May 18, 2022 • 38 mins
The Dallas, Texas-based advertising agency LERMA/ has published several white papers that give a unique point of view on the market and consumers based on research done in conjunction with The University of Texas. These studies range from generational differences and highlights, sexual orientation and self-identification, digital and analog trends, and the impact of COVID on groups not limited to the general population. The LERMA/ Brand Planning team, led by Quim Gil has brought fresh thinking into what a multicultural audience is in America. Quim, has been talking for over 10 years about how to reframe the thinking of culture into what he calls Omniculturalism as the reality of what American culture is today. Join us in this conversation with Quim about Gen Z and get to know this up-and-coming amazing generation. They might walk into your shop today, physically or virtually through the Metaverse.
Check out more insightful LERMA/ studies: https://lermaagency.com/insights/
Check out more Loud And Clear #LoudAndClear episodes: https://lermaagency.com/loud-and-clear/
Guest: Quim Gil, Strategy Principal at LERMA/
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
My hypotheses or well-funded hypothesis around this is that
(00:03):
there's a generational Gap with how you understand, you know,
social media interactions or digital interactions try to go
for the topic, they're interested with try to solve
solve a pain Point, try to jump on a social discussion that
important and relevant to them, but from your own perspective
(00:24):
and point of view, don't fake it.
That's what being in culture means being at the The right
place at the right moment in a, in a meaningful way with
empathy, right? There's this emerging trends
that I found fascinating around,you know, showing yourself as
you really are and just acknowledging that not
(00:46):
everything in your life is perfect.
And flashy, when your Walmart atyou, you cannot pretend, you're
part of the jensi culture. You can certainly Target them.
Physically with something that is going to be relevant for
them. But you cannot pretend, you're
one of them. Welcome to loud and clear the
(01:18):
podcast. For those who give a shit about
advertising loud, and clear, is produced and created from the
headquarters of Letterman advertising downtown Dallas,
Texas. This is our 3rd episode of this
season This is your host, Francisco Cardenas and in
production model for Ruiz. Today we have a very special
guest that I have been trying toget in our virtual studio for
(01:40):
months. Now or guest has spearheaded the
planning department at Laramie for several years, alongside a
team of amazing brand planners. That put things in unique
perspective, on the, have our clients and positioning brand
messages in a special place in consumers, Minds, the name is
Kim him. This one of Catalonia operates
(02:02):
from that European region, but has constant appearances in our
offices, when he's away. His physical presence.
Is felt as Robo, Kim, a physicalrolling robot across the office.
That join us at meetings water cooler chats and has even joined
us on. Bathroom breaks to keep the
momentum of the conversation going.
(02:23):
Welcome Kim. How are you?
Thank you Francisco or bunch of.That's how we call.
Francisco at the agency. For for that introduction.
We're here to talk about bathroom breaks, right?
Yes, of course. That's that you mean.
Good conversations started the bathroom for sure.
I've learned how you been delighted.
(02:45):
And dude, I'm delighted to be here.
Let's do this. Well, thank you.
Well, thank you. Well, I mean so I want to start
with with with part of what you guys do is is work on periodical
papers that analyze cold Our Trends and generational insights
that allow us at the aroma and or clients and the industry in
(03:06):
general, gets murdered about whatever is going on in the
world. You guys have several have done
several of these papers. Yeah.
Can you talk about a little bit as an introduction of Y and the
process? I know we've had here.
Carlos Rodriguez in the past talking about some but just in
general as you as you lead this project, those a little house
(03:26):
started and what he what you guys are doing, sure.
This is, I would say one pet project for the strategy
Department that we're really proud of.
And, you know, the whole intention of it is just
basically to keep, you know, thewhole agency curious and
connected with reality. There's, you know, there's
nothing much more than that thanjust, you know, sharing thought,
(03:50):
sharing our perspective on important issues, this this, you
know, curiously enough started as as a challenge on My end to
the acculturation Theory, you know, the listeners that might
not know me. Might have figured out by now
that I'm not for here from here,obviously, by my accent.
(04:11):
Right. I'm a Catalan and I moved to the
US 10 years ago. And, you know, one of the ideas
that were floating around at that period of time, was the
acculturation Theory to talk about, you know, different
cultures in the u.s. like African-Americans Asians or
Hispanics, right? This whole idea around, you
know, any One landing in the US or a whole culture willing or
(04:35):
Desiring to take this mental journey to become sort of app,
you know, Cowboy from, from Ohio, when in reality, we know
that. That's not, you know, that it
doesn't work like that, right? Then.
And I felt that way. I am many people felt that way
and, and this whole research initiative started personally as
(04:55):
an opportunity for me to debunk that theory with data, And with
a serious as institution backingit up.
And so we, you know, we contacted with the University of
Texas at Austin in order to propose more than a series of
white papers like an ongoing partnership to explore
different, you know, different different ideas, different
(05:16):
areas, different subjects, different generations.
And we started with Millennials,then we move on to gen Z in a
series of nationally representative quantitative
researchers that were all I meant that with some qualitative
work and ethnography, you know, traffic research, and also
expert interviews. And, you know, that led
(05:38):
naturally to two different findings that we found, you
know, curious enough to share with the wall and not just with
our clients with anyone, you know, everything is on our
website. People can just go there and
read them and they will find, you know, white papers are on
different subjects around, you know, from suggest like politics
and what Millennials and gen Youthink about politics things,
(06:01):
like coffee it? Of course because it seems like,
you know, everyone has to have apoint of view around coffee.
It h is mainly around, Hispanicsand African-Americans being
disproportionately affected by the consequences of covid.
But then there's more like Herodsubjects, like how Genesee lives
(06:23):
sexuality and the eating and, and, you know, hooking up with
each other and Stuff like that. And you know the latest that we
have released recently is is onearound language and
communication. And how, you know those young
folks? Jen, Jen see?
Talk to each other communicate with each other even gone
(06:45):
stablishing relationships with each with each other.
That's, you know, that that's what keeping us busy aside from
our normal agency work and therewill be more in the near future.
Yeah, I mean I would label as a super long answer, No, no no.
But I love the project and it's a good set of.
I mean we are here to talk aboutthis this recent paper called
(07:07):
the you speak again. See but I would like to call out
to things like one, you know. I remember the project
Millennials deconstructed which probably came out.
You know, 2016, I believe and itwas right before the elections
and the findings of the polls that we got from that research.
You know, you guys had done the research, but then when we were
(07:27):
promoting the reefs, as far as the results, Of what was going
to happen in the in the in the political landscape was amazing.
To me as we had in some of the polls had from coming in on
First and nobody was talking about that.
So it was really interesting to see that and then the other
thing that I really commend yourgroup and the intelligence that
you guys put out there is I don't believe I saw a paper on
(07:51):
covid. So early in the industry than
what you guys put out there and and what it was doing what it
meant for agencies and Brands Etc.
So Thank you for that. But today, we are indeed here to
talk about gen Z and how they communicate.
And I want to start with the, with a question that I struggle
with everyday, which is Kim. Do you speak gen z?
(08:14):
I don't obviously. And, and, and everyone I'm 45
and everyone at our age or be slightly below or above.
They just need to acknowledge that the whole industry, you
know, anyone working NG at in marketing or advertising or
media, we're not young anymore. And that's fine.
