Izimfuno ezahlukene zemikhiqizo kanye nokusimama kwazo
Kule minyaka embalwa edlule, ukusimama sekuphenduke inkambiso egqamile ngenxa yokuguquka kwesimo sezulu okubonakalayo kanye nemizamo yenhlangano yangoLwesihlanu for Future. Manje sekunethonya cishe kuzo zonke izici zokuphila futhi kwaba nomthelela omkhulu endleleni yethu yokuphila. Izinselelo nokuhlangenwe nakho umphakathi obhekane nakho ngenxa yalolu bhubhane, impi yaseYurophu, ukwehla kwamandla emali, kanye nezinhlekelele zemvelo ezifana nalezo eziseSigodini sase-Ahr nakho kube nomthelela esifisweni sabantu sekusasa elivikelekile kanye nendlela yokuphila eqaphela kakhudlwana.
Umbuzo obalulekile ukuthi ngabe lesi sifiso sempilo eqhubekayo siyohlala siyisifiso nje noma umphumela wesenzo kanye noshintsho ekuziphatheni. Phakathi nalolu bhubhane, ukuzimisela ukuzibandakanya endleleni yokuphila esimeme futhi nokusebenzisa imali eningi kukho kuye kwanda, ikakhulukazi phakathi kwesizukulwane esisha. Kodwa-ke, ngokocwaningo lwango-2022 olwenziwa yi-EY-Parthenon, u-51% wabaphenduli manje ukhathazeke kakhulu ngokukhuphuka kwezindleko zokuphila ngenxa yokwehla kwamandla emali, okubeka ukuguquguquka kwesimo sezulu kanye nokungcola endaweni eshisayo. Ucwaningo luphinde lwembula ukuthi u-58% we-Gen Z uzimisele ukulungisa ukuziphatha kwawo ukuze uphile impilo eqaphela imvelo, kodwa okuthakazelisayo, leli phesenti lidlulwa ngama-Baby Boomers ngo-72%. Lo mphumela othakazelisayo kufanele uhlolwe eduze ngokubheka izizukulwane ezahlukene.
Izizukulwane uma kuqhathaniswa
Asikwazi futhi akufanele sinciphise abantu ngabanye onyakeni wabo wokuzalwa kanye nemibono engaguquki. Kodwa-ke, kungaba usizo ukuthatha indlela ejwayelekile yokuqonda izizukulwane ezahlukene.
Nakuba kunezingxoxo eziningi mayelana “nesizukulwane sokugcina” samanje esesaba ikusasa futhi sithatha izinyathelo ezinqala, kufanele futhi sicabangele labo abakhulela ethunzini leMpi Yomshoshaphansi, ihlathi elifayo, iChernobyl, umgodi we-ozone, imifula engcolile, futhi singakhohlwa abantu baseMpumalanga Jalimane okwadingeka bathole indlela yabo ohlelweni olusha ngokuphelele ngemva kokuhlangana kabusha kwamaJalimane ngenxa yokuthi izwe lalingasekho. Isizukulwane ngasinye sinomlando waso oyingqayizivele kanye nezindinganiso okungafanele zenziwe obala ngokweqile.
Noma kunjalo, ulwazi oluhlukene luholela ezidingweni ezihlukene zemikhiqizo kanye nezinqubo zokusimama, ezibuye zibe nomthelela ekuziphatheni kwabathengi.
Ama-Baby Boomers, azalwa phakathi kuka-1946 no-1964, abone izinguquko ezibalulekile kwezenhlalo namasiko. Ngokuvamile bangamakhasimende athembekile akhetha izinhlobo zendabuko abazaziyo nabazethembayo. Lesi sizukulwane sazisa ukwakheka nokuzinza futhi ngokuvamile siyangabaza ukwamukela ushintsho. Babeka phambili ikhwalithi futhi bangase bazimisele ukukhokha okwengeziwe ngemikhiqizo ehlangabezana nezidingo zabo. Mayelana nokusimama, bakhetha amabhrendi athembekile, athembekile, futhi aqaphela imvelo ezinqubweni zabo zokukhiqiza.
