{"id":1334,"date":"2021-08-09T16:53:22","date_gmt":"2021-08-09T14:53:22","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=1334"},"modified":"2021-11-19T16:26:42","modified_gmt":"2021-11-19T15:26:42","slug":"cloud-generation-ou-generation-z-qui-sont-ils","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/prospective\/cloud-generation-ou-generation-z-qui-sont-ils\/","title":{"rendered":"Cloud Generation ou g\u00e9n\u00e9ration Z, qui sont-ils ?"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Cloud<\/em>, c\u2019est l\u2019id\u00e9e du nuage. La notion de d\u00e9mat\u00e9rialisation. <\/p>\n\n\n\n

Le terme Cloud Generation caract\u00e9rise la g\u00e9n\u00e9ration qui a, autant, grandi derri\u00e8re les \u00e9crans qu\u2019\u00e0 travers eux. N\u00e9s entre 1997 et 2010, ils sont plus de 2,5 milliards \u00e0 composer cette g\u00e9n\u00e9ration et repr\u00e9senteront 26%* de la population active en 2030 soit 1\/3 des consommateurs. G\u00e9n\u00e9ration I want what I want when I want it (IwwIwwIwI), leur consommation s\u2019est construite au filtre des technologies. Avec l\u2019arsenal d\u2019outils num\u00e9riques \u00e0 leur disposition, tels que Tik Tok, Instagram, Snapchat et autres plateformes sociales, ils dynamitent les codes d\u2019expressions de marques et imposent leurs propres langages cr\u00e9atifs. <\/p>\n\n\n\n

La conf\u00e9rence Cloud generation<\/em> d\u00e9montre notre implication dans la projection de la mode de demain. \u00c0 travers elle, nous avons, avec la collaboration du collectif Blaz\u00e9 (constitu\u00e9 d\u2019\u00e9tudiants de l\u2019Universit\u00e9 de la Mode et contributeur du magazine \u00e9ponyme) saisi les enjeux qui nous semblent centraux dans les conceptions du futur de la Gen<\/em> Z et comment, en tant que marque, il est important de s\u2019en saisir pour lui r\u00e9pondre, au mieux. <\/p>\n\n\n\n

Cet \u00e9change interg\u00e9n\u00e9rationnel a fait germer de nouvelles perspectives de r\u00e9flexion, de nouveaux terrains de jeux, et de nouvelles probl\u00e9matiques. Cette conf\u00e9rence s\u2019inscrit dans un contexte post-Covid o\u00f9 cette g\u00e9n\u00e9ration a pass\u00e9 seize mois dans le Cloud, devenu sa seule fen\u00eatre sur le monde. Seize mois qui ont renforc\u00e9 leur agilit\u00e9 digitale et leur hyperconnexion. Particuli\u00e8rement engag\u00e9e sur de nombreux sujets : racisme, genre, sexualit\u00e9, f\u00e9minisme, minorit\u00e9, \u00e9cologie,\u2026 cette g\u00e9n\u00e9ration deS possibleS s\u2019offre le luxe de multiplier les exp\u00e9riences et se permet d\u2019entretenir plusieurs r\u00eaves. <\/p>\n\n\n\n

Nous avons articul\u00e9 cette prise de parole autour de 5 axes caract\u00e9ristiques (mais non exhaustifs) qui esquissent le portrait de cette g\u00e9n\u00e9ration et proposent des premi\u00e8res pistes de r\u00e9ponses :<\/p>\n\n\n\n

\/\/@Normal generation<\/em> : Exploser les canons de repr\u00e9sentations<\/strong><\/p>\n\n\n\n

Cette g\u00e9n\u00e9ration observe une posture de rupture et de r\u00e9bellion face \u00e0 un mod\u00e8le de soci\u00e9t\u00e9 qu\u2019elle n\u2019a pas construite. Elle clame et affirme ses diff\u00e9rences en explosant les normes, les standards, les id\u00e9aux des g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes. Cette volont\u00e9 de rupture se cristallise dans leur rapport au(x) beau(x) et \u00e0 ses repr\u00e9sentations, davantage d\u00e9culpabilis\u00e9 et d\u00e9complex\u00e9. Par ailleurs, elle se sent investie d\u2019un pouvoir d\u2019action plus important que ses ain\u00e9es : g\u00e9n\u00e9ration empuissancement. <\/p>\n\n\n\n

\/\/Meta generation : Ouvrir et jouer avec les fronti\u00e8res r\u00e9elles\/virtuelles<\/strong><\/p>\n\n\n\n

G\u00e9n\u00e9ration de l\u2019entre-deux conscient ; elle oscille entre le futur et la nostalgie des r\u00e9f\u00e9rences pass\u00e9es, entre la r\u00e9alit\u00e9 et la virtualit\u00e9, entre le physique et le digital. Elle embrasse ce brouillage, efface les fronti\u00e8res, et refuse en bloc la pens\u00e9e binaire. Elle multiplie \u00e9galement ses \u00ab moi \u00bb \u00e0 travers des avatars toujours plus nombreux, adapt\u00e9s \u00e0 leurs cercles sociaux et aux r\u00e9seaux o\u00f9 elle interagit. Pluralit\u00e9, m\u00e9diums divers, multi-identit\u00e9s se rencontrent dans une \u00ab virtureality \u00bb, o\u00f9 une nouvelle grammaire visuelle et de nouvelles imageries jouent avec les limites du physique. <\/p>\n\n\n\n