(08:36):
And that's totally fine. As long as we recognize that and
don't try to pass as a cool guy.And, and all of that, that's
fine. That's why that's right.
We do research. That's why we have people in the
agency that are way younger thanus, more intelligent Aras and
more connected with that realitythan us what everyone needs to
(08:58):
be. I mean, you, It to speak jensi,
but you need to be culturally connected with the reality and
curious enough, not to dismiss, you know, not a single thing
that they're doing and not noticing that aspect of that
culture, you know, as people grow old.
And and I think you will agree with me.
(09:18):
We tend to just land slam everything.
You know, anything that young people do like God, you know,
our, our movies when we were kids were better than the ones
that are watching or Or, you know, our music is just better,
Nirvana was way more awesome that Billy eyeless that's
that's, you know, that might be true or not.
(09:38):
But you know regardless of what you think you need to be
connected with reality. We're in the business of
connecting brands with their audiences and we cannot pass or
disguise ourselves as one but wecan certainly have the
commitment to stay connected with them recognize where we Not
(10:00):
fake it and as for help, that's perfectly.
All right. Yeah, it's almost like every
generation signature move to protect their legacy is too kind
of bash on the younger generation and it's also about
like, I love what you're saying,because it's also about empathy,
right? Like saying, hey, you know,
maybe we were the same back then, but understanding and
(10:21):
accepting that especially in what we do as marketers and ad
men and women recognizing that, it's interesting.
I get several times a week. Week because I tried to throw in
the word, bro, bro. Yeah, my daughter not very
nicely. Reminds me that I don't know how
to say it, and that it sounds like like I'm saying, brah.
So, I think is interesting. And then, I also saw on the, on
(10:42):
the, I hope I don't throw out the word, cool, a lot on this
podcast because I saw that, that, that was, that was not a
school within the the research, you know, there's, there's
there's many, there's many learnings that we could applied
from that research that we did too.
What you just said, you know, starting with those two words
(11:02):
that you mentioned. We you know, one of the themes
of that white paper was, let's just, you know, analyze which
words are okay. Which words around even fashion?
Which words are not and and we found that some of them are just
divisive divisive. How do you pronounce that in
English? I don't know divisive, you know
(11:23):
that? Like yeah, some people, some
people use, bro. Some people don't you know, land
like that were some people. Well don't the same happens with
cool. Cool, it's not cool anymore and
we can put percentages on that because we asked, you know, a
nationally representative panel of Jen's years in the u.s. what
(11:43):
and also what you just mentioned.
It's, you know, before that was,you know, every generation just
trying to bash the, the younger one.
And I have to say that after doing this research, I admire
urgency and I think that a veteran generation than us Or
Millennials overall and for a variety of reasons, men, first
(12:05):
of all because you know, they'rethey just more resourceful.
They have more at their disposalthat we wish we had back then
like could you imagine how streamline you know, meeting
people and dating would be with technology and you know we in
trouble people like me were forced to go out there and
expose ourselves in public and talk to people in a bar like
(12:28):
right now you still have To do that and and gents ears.
Still do that. But there's, you know, some
steps of that game that you can do, you know, over all over
social media our, you know, appsand and and that's great.
And also they, you know, anotheraspect that I learned is that
they, in spite of how the wall is going on right now and Kobe
(12:51):
it and the conflict in Ukraine and, and, and, you know, the
crisis in Syria and all the refugees in the Mediterranean
and all, you know, You know, there's everything seems to be
going really bad, but degeneration is super
optimistic. Yeah, they remain adamantly
optimistic about, hey, we can still turn around this, we can
(13:12):
do something about this and it'snot because they're young, it's
because they feel more, you know, Empower than us and they
own the problem. And they want to change the wall
for good and for a better, you know, to thank whoever replaces.
Sorry, yeah, I think that's that.
That thought is nothing good to take away.
I wanted to go back to the topicof words, right?
(13:36):
It seems that every every generation creates a certain
language codes to make their ownand self-identify, right?
But but not in a way, this is also used to alienate other
Generations. So you know so that my parents
don't understand me. Also that we become kind of
Click. So kind of like it's almost like
(13:57):
a concerted effort to keep Out of the loop, you know, older
Forks, if you will. So, how is this like, I want.
I always wonder like, how does this play in advertising, where
you want to be inclusive? Or sometimes you have, you know,
briefs that? Yes, you want to hit hard on gen
Z but perhaps you have a second audience, those, those
(14:19):
exclusiveness become a tool to create deeper connections.
So, you know, like how do you Hit that card without why being
inclusive at the same time, but making them feel exclusive as a
generation, how they speak and how they talk with those codes.
Sure. You know, obviously there's an
opportunity to to address jensi specifically and nail it but
(14:44):
also that comes with a higher percentage.
Probability of screwing it up badly like pretending you're a
cool kid when you're not, I think everyone every brand.
Sorry has to To find their own voice, right?
And just stay true to that. And, and the same way we tell, I
(15:05):
would say, traditionally American brands that they cannot
all of a sudden, become Mexican to reach out to Hispanics, or to
a certain, you know, Hispanic culture in the US, the same
thing applies to different Generations.
If you're, you know, everything is a ran.
Again, if you're I don't know One Direction and that's it.
(15:26):
And aside from a, from a band. You, you, you are entitled to
reach out to them in their st. Own language because you're part
of that culture, you're part of that Community.
When you're, I don't know, Walmart at you, you cannot
pretend, you're part of the jensi culture.
You can certainly Target them, specifically, with something
(15:49):
that is going to be relevant forthem.
But you cannot pretend, you're one of them.
I love. So, and so using those Those
cool wards that you know that generation uses could backfire
badly. If you know if it's not if it's
not I would say align with your personality.
Yeah, I mean it's a challenge. I love what you're saying and it
(16:13):
happens a lot on social media. When we, when we work on giving
advice on, you know, for ransom social media, you know, the
whole idea of being a social brand versus a branding social
Friends that are not social. Like they, they haven't not just
created that Persona, and it seems that for Signature Brands.
(16:36):
Like, I don't know to name within the card world, like
Cadillac Buick. They have a struggle in building
this connection and feeling trueto themselves on like, you know
what you're saying is like, Walmart you cannot pretend to be
something you're not, but still,I think there's some examples of
brands that are actually being successful in connecting, Using
(16:57):
either language or certain cues,but I love what you say in, you
don't have to be it to be able to talk.
No just, you know, think about any, you know, let's bring this
down to human interactions when there's a generational Gap.
Like let's say when you're talking to your little kids
because you have little kids, right?
You're not going to all of a sudden, start to mimic their own
(17:20):
language, because they're going to laugh at you, and they're
going to find that ridiculous the way you.
The way you connect with them and engage with them in an
efficient way is by a, you know,using empathy as you said be,
you know, trying to find a common subject of interest.
And and that's how you build, you know, Communications and the
(17:41):
same happens with Brands and their audiences.
Like you don't need to be like them.
Just, you know, try to go for that topic, they're interested
with try to solve solve a pain Point.
Try to, you know, jump on a social discussion that important
and relevant to them but from your own perspective and point
of view, don't fake it. Yeah, so the paper starts the
(18:05):
white paper, the research startswith a note saying on how Lerma
and I think it's something we'vetalked about but here in this
case it's particularly relevant howler.