Ngokocwaningo oluthi “Shaping the Future Together” olwenziwa yi-Prognos Institute kanye ne-Kantar Public, ama-baby boomers asimeme kakhulu ekuziphatheni kwawo uma kuqhathaniswa no-Gen Z. Lolu cwaningo lwathola ukuthi u-81% wama-baby boomers achitha ukudla okuncane, amanzi namandla futhi agweme izikhwama zepulasitiki ukuze zinciphise imfucuza. Ukwengeza, ama-49% azohamba ngendiza emvelweni. Lokhu konga kubangelwa umlando wabo siqu kanye nobungane nobusha babo obungabonakali ngobuningi.
U-Gen X, owazalwa phakathi kuka-1965 no-1979, uchazwa njenge-pragmatic kanye nokuzimela. Njengoba bekhule ngesikhathi sezinxushunxushu zezenhlalo nezomnotho, bayakwazi ukuzivumelanisa nezimo futhi bazimele. Ngenxa yezimo zabo zangaphandle, bavame ukubona izinguquko njengamathuba. Nakuba bengaqapheli kangako i-brand kunama-baby boomers, bahlala bethembekile emikhiqizweni yabo abayithandayo. Ikhwalithi iyisici esibalulekile, futhi bangase bazimisele ukukhokha okwengeziwe ngemikhiqizo ehlangabezana nezidingo zabo. I-Gen X ibheka umthelela wemvelo wemikhiqizo futhi ikhetha izinhlobo ezikhuluma ngezinhloso zazo zokusimama.
Iminyaka eyinkulungwane, noma u-Gen Y, owazalwa phakathi kuka-1980 no-1995, bangabomdabu bedijithali futhi bayazethemba emhlabeni wedijithali. Bakhetha amabhrendi azibophezele ekusimameni komphakathi kanye nemvelo. Ibhalansi yokuphila komsebenzi ibaluleke kakhulu kubo, ngokungafani nezizukulwane ezindala. Bazisa futhi ulwazi lwekhasimende le-omnichannel olungenamthungo futhi bathanda amabhrendi asebenzisa inkundla yezokuxhumana neziteshi zedijithali ngempumelelo. U-Gen Y uyakwazisa ukuguquguquka nokuzenza ongokoqobo, unesitayela somsebenzi esikhululekile futhi ukhuthaza ushintsho, abalubheka njengokuthuthuka. Bangama-tech-savvy futhi bakhetha ukuxhumana ngemithombo yezokuxhumana kanye nezinkundla ze-inthanethi. Ukwehlukahlukana nokufakwa kuyizinto ezibalulekile, futhi ngokuvamile zisekela izizathu zobulungiswa bezenhlalakahle. U-Gen Z, owazalwa phakathi kuka-1995 no-2012, wabelana ngezici eziningi zalezi zici.
Inhlolovo eyenziwe yiMcKinsey & Company ngo-2021 iveze ukuthi ama-75% abathengi bakwa-Gen Z bakhetha ukuzizwisa komuntu siqu nokuyiqiniso komkhiqizo. Ukukhula ezweni lezobuchwepheshe elisheshayo elinemithombo yezokuxhumana ezandleni zabo kubangele uhlobo olusha lokuziphatha kwabathengi oluhluke kakhulu ezizukulwaneni ezedlule. Ngokocwaningo olwenziwa yi-ECC Cologne ngo-2022, "Izidingo Zekusasa Zesizukulwane Z", abathengi kulesi sizukulwane banesifiso sokusetshenziswa okusimeme, kodwa ngaphandle kokuzinikela okukhulu. Lona umgomo oyinselele okufanele uwufeze futhi uvame ukukhungathekisa leli qembu. Ukuthenga kuvame ukwenziwa ngokuzenzakalelayo endaweni yokuthengisa, futhi intengo ivamise ukuthatha ize kuqala kunokusimama, ngaphandle kwamanani akho. U-Gen Z uyabazisa ubulungiswa bezenhlalakahle nokusimama futhi ubheka ushintsho njengemvelo. Njengabomdabu bedijithali, bathenga eziteshini eziningi futhi bancamela amabhrendi ahlinzeka ngolwazi lomuntu siqu futhi abelane ngamavelu abo. Amabhrendi azibophezele ezindabeni zezenhlalo nezemvelo, asobala, futhi athatha izinyathelo ezisebenzayo zokunciphisa umthelela wawo endaweni ethandwa kakhulu. Ngokocwaningo olwenziwa yiPrognos Institute ngokubambisana neKantar Public, abathengi abangu-62% bakwaGen Z banaka ukwehlisa ukumosheka kokudla, kanti u-34% ugwema ukuhamba ngendiza. Kodwa-ke, lezi zinombolo ziphansi kakhulu kunalezo zama-baby boomers, okuphakamisa ukuthi u-Gen Z akhombe futhi aveze izinto ezikhathazayo kodwa udinga ukusekelwa ekubhekaneni nazo noma alindele usizo ezizukulwaneni ezindala. Nakuba kunomehluko kumanani nokulindelwe kokusimama okuvela kumabhrendi, umthengi ngamunye esizukulwaneni uyahluka ngamunye. Ukuzimisela ukushintsha kukhona ezizukulwaneni ngezizukulwane, kodwa abathengi abazimisele kangako ukusebenzisa imali ethe xaxa ngenxa yokukhuphuka kwezindleko zokuphila. Abathengi abafisa ukuphila ngokuzinza babhekana nenselelo, futhi amabhrendi angabamba iqhaza elikhulu ekusizeni amakhasimende abo ukuthi afeze izinhloso zawo zokuzinza.
