The Put up-Battle Technology’s POV on Right now

We focus lots on Technology Z (12-25 years outdated) and Technology Alpha (beneath 12). Why? As a result of they’re the longer term economic system. Manufacturers will need to have a spot of their minds and hearts to safe their future.

However as we speak we want to the Put up-Battle Technology (77-94) to supply some steerage on their greatest considerations for the up-and-coming generations in addition to what offers them hope.

Listed below are some highlights from my latest interview with Brian Palmer, a 92-year-old Englishman who wrote the primary TV industrial to air in Europe in 1955.


Dad and mom’ affect in your profession

The Put up-Battle technology is not any completely different than 50% of the lots of of people who I’ve requested this query. His mother and father had no affect on his profession, which took place by a contented assortment of possibilities.

Mr. Palmer’s father was within the Royal Air Power in each World Wars. In between, he was a Director of a Brewery in London referred to as Youngs’. His mom labored in Promoting till she married his father in 1927 however was a homemaker after that.


The primary TV industrial in Europe

Right now, we take without any consideration the significance of commercials on TV. As manufacturers have shifted increasingly of their promoting spend to the Web, TV stays an necessary medium. In keeping with Statista, 25% of advert budgets go to TV.


Chart: Distribution of Promoting Spending Worldwide in 2021, by Medium

However, TV was once an up-and-coming medium. In keeping with Mr. Palmer, “advertising-supported TV was very a lot an unknown and controversial service in Britain when it launched in 1955 and will simply have failed. It was primarily supported by FMCG producers with US expertise equivalent to Heinz, Unilever, Normal Meals, and Procter and Gamble.”

Within the Nineteen Fifties, high advertising and marketing corporations thought TV commercials wouldn’t turn into a serious participant. Client media consumption habits have been already set between print and radio. It was exhausting to see how TV would dominate customers’ consideration.

Concerning the first-ever TV industrial to air, it was actually the case they pulled a reputation from a hat. To be the primary industrial to air would safe your place in historical past. Right here is Mr. Palmer’s industrial:


The Put up-Battle Technology’s two greatest considerations with Gen Z and Gen Alpha

Having carried out a lot analysis amongst Gen Z and Gen Alpha, I’m very a lot in settlement with the Put up-Battle Technology’s POV that these generations are, “…considerate and caring”. The truth is, I imagine empathy is the calling card of Gen Z. It is among the causes there may be a lot outrage for unfair remedy of minority teams.


Concern 1: Rights vs. duties

There’s a lot up to now. Responsibility is outlined as “an ethical or authorized obligation; a duty”. Mr. Palmer stated:

“My greatest concern is the substitute of Duties by Rights.”

This can be a level I really feel very strongly about. It manifests itself in our willingness to do issues we don’t wish to do. For instance, calling in sick (pre-pandemic) has been on the rise.

Older generations have been extra prone to method issues like work with an “I’ve dedicated to doing X so I’m going to see it by way of” angle. Whereas youthful generations usually tend to have “I’ve sick days and they’re mine to make use of”.

Now, it is a slippery slope. After all, they’re “our sick days” and we do have the precise to make use of them. And, we now have seen abuses of PTO on each the employer and worker sides. The purpose is that John F. Kennedy’s speech the place he stated, “Ask not what your nation can do for you however what you are able to do in your nation.”, just isn’t one thing we’re listening to from as we speak’s management.

The “rights” versus “duties” debate is extra about an angle that’s troublesome to quantify than a selected instance. However! You probably have an instance, I’d love to listen to it. Simply DM me on LinkedIn.


Concern 2: Dependancy to know-how

Screentime numbers are staggering. And, the affect on our psychological state is clearly extra destructive than optimistic. In an interview I just lately did with an 18-year-old, he acknowledged he deleted TikTok. Why?

“I couldn’t cease scrolling. The algorithm completely managed me.”

What was actually insightful was Mr. Palmer’s foremost concern across the management of electrical energy. As a result of electrical energy is the inspiration of our fashionable society, what would occur if somebody someway turned it off?

“Our habit to know-how which is itself depending on an limitless persevering with provide of electrical energy is a serious concern.”


Ending ideas

Right here is the complete interview with Mr. Palmer. It’s definitely worth the 20 minutes:


Should you’d like to talk about this analysis or create your personal neighborhood for fast entry to your prospects’ ideas and emotions, I’d love to speak to you as we speak!

You possibly can all the time attain me on social or e mail me instantly.

Blissful researching! 😊

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