My uses both in language, and inculture, approaches to connect
with consumers and I think you're you're hinting about this
in what we're talking about. So in this case with with Jen
(18:26):
seek and Explain the little bit,the difference of between both
of these like in culture and in language, I think we constantly
are trying to educate our clients and and tell him the
opportunity of these two tools to connect.
Yeah, of course, in culture means just being connected with
how this generation, you know, where they are essentially, what
(18:48):
topics are relevant to them, where are they?
Having discussions? Where are they looking to
interact with rents and also, So, you need to be aware of what
spaces. You cannot just trespass,
because that's not for Brands togo there, right?
So, once, you know that, and youcan know that in, you know, in
many different ways, but mostly by staying curious and connected
(19:11):
with that generation, you want to leverage what we call
cultural insights, which is relevant again, pain points
through its subjects of interestof that audience in order to
find. Hopefully, you know, some common
ground with Out faking it. That's that's what being in
culture means being at the rightplace at the right moment in a,
(19:33):
in a meaningful way with empathy, right?
As a rent in order to connect with them in language, just
means just speaking the same language and again, that doesn't
mean mimicking the way they speak.
It just means just being aware of, you know how language works
(19:53):
for them. Where, where, where did that?
Nation should take place and andif you want to use some language
cues here and there, that's fine.
That's you know, why agencies have people from all ages and
all walks of life? We certainly, you know, have
that diversity at Lerma other agencies have that to and, and
(20:14):
you need to put in the driving seat song when you know as close
to that target audience as possible, in order to, you know,
help you with that. Yeah, yeah.
It's It's funny but also us being so ingrained in doing
stuff for for the, you know, geton Market National in the United
(20:35):
States but also trying to connect with Hispanics.
We use Spanish language as a tool but it reminds me as you
were speaking like speaking of in cultures kind of recognize a
little debate that people that are strongly passionate about
sports are going to have in the upcoming the world this year at
the end of this year, which is time right there.
(20:56):
The Battle of time between there's going to be an NFL
season going on a World Cup going on almost at the same
time. And that's I wonder how that's
going to play out at the level of Brands interacting time at
home with so many games and so many things going on.
So we're recognizing those kindsof cues is what makes you really
(21:18):
intelligent and have empathy forconsumers and brands.
In our recommendations I would also encourage, you know, any
brand As our client Partners like any brand of there to, you
know, aside from those still, you know, entertaining, but
superficial topics to go deep and go meaningful like this
generation jensi not just from this white paper from previous
(21:41):
rounds of research that we've done.
They are super cute, super connected with social issues.
They are you know, social Warriors and and they it's not
that they cared. It's not only that they care is
that they act, and they want anybrand that they would, you know,
(22:02):
potentially put their money and their heart on to care to and to
do something about those issues.And and I know that some Brands
out there, I'd like oh I want tostay neutral.
I want to stay, you know. I don't want to signify myself
politically but you know if you don't want to signify yourself
politically that's fine but do it socially because not doing
(22:24):
anything. It's already.
If showing in action and that's,you know, that doesn't go well
with Jen. See, ya.
So, do you mind talking a littlebit about love with us about
love? I did, what do you mean about
how how are these, you know generation.
(22:45):
Yeah. We started talking about it a
little bit earlier with with thedating apps, but I want to take
a step back from that and just think, could you do think alike
love? Love is such a big driver love
and sex right in in the in the economy and what people do and
are driven to. So what does love mean for the
economy and consumption in general from your perspective?
(23:09):
That's a very deep question. Love is the answer to any think.
Here's, here's the thing. There's there's not, you know, a
ton of difference on how this generation would say consider.
There's love or shows love otherthan straight, love versus other
(23:31):
Generations. Like you know, all there's
interations. Might think all of these guys
are way more Destructor and theydon't want to, you know, have a
partner anymore when in reality that's not true.
The only thing, you know, they're looking for love,
they're willing to give love andtrust people, and develop, you
(23:51):
know, relationships and bonds. They just do it in a different
way. Because as I said, Right now,
there's all sorts of, you know, technological helps that let
them, I would say that. Let them approach love even more
in a more convenient way. Having said that most of them
and you know, anyone that reads our white paper will see that
(24:13):
they still favored face-to-face,you know, encounters and
relationships. I was surprised about that,
right? Like only 30%, use dating apps
that that was to me was shocking, it lie.
Still yeah. You're dating ABS is is, is for
old youths that and and you knowthat's that's a way the majority
(24:34):
of them. See it like they still kind of
find their acquaintances and a prospective love Partners in the
online space but not for dating apps.
Like, if you know, Instagram plays a huge role there
Tick-Tock, you know that that's you know, that's littering
there. It's huge.
It's week. And, you know, brands should
(24:54):
know that because some of them might You know, my consider, you
know, interjecting those conversations with something
meaningful or helping them, I don't know, but but here's the
thing, when things get serious, when you are ready to take you
know, not a big commitment by ready to take.
Take the, you know, the next step with someone, you just met
(25:16):
online and and kind of develop, you know, a relationship here
and there on your social social media platforms.
You go life, and that's still exciting.
That just deal. Brings butterflies into
people's, you know, insight and and yeah, that's you know, that
I wouldn't say that. Surprising.
I think that's beautiful man. That's that's great.
(25:38):
And that's kind of a relief. Yeah, I think it's, I agree.
And I think it's, it's great that there's constant reminders,
even no matter how technology advances and, and what's
happening in the world. For that matter, that the simple
things and the basic Woman needsalways win.
(25:58):
I am curious, like I read on thepaper and it's about a trend
that they feel sometimes a lot of disappointment when they meet
in person. And I know there's a trend going
on about, you know, body positivity, the whole idea of no
filter and much of a driven by this generation and and the, the
(26:19):
notion that a lot of us and perhaps older Generations, have
built digital personas that do not Necessarily portray the new
generation is more open to showing themselves as they are
no. Yeah, some of them, yes, for
for, you know, for sure there's there's a, you know, a good
(26:40):
percentage still, that find somedegree of disappointment when
they take things to the real world.
But here's the thing, I would say or I would bend your I'm
going to there to say that, it'sthe kind of similar to the
percentage of people in previousgenerations that we're trying to
fake their personality and who they are.
(27:02):
They are in reality with a partner or, you know, or someone
that they just like and would love to get serious with.
And then when when when things go deep, I would say and you get
to know the other one better and, and the true self, you
know, eventually appears. We got it.
It always Rises at the end. You know, there's also some
degree on this appointment, was there?
(27:24):
There was in the past in your generation or in, or in other
Generations like, you know, Boomers or Millennials, right?
So I think it's the same. The thing is that many of the
first kind of filters and first steps are digital right now and
that's more practical and bringsmore convenience.
But the degree of disappointmentwith a prospective partner that
(27:46):
you've met recently. I think that hasn't changed that
much. Hmm.
Okay, yeah, I think there's things that have not changed.
I've heard a lot of criticism ofhow people portray lives online.
That are happy, perfect Etc. And I Can't help but reflect on
the idea that even before socialmedia and digital cameras and
(28:10):
all this content creation tools that we have available today
before. It was not that different.
