profoundly different they are to their predecessors.
Noreena argues that for this generation the world is more “dystopian” than “oyster”, which has resulted in widespread anxiety, amplified in part through constant connection with technology. One of the issues Noreena identifies as making this generation most anxious is inequality (gender, racial, economic, trans-gender). Having been profoundly shaped by “the global economic crisis and existential dangers”, Generation K are committed to being active agents of change who campaign for a better future.
Therefore, when trying to engage with Generation K, Noreena argues that it is critical that businesses are transparent, and that they use the right tools to try and understand this unique group. Watch the video above for the full keynote.