Izidingo zesizukulwane kanye nezintandokazi
Ukuze uqondise ngempumelelo izizukulwane ezihlukene, kubalulekile ukuthi izinkampani ziqonde izidingo zazo ezithile kanye nokuziphatha kokuthenga. Ukwenza ucwaningo kungasiza ekuhlonzeni ukuthi iqembu ngalinye eliqondiwe libaluleke ngani emikhiqizweni, ukuxhumana, ukupakishwa, kanye nokuklama.
Isibonelo, uma ama-baby boomers ebeka phambili ukunciphisa imfucuza yokudla, ukwakheka okusimeme kokupakisha kufanele kucabangele lokhu. Ukupakishwa kungase kuvaleleke ukuze kusekelwe lo mgomo, futhi ukupakishwa okusebenziseka kabusha okuvumela ukusetshenziswa kwesibili kungakhanga kulesi sizukulwane.
Ngakolunye uhlangothi, u-Gen Z ukhathazekile ngezindaba zemvelo ezifana nokushintsha kwesimo sezulu kanye nokungcoliswa kwemvelo. Bakhetha ukupakishwa okuvumelana nemvelo ngemiklamo emincane, futhi bavame ukusekela amabhrendi azibophezele ekusimameni. Uma kubhekwa ukuthi leli qembu lithenga ngokuzenzakalelayo, isici sokusimama sokupakishwa nokufakwa kwebhrendi kufanele sibonakale ngokushesha futhi kalula. Kubalulekile futhi ukuthi idizayini yokupakisha idlulisele ulwazi olufanele lokulahlwa ngokucacile, ukuze imigomo yokusimama igcwaliseke hhayi nje endaweni yokuthenga kodwa nangokugaywa kabusha okufanele.
Ulwazi olwengeziwe mayelana nokusimama komkhiqizo lwaziswa kakhulu ngabakwa-Gen X, abancamela ukuqoqa ulwazi ku-inthanethi nokungaxhunyiwe ku-inthanethi ukuze baqinisekise ukuthi benza isinqumo esifanele sokuthenga. Lokhu kungafezwa ngokusebenzisa amakhodi e-QR emaphaketheni, nakuba kubalulekile ukuthi isixhumanisi esingemuva kwekhodi siholele ekhasini lokufika elifanele. Wonke amaqembu eminyaka yobudala ayayithokozela imikhiqizo enezinto zokupakisha ezincishisiwe, kanye nezinto ezidinga amandla amancane nezisetshenziswa ukuze zikhiqize, futhi zigaywa kabusha kalula noma ziboleke.
Ukupakisha kuyingxenye eyodwa yohambo lwabathengi futhi amabhrendi awakwazi ukuthembela kuphela emaphaketheni ukuze akhulume ngemizamo yawo yokusimama. Ukuze ubonise ukubonakala obala okwengeziwe futhi unikeze abathengi ulwazi olwengeziwe, imikhiqizo ingasebenzisa ezinye iziteshi zokuxhumana ngaphezu kokupakisha. Isizukulwane esingu-Y ikakhulukazi sazisa indlela engenamthungo ye-omni-channel kanye nokuxhumana okuthembekile nokuyiqiniso kuzo zonke izindawo zokuthintwa ezifanele kungaba indlela efanele yokunqoba leli qembu eliqondiwe.
