Given these evolved needs and expectations, the name ‘Plurals’ for this generation is actually quite fitting when trying to understand where they devote their attention. In fact, there are many series of dichotomies in their way of thinking that can give us context into their mindset.
Attention vs. Spread Attention
In many ways, the Plurals can be extremely focused. With access to multiple platforms for viewing, and with brands like Netflix and Hulu producing a huge spectrum of quality shows, the Plurals can pick and choose content that specifically speaks to them and will make time to binge it all at once.
Another example of hyper attention would be the Gen Zers’ self-starting mentality. There are many cases now of young prodigies who have impacted the world with their relentless pursuit of that top need: Self-Actualization. According to a recent study, 72% of current high school students want to start their own businesses1. Jack Andraka and Mikaila Ulmer are just two examples. As a high school student, Jack developed a potential method to detect early onset pancreatic cancer. And at 11 years old, Mikaila used her grandmother’s 1940s lemonade recipe to secure a four-state business deal with Whole Foods.
On the other hand, the Plurals can also have their attention widely spread. They are expert multitaskers and are often using multiple devices to get the full experience. Where Millennials use 3 devices, Gen Zers use 5—smartphone, TV, laptop, desktop, and tablet2.
1 Boston Globe: PSA: If you’re 20 or younger you are NOT a millennial
2 Forbes: 10 Tips for Marketing to Gen Z Consumers