The Tribune

By Scott Farrington

The speed of light travels at uuhhmmm ????? VERY FAST how’s that? For you really detailed folks, light travels at a speed of 186,000 miles a second, or 700 million miles an hour. For scale, the distance from the Earth to the Moon is about 239,000 miles. This is pretty fast and it is said nothing travels faster.

NOT TRUE!

In today’s world I have found a generation of persons that travel, move, think and decide faster than the speed of light. How’s that, you ask? Here is a little history taken from Generations X,Y, Z and the Others by William J. Schroer.

Generation X

Born: 1966-1976

Coming of Age: 1988-1994

Age in 2004: 28 to 38

Current Population: 41 million

Sometimes referred to as the ‘lost’ generation, this was the first generation of ‘latchkey’ children, exposed to lots of daycare and divorce. Known as the generation with the lowest voting participation rate of any generation, Gen Xers were branded by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them”.

Gen X is often characterised by high levels of scepticism, “what’s in it for me” attitudes, and a reputation for some of the worst music to ever gain popularity. Now, moving into adulthood, William Morrow (Generations) cited the childhood divorce witnessed by many Gen Xers as “one of the most decisive experiences influencing how Gen Xers will shape their own families”.

Gen Xers are arguably the best educated generation, with 29 per cent obtaining a bachelor’s degree or higher (6 per cent higher than the previous group). And, with that education and a growing maturity, they are starting to form families with a higher level of caution and pragmatism than their parents demonstrated. Concerns run high over avoiding broken homes, kids growing up without a parent around and financial planning.

Generation Y - Echo Boomers or Millenniums

Born: 1977-1994

Coming of Age: 1998-2006

Age in 2004: 10 to 22

Current Population: 71 million

The largest cohort since the Baby Boomers, their high numbers reflect their births as that of their parent generation - the last of the Boomer Is and most of the Boomer II s.

Gen Y kids are known as incredibly sophisticated, technology wise, and immune to most traditional marketing and sales pitches, as they not only grew up with it all, but they have seen it all and been exposed to it all since early childhood.

Gen Y members are much more racially and ethnically diverse, and they are much more segmented as an audience, aided by the rapid expansion in cable TV channels, satellite radio, the Internet, e-zines, etc.

Gen Y are less brand loyal, and the speed of the Internet has led them to be similarly flexible and changing in fashion, style consciousness and where and how it is communicated with.

Gen Y kids raised in dual income or single parent families have been more involved in family purchases - everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.

Generation Z

Born: 1995-2012

Coming of Age: 2013-2020

Age in 2004: 0-9

Current Population: 23 million and growing rapidly

While we don’t know much about Gen Z yet, we know a lot about the environment they are growing up in.

This highly diverse environment will make the grade schools of the next generation the most diverse ever. Higher levels of technology will make significant inroads in academics, allowing for customised instruction, data mining of student histories to enable pinpoint diagnostics, and remediation or accelerated achievement opportunities.

Gen Z kids will grow up with a highly sophisticated media and computer environment, and will be more Internet savvy and expert than their Gen Y forerunners.

The history lesson is finished for now. So try this. If this generation Z is looking for a product or service, it is at their fingertips. Once they find what they are looking for, they ‘CLICK’ and the product/service is confirmed/ordered. Done.

Great, you say. However there is a catch. Once the order is placed it better be ready/delivered when they want it every time. If you fail in this process even just once, regardless of the extenuating circumstances, guess what? CLICK and you are gone. They have moved on to the next company/person. Generation Z has no patience or loyalty to anyone or any product. As soon as there is a bump in the road they will switch roads, vehicles etc, to get them what they want when they want it.

My point here is that whatever system you use or operate by, it must be efficient and virtually perfect. Generation Z does not believe in second chances/opportunities.

I, on the other hand, believe in second chances and opportunities. I also believe in forging relationships whereby you work through extenuating circumstances. Why? Because there is no perfect system. There is no perfect human being or product.

I believe that if there is an issue with a product or service, you should speak with the company and give them a chance to correct the issue and resolve it. Companies/persons that make it right, so to speak, are the companies, persons, products that will get you to your goals faster. It may not be at the speed of light, but you will get there and reach your goals more consistently and faster than Generation Z will.

Why? Because while generation Z is bouncing all around the place heading towards their target in a zig zag approach, the process in the long run is longer. The shortest distance between two points is a straight line. Once you find a company/person/product that is willing to consistently service your needs and make things right when there is an issue, stick with them as long as you can. When the company/product/service consistently fails, then is the time to disconnect and reconnect.

What does this all have to do with sales and marketing? Well, everyone is in sales whether they admit it or not, and need or use products. In marketing you are either promoting a product or service for sale.

All of these sales and marketing strategies are certain to keep your business on top during these challenging economic times. Have a productive and profitable week.

Remember, “those who market will make it”.

• NB: Scott Farrington is president of SunTee EmbroidMe, a promotional and marketing company specialising in uniforms, embroidery, silk screen printing and promotional products.

Established over 27 years ago, SunTee EmbroidMe has assisted local businesses from various industries in marketing themselves. Readers can contact Mr Farrington at SunTee EmbroidMe on East Shirley Street or, by e-mail at scott@sun-tee.com or by telephone at 242-393-3104.