Yesterday, my 14-year-old son couldn’t control his excitement - he'd just landed an internship with a top athletic wear brand.
It got me wondering, why would a globally recognized brand, with access to the best talent, be interested in a 14-year-old?
The answer, it seems, lies in the brand’s desire to understand Gen Z and Gen Alpha better. It's no secret that these generations operate differently from their predecessors. They are born bang in the middle of the digital age. This is a generation which communicates in images and memes with social media intertwined in their lives.
Today the phones we use are in most cases more powerful than the desktops/laptops that we have been using since decades. If we look at the last decade it has been nothing short of a revolution for each and every one of us. We do most of our shopping online, order food, order groceries, book cabs, book hotel rooms all at our fingertips through apps on our phones.
I believe this is just the beginning and one can only wonder what the world will be like in 2034. The challenge as an individual and more so as a parent is to not only understand and navigate the ever changing external environment but also to provide the right guidance and insight to the upcoming generation.
What are the lessons here for businesses? At the end of the day, businesses need to change and adapt quickly. Hence, constant insights help them engage with these young consumers through their preferred platforms and in their language. It’s important to get in the shoes of the future consumer. After all, to understand them, one needs to not only listen but also involve and let them lead the way.
So, while I was initially surprised by my son's news, I now see the brilliance in it. It's a win-win situation for the brand and for young people like my son, who get an early start in the business world.
I can’t wait to listen to his experiences on what he is building as part of his internship. He was always curious about how businesses work and this gives him a great opportunity to learn in the best way possible - by actually getting his hands dirty and doing stuff.
So here's to my son, to the next generation, and to the businesses smart enough to recognize their worth. The future, it seems, is already here!
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5moCongratulations 🎉🎉