Ukugwema ukusolwa ngokuwasha indawo eluhlaza, kubalulekile ukuthi amabhrendi aphumele obala mayelana nezinhlelo zawo zokusimama kanye nenqubekelaphambili ekufezeni lokho. Noma ngabe yonke inqubo yabo yokukhiqiza ayikasimami ngokugcwele, kusabalulekile ukukhombisa ukuthi bakuthatha ngokungathi sína ukuvikelwa kwemvelo futhi babambelele ezindinganisweni zemvelo nezenhlalo noma izindinganiso zokusimama njenge-FSC noma i-Cradle to Cradle. Izitifiketi ezifakazela imizamo yazo yokusimama zinganikeza ukubeka izinto obala futhi zisize ukwakha ukwethembana kubathengi ababeka kuqala imikhiqizo esimeme futhi bafune ukusekelwa emizamweni yabo yokuthola indlela yokuphila esimeme kakhudlwana.
Ukusimama kuthinta kanjani ukwethembeka kwekhasimende nothando lomkhiqizo?
Ukuzinza kuyisici esibalulekile ekwakheni nasekukhuliseni ukwethembeka kwamakhasimende enkampanini. Abathengi banamuhla abafuni nje ukuthenga imikhiqizo; bafuna ulwazi ngomkhiqizo abangalethemba futhi bahlale bethembekile kulo. Bafuna ubufakazi bokuthi uhlobo abaluthembayo alulimazi imvelo kodwa kunalokho luyayithuthukisa. Ngokuzibophezela emikhiqizweni nasezinqubweni ezisimeme, umkhiqizo ungakha ukwethembeka kwekhasimende lesikhathi eside futhi ubonise amakhasimende alo ukuthi ukwethenjwa kwawo kubekwe kahle. Kubalulekile ukuxhumana nemizamo yokusimama yomkhiqizo ngokusebenzisa izindawo zokuthinta ezifanele futhi uphendule noma yimiphi imibuzo ehlobene nokusimama abathengi abangaba nayo. Ngale ndlela, abathengi bazohlonza eduze kakhulu nomkhiqizo futhi bakhe ukuxhumana okuqinile ngokomzwelo nalo. Ekugcineni, ukusimama komkhiqizo kuholela ekuthembekeni okuphezulu kwamakhasimende, ukwanda kokuthengisa, ukwaneliseka kwamakhasimende okuthuthukisiwe, nokukhula okwengeziwe. Sengiphetha, ukusimama kuyisici esibalulekile ekuhlakuleleni ukwethembeka kwamakhasimende nothando lomkhiqizo.
Isiphetho
Ngokuvamile, kungaphethwa ngokuthi ukusimama kudlala indima ebalulekile ezinqumweni zokuthenga zabathengi, futhi izinkampani ezibonisa ukuzibophezela kwazo ekusimameni zinamandla okuthuthukisa isimo sazo semakethe. Noma kunjalo, kubalulekile ukuqonda izimfuno nokukhetha kwezizukulwane ezihlukene futhi uzicabangele ekusungulweni komkhiqizo, ukwakheka kokupakisha, namasu okuxhumana.
Sevil Hoppmann, uMqondisi Wokuthuthukiswa Kwebhizinisi
Cishe iminyaka engama-25 u-Sevil Hoppmann ubesebenzela futhi enabanikazi bemikhiqizo nabadayisi abaziwayo eYurophu, ebasekela ekuhleleni imikhiqizo yabo kanye nokuzuza ubukhona bemakethe obufanayo kuzo zonke izindawo zokuthinta ohambweni lwamakhasimende. Ukunwetshwa kwephothifoliyo yethu kanye nempumelelo yokwaneliseka okuphezulu kakhulu kwamakhasimende kubaluleke kakhulu kuye. NjengoMqondisi Wokuthuthukiswa Kwebhizinisi kwa-SGK, unesibopho sokukhulisa ukuthengisa e-Continental Europe.
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