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Zoomers differ from other generations more than it seems. They buy goods only when they feel emotions, and they know exactly what to save on. Mikhail Kachalkin, an expert in strategic marketing, on how to make them your customers

Photo: Shutterstock

The theory of generations is based on the fact that a person born in a certain period grows up in a specific informational and historical environment. This context is reflected in his self-identification, values ​​and relationships with the outside world.

This theory can be effectively used in marketing. For example, knowing what values ​​are important to millennials or zoomers, you can predict their consumer behavior. It is logical that people born at the beginning of the last century and now are radically different. Between those who were born with a difference of 20 years, there is also a difference, although not so obvious.

Over the past 25 years, technology has developed rapidly. If millennials (born from 1981 to 1996) still managed to live without the Internet, then zoomers (from 1997 to 2010) and alpha (after 2010) were born when it was already in active use. For them, offline interaction is not so important. Now the discussion of even large b2b projects often takes place entirely online.

Emotions above all

For representatives of the digital generation, the overall impression of a product or service is more important than its content and essence. If the product is good, technologically advanced and convenient, but at the same time does not cause delight, the zoomer is more likely to opt for something that is of worse quality, but in general is simply “cool”. And this is an emotion.

Several lives in one

As a rule, zoomers are very mobile professionally. They can study law, work as a marketer, barista, and then open a mini beaded jewelry business. In addition, they are mobile in terms of their place of residence: they were born in Tver, moved to Moscow, lived in Spain, returned, and settled in St. Petersburg. It is more difficult for older generations to adapt to such major changes.

developments-2021 that will soon change the world — ECONS.ONLINE

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Neither the science fiction writers who described the metaverse and the recreation of extinct species, nor the folklore about Koshchei the Deathless and the invisibility cap assumed that these ideas were feasible. The latest developments are making fantasy a reality now.

December 28, 2021
| Denis Kasyanchuk Econs, Vlasta Demyanenko Econs

Neither the science fiction writers who described the metaverse and the recreation of extinct species, nor the folklore about Koshchei the Deathless and the invisibility cap, assumed that these ideas were feasible. The latest developments are making fantasy a reality now.

December 28, 2021
| Denis Kasyanchuk Econs, Vlasta Demyanenko Econs

Before the pandemic, about mRNA-based vaccines, a technology that is being developed
started back in the 1980s,
few have heard, but the scientific community
viewed the idea with skepticism. But in 2021, it is this technology that has allowed
accelerate the production of vaccines against COVID-19 and the vaccination itself, which is considered a condition for returning to normal life.

It is possible that some other innovative technologies, whose potential has not yet been fully exploited, will find widespread use in the future — and some are already on a direct path to this. Econs has compiled a list of the most impressive technologies, the emergence or a new breakthrough in the development of which became known in 2021.

Matrix vaccines

In 2021, mRNA vaccines, or matrix vaccines, have become one of the
most mentioned scientific developments, which, according to the scientific community,
can revolutionize medicine. These vaccines
based on the introduction into the body of nanoparticles with information about the genome of the virus,
«training» human cell to produce a specific protein that triggers an immune response (see inset). Today on them
accounts for about half of all COVID-19 vaccine contractsin the countries of the European Union, Canada and Japan, and in the USA this share exceeds half.

In 2021, trials show that mRNA vaccines are also effective against
AIDS and Zika
(.pdf), and the German biotechnology company BioNTech (manufacturer of Pfizer’s coronavirus vaccine)
started developing an mRNA vaccine against malaria.

Award of the Year

Research
show that mRNA vaccines reduce the risk of coronavirus infection by more than 90%, and in case of infection
reduce the likelihood of severe illness, hospitalization and death. Matrix vaccines
proved to be more effective than many other based
traditional technologies . In addition, they
require less development time and less cost to manufacture. In 2021, Catalin Carico of BioNTech and Drew Weissman of the University of Pennsylvania, for the mRNA research that led to the Pfizer and Moderna vaccines
received one of the most prestigious awards in the field of medical clinical research —
Lasker-DeBakey Award.