\/\/Now & Flow generation : Penser toujours produit & image \/ proposer des terrains d\u2019expressions<\/strong><\/p>\n\n\n\n

G\u00e9n\u00e9ration de l\u2019instant, leur besoin d\u2019imm\u00e9diatet\u00e9 ne cesse de s\u2019accroitre et engendre de nouveaux challenges pour les marques. Leur espace-temps est condens\u00e9 dans lessmartphone, o\u00f9 la nouveaut\u00e9 doit sans cesse \u00eatre renouvel\u00e9e. Scroller, swipper, ghoster, de nouveaux n\u00e9ologismes apparaissent. Autonome dans ses recherches, elle constitue sa propre imagerie personnelle. Autodidacte, elle s\u2019autocultive. Elle a un avis sur tout et n\u2019a pas peur de prendre la parole publiquement. Une parole accueillie sur de nouvelles plateformes, de nouveaux canaux, proches des besoins et des envies de cette g\u00e9n\u00e9ration d\u2019acheteurs. <\/p>\n\n\n\n

\/\/Why generation : \u00catre vrai, donner du sens & valoriser l\u2019humain<\/strong><\/p>\n\n\n\n

Plus engag\u00e9e, plus frondeuse, elle ne se laisse plus faire et ose parler. La g\u00e9n\u00e9ration #Balanceton instaure une nouvelle forme de justice civile avec les r\u00e9seaux sociaux. Elle cherche des marques qui s\u2019engagent, qui partagent leur vision du monde, et qui le font sinc\u00e8rement. Elle exige une ultra-proximit\u00e9, une transparence et une parole sans filtre. R\u00e9assurance et relation sinc\u00e8re, le futur est dans les marques qui lui ressemble et qui se recentre autour de vraies valeurs.<\/p>\n\n\n\n

\/\/Co generation : Faire rayonner le collectif<\/strong><\/p>\n\n\n\n

G\u00e9n\u00e9ration de la collaboration, de la co-connectivit\u00e9 et de la communaut\u00e9, elle est en qu\u00eate de l\u2019autre. \u00c0 la diff\u00e9rence de leurs ain\u00e9s, anim\u00e9s par l\u2019\u00e2ge de l\u2019individualisme, ils revendiquent l\u2019esprit tribu et multiplient les communaut\u00e9s d\u2019interactions affectives, affinitaires et \u00e9ph\u00e9m\u00e8res. Ses r\u00e9seaux sociaux d\u00e9placent le cadre de l\u2019intime, des relations personnelles et professionnelles. <\/p>\n\n\n\n

Dans un monde digital qui a structur\u00e9 leur mani\u00e8re de faire, de se rencontrer, d\u2019entreprendre, de communiquer, d\u2019acheter, les individus de la Gen Z ont r\u00e9solument besoin d\u2019un monde r\u00e9el qui abreuve leur sens de vitalit\u00e9 et de chaleur humaine. Cette g\u00e9n\u00e9ration, que l\u2019anthropologue Elisabeth Souli\u00e9 qualifie de \u00ab transfrontali\u00e8re \u00bb, \u00e0 la jonction entre deux \u00e8res, attend, avant tout, des marques de la \u00ab transparence \u00bb, du \u00ab respect \u00bb et des \u00ab preuves \u00bb. Ces notions n\u2019\u00e9vacuent pas la s\u00e9duction. Elle veut \u00eatre s\u00e9duite, \u00e9merveill\u00e9e, \u2018multisensorialis\u00e9e\u2019, enthousiasm\u00e9e, \u2026 mais pas \u00ab enfum\u00e9e \u00bb ! La bonne nouvelle c\u2019est que l\u2019on peut \u00eatre s\u00e9duisant & authentique et c\u2019est, m\u00eame, la base d\u2019une relation durable. <\/p>\n\n\n\n

Pour voir ou revoir la conf\u00e9rence CLOUD GENERATION : contact@leherpeurparis.com<\/p>\n\n\n\n

 
*\u00c9tude du cabinet AT Kearney  mai 2020<\/p>\n","protected":false},"excerpt":{"rendered":"

Cloud, c\u2019est l\u2019id\u00e9e du nuage. La notion de d\u00e9mat\u00e9rialisation.  Le terme Cloud Generation caract\u00e9rise la g\u00e9n\u00e9ration qui a, autant, grandi derri\u00e8re les \u00e9crans qu\u2019\u00e0 travers eux. N\u00e9s entre 1997 et […]<\/p>\n","protected":false},"author":3,"featured_media":1576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[151,148,155],"tags":[],"class_list":["post-1334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital","category-knowyourpeople","category-prospective"],"acf":[],"yoast_head":"\nCloud Generation ou g\u00e9n\u00e9ration Z, qui sont-ils ? | LeherpeurParis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leherpeurparis.com\/en\/prospective\/cloud-generation-ou-generation-z-qui-sont-ils\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cloud Generation ou g\u00e9n\u00e9ration Z, qui sont-ils ? | LeherpeurParis\" \/>\n<meta property=\"og:description\" content=\"Cloud, c\u2019est l\u2019id\u00e9e du nuage. 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