Filed under: A Bit Of Inspiration, Colenso, Dream Bigger, Dream Small, New Zealand
A few years ago, Colenso launched a book entitled Dream Small.
It was the result of some planners and a photographer going on a road trip – cross-crossing the country, talking to young people they met on their journey about the life they lived and their hopes for it.
It was not positive reading.
This was a generation who increasingly felt tolerated rather than welcomed. Expected to follow what had gone before them rather than be supported and celebrated for adding to it. Who were expected to be grateful for what they had rather than talk about what they didn’t.
It’s why we weren’t surprised when we soon saw young adults leaving NZ in their droves. Driven by a desire to have a life where they had choices rather than a lack of them. Who could embrace their individuality rather than feel increasingly conformed.
What made it especially hard for them was that throughout their early years, all they saw, heard and experienced was hope, positivity and freedom. As we noted at the time, NZ is a magnificent country but due to its size, there kids reach a point where they are forced to face the harsh reality that unless they don’t come from a family of wealth, they will need to conform, adapt or – in some ways – surrender, to survive.
I should point out not everyone felt this way.
I should also point out that some of this is a byproduct of where NZ is, rather than who NZ are.
But by the same token, the amount of people who expressed these feelings and opinions to us ensured this was not a few isolated incidents – as proven by the number of people who have left over the past few years.
Zoom forward 2 years and we were out on the road again.
No focus groups.
No fancy hotels.
No restaurants.
Just listening to opinions and experiences straight from the mouths and streets of those who – despite experiencing the same economic and cultural barriers that we highlighted in Dream Small – have found a way to create, explore or fight for the future they want.
The result of this is Dream Bigger – a book that captures the new rules of success as defined by a generation who face an almost constant barrage of judgement, misunderstanding and abuse by many across society, media and politics.
Dream Bigger is a very different type of book to Dream Small … and yet, there are still commonalities.
They are continuously told they lack ambition, drive and ability.
They are left to their own devices to chase what they want and what is important to them.
But rather than feel isolation and despair – as we heard so much in Dream Small – we hear an audience who feel empowered by the confusion and misjudgment of others.
Part of this is because they’ve only experienced a life full of chaos and change and so feel totally comfortable with it. Part of this is because the internet has completely changed what they can do and how they can do it. But unlike previous generations who blindly believed in the path that had served so many so well over the years – this group know that doesn’t exist anymore and with that has come a sense of freedom.
I’m really proud of this book.
I’m really proud of my team who have sweated blood, sweat and tears over it.
And I’m really proud of Colenso for yet again, investing in something like this when everyone else just outsources their understanding or refers to the same generic research pumped out by research agencies who are focused more on convenience than nuance.
Or said another way …
Where so many agencies like to visit the zoo, Colenso encouraged and supported us to go play in the jungle.
We launch Dream Bigger tonight at a private function for media and clients but over the coming weeks, I’ll be writing a bunch about it … because not only did we hear many incredible stories that need to be told, we met a generation who are not the lazy or unmotivated mass that certain people like to suggest they are, we met a generation who are the new industrialists that NZ has never needed so badly.
If you are interested in knowing more before then, get in touch.
If you’re a company in NZ and care about your future, you probably need to.
