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Growing Up Gen Z

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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 todays 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.

    Heres 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. Heres 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 WEEKS 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% cleanEdelman 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

    Dont treat them like children

  • THANK YOU

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