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Embracing technology secures the next generation as your customers
19 February 2025
4 min read
The next generation doesn’t just prefer digital solutions. They expect them. Businesses that fail to adapt risk becoming irrelevant, while those that embrace change secure customer loyalty for years to come.
Throughout history, younger generations have driven businesses to evolve. From how we shop to how we bank, technology has always been shaped by new consumer habits. Yet, one critical area has been left behind: contracts.
How the next generation pushes businesses forward
Every major shift in business has been driven by changing customer expectations.
- The internet changed shopping . Millennials and Gen Z grew up with instant access to products and services. Businesses that adapted to e-commerce, like Amazon and ASOS, thrived. Those that resisted struggled to compete.
- Streaming replaced physical media. Younger generations moved away from DVDs and CDs in favour of platforms like Spotify and Netflix, forcing entire industries to rethink their business models.
- Banking became mobile-first. A UK Finance report found that over 80% of adults now use mobile banking, largely because younger generations demand instant, app-based services. Challenger banks like Monzo and Starling led the charge, pushing traditional banks to catch up.
Each shift followed the same pattern. Businesses that embraced new ways of engaging customers thrived, while those that resisted faded into the background.
What happens when businesses don’t adapt?
Ignoring change has never worked out well for businesses. History is full of companies that failed to move with the times and lost everything.
- Blockbuster ignored streaming. The company once dominated video rentals, but when Netflix introduced streaming, Blockbuster dismissed it as a passing trend. By the time they tried to catch up, it was too late. Blockbuster went bankrupt in 2010, while Netflix is now worth billions.
- Kodak failed to embrace digital cameras. Kodak actually invented the first digital camera in 1975 but didn’t push it to market, fearing it would hurt their film business. As a result, competitors took over, and Kodak eventually filed for bankruptcy in 2012.
- Toys "R" Us relied too much on physical stores. While competitors like Amazon and Argos invested in e-commerce, Toys "R" Us stuck to its outdated retail model. It went bankrupt in 2017 after failing to keep up with changing shopping habits.
These companies had loyal customers but lost them by refusing to evolve.
Contracts haven’t kept up
Despite all this progress, contracts remain stuck in the past. Most agreements are still long, complicated, and full of legal jargon that people don’t actually read.
Research from the Legal Services Board shows that unclear contracts lead to more disputes. The Behavioural Insights Team found that simplifying legal language improves understanding by up to 40%. Yet, businesses still expect customers to scroll through pages of text and tick a box without fully engaging with what they’re signing.
For a generation used to quick, visual, and interactive communication, this approach no longer works.
i agree meets the next generation where they are
Gen Z and Millennials don’t just read. They engage. They use video messages on Snapchat, send voice notes instead of texts, and expect interactive, intuitive experiences.
That’s why i agree is embracing the future of agreements by making contracts work the way people actually communicate. Instead of forcing customers to scroll through long documents, we use:
- Video confirmations. Customers can see and understand key terms before agreeing, making intent clear and verifiable.
- Interactive formats. Instead of dense legal text, agreements are broken down into digestible, easy-to-understand sections.
- Multiple ways to engage. Whether through video, audio, or interactive check-ins, customers can choose how they understand their commitments.
By making agreements simple, visual, and engaging, i agree ensures that businesses build trust with the next generation on their terms.
The businesses that embrace change will win
History has shown that companies that evolve with their customers don’t just survive. They lead. Younger generations have already reshaped industries, and contracts are next.
The question is, will your business embrace the change or be left behind?
How to adapt contracts for Gen Z and digital-first customers
Why is the next generation changing how businesses operate?
Why is the next generation changing how businesses operate?
Younger consumers expect fast, digital, and interactive experiences. They’ve grown up with mobile apps, video content, and instant access to services. This shifts expectations across industries, pushing businesses to evolve or risk losing relevance as customer behaviour continues to move away from traditional models.
What happens if businesses don’t adapt to new customer expectations?
What happens if businesses don’t adapt to new customer expectations?
Companies that resist change often lose market share or disappear entirely. Examples like Blockbuster and Kodak show how failing to embrace new technology can lead to decline, even for once-dominant brands with strong customer loyalty.
Why are traditional contracts out of date?
Why are traditional contracts out of date?
Most contracts remain long, text-heavy, and difficult to understand. They rely on legal language and static PDFs that people rarely read. This approach clashes with modern communication habits, where users prefer short, visual, and interactive formats that are quicker to process.
How do younger generations prefer to engage with information?
How do younger generations prefer to engage with information?
Gen Z and Millennials favour video, voice notes, and interactive content over long text. Platforms like Netflix and Spotify reflect this shift, showing that fast, visual communication is now the default expectation across industries.
How does i agree adapt contracts for modern users?
How does i agree adapt contracts for modern users?
i agree adapt contracts for modern users?
i agree replaces dense contracts with clear summaries, video explanations, and interactive steps. This approach helps users engage with key terms in formats they already understand, making agreements easier to follow and reducing the risk of misunderstanding.
Why should businesses modernise their agreement process now?
Why should businesses modernise their agreement process now?
Customer expectations have already changed. Businesses that modernise contracts build trust, reduce disputes, and improve user experience. Those that delay risk falling behind competitors who deliver clearer, more engaging agreement processes aligned with how people communicate today.