Like I've never seen I've seen alot of pictures of my ancestors
or families in their birthdays or when they're laughing or when
a baby's, but very few on their funerals or when he got fired,
he grabs you, you know what I mean?
(28:31):
So it's not Like, it's a criticism that has taken speed
in the age of social media, but with a deep analysis, you would
say that we're not very different from the previous
generations. No, we're not but or you know,
they might not be. But here's the thing you're
absolutely right. Like when things were and
(28:53):
digital with our pictures you like we try to also you know
frame a perfect wolf around them.
Right. Right now.
What's happening is that yes. You would say that I would say
that, you know, still having percentage of the Gen C
generation is filtering. I don't know there's their
social media feeds to show an idealistic representation of
(29:15):
their lives, right? But as you mentioned, there's
this emerging trends that I found fascinating around, you
know, showing yourself as you really are and just
acknowledging that not everything in your life is
perfect and flashy. And yes, that includes body.
Positivity. That, you know, if we talk about
(29:35):
the wellness, you know, sphere that might include just saying,
hey, I just eat, what I eat and you don't have to be so
restrictive with diets. If we take this to the another
personal appearance, you will see and there's you know we're
seeing tons of you know not justfamous social media Star Racing
to the top. But you know many young people
(29:58):
that are just showing themselvesas they are and showing stuff
that That you know, back in our age would be absolutely out of
frame because that's not what you want to show right now.
You know, you know at this, you know, in the same way that I was
telling you that they are optimistic.
They are, they are also being optimistic about real life and
(30:20):
saying, hey not everything has to be perfect and that's okay,
yeah, that's great, I love it. So DNC is, you know, I take from
from this study research, you know.
Hopeful generation its generation.
That is hyper-connected grew up,not only with the internet, but
(30:41):
with devices, that would take the internet.
Whatever you wear, what other, you know, to close this, you
know, country view of these findings.
What what other surprising finding or findings of This
research? You would like to highlight just
to leave. I know we've talked of several
but if there's one that we're missing There's a ton like it's
(31:04):
one of the media's white as paper white papers.
We have released so far, you know, one thing that was really
curious to me was seeing, I would say device, or or or
social platform preference when it comes to communicating with,
you know, one set of people or the other.
Like, for example, when a memberof this gen Z generation wants
(31:28):
to talk or engage with their parents, you know, real life is
still the way to go. And, and you may think well,
that's because they probably live together or many of them
still live together. But, but my hypotheses or
well-funded hypothesis around this is that there's a
generational Gap with how you understand, you know, social
media interactions or digital interactions and there's many
(31:50):
misunderstandings there and withyour parents you just go like,
okay, let's just let's just do it face-to-face because it's the
way I'm going to be. Absolutely sure.
There's no misunderstandings andWhereas you know when we
consider co-workers or friends like digital is the way to go
and copy, it has just, you know,change that made that even more
(32:13):
point. And he's like, I don't want to
deal with coworkers laughs. I still, you know, I still
personally and I know that you can see I still love interacting
with with people in the in the office, right.
But many of the members of the Genesee generation they just
prefer to stay Their place have limited interactions.
(32:35):
Yes, you know, connect face-to-face in real life from
time to time, but mostly, you know, you know, After
experiencing this hybrid kind ofLifestyles is like I'm, you
know, I'm better off by myself. I don't want to deal with this
co-workers and that, you know, that's, that's understandable
and and some of those Traditionsthat we have Incorporated to, to
(32:57):
our lives. Not just our working lives to
our relationships because of covid are here.
To stay and that's fine. You know, other other other you
know, other sections that I encourage people to take a look
into for from our white paper would be those ones related with
how different cultures interact or communicate with each other.
(33:21):
If we consider how Asians, for example, prefer to communicate
bad news to people vs Hispanics or African-Americans like Most
Asian cultures, like prefer to do that by just, you know,
texting and or, you know, socialsocial media message like
online. Whereas, if there's bad news,
(33:44):
Hispanic culture and you will, you know, and I'm sure you will
agree with this. We do these things face to face.
The thing is that when we do dugdeep on this, many Asian
cultures, because Asian, it's artificial term.
There is many different culturesthere.
But many of those what they havein common One is that they
because of their education and and politeness, they just want
(34:08):
to give a heads up to the other person about that set piece of
bad news and then yes, they willinteract face-to-face.
But it's just polite to to kind of tease that digital.
So there's all sorts of nuances that we found when it comes to
Communications that people will find.
I think fast innate fascinating on that white paper.
(34:29):
Yeah I love I love how you guys layered layered on.
On This research, ethnicity and me married to a Filipino woman.
I certainly understand what you say on how how, you know, Asian
is perhaps artificial. And there's so much into that
that it's so different between that culture in and of itself
will get home. The whole concept about many
(34:51):
ancient cultures is super important, you know, Hispanic
cultures like you and I we don'thave any face so which is again
until you lose it. Yeah.
Well, you're welcome. Well, I think we're coming to an
end of our time, but like I cannot be.
I'm very grateful and cannot be more thankful for you for you to
be here and explain. I know you guys are working on
(35:13):
more papers coming up. Is that something you can give
us a hint of what's coming up orshould we wait to for the time
to come when, you know, like we have like one almost ready to go
when one Neo piece of research and a white paper?
Paper around Esports, giving ourperspective on that and how not
(35:34):
just different Generations that different ethnicities.
Leave that passion because it's a passion and it's here to stay
and then what we're starting to prep right now.
It's a serious. Not just one one, big one, white
paper, but a series of white papers around masculinity and
yes and sexism. And I think that's a very
(35:57):
poignant subject, right impute or not?
You Your TV, your social media feeds every day.
There's, you know, Will Smith here punching a guy and, you
know, these are, you know, the the conflict in Ukraine,
everything, you know, or almost everything right now comes down
to masculinity issues and the, you know, we're, you know, we
want to explore that in depth. That's great.
(36:19):
That's awesome. Well, you need to promise that
you'll be back in loud and clearto talk about those findings and
research because I really enjoy talking to you.
And, and learning a little bit more about gnz.
Of course, I have the, the lock to be able to interact with you
and almost on a daily basis. So I'm also grateful for that,
(36:41):
but still sharing this, with ouraudiences, with our audience
and, and letting them know what we're finding and putting it out
there, I think it's a, it's a great thing to do so thank you.
No man. I love you too.
And to anyone listening here, ifyou know, anyone has any
questions or wants to start a debate?
Around, you know, any of those issues that they will find on
(37:02):
our white papers. That's, that's one of our main
intention is just to generate the way to get to know different
people, different perspectives. So we're here, give us a call.
Send us a line, like, we would be delighted to connect with you
and and the paper has the contact information.
You can type it on Letterman agency.com and then I don't know
(37:25):
if the Kim, if anybody wants to engage in a debate.
Date with you directly. Is there any social channels
where people can find you? Yeah, but only nice debates,
please. Like not, not not toxic
masculinity things. Now, for sure, you know, that
people can find me on Twitter and on other social media, my
email is Q GI L at Lerma, agency.com, and I'm here.
(37:50):
Perfect. Well, thank you, Kim.
If you're, if you're listening to us on Spotify or apple
podcast, please, please scroll down, and subscribe or follow.
