Welcome to 2016: Move Over Millennials, Here Come the Founders

In recent years, PR firms have devoted considerable resources to crafting communications campaigns targeted at the all-important "Millennials" age bracket, which at a population of more than 75 million surpassed "Baby Boomers" this year as the nation's largest generation, according to Pew Research Center.

Those resources, both financial and staff, were well-spent. But a new generation is on the rise, presenting fresh challenges to marketers and PR Professionals.

Say hello to "The Founders."

On December 2, Viacom's MTV unit introduced the Founders (people born beginning in 2000) to the media world.

The music and cultural cable TV/digital network conducted a nationwide survey of more than 1,000 13- and 14-year-olds to find out what makes them tick and asked them to name their age group. The survey generated 544 names (including Builders, Regenerators, Bridge Generation, etc.), but Founders topped the list. Founders is a carve-out of what is considered Generation Z (born after 1995 to 2010).

MTV President Sean Atkins said the Founders name reflects the group's mission to rebuild (or found) a society that was disrupted by Millennials (those born early 1980s to mid 1990s).

Security concerns triggered in the aftermath of 9/11, war and recession shaped the lives of Founders.

The group is more serious, realistic and career-oriented than Millennials, who were raised in the prosperous 1990s and viewed by some as somewhat brash and entitled.

MTV's research uncovered sharp differences between Founders and Millennials. The younger segment consists of "pragmatists" bent on creating a new world in the aftermath of the disruption carried out by Millennial "dreamers", characterized by upending industries such as music, hospitality, transportation (taxis), and media, plus championing LGBT and racial equality.

MTV noted that Founders have a "balanced sense of optimism and dose of practicality." They are more risk-adverse and team-oriented compared to the free-wheeling Millennials, representing, "most diverse and accepting generation in history as births of people of color continue to outpace white births and gender fluidity is becoming increasingly accepted," according to MTV. The poll found that 91 percent of respondents agreed that technology helped their generation "understand people who are different in terms of race, religion and sexuality," while 90 percent said their group "is going to start a new society where diversity is accepted and encouraged."

PR and Marketing Challenges

So what does this mean for marketers? When it comes to reaching Founders, PR firms have their work cut out.

• Having grown up with the rise of smartphones, Facebook, Google and YouTube, Founders are the most connected, visual, stimulated and distracted generation. They have short attention spans and are comfortable using five screens (smartphone, desktop, laptop, iPod and TV) to communicate. To reach Founders, marketers should spread "snackable" content across various devices. A communicator needs to highlight an interesting angle first to grab the viewer's attention, rather than building up to the main point. Messages need to be concise with rich visuals, bullet points and engaging headlines.

• Since terrorism, economic meltdown and recession shaped the lives of Founders, they are practical, ambitious, socially conscious and responsive to cause-related messages. They are eager learners, goal-oriented and interested in succeeding in school, sports, social circles and future careers. Marketers can engage Founders by creating honest messages to show how their actions are changing the world. The goal is to inspire Founders and make them feel they're a part of something special.

• Founders are the 24/7 social media generation, accustomed to collecting, curating and sharing information with friends and family. They will respond to positive messages that trigger emotions or reinforce their world view. Marketers need to repurpose content to make it as sharable as possible. Founders want to be viewed as consumer-partners, not as members of a targeted audience. Marketing material must be viewed as real, creative, useful, relevant and fun for a shot at going viral.

The Founders are a pragmatic and diverse group that grew up in the world of social media. They'll respond to progressive content that has real value in their lives. Their influence goes far beyond their tender years.