what happens next? the secrets of generation zbaby boomers born: 1946-1962 generation x born: 1963...
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WHAT HAPPENS NEXT? THE SECRETS OF GENERATION Z
3 Years ago…
Published
2014
Now
updated
with fresh
insightNow in 2017
Who are Generation Z and what characteristics define them?
What are Generation Z looking for in food and drink?
What could the implications be for your brand or business?
The theory that sparked the research…
HERO (GEN Y) ARTIST (GEN Z)
NOMAD (GEN X) PROPHET (BOOMERS)
Baby Boomers
Born: 1946-1962
Generation X
Born: 1963-1980
Generation Y
Born: 1981-2000Generation Z
Born: 2001+
3 SQUARE MEALS
A DAY
ON THE GO
EATING 24/7 GRAZING
The world for Gen Z
Generation Z characteristics
Pragmatic Overprotected Connected Creative Pressured Communitarian Worldly
Gen Z are
PRAGMATIC
Gen Z are PRAGMATIC
“I wouldn’t eat chicken from McDonald’s
because the chickens are scared when they’re killed, so that means I
would be eating scared hormones!”
Gen Z are
OVERPROTECTED
Gen Z are OVERPROTECTED
An estimated 50% of
children in the UK are
diagnosed with an
allergic condition
Gen Z are
CONNECTED
Gen Z are CONNECTED
90% of online
purchases are said
to be influenced by
social media
Gen Z are
CREATIVE
Gen Z are CREATIVE
“I have 3 of my own
YouTube channels to
share my own
content” 12 year old Lois
Gen Z are
PRESSURED
Gen Z are PRESSURED
10% of children in Great
Britain aged between
5 and 16 have a mental
health problem, with 4% of
children suffering from an
emotional disorder such
as anxiety or depression
The ‘WE’
generation
The ‘WE’ generation
Gen Z cite YouTube
tutorials (i.e. makeup tips),
showing that they’d rather
learn from their peer
group than their parents
Gen Z are
WORLDLY
Gen Z are WORLDLY
“You can talk to people
in America and then
add them as a friend”
So what does this mean
for food & drink?
2
3
Clean and True 24
25
Closer to nutrition
2
6
Co creating Experiences
Mood food
2
8
Generation Z are looking for food & drink transparency
Generation Z don’t want a restaurant they want a venue
Generation Z are hyper aware of the food they want to fit their mood
Generation Z care about the food they eat and nutritional benefits
Powering the World’s Innovation in FMCG, Retail and OTC
Download our Generation Z book now at: happen.com/genz
LONDON
Suzanne [email protected]
AMSTERDAM
Daniel [email protected]
NORTH AMERICA
Melinda Lehman [email protected]
AUSTRALIA
Martine Barrie [email protected]