Gen Z is the most connect generation ever.
As we noted in our April trend report, Gen Z—the fledgling generation that follows the Millennials—is the most connected cohort yet. In Sweden, SWE Advertising (a JWT partner agency) has created the SWEappcademy for 10- to 12-year-olds, designed to “let them teach us while we teach them,” as chief innovation officer Mattias Hansson puts it. This weeklong summer camp at the agency’s Stockholm office will give 30 kids the chance to create mobile apps; one of the goals is that one to five of these apps will subsequently be built by professional developers. Clients underwrite the fee for a third of the kids, and the rest pay a relatively nominal fee. Look for more initiatives that seek to better understand and be inspired by young mobile mavens while giving future tech stars a head start.