Power in Progress, a new study from Viacom’s Global Consumer Insights and Viacom Velocity has revealed that Generation Z, the generation born between 1995 and 2015, views power more as “a collaborative exercise with collective benefits.”
“Young people coexist in a complex world, in which culture, economy, media and politics are constantly changing. There is no doubt that the swings of recent years have transformed the way this generation conceives power and institutions,” said Christian Kurz, SVP of Global Consumer Insights at Viacom Media Networks.
Some insights from Viacom’s interviews with 11,000 young people in 10 countries, included the following: 1. Power is changing because it’s embedded in the identities of today’s young generation. 2. Young people are collaborating in real time to gain power by harnessing attention and using media in new ways. 3. Power is a work in progress for young people; what was once considered disruptive is institutional to them.
Most revealing: “Half of young people believe that companies like Facebook, Amazon and Google are too big and powerful. Their values aren’t anti-institutional, however; 66% don’t see the system as a barrier to power.”