The principle of training the immune system, which is used in the manufacture of mRNA vaccines, can also be a step towards fulfilling the dream of humanity to defeat cancer, which, according to the World Health Organization,
is one of the leading causes of death in the world.

BioNTech has already created such a vaccine in the summer
started testing it. Moderna
develops its analogue, but proceeds from the principle that the drug should be made individually for each patient. To create such a drug, proteins from the cells of a particular patient, which are responsible for mutations caused by cancer, are used as a «training» material. This allows the immune system to recognize and kill «bad» cells, as a healthy body does in response to an «attack» of a common infection, the company explains.

Smart patch

Other Medical Invention 2021 —
«smart patch» developed by researchers at the National University of Singapore. It is able to monitor the healing process of chronic wounds and ulcers (appearing, for example, with diabetes) online through sensors remotely connected to a smartphone. Using sensor technology, the smart patch monitors the physical parameters on which wound healing depends.

As a general rule, a doctor who wants to check a patient’s wounds or ulcers should
remove the protective bandage, which can damage tissue and disrupt the healing process. The smart patch allows you to do without these manipulations and speed up the diagnosis, as well as save patients time for visits to the doctor.

Metaverse

In 1992, science fiction writer Neil Stevenson published the novel
«Avalanche» (Snow Crash), in which the term «metaverse» first appeared. Stevenson described a world in which people actively interact in augmented reality with the help of avatars. With the development of the Internet and augmented reality technologies, Stevenson’s fantasies began to materialize, for which he
was awarded the title of cyber prophet (although the writer himself
says he was just having fun inventing the metaverse).

Mini-metaverses have long been the habitat of many games, the most famous of which are
fortnite,
Roblox,
minecraft and
AnimalCrossing, and over time, fictional life in these cyberspaces began to be supplemented by real life.

In 2021, the idea tested by gamers turned into megaprojects of two global technology giants at once. In October about rebranding and creating a metaverse
announced the world’s largest social network Facebook (now Meta) with almost 3 billion users. As conceived by the head of the company Mark Zuckerberg, in about five years the metaverse
will change the usual interaction of people on the Internet and connect offline life with the virtual one, transferring “work, entertainment and everything in between” to cyberspace.

A few days after Facebook presented its version of the metaverse
presented by Microsoft. In this metaverse designed for companies and corporations, Microsoft promises to use augmented reality to help reconnect teams that are «remote». In 2022, the Microsoft Teams platform will allow users to create 3D avatars and any kind of collaboration workspace. After online meetings, employees can use avatars to sneak off to some nice cyber corner to discuss business or just chat and share news.

The Metaworlds, which began to be created in 2021, are of concern to many. So, in November, one of the first developers of augmented reality technology
Louis Rosenberg published
article in which he warned that the metaverses «could be much worse than social networks», strengthening them
negative effects: information bubbles, spread of fakes, manipulation of public opinion. Metaverses will allow you to get much more information about users than social networks, and in order to avoid the abuses associated with this, it’s time to create a «metapolice», that is, standards and protocols that will protect users,
encourages University of Liverpool Professor Hope David Reid, who specializes in the study of artificial intelligence.

Flying Taxi

In Blade Runner, which was released in 1982, director Ridley Scott showed the Los Angeles of the future, whose inhabitants
fly in cars. In order for this to be possible in a densely populated city, aircraft with horizontal takeoff and landing are needed. Create such a machine
the famous head of Tesla and the founder of SpaceX, Elon Musk, dreams.
Many companies, including
honda,
Airbus,
uber,
Boeing and Russian consortium
NTI «Aerospacenet», already
designed and tested.

Electric aircraft with vertical takeoff and landing (electric vertical take off and landing, eVTOL) should replace the usual taxis. 2021 brought that moment closer: in January, the government of the British city of Coventry
announced that Urban Air Port is starting construction in the city of the world’s first mini-airport for flying taxis, which
will produce the Korean Hyundai.

