The Zombie Generation
What we have all witnessed on a daily basis starting prior to 2011 is nothing less than a total disconnect of the Millennial generation from the centuries old tradition of human to human communication. They have instead chosen to interact and engage with the technology within their mobile device or another’s mobile device.
I call this clear choice to worship technology and user interface over the presence of other humans the fourth phase of our conversion to a total virtual reality.
For millions of years the campfire served as our first social gathering place for social exchange. Then the radio, followed by Television came into our living rooms and started this trend away from direct human interaction. With Radio and TV, we all experienced a shared virtual experience. But Millennials have taken this a step further into the realm of isolated experiences, where those in close proximity are not aware, care nor share the same perception of reality.
Therefore, I hereby deem Millennials: “The Zombie Generation.” We’ve all seen it – the office meeting room where those under 35 are looking down, thumbs flying, totally engrossed with their personal device and not mentally present in the discussion carried out by the rest of the room’s occupants.
Some have called this the “Alone Together Phenomenon” where groups of young “Zombies” get together to quietly enjoy separate personal experiences on their phones, and are not aware or responsive to the world immediately surrounding them.
Strangely, the double paradox of Steve Jobs has led us to Zombieville. As a man who connected the world with his devices, Steve was reportedly lacking somewhat in the emotional arena, and a bit of an isolationist. In some ways, Jobs connected the world but at the same time unplugged a generation from experiencing traditional normal human relationships.
The new religion of the Zombie Generation (ZG’s) is the worship and infatuation with the mobile device. They sleep with it next to them, and “checking in” is the first action of their day. ZG’s can go without food, sex, human interaction and even bathroom breaks for long periods of time while burning up their mobile minutes.
We are connected to a world far away, yet we have lost the world around us. Our lives now exist in a closed world, isolated from scent, touch and taste. The Zombie Generation uses only sight, sound and the occasional thumbs hitting buttons on cold glass. What would Walt Whitman think?
To ZG’s, our national parks are now relegated to a Google Map review or share. The moon landing occurs in a place called YouTube, and those next to us become irrelevant. We have become apathetic to each others existence, as others simply exist in time and space next to us, we each delve into our world of virtual reality.
Sadly, the decision to go “Zombie” is not a conscious one, but a cultural one created by shared peer learning spurred by broken families and busy parents with less time to spend with their children. What will happen to the Zombie child who at some point in life, decides to have its own children. Will they beget more generations of Zombie kids, or will they remiss at some point in age and desire a human relationship with their Zombie kids? Maybe we will each have our own headgear and meet at the family virtual dinner table?
From the marketer’s perspective, the Zombie Generation is a true nightmare and horror story. In the Radio and TV era, you could reach the majority of citizens with one commercial spot. The Zombie Generation however, are not paying attention to the same reality around them.
As they each walk the earth in search of their own interests, ZG’s must be reached individually, so although digital marketing costs are much less than traditional marketing costs, the marketers cost per impression and reach complexity, escalates with each zombie. As our media channels ever expand, marketers will be searching for the new Holy Grail: Cost effective ways to individually reach The Zombie Generation.