Jürgen Fischer, president of Danfoss Cooling, says that Generation Z are digital natives and the refrigeration and air conditioning industry must adapt to their needs. Born between the mid-1990s and the early 2000s, members of Generation Z are now entering the market as cooling consumers. They have a unique view of the world, having grown up their entire lives with an internet connection. This ever-present access to information has influenced their mindsets, values, and consumption patterns, and given them heightened awareness of the human impact on the planet and corporate social responsibility. But, informed as they are, do they understand the importance of air conditioning and refrigeration and their impact on our planet. And do they care? The short answer is yes, but there are some important considerations to keep in mind when addressing Generation Z. 76% of Generation Z feel that their online experiences will help them reach their goals.[1] In the cooling industry, the responsibility lies with us to adapt ourselves as we attempt to engage this new generation in our mission to engineer the world of tomorrow. We need to learn to speak their native language: the language of digital. We also need to go where they go, and that includes the smartphone, a digital environment that Generation Z exists on for an average of 15.4 hours per week.[2] This means the smartphone will also be their most important device for support around cooling products. Product documentation and technical support need to be available 24/7 on channels like YouTube, social media networks, mobile-optimised websites, and dedicated apps. Time is of the essence. Our industry needs to move quickly to create a dialog and explore the opportunities and challenges of digitalisation in the cooling industry.
[1] http://www.baselinemag.com/it-management/slideshows/workforce-preview-what-to-expect-from-gen-z
[2] https://www.visioncritical.com/generation-z-infographics/
[3] https://www.brookings.edu/wp-content/uploads/2016/12/sharingeconomy_032017final.pdf
(Source: https://www.coolingpost.com/blog-posts/cooling-needsembrace-digital/)