Home Property Australia Talking ’bout their generation

Talking ’bout their generation

  • March 10, 2020

They’re the most connected generation in history but may also be the loneliest. Creating communities where Generation Z can belong demands a rethink of real estate, says social researcher Claire Madden.

Generation Z, born between 1995 and 2009, are the first generation born into a world of ubiquitous WiFi, instant global connectivity, smart phones and social media.

Aged between 11 and 25, Gen Zs are the most technologically savvy, socially networked and connected generation in history.

But living in the digital age has some distinct downsides, says Madden, who is headlining the Property Council’s Future Cities Summit in Sydney on 25 June.

110320 - Story 2 - Claire Madden“Just as television brought people indoors to connect around a box, the rise of personal devices has drastically changed how we live, work and play, and how we build community,” Madden explains.

“The average time Australians spend in sedentary leisure – sitting or lying down – is now 34 hours a week. This is up three hours in just three years.”

One in four Australian children aged 4-17 is overweight or obese, and 92 per cent of 13-17-year-old teens don’t meet the Australian Government’s daily exercise guidelines.

Madden makes a direct connection between time spent on devices and unhealthy weight gain.

One recent study of 3,700 adolescents in New South Wales found those who used devices during normal sleep times were 1.3 times more likely to be overweight or obese, she says.

“We now have a generation that have been called ‘cotton wool kids’. They are less likely to explore the outdoors, to ride their bikes in the street or play with kids in the local neighbourhood. Instead, they connect with their peers around the world on Fortnite, Instagram or Minecraft.”

Despite the “pull of devices”, Gen Z crave human connection and are increasingly dissatisfied with their online lives. The latest survey from health insurer Cigna, released last month, found nearly half of all Generation Zs feel lonely.

Bigger houses on smaller blocks, with built-in media rooms and al fresco eating areas, have played a role in changing the way young people live. But teenagers routinely tell Madden they are nostalgic for simpler days when they weren’t addicted to their screens.

“The theme that comes through in my research is clear. While young people spend 2.7 hours a day on social media, they’ll tell you they are connected but lonely.”

Madden says the built environment has a big role to play in finding solutions. “The property industry can find the cracks in the community and rectify them by rebuilding the local village,” she says.

The design of workplaces must adapt and evolve, too, as the number of Gen Zs in the workforce swells to 22 per cent by the end of the decade.

“Gen Zs will expect seamless technology, but what they are really looking for are places that provide connection. They aren’t looking for jobs. They want meaningful work where they can make a difference in the world. And they want to do it in a friendly workplace.”

Madden also dismisses the idea that the Great Australian Dream is dead.

“It looks different for each generation, but young people still have a strong desire to own their own home. We still see that optimism, although they recognise it may mean staying at home for longer to save for a deposit or to live further out than they’d like.”

Madden, the author of Hello Gen Z: Engaging the generation of post-millennials, has some simple advice for property professionals: listen.

“Gen Zs may not be the decision makers today, but they are a significant cohort of our community and they will be the ones living out their lives in the places we build today.

“It’s very easy to assume Gen Z are apathetic because they walk around with headphones on and are forever scrolling screens. But young people are navigating their formative years with increased complexity, and they need our help and guidance.

“They also have valuable ideas and different perspectives on what’s important in life.

“Take the time to listen to this cohort to find out what they want to do with their lives and what they are lacking. It may challenge the way we’ve designed and built in the past, but it will help us build better communities in the future.”

Hear Claire Madden speak at the Future Cities Summit in Sydney on Thursday 25 June. Register before 26 March for your chance to win a place on the Property Council North America Study Tour.