You can leave us any comments ifyou have any or Raid us either
way. We're also on Stitcher Pandora,
I thought our Google podcast so make sure you look for us and
and and interact with us. If you like what you hear,
(38:12):
please share with your colleagues and friends.
We are definitely on a mission to get the word out.
If you have topics that you would want to discuss or come to
the show. Also let us know.
We talked about our website letter, my agency thought, calm,
and we look forward to seeing you or hearing you on the next
episode of loud and clear key. I'm thank you so much for being
with us, the episode rock and roll.
I'm thank you so much for being with us, the episode rock and
(38:32):
roll.
My hypotheses or well-funded hypothesis around this is that
(00:03):
there's a generational Gap with how you understand, you know,
social media interactions or digital interactions try to go
for the topic, they're interested with try to solve
solve a pain Point, try to jump on a social discussion that
important and relevant to them, but from your own perspective
(00:24):
and point of view, don't fake it.
That's what being in culture means being at the The right
place at the right moment in a, in a meaningful way with
empathy, right? There's this emerging trends
that I found fascinating around,you know, showing yourself as
you really are and just acknowledging that not
(00:46):
everything in your life is perfect.
And flashy, when your Walmart atyou, you cannot pretend, you're
part of the jensi culture. You can certainly Target them.
Physically with something that is going to be relevant for
them. But you cannot pretend, you're
one of them. Welcome to loud and clear the
(01:18):
podcast. For those who give a shit about
advertising loud, and clear, is produced and created from the
headquarters of Letterman advertising downtown Dallas,
Texas. This is our 3rd episode of this
season This is your host, Francisco Cardenas and in
production model for Ruiz. Today we have a very special
guest that I have been trying toget in our virtual studio for
(01:40):
months. Now or guest has spearheaded the
planning department at Laramie for several years, alongside a
team of amazing brand planners. That put things in unique
perspective, on the, have our clients and positioning brand
messages in a special place in consumers, Minds, the name is
Kim him. This one of Catalonia operates
(02:02):
from that European region, but has constant appearances in our
offices, when he's away. His physical presence.
Is felt as Robo, Kim, a physicalrolling robot across the office.
That join us at meetings water cooler chats and has even joined
us on. Bathroom breaks to keep the
momentum of the conversation going.
(02:23):
Welcome Kim. How are you?
Thank you Francisco or bunch of.That's how we call.
Francisco at the agency. For for that introduction.
We're here to talk about bathroom breaks, right?
Yes, of course. That's that you mean.
Good conversations started the bathroom for sure.
I've learned how you been delighted.
(02:45):
And dude, I'm delighted to be here.
Let's do this. Well, thank you.
Well, thank you. Well, I mean so I want to start
with with with part of what you guys do is is work on periodical
papers that analyze cold Our Trends and generational insights
that allow us at the aroma and or clients and the industry in
(03:06):
general, gets murdered about whatever is going on in the
world. You guys have several have done
several of these papers. Yeah.
Can you talk about a little bit as an introduction of Y and the
process? I know we've had here.
Carlos Rodriguez in the past talking about some but just in
general as you as you lead this project, those a little house
(03:26):
started and what he what you guys are doing, sure.
This is, I would say one pet project for the strategy
Department that we're really proud of.
And, you know, the whole intention of it is just
basically to keep, you know, thewhole agency curious and
connected with reality. There's, you know, there's
nothing much more than that thanjust, you know, sharing thought,
(03:50):
sharing our perspective on important issues, this this, you
know, curiously enough started as as a challenge on My end to
the acculturation Theory, you know, the listeners that might
not know me. Might have figured out by now
that I'm not for here from here,obviously, by my accent.
(04:11):
Right. I'm a Catalan and I moved to the
US 10 years ago. And, you know, one of the ideas
that were floating around at that period of time, was the
acculturation Theory to talk about, you know, different
cultures in the u.s. like African-Americans Asians or
Hispanics, right? This whole idea around, you
know, any One landing in the US or a whole culture willing or
(04:35):
Desiring to take this mental journey to become sort of app,
you know, Cowboy from, from Ohio, when in reality, we know
that. That's not, you know, that it
doesn't work like that, right? Then.
And I felt that way. I am many people felt that way
and, and this whole research initiative started personally as
(04:55):
an opportunity for me to debunk that theory with data, And with
a serious as institution backingit up.
And so we, you know, we contacted with the University of
Texas at Austin in order to propose more than a series of
white papers like an ongoing partnership to explore
different, you know, different different ideas, different
(05:16):
areas, different subjects, different generations.
And we started with Millennials,then we move on to gen Z in a
series of nationally representative quantitative
researchers that were all I meant that with some qualitative
work and ethnography, you know, traffic research, and also
expert interviews. And, you know, that led
(05:38):
naturally to two different findings that we found, you
know, curious enough to share with the wall and not just with
our clients with anyone, you know, everything is on our
website. People can just go there and
read them and they will find, you know, white papers are on
different subjects around, you know, from suggest like politics
and what Millennials and gen Youthink about politics things,
(06:01):
like coffee it? Of course because it seems like,
you know, everyone has to have apoint of view around coffee.
It h is mainly around, Hispanicsand African-Americans being
disproportionately affected by the consequences of covid.
But then there's more like Herodsubjects, like how Genesee lives
(06:23):
sexuality and the eating and, and, you know, hooking up with
each other and Stuff like that. And you know the latest that we
have released recently is is onearound language and
communication. And how, you know those young
folks? Jen, Jen see?
Talk to each other communicate with each other even gone
(06:45):
stablishing relationships with each with each other.
That's, you know, that that's what keeping us busy aside from
our normal agency work and therewill be more in the near future.
Yeah, I mean I would label as a super long answer, No, no no.
But I love the project and it's a good set of.
I mean we are here to talk aboutthis this recent paper called
(07:07):
the you speak again. See but I would like to call out
to things like one, you know. I remember the project
Millennials deconstructed which probably came out.
You know, 2016, I believe and itwas right before the elections
and the findings of the polls that we got from that research.
You know, you guys had done the research, but then when we were
(07:27):
promoting the reefs, as far as the results, Of what was going
to happen in the in the in the political landscape was amazing.
To me as we had in some of the polls had from coming in on
First and nobody was talking about that.
So it was really interesting to see that and then the other
thing that I really commend yourgroup and the intelligence that
you guys put out there is I don't believe I saw a paper on
(07:51):
covid. So early in the industry than
what you guys put out there and and what it was doing what it
meant for agencies and Brands Etc.
So Thank you for that. But today, we are indeed here to
talk about gen Z and how they communicate.
And I want to start with the, with a question that I struggle
with everyday, which is Kim. Do you speak gen z?
(08:14):
I don't obviously. And, and, and everyone I'm 45
and everyone at our age or be slightly below or above.
They just need to acknowledge that the whole industry, you
know, anyone working NG at in marketing or advertising or
media, we're not young anymore. And that's fine.
(08:36):
And that's totally fine. As long as we recognize that and
don't try to pass as a cool guy.And, and all of that, that's
fine. That's why that's right.
We do research. That's why we have people in the
agency that are way younger thanus, more intelligent Aras and
more connected with that realitythan us what everyone needs to
(08:58):
be. I mean, you, It to speak jensi,
but you need to be culturally connected with the reality and
curious enough, not to dismiss, you know, not a single thing
that they're doing and not noticing that aspect of that
culture, you know, as people grow old.
