Society tends to either romanticize youth or criticize the things they are doing differently. The reality of Zoomers, however, lies somewhere in between. They face many of the challenges that everyone faces in that life stage—transitioning from school to work, separating from parents, and forming their own identities. But they are doing so in an ultra-connected, fast-moving technological age that has seen some of the most horrific global events of all time.
We must recognize Zoomers’ differences and meet them where they are, rather than where we want them to be. Without empathy and understanding, brands risk being filtered into obscurity. As writer Logan Pearsall Smith put it nearly one hundred years ago: “Don’t laugh at a youth for his affectations; he is only trying on one face after another to find a face of his own.”
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