In September another British company Skyports
announced it would build a similar site at Brent Cross in northwest London, and in November eVTOL trials
began at the Pontoise airfield near Paris. French authorities plan to launch flying taxis in time for the 2024 Summer Olympics in Paris.
Brazilian Sao Paulo is also preparing: the local low-cost carrier Gol has signed a contract to purchase 250 such aircraft and plans to start the first flights in 2023, promising that the cost of the trip will not exceed the bill in a regular taxi.

According to the forecasts of the consulting company Frost & Sullivan, by 2040 the world will have
there are more than 0.4 million commercial aircraft with vertical takeoff and landing. “Transferring” passengers into flying taxis relieves traffic jams and reduces emissions of harmful substances into the atmosphere: a fully loaded eVTOL, that is, a device with three passengers on board, produces 52% less greenhouse gas emissions than a car with a gasoline engine, and 6 % less than an electric car,
researchers at the University of Michigan and Ford calculated in a joint study.

3D printing: on the moon, on earth and in operating rooms

Stereolithography, 3D laser printing that uses photopolymers in a liquid state, has been
patented in 1984 by American engineer Chuck Hull, but for a long time
remained too expensive. Today, in many countries, 3D printing is used, among other things, for the construction of houses: such structures
20-40% cheaper than those built in the traditional way, in addition, when «printing houses»
at least a third less waste is produced, labor costs are reduced by 50-80%, and construction time is reduced by an average of 50-70%. But there are also ultra-fast technologies. For example, the Indian startup Tvasta can
print one house with an area of ​​​​56 square meters. m for
five days and
partners with the authorities of the country in the framework of the «Housing for All» program, which aims to build 20 million homes for low-income families by 2022.

In the American city of Austin, a local startup Icon
created an entire block of 3D-printed houses designed for the homeless. And at the end of 2020
began working with NASA, developing 3D designs for future astronaut bases on the Moon and Mars.

As the «ink» for printing buildings on the Moon, it is planned to use lunar dust — the top layer on the surface, similar to sand and consisting of minerals and tiny glass fragments formed during the fall of micrometeorites. Moondust building material is similar to concrete. Structures built from it
will provide better thermal, radiation and micrometeor protection for people than inflatable or metal structures.

Another technology
presented in 2021 by researchers at the University of New South Wales in Australia, makes it possible to bring the printed material closer to the composition of human tissues and use 3D printing to create implants for people who have lost part of the bone during trauma or surgery. To do this, ceramic ink is mixed with living cells of the patient. According to the chemical composition, such a “spare part” practically does not differ from a real bone, the researchers say.

Digital immortality

Aging and subsequent biological death
irreversible, but in a sense, humanity’s dream of immortality is feasible through «digital immortality» — the use of artificial intelligence to create a digital model of people’s personality. The personal digital twin of a person will live forever.

Startup Mind Bank Ai from Miami
is working on creating such a digital twin. To do this, a person whose twin is being created needs to “communicate” with artificial intelligence for a long time on a variety of topics — about his favorite food, habits, views, about what is happening in his life, etc. During these conversations, the AI ​​will create a model that will think the same way as a specific person, talk and dialogue in the same way as he does, joke, advise and argue in the same way. The creators of the digital twin hope that in the future it will be able to adopt the voice of a person. If this is not immortality in the biological sense, then immortality is an opportunity to transfer one’s knowledge, experience and ideas, the programmers promise.

Mind Bank Ai is not the only one thinking about creating digital twins. In 2020 Microsoft
patented a technology that allows you to create chatbots based on a specific person — a friend, acquaintance, relative, historical figure, or even a fictional character. AI will be trained on the basis of written information already available about a person — his letters, messages, posts on social networks.

