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GENERATION Z


WORDS BEN WALSH


With the impending arrival of Generation Z into the nation’s workforce, how can buyers best prepare for another new set of behaviours, mindsets and attitudes?


Y


OU HAVE A DIGITAL-FIRST GEN- ERATION whose whole life has been online before they can even utter their first word,” contends Brian Solis, a digital analyst and futurist. “Gener- ation Z has been taught how


to relate to the world based on their parents thrusting an iPod or an iPhone into their hands at the age of 14 months and basically everything that they’ve seen online is what is possible to them...” Silicon Valley-based Solis argues that with the rise of Generation Z (those born 1996-2010), there will be a “great disruption”, not only in the travel market but a great disruption in the world in general, because we’re going to have a generation that’s going to forge its own values and beliefs, its own purpose and aspirations, and which will threaten every single industry. James Bellini, a British futurologist, concurs, emphasising how different Genera- tion Z is. “Research shows that the members of Generation Z are driven – more than other earlier generations – by the search for truth in both personal and communal form. This translates into a desire for authenticity and a greater openness to understand different kinds of people.” So it’s definitely time to take heed of Gen Z, but what will this generation, which has never been without the internet, actually expect from their business travel in, say, five, ten or even 15 years’ time? Solis says that forward-thinking compa- nies are looking to science fiction authors,


buyingbusinesstravel.com


Driverless cars may replace trains for business travellers


game developers and films to play out “future scenarios”. In movies, such as 1982’s Blade Runner, which was set in 2019, we were treated to flying cars, called spinners, and intergalactic space travel. Sadly, travel technology isn’t quite at that stage yet and everyday space travel looks out of the question in the near future. However, some companies are exploring flying vehicles. One of the kookiest attempts at a flying car is the Airbus Pop Up, which is a carbon fibre two-seater concept that attaches to a drone to carry the capsule into the skies. Uber is also considering a flying taxi scheme called Uber Elevate, whereby the company plans to fill the skies with thousands of short-range electric aircraft, and it has also announced a partnership with Nasa to model an urban air-traffic control system. However, Ross Spencer, head of marketing at Click Travel, argues there will actually be


2019 MAY/JUNE 67


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