GenZ Vie. Monsters or Masters?
GenZ Vie. Monsters or Masters? Often in marketing, we experience a fear of unknown. GenZ is a bit of the unknown. Especially when it comes to personal choices. Topics like connection, relationships, dating, meeting up & hooking up. For millennial or boomer marketing professionals in Vietnam, it is often confounding to distinguish one from the other, hence we tend to perceive this target as a mystery. Some people so significantly divergent that it begins to attain monstrous proportions. GENZILLA is one such popular and oft repeated term in a multitude of insight reports trying to decode GenZ. Terms like this tend to polarize our view and forces us to imagine them as a different species. It also fails us at an intellectual level and makes it difficult to fathom the human within this group of people. Often treating them as a bunch of colorful cohorts, dressed in monochromatic funk, sheltered under their bucket hats, floating whimsically in those baggy flannels – almost half human,