And and I think you will agree with me.
(09:18):
We tend to just land slam everything.
You know, anything that young people do like God, you know,
our, our movies when we were kids were better than the ones
that are watching or Or, you know, our music is just better,
Nirvana was way more awesome that Billy eyeless that's
that's, you know, that might be true or not.
(09:38):
But you know regardless of what you think you need to be
connected with reality. We're in the business of
connecting brands with their audiences and we cannot pass or
disguise ourselves as one but wecan certainly have the
commitment to stay connected with them recognize where we Not
(10:00):
fake it and as for help, that's perfectly.
All right. Yeah, it's almost like every
generation signature move to protect their legacy is too kind
of bash on the younger generation and it's also about
like, I love what you're saying,because it's also about empathy,
right? Like saying, hey, you know,
maybe we were the same back then, but understanding and
(10:21):
accepting that especially in what we do as marketers and ad
men and women recognizing that, it's interesting.
I get several times a week. Week because I tried to throw in
the word, bro, bro. Yeah, my daughter not very
nicely. Reminds me that I don't know how
to say it, and that it sounds like like I'm saying, brah.
So, I think is interesting. And then, I also saw on the, on
(10:42):
the, I hope I don't throw out the word, cool, a lot on this
podcast because I saw that, that, that was, that was not a
school within the the research, you know, there's, there's
there's many, there's many learnings that we could applied
from that research that we did too.
What you just said, you know, starting with those two words
(11:02):
that you mentioned. We you know, one of the themes
of that white paper was, let's just, you know, analyze which
words are okay. Which words around even fashion?
Which words are not and and we found that some of them are just
divisive divisive. How do you pronounce that in
English? I don't know divisive, you know
(11:23):
that? Like yeah, some people, some
people use, bro. Some people don't you know, land
like that were some people. Well don't the same happens with
cool. Cool, it's not cool anymore and
we can put percentages on that because we asked, you know, a
nationally representative panel of Jen's years in the u.s. what
(11:43):
and also what you just mentioned.
It's, you know, before that was,you know, every generation just
trying to bash the, the younger one.
And I have to say that after doing this research, I admire
urgency and I think that a veteran generation than us Or
Millennials overall and for a variety of reasons, men, first
(12:05):
of all because you know, they'rethey just more resourceful.
They have more at their disposalthat we wish we had back then
like could you imagine how streamline you know, meeting
people and dating would be with technology and you know we in
trouble people like me were forced to go out there and
expose ourselves in public and talk to people in a bar like
(12:28):
right now you still have To do that and and gents ears.
Still do that. But there's, you know, some
steps of that game that you can do, you know, over all over
social media our, you know, appsand and and that's great.
And also they, you know, anotheraspect that I learned is that
they, in spite of how the wall is going on right now and Kobe
(12:51):
it and the conflict in Ukraine and, and, and, you know, the
crisis in Syria and all the refugees in the Mediterranean
and all, you know, You know, there's everything seems to be
going really bad, but degeneration is super
optimistic. Yeah, they remain adamantly
optimistic about, hey, we can still turn around this, we can
(13:12):
do something about this and it'snot because they're young, it's
because they feel more, you know, Empower than us and they
own the problem. And they want to change the wall
for good and for a better, you know, to thank whoever replaces.
Sorry, yeah, I think that's that.
That thought is nothing good to take away.
I wanted to go back to the topicof words, right?
(13:36):
It seems that every every generation creates a certain
language codes to make their ownand self-identify, right?
But but not in a way, this is also used to alienate other
Generations. So you know so that my parents
don't understand me. Also that we become kind of
Click. So kind of like it's almost like
(13:57):
a concerted effort to keep Out of the loop, you know, older
Forks, if you will. So, how is this like, I want.
I always wonder like, how does this play in advertising, where
you want to be inclusive? Or sometimes you have, you know,
briefs that? Yes, you want to hit hard on gen
Z but perhaps you have a second audience, those, those
(14:19):
exclusiveness become a tool to create deeper connections.
So, you know, like how do you Hit that card without why being
inclusive at the same time, but making them feel exclusive as a
generation, how they speak and how they talk with those codes.
Sure. You know, obviously there's an
opportunity to to address jensi specifically and nail it but
(14:44):
also that comes with a higher percentage.
Probability of screwing it up badly like pretending you're a
cool kid when you're not, I think everyone every brand.
Sorry has to To find their own voice, right?
And just stay true to that. And, and the same way we tell, I
(15:05):
would say, traditionally American brands that they cannot
all of a sudden, become Mexican to reach out to Hispanics, or to
a certain, you know, Hispanic culture in the US, the same
thing applies to different Generations.
If you're, you know, everything is a ran.
Again, if you're I don't know One Direction and that's it.
(15:26):
And aside from a, from a band. You, you, you are entitled to
reach out to them in their st. Own language because you're part
of that culture, you're part of that Community.
When you're, I don't know, Walmart at you, you cannot
pretend, you're part of the jensi culture.
You can certainly Target them, specifically, with something
(15:49):
that is going to be relevant forthem.
But you cannot pretend, you're one of them.
I love. So, and so using those Those
cool wards that you know that generation uses could backfire
badly. If you know if it's not if it's
not I would say align with your personality.
Yeah, I mean it's a challenge. I love what you're saying and it
(16:13):
happens a lot on social media. When we, when we work on giving
advice on, you know, for ransom social media, you know, the
whole idea of being a social brand versus a branding social
Friends that are not social. Like they, they haven't not just
created that Persona, and it seems that for Signature Brands.
(16:36):
Like, I don't know to name within the card world, like
Cadillac Buick. They have a struggle in building
this connection and feeling trueto themselves on like, you know
what you're saying is like, Walmart you cannot pretend to be
something you're not, but still,I think there's some examples of
brands that are actually being successful in connecting, Using
(16:57):
either language or certain cues,but I love what you say in, you
don't have to be it to be able to talk.
No just, you know, think about any, you know, let's bring this
down to human interactions when there's a generational Gap.
Like let's say when you're talking to your little kids
because you have little kids, right?
You're not going to all of a sudden, start to mimic their own
(17:20):
language, because they're going to laugh at you, and they're
going to find that ridiculous the way you.
The way you connect with them and engage with them in an
efficient way is by a, you know,using empathy as you said be,
you know, trying to find a common subject of interest.
And and that's how you build, you know, Communications and the
(17:41):
same happens with Brands and their audiences.
Like you don't need to be like them.
Just, you know, try to go for that topic, they're interested
with try to solve solve a pain Point.
Try to, you know, jump on a social discussion that important
and relevant to them but from your own perspective and point
of view, don't fake it. Yeah, so the paper starts the
(18:05):
white paper, the research startswith a note saying on how Lerma
and I think it's something we'vetalked about but here in this
case it's particularly relevant howler.
My uses both in language, and inculture, approaches to connect
with consumers and I think you're you're hinting about this
in what we're talking about. So in this case with with Jen
(18:26):
seek and Explain the little bit,the difference of between both
of these like in culture and in language, I think we constantly
are trying to educate our clients and and tell him the
opportunity of these two tools to connect.
Yeah, of course, in culture means just being connected with
how this generation, you know, where they are essentially, what
(18:48):
topics are relevant to them, where are they?
