There are so many misconceptions the elderly have about today’s teens… They don’t know what real love is; they are told that “it’s just a phase” if they have a sexual orientation different from that dictated by society; youths think mostly about sex; they have no idea what good music is. The list is quite long. Here, we suggest an experiment to complete the list: Ask your parents what is the first thing that comes to their mind when thinking about Gen Z? Tech-addicts, isn’t it?

If you think about it, maybe they are right. Based on a study of Pew Research, this generation grew up with technology, the internet, and social media, so they were always “connected.” But this causes them to be stereotyped as tech-addicted, anti-social, or “social justice warriors.” Before we tag them, let’s listen to why they’re so loyal to this virtual world, shall we?

Deutsche Telekom makes their voice heard across the world, which is dubbed by Billie Eilish, the voice of the generation. According to a research by the brand, around 83% of teens said that connected technology is key to building a better future, a number that grew amid the coronavirus pandemic: 93% of European Gen Z think that connected technology is a great tool for learning and education. 86% say that it is easier to connect with each other and share passions when using technology. 90% say that the engagement of young people is key to building a better future, with 75% saying that social media supports them in standing up for what they believe in.

Five-time Grammy award-winner Billie Eilish was “hired” as the protagonist of the #WhatWeDoNext campaign, in which she takes care of delivering this message to the world, in an optimistic way. Created by Saatchi & Saatchi London and directed by Vincent Haycock, the video that supports the initiative celebrates the incredible things young people are doing today with the help of technology.

Speaking about the campaign, the director said: “We wanted to capture the spirit of this generation and show their collective voice harnessed by their use of social media. They are a generation that uses technology and social media to raise awareness and create communities. We set out to make a film that felt honest to each of the characters’ world. Most of what you see is either their actual world or inspired very closely by who they are or what they represent. Billie is the voice of this generation, her music and words are very important to Gen Z. Having her narrate the film couldn’t have been a better choice.”

“We all have the potential to make a positive impact on our planet, and I’m hopeful our generation will use their platforms to collaborate and communicate, and make a difference,” continues Billie.

Deutsche Telekom will continue to encourage the new generation to find their way in a new world by inviting them to explore #WhatWeDoNext using the brand’s music marketing channel, Telekom Electronic Beats, a platform that allows teens to be part of the conversation.

“Older people tend to think in nations, younger people tend to think in generations. It gives me hope, a lot of hope for the future,” says one of the teens that sat down with Billie to discuss this subject. To listen to the impressions of the other five young people who took part in the Telekom action, click on the video below.

Credits:

Client: Deutsche Telekom

Agency: Saatchi & Saatchi London