Across Generations Digital Delivers Community and Connection During COVID-19

Source: Zoom

While each generation is dealing with quarantine differently, digital is the common denominator helping to fill the six-foot distance between us. Below are some compelling ways consumers are embracing the new normal and how brands can use this downtime to deliver stronger relationships, and later – commerce.

Gen Z (11-23)

These digital natives have an "innate impulse to congregate online and post constantly" which serves them well in quarantine. 

From the Instagram show Love in Quarantine, to Love Over Zoom Gen Z has taught us social isolation doesn't mean you have to be alone. The LGBTQ+ community Club Quarantine was built by club kids on Zoom, meets nightly at 9pm and already has over 30k followers on Instagram.

Some have filled the void with creativity,  and built interactive games in Google Sheets while others are playing Animal Crossing or taking on dance challenges like Drake's "Toosie Slide". Regarding e-commerce, 41% say they have cut back on spending overall but are buying more online than they were previously.

Millennials (24-39)

Notoriously dubbed the "over-scheduled" generation , Millennials remain consistently busy through the COVID-19 crisis. Many spend their days in Zoom video conferences and their evenings watching live streams, attending remote group yoga or watching Netflix with their friends on Netflix Party.

A popular rise in “challenges” on Instagram and TikTok like “Until tomorrow” are keeping them connected, along with drawing challenges, Zoom dinner dates, drinking games, even physical challenges from push ups to couch-lifting.

Millennials (as well as Gen Z) expect brands to step up and help with the pandemic. Both generations have always expected brands to make a difference, and this expectation is amplified in this dramatic and unique time. When it comes to e-commerce, 30% of Millennials say they are shopping more online, but cutting back overall.

Gen X (40-55)

Gen X were the original latch-key kids which some say makes them the most prepared generation to live in isolation. Although they are the cohort most concerned with COVID-19, they are getting noticed for their calm handling of COVID-19 across social media, even causing Gen X to briefly trend on Twitter. 

Some are tapping into social to connect with other parents for advice, the Facebook group Parenting Under Quarantine was launched by a New Jersey mom and grew to 23k members in a few weeks. Gen Xers are passing the time with TikTok family dance challenges like "Blinding Lights" by The Weeknd.

According to a recent survey, 20% of Gen Xers are shopping more online during the crisis. While women are more concerned about the effects of COVID-19, men are more likely to have it impact their shopping behaviors.

Boomers (56-74)

Younger generations are teaching Boomers how to shop online and use technology like Facetime, Messenger, Skype, Zoom, and sometimes – Houseparty

Those braving the learning curve are being rewarded with closer connections to family and friends, along with a new found independence to help them shop, watch movies and order food. Despite the "Ok Boomer" digital divide we saw in 2019, some Boomers and Gen Zers are using technology to mend fences and  even do a little dancing. 

While only 8% of Boomers are shopping more online due to the crisis, 24% say it is impacting what they buy.

And make room for Alpha (0-10)

Gen Alpha is the "most racially diverse generation across the world, and one in which technology is simply an extension of their own consciousness and identity."

As most schools have closed for the year and moved classes online, Alpha Gens have embraced platforms like Zoom which eliminated fees for schools along with Google Classroom, the top education app during the crisis. 

Livestreams for music, gaming and even bedtime stories read by celebrities like Dolly Parton are capturing their attention. Overall screen time is up by 50% for this generation since the start of the crisis.

This article originally appeared in the April 7th, 2020 issue of Moving Image & Content’s agency newsletter. Register here to subscribe.