growing up gen z

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