116 New Category of Human: “Native Digitals” (People Under 35) Are Radically Different People & Most “Native Analogs” Don’t Get It
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This episode is based on the Category Pirates ?☠️ Newsletter.
Welcome to a two-part series of Lochhead on Marketing, where we talk about Native Digitals and the profound changes they are bringing to the way we live, work, and play.
In this episode, let’s talk about how these younger folks, 140 Million of them in the United States, are the new category of human. These native digitals are the first to grow up completely integrated with technology.
I think it has a profound meaning, and I also think that most people aren’t paying attention.
Native Analogs vs Native Digitals: Perceiving Reality
While having my friends and their kids over one time, I’ve realized something different. While my friends and I are enjoying the beautiful sunset on the beach, the kids were doing something else. They were at their phones, talking to their friends or watching something online. Which seemed like a waste of a perfectly good sunset, though they did take a picture to post on social media.
This got me thinking and gave me the idea: these kids are Native Digitals. It means that their primary experience of life is within the digital one, and their analog life is secondary. That is to say, the photo or video of the sunset is more important than the actual one, because they can show it off to their network.
If you are like me, a Digital Analog, it’s the reverse. Though the insight that I had that morning after that sunset on the beach was quite interesting.
Who are the Native Digitals and Native Analogs?
If you are 35 and above, you are most likely a Digital Analog. You value your life outside technology, and are one of the categories of human that exists today. If we are talking about generations, they fall under the Baby Boomers and Gen Xers who were born in the early 80s or earlier. They make up approximately 136.8 million Americans.
The second category are the Native Digitals. These are millennials and Gen Xers who are born between the early eighties and as recently as the 2010s. The high end of these folks are around thirty-five today and the low end are as young as six years old.
Get this, they make up 140 million Americans.
Why is this Important?
So there’s the great AHA. There are more Native Digitals right now in the United States. As time goes on, the gap between the population of Native Digitals and Native Analogs will widen.
Yet it is our strong suspicion that both category of humans does not understand how profound this change is. It’s not just a normal generation stuff where the older generation has different trends than the newer one.
One major difference is that Native Analogs think of technology as an add-on to their lives, and sometimes even a distraction. Whereas Native Digitals grew up where technology is a necessity and deeply tied to their daily lives. Hence why they think their digital lives and personas are more valuable than their physical ones.
So why is this important? Because some of the biggest companies that are trying to appeal to Native Digitals are being run by Native Analogs. This causes a disconnect in their ideas, and might hurt their company in the long run, either by further showing their lack of comprehension. Or worse, being late to the punch in creating new categories that appeal to these new humans.
It also extends to their company framework. While there are still benefits to having a physical office or venue for work, stubbornly clinging to a full office experience can be detrimental. Especially since the current situation has proved that working remotely is not only viable, but sometimes better.
These are just some of the things to consider, and we would love to tackle it more in the 2nd part of these series.
So think about this the next time you are looking into the sunset on a sandy beach: which type of human are you?
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.