Having discussions? Where are they looking to
interact with rents and also, So, you need to be aware of what
spaces. You cannot just trespass,
because that's not for Brands togo there, right?
So, once, you know that, and youcan know that in, you know, in
many different ways, but mostly by staying curious and connected
(19:11):
with that generation, you want to leverage what we call
cultural insights, which is relevant again, pain points
through its subjects of interestof that audience in order to
find. Hopefully, you know, some common
ground with Out faking it. That's that's what being in
culture means being at the rightplace at the right moment in a,
(19:33):
in a meaningful way with empathy, right?
As a rent in order to connect with them in language, just
means just speaking the same language and again, that doesn't
mean mimicking the way they speak.
It just means just being aware of, you know how language works
(19:53):
for them. Where, where, where did that?
Nation should take place and andif you want to use some language
cues here and there, that's fine.
That's you know, why agencies have people from all ages and
all walks of life? We certainly, you know, have
that diversity at Lerma other agencies have that to and, and
(20:14):
you need to put in the driving seat song when you know as close
to that target audience as possible, in order to, you know,
help you with that. Yeah, yeah.
It's It's funny but also us being so ingrained in doing
stuff for for the, you know, geton Market National in the United
(20:35):
States but also trying to connect with Hispanics.
We use Spanish language as a tool but it reminds me as you
were speaking like speaking of in cultures kind of recognize a
little debate that people that are strongly passionate about
sports are going to have in the upcoming the world this year at
the end of this year, which is time right there.
(20:56):
The Battle of time between there's going to be an NFL
season going on a World Cup going on almost at the same
time. And that's I wonder how that's
going to play out at the level of Brands interacting time at
home with so many games and so many things going on.
So we're recognizing those kindsof cues is what makes you really
(21:18):
intelligent and have empathy forconsumers and brands.
In our recommendations I would also encourage, you know, any
brand As our client Partners like any brand of there to, you
know, aside from those still, you know, entertaining, but
superficial topics to go deep and go meaningful like this
generation jensi not just from this white paper from previous
(21:41):
rounds of research that we've done.
They are super cute, super connected with social issues.
They are you know, social Warriors and and they it's not
that they cared. It's not only that they care is
that they act, and they want anybrand that they would, you know,
(22:02):
potentially put their money and their heart on to care to and to
do something about those issues.And and I know that some Brands
out there, I'd like oh I want tostay neutral.
I want to stay, you know. I don't want to signify myself
politically but you know if you don't want to signify yourself
politically that's fine but do it socially because not doing
(22:24):
anything. It's already.
If showing in action and that's,you know, that doesn't go well
with Jen. See, ya.
So, do you mind talking a littlebit about love with us about
love? I did, what do you mean about
how how are these, you know generation.
(22:45):
Yeah. We started talking about it a
little bit earlier with with thedating apps, but I want to take
a step back from that and just think, could you do think alike
love? Love is such a big driver love
and sex right in in the in the economy and what people do and
are driven to. So what does love mean for the
economy and consumption in general from your perspective?
(23:09):
That's a very deep question. Love is the answer to any think.
Here's, here's the thing. There's there's not, you know, a
ton of difference on how this generation would say consider.
There's love or shows love otherthan straight, love versus other
(23:31):
Generations. Like you know, all there's
interations. Might think all of these guys
are way more Destructor and theydon't want to, you know, have a
partner anymore when in reality that's not true.
The only thing, you know, they're looking for love,
they're willing to give love andtrust people, and develop, you
(23:51):
know, relationships and bonds. They just do it in a different
way. Because as I said, Right now,
there's all sorts of, you know, technological helps that let
them, I would say that. Let them approach love even more
in a more convenient way. Having said that most of them
and you know, anyone that reads our white paper will see that
(24:13):
they still favored face-to-face,you know, encounters and
relationships. I was surprised about that,
right? Like only 30%, use dating apps
that that was to me was shocking, it lie.
Still yeah. You're dating ABS is is, is for
old youths that and and you knowthat's that's a way the majority
(24:34):
of them. See it like they still kind of
find their acquaintances and a prospective love Partners in the
online space but not for dating apps.
Like, if you know, Instagram plays a huge role there
Tick-Tock, you know that that's you know, that's littering
there. It's huge.
It's week. And, you know, brands should
(24:54):
know that because some of them might You know, my consider, you
know, interjecting those conversations with something
meaningful or helping them, I don't know, but but here's the
thing, when things get serious, when you are ready to take you
know, not a big commitment by ready to take.
Take the, you know, the next step with someone, you just met
(25:16):
online and and kind of develop, you know, a relationship here
and there on your social social media platforms.
You go life, and that's still exciting.
That just deal. Brings butterflies into
people's, you know, insight and and yeah, that's you know, that
I wouldn't say that. Surprising.
I think that's beautiful man. That's that's great.
(25:38):
And that's kind of a relief. Yeah, I think it's, I agree.
And I think it's, it's great that there's constant reminders,
even no matter how technology advances and, and what's
happening in the world. For that matter, that the simple
things and the basic Woman needsalways win.
(25:58):
I am curious, like I read on thepaper and it's about a trend
that they feel sometimes a lot of disappointment when they meet
in person. And I know there's a trend going
on about, you know, body positivity, the whole idea of no
filter and much of a driven by this generation and and the, the
(26:19):
notion that a lot of us and perhaps older Generations, have
built digital personas that do not Necessarily portray the new
generation is more open to showing themselves as they are
no. Yeah, some of them, yes, for
for, you know, for sure there's there's a, you know, a good
(26:40):
percentage still, that find somedegree of disappointment when
they take things to the real world.
But here's the thing, I would say or I would bend your I'm
going to there to say that, it'sthe kind of similar to the
percentage of people in previousgenerations that we're trying to
fake their personality and who they are.
(27:02):
They are in reality with a partner or, you know, or someone
that they just like and would love to get serious with.
And then when when when things go deep, I would say and you get
to know the other one better and, and the true self, you
know, eventually appears. We got it.
It always Rises at the end. You know, there's also some
degree on this appointment, was there?
(27:24):
There was in the past in your generation or in, or in other
Generations like, you know, Boomers or Millennials, right?
So I think it's the same. The thing is that many of the
first kind of filters and first steps are digital right now and
that's more practical and bringsmore convenience.
But the degree of disappointmentwith a prospective partner that
(27:46):
you've met recently. I think that hasn't changed that
much. Hmm.
Okay, yeah, I think there's things that have not changed.
I've heard a lot of criticism ofhow people portray lives online.
That are happy, perfect Etc. And I Can't help but reflect on
the idea that even before socialmedia and digital cameras and
(28:10):
all this content creation tools that we have available today
before. It was not that different.
Like I've never seen I've seen alot of pictures of my ancestors
or families in their birthdays or when they're laughing or when
a baby's, but very few on their funerals or when he got fired,
he grabs you, you know what I mean?
(28:31):
So it's not Like, it's a criticism that has taken speed
in the age of social media, but with a deep analysis, you would
say that we're not very different from the previous
generations. No, we're not but or you know,
they might not be. But here's the thing you're
absolutely right. Like when things were and
(28:53):
digital with our pictures you like we try to also you know
frame a perfect wolf around them.
Right. Right now.
