growing up gen z
Post on 12-Jan-2017
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GROWING UP GEN EDGEN A V I G A T I N G T H E P O W E R & I N F L U E N C E O F G E N E D G E I N T H E H O U S E H O L D
@ T H I S I S O M E L E T @ G I L L Z Z Z Z
THEMODERN
FAMILY
4%Only of today’s families can beclassified as “traditional”
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
40% of all kids today are born to single mothers
2 million kids are raised by LGBT parents
50% increase in the multicultural youth population
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
Lagorio-Chafkin, Christine. “The Most Entrepreneurial Generation Yet.” Inc.
For Gen Edge, their “normal” isfamilies of all shapes, sizes, races, and orientations.
THESILENT
GENERATION II
GENERATIONAL VALUESGen Edgers today share many of the same values as their Boomer grandparents.
B O O M E R S G E N E D G E
> Pragmatism
> Realism
> Caution
> Thriftiness
> Open-mindedness
Lynch, Amy. “Gen Z Kids Are Like Their Great-Grandparents.
Here’s Why.” Generational Edge.
PASSIONATE PRAGMATICS
CRITICAL SKEPTICSCYNICAL IDEALISTS
B O O M E R S / G E N E D G E
M I L L E N N I A L S G E N X
Lynch, Amy. “Gen Z Kids Are Like Their Great-Grandparents. Here’s Why.” Generational Edge.
Grandparents + Grandchildren = BFFs
PARENTING
GEN EDGE & THEIR PARENTS
88% claim to be extremely close with their parents
69% say their parents are their top role models
4/10 consider their parents as more of a friend than an authority figure
Cassandra Trend Report: Gen Z. The Intelligence Group.
Unlike previous generations,Gen Edge trusts, respects, and genuinely enjoys hanging out with their parents.
KGOY(KIDS GETTING OLDER YOUNGER)
Iconoculture
Wake Up Quarterly: Gen Z. Omelet.
say getting their identity stolen is a top concern40%
would rather save money than spend it immediately57%
are worried about being able to afford college36%
follow the rules52%
are anti-violence advocates46%would give $10 to help someone rather thanspend it on themslves43%Cassandra Trend Report: Gen Z. The Intelligence Group.
Wake Up Quarterly: Gen Z. Omelet.
Technology is speeding up theirlives, allowing kids to enter adulthood at a much earlier age
HOUSEHOLDINFLUENCE
$200 BILLION$1 TRILLION
$16.90 / WEEKCassandra Trend Report: Gen Z. The Intelligence Group.
Lagorio-Chafkin, Christine. “The Most Entrepreneurial Generation Yet.” Inc.
68% of moms and dads say children have an influence on purchase decisions
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
Percentage of moms who feel their Gen Edge child is influential when purchasing the following:
TOYS
APPAREL
THE WEEK’S DINNER
ENTERTAINMENT
FAMILY VACATION
8 4 %
7 4 %
7 3 %
6 9 %
6 6 %
TV
CELL / MOBILE
COMPUTER
HOME FURNISHING
FAMILY CARS
6 0 %
5 6 %
5 2 %
3 2 %
2 9 %
Sparks & Honey. Meet Generation Z: Forget Everything You Learned About Millennials. SlideShare.
RADDADS
SAHD (STAY-AT-HOME DAD)
16% of all dads are stay-at-home dads
75% of all dads call fatherhood their most important job 1965
The amount of time dads spend
with their kids has tripled since
Wake Up Quarterly: Gen Z. Omelet.
33% say they take on the “traditional mom” role in their household
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
83% take care ofchildren
70% buy groceries 67% cook
64% do laundry70% clean
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
Cassandra Trend Report: Gen Z. The Intelligence Group.
Dads today are helping to blendgender roles and expectations,leading to a universal concept of “parent”
GOLDENRULES
Acknowledge them
Get to know them
Challenge them
Don’t treat them like children
THANK YOU
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