Youngsters nowadays have a greater influencing power compared to the previous generation. However, that phenomenon can be caused by several factors.
Firstly, living in a wide environment with expressive cultures (physically and digitally), youth generations were affected on their own developments. Differs with the previous generations, young generations or preferably called Gen-Z, had been exposured with lots of globalization, allowing them to be easy accessing different types of societies and marketing target all over countries. Not only the globalization but also their early exposure on cultural exchanges around countries. For example, Indonesian Gen-Z would have bigger tendency to adapt the culture or lifestyle of foreign celebrities since their parents probably have access to it and shows it to their children. In addition, applicating some celebrities lifestyle on the aspect of influencing may be much more entertaining. The good ramifications of it can be useful for their behaviour and adaptation skills.
Secondly, youth really understand their markets, as they also had a great sense of demand of their market. These skills then lead them to be the creative individuals whenever it goes to influencing skills. They will combined a hook-able gaining methods and will serve it not in a monotonous way. This skills of them can be a potential threat to the older who cannot adapt and fit into the box, creating an imbalance between generations.
It may not significantly affect the relations between the youths and the older but slowly will affect the way the youths can overtake the working field especially agencies. The simple evident has shown in Indonesia which depicts the higher portion of Gen-Z working in agencies compared to the older. Most of the CEO’s stated that it would be difficult for the older generation to conceptualize the up-to-date designs and understand about the influencing algorithm nowadays.
In conclusion, in this digitalized era, people that are not be able to adapt the pace of creative industries may have more threat to be replaced by Gen-Z since they will probably had a better way of thinking, agility, and soft-skills.