What's happening is that yes. You would say that I would say
that, you know, still having percentage of the Gen C
generation is filtering. I don't know there's their
social media feeds to show an idealistic representation of
(29:15):
their lives, right? But as you mentioned, there's
this emerging trends that I found fascinating around, you
know, showing yourself as you really are and just
acknowledging that not everything in your life is
perfect and flashy. And yes, that includes body.
Positivity. That, you know, if we talk about
(29:35):
the wellness, you know, sphere that might include just saying,
hey, I just eat, what I eat and you don't have to be so
restrictive with diets. If we take this to the another
personal appearance, you will see and there's you know we're
seeing tons of you know not justfamous social media Star Racing
to the top. But you know many young people
(29:58):
that are just showing themselvesas they are and showing stuff
that That you know, back in our age would be absolutely out of
frame because that's not what you want to show right now.
You know, you know at this, you know, in the same way that I was
telling you that they are optimistic.
They are, they are also being optimistic about real life and
(30:20):
saying, hey not everything has to be perfect and that's okay,
yeah, that's great, I love it. So DNC is, you know, I take from
from this study research, you know.
Hopeful generation its generation.
That is hyper-connected grew up,not only with the internet, but
(30:41):
with devices, that would take the internet.
Whatever you wear, what other, you know, to close this, you
know, country view of these findings.
What what other surprising finding or findings of This
research? You would like to highlight just
to leave. I know we've talked of several
but if there's one that we're missing There's a ton like it's
(31:04):
one of the media's white as paper white papers.
We have released so far, you know, one thing that was really
curious to me was seeing, I would say device, or or or
social platform preference when it comes to communicating with,
you know, one set of people or the other.
Like, for example, when a memberof this gen Z generation wants
(31:28):
to talk or engage with their parents, you know, real life is
still the way to go. And, and you may think well,
that's because they probably live together or many of them
still live together. But, but my hypotheses or
well-funded hypothesis around this is that there's a
generational Gap with how you understand, you know, social
media interactions or digital interactions and there's many
(31:50):
misunderstandings there and withyour parents you just go like,
okay, let's just let's just do it face-to-face because it's the
way I'm going to be. Absolutely sure.
There's no misunderstandings andWhereas you know when we
consider co-workers or friends like digital is the way to go
and copy, it has just, you know,change that made that even more
(32:13):
point. And he's like, I don't want to
deal with coworkers laughs. I still, you know, I still
personally and I know that you can see I still love interacting
with with people in the in the office, right.
But many of the members of the Genesee generation they just
prefer to stay Their place have limited interactions.
(32:35):
Yes, you know, connect face-to-face in real life from
time to time, but mostly, you know, you know, After
experiencing this hybrid kind ofLifestyles is like I'm, you
know, I'm better off by myself. I don't want to deal with this
co-workers and that, you know, that's, that's understandable
and and some of those Traditionsthat we have Incorporated to, to
(32:57):
our lives. Not just our working lives to
our relationships because of covid are here.
To stay and that's fine. You know, other other other you
know, other sections that I encourage people to take a look
into for from our white paper would be those ones related with
how different cultures interact or communicate with each other.
(33:21):
If we consider how Asians, for example, prefer to communicate
bad news to people vs Hispanics or African-Americans like Most
Asian cultures, like prefer to do that by just, you know,
texting and or, you know, socialsocial media message like
online. Whereas, if there's bad news,
(33:44):
Hispanic culture and you will, you know, and I'm sure you will
agree with this. We do these things face to face.
The thing is that when we do dugdeep on this, many Asian
cultures, because Asian, it's artificial term.
There is many different culturesthere.
But many of those what they havein common One is that they
because of their education and and politeness, they just want
(34:08):
to give a heads up to the other person about that set piece of
bad news and then yes, they willinteract face-to-face.
But it's just polite to to kind of tease that digital.
So there's all sorts of nuances that we found when it comes to
Communications that people will find.
I think fast innate fascinating on that white paper.
(34:29):
Yeah I love I love how you guys layered layered on.
On This research, ethnicity and me married to a Filipino woman.
I certainly understand what you say on how how, you know, Asian
is perhaps artificial. And there's so much into that
that it's so different between that culture in and of itself
will get home. The whole concept about many
(34:51):
ancient cultures is super important, you know, Hispanic
cultures like you and I we don'thave any face so which is again
until you lose it. Yeah.
Well, you're welcome. Well, I think we're coming to an
end of our time, but like I cannot be.
I'm very grateful and cannot be more thankful for you for you to
be here and explain. I know you guys are working on
(35:13):
more papers coming up. Is that something you can give
us a hint of what's coming up orshould we wait to for the time
to come when, you know, like we have like one almost ready to go
when one Neo piece of research and a white paper?
Paper around Esports, giving ourperspective on that and how not
(35:34):
just different Generations that different ethnicities.
Leave that passion because it's a passion and it's here to stay
and then what we're starting to prep right now.
It's a serious. Not just one one, big one, white
paper, but a series of white papers around masculinity and
yes and sexism. And I think that's a very
(35:57):
poignant subject, right impute or not?
You Your TV, your social media feeds every day.
There's, you know, Will Smith here punching a guy and, you
know, these are, you know, the the conflict in Ukraine,
everything, you know, or almost everything right now comes down
to masculinity issues and the, you know, we're, you know, we
want to explore that in depth. That's great.
(36:19):
That's awesome. Well, you need to promise that
you'll be back in loud and clearto talk about those findings and
research because I really enjoy talking to you.
And, and learning a little bit more about gnz.
Of course, I have the, the lock to be able to interact with you
and almost on a daily basis. So I'm also grateful for that,
(36:41):
but still sharing this, with ouraudiences, with our audience
and, and letting them know what we're finding and putting it out
there, I think it's a, it's a great thing to do so thank you.
No man. I love you too.
And to anyone listening here, ifyou know, anyone has any
questions or wants to start a debate?
Around, you know, any of those issues that they will find on
(37:02):
our white papers. That's, that's one of our main
intention is just to generate the way to get to know different
people, different perspectives. So we're here, give us a call.
Send us a line, like, we would be delighted to connect with you
and and the paper has the contact information.
You can type it on Letterman agency.com and then I don't know
(37:25):
if the Kim, if anybody wants to engage in a debate.
Date with you directly. Is there any social channels
where people can find you? Yeah, but only nice debates,
please. Like not, not not toxic
masculinity things. Now, for sure, you know, that
people can find me on Twitter and on other social media, my
email is Q GI L at Lerma, agency.com, and I'm here.
(37:50):
Perfect. Well, thank you, Kim.
If you're, if you're listening to us on Spotify or apple
podcast, please, please scroll down, and subscribe or follow.
You can leave us any comments ifyou have any or Raid us either
way. We're also on Stitcher Pandora,
I thought our Google podcast so make sure you look for us and
and and interact with us. If you like what you hear,
(38:12):
please share with your colleagues and friends.
We are definitely on a mission to get the word out.
If you have topics that you would want to discuss or come to
the show. Also let us know.
We talked about our website letter, my agency thought, calm,
and we look forward to seeing you or hearing you on the next
episode of loud and clear key. I'm thank you so much for being
with us, the episode rock and roll.
I'm thank you so much for being with us, the episode rock and
(38:32):
roll.
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