Precision is not his forte

Artificial intelligence’s understanding of the world is still very limited, AI experts found out when they tested a linguistic generator.
GPT-3 — AI system that allows you to create texts. Despite the coherence of what is written, the AI ​​has little understanding of what he is talking about. For example, when a short story was put into the program about a hungry cat sitting at a mouse hole for a long time, but the mouse does not appear, and the AI ​​​​was asked what the cat should do, the program replied that the cat should go to the supermarket and buy food there; and the proposed plot of how the lawyer, going to court in the morning, found that his trousers were dirty, the AI ​​ended up with the lawyer going to court in a bathing suit. The program is suitable for writing novels, the researchers concluded, but the fact that it cannot, unlike a person, operate outside the information that is embedded in it, is a big problem when creating digital twins. Other difficulties that Mind Bank Ai will have to overcome are understanding emotions, culture and values, which in many ways define a person.

Resurrection of extinct species

Another attempt to achieve immortality resulted in the project of another American startup Colossal Biosciences in 2021 and is very similar to the plot of the 1990 project.
novel «Jurassic Park», which was based on the film series of the same name, about the cloning of dinosaurs using their DNA found in the blood of petrified mosquitoes. Colossal Biosciences
plans to clone a woolly mammoth using tissue samples.

As conceived by geneticists, with the help of these samples they will be able to modify the Asian elephant embryo in such a way that its genome is similar to that of mammoths. In the future, theoretically, a hybrid of an elephant and a mammoth may appear from such an embryo. Shelter resurrected mammoths in the future already
Yakutia intends to receive the first of them in 5-7 years.

Invisibility Cloak

In 2021, the patent of the World Intellectual Property Organization
received another technology that is very reminiscent of fairy tales and science fiction films — Quantum Stealth material, which makes objects
invisible.

Material developed by Canadian military camouflage manufacturer Hyperstealth,
refracts light in such a way that it does not allow the object covered by it to be seen not only by the human eye, but also by special devices (for example, using infrared radiation and thermal sensors), and also relieves it of the shadow. Quantum Stealth is cheap to make, paper-thin, but can hide a person, a vehicle, a ship, and even a building,
said in a company announcement about filing a patent application in 2019G.

Essentially, Hyperstealth invented something very similar to
Harry Potter’s invisibility cloak, which he received as a gift along with parting words to use it correctly. For the same reason, the Hyperstealth cape will not go into mass production: the head of the company Guy Cramer
says that the invention was developed for the military and will be used exclusively in the army. And for the commercial market, Hyperstealth will offer chameleon raincoats that change color depending on the season, weather and time of day.

Battery windows

The sun is one of
cheapest sources of electricity. To electrify buildings, solar panels, the elements of which are made of silicon, are usually installed on rooftops. However, this option is not suitable for residents of large apartment buildings, who, for example, would like to install batteries on the windows of their apartments — silicon is opaque.

A group of engineers from the USA and China
has developed solar panels made from carbon-based transparent organic materials that not only generate electricity, but also block ultraviolet radiation. Experiments have shown that solar panels have high wear resistance. According to researchers, after 30 years of use, they will work with 80% efficiency. The transparency of such solar panels is currently 40%, but the researchers hope that in the future they will increase this figure to 60%.

Natural casing

Consumers are demanding more sustainable and recyclable products from brands. According to
In surveys conducted in Europe and the Americas, 67% of consumers consider it important that the products they buy come in recyclable packaging.

Some companies are working to make unexpected and innovative «packaging» solutions a reality. For example, mushrooms can
create a material similar in structure to the expanded polystyrene used to protect bottles and cans during transportation. From wheat, bamboo or sugar cane —
pressed pulp, resembling ordinary cardboard. Made from corn starch, a material that
can replace plastic.

And some manufacturers go beyond packaging and go even further. For example, Reebok
develops 100% recyclable sneakers made from plants: their upper
eucalyptus, natural rubber outsole, algae insoles.

Denis Kasyanchuk

Econs.