Wednesday, June 21, 2006

Is Your Organization Hip?

Here's a great post from Guy Kawasaki where he interviews Kathleen Gasperini, an expert on the global youth culture.

After reading this, I gotta many organizations are staying in tune with this youth culture? And how many organizations are looking at these trends and applying them to their employer brand?

Sure, companies like Verizon, Levi Straus, or Burton all try to understand the youth culture in order to sell more products. But I haven't really seen too many companies that take this message and translate it into their employer brand.

Why is this so important?

Well, for one...these young people are the future talent force.

Two...these young people will begin to dictate markets in ways that previous generations never thought was possible.

And three...who else is going to fill the void left by the Baby Boomers?!?!

Ok, so points one and three were the same thing. I'm simply trying to hammer in a point here. ;)

My prediction: this youth culture will increasingly dictate the types of policies, cultures, and workforces that organizations create.

Because in the end, these organizations are trying to cater to this very youth culture in order to sell more widgets. And if that means transforming their culture to become one that exudes youthful optimism in order to create products that appeal...then so be it.

What will definitely be interesting to see is if some organizations try to meld two different types of brands under one roof: one that appeals to the youth culture, and one that appeals to the Baby Boom generation.

Even more interesting: research that shows how Baby Boomers are more likely to view themselves as younger than they physically are. I wonder if anyone will try to adopt similar tactics used for the youth culture on the Baby a MySpace for people 50+ years??? :o

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