who's up nxt? a cross-generational view on nextgen marketing

71% 59%

58% of the allowance of 4-11 is spent.

The youngest spend it on hobbies, food and games

NL

On what do you spend your allowance?

Gen Z-120% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

I put it in my savings

Hobbies

Food

Video- games

Clothing

Fashion accessories

Movies -DVD, Blu-ray

Electronics

Apps

Beauty products

Sports equipment

Shoes

Phone (prepaid,..)

Going out

Other

NXTGen has a strong influence on food, holidays, technologies, TV… NL

To what extent do you have an influence on your parents regarding the following?

NXTGEN (GENY & GENZ)

0% 10% 20% 30% 40% 50% 60% 70%

The food that is consumed at home

Their holiday destinations

The technologies they adopt

The television programmes and films they watch

The grocery stores they visit

The products / services they buy

The cities they visit

Their environmental behaviour

The bars, restaurants, museums, etc. they visit

The banks they are with

The political choices they make

The clothes they wear

The doctors they visit

The music they listen to

The shoes they buy

The brands they like / prefer

Whatsapping/Snapchatting is the new popcorn NL

Baby Boomer Gen X Gen Y Gen Z

To what extent do you do the following activities while watching TV?

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Use social media

Chat or text with friends

Check or answer emails

Surf the Internet

Play games

Most popular word of 2014?

I want it all, and I want it NOW NL

Why do you watch movies on your laptop/smartphone/game console/tablet?

It allows me to watch shows that are not out yet


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Babyboomer

Gen X

Gen Y

Gen Z

Shrtr

Frmts?

Let’s get

Phygital

Baby boomers are the most progressive in terms of gender equality NL


Men and women are both equal

It’s in the nature of women to stay home to raise a family

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

To what extent do you agree with the following statements? (top 2)

Health problems, global warming (climate & nature) and 3rd world ! NL

If you were a world leader, which issues would you tackle first? (top 3)


0% 10% 20% 30% 40% 50% 60% 70%

Terrorism

Economic crisis, unemployment

Health problems and virus outbreaks

Racism / Radicalism

Global warming / Climate change -natural disasters

Immigration -politic and economic refugees

Food waste

Underdevelopment in third world countries

Water pollution

Sharing is a Gen Y thing NL

Which of the following products or services have you used or are you interest in using?


0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Household and maintenance tasks

Apartment sharing (e.g. Airbnb)

Sharing finances, crowdfunding

Sharing tools, machinery and equipment

Ride sharing (e.g. Lyft, Uber)

Petsitting (e.g. Pawshake)

Car sharing (e.g. Cambio)

Sharing office spaces, gardens

Hyperpersonalization is key for Gen Z, luxury also important

And coolness NL

What are important characteristics for a brand or product?


0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

…breathes out power

...is socially engaged

...allows personalisation

…is trendy

…is sporting

…is a bit of a rebellion

…is luxurious and glamorous

...is ecologically engaged

…is optimistic

…is cool

…introduces new trends

…is international

Kraft vs Craft

Gen Z is more likely to start an own business, work abroad, and go for

a nice career and moneyNL

Please indicate what is most applicable to you regarding career perspectives?


Start own business

Work in own country

At the office

Have career

Make lot of money

Work for others

Work abroad

On the road

Home often

Happy in your job

0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

Adventure, risks, creativity lead to good times & good money for NXTGen NL

Do you agree with the following statements? (top 2)


0% 10% 20% 30% 40% 50% 60% 70% 80%

Living in secure surroundings is important to this person

It is important to this person to have a good time

It is important to this person to help the people nearby

It is important to this person to always behave properly

Looking after the environment is important to this person

It is important to this person to be creative

Tradition is important to this person

Being very successful is important to this person

Adventure and taking risks is important to this person

It is important to this person to be rich

It is important for me to have a good time

It is important for me to be creative

Being very successful is important for me

Adventure and taking risks is important for me

It is important for me to be rich

0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











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Vita,

10 yr. old

daughter of a great

(imperfect) father

Professional Duckface

Pamela

Grossman

Director of

Visual Trends

Getty Images

#uglyselfie

Cara Delevingne

Jennifer Lawrence

Faces of JLawrence

Intermarché fruit/légumes moches

Kraft Foods

Failure IS

an ops tion

Ephemeral

I am SNAPPY

I am DREAMING OF

A BETTER WORLDI am MAKING IT

TO MAKE IT

The age of impatience

Blurred gender

Enoughism

The ME-conomy

Perfectly imperfect

Actively chillax

I am READY

I am SNAPPY

I am DREAMING OF

A BETTER WORLD

I am READY

TO MAKE IT

I am MAKING IT

Fast/On Demand

Content brands

Macro-Do brandsMicro-Me brands

Beta-Dream brands

@Joeri_InSites I #coolbrands

joerivandenbergh

www.howcoolbrandsstayhot.com

co-founder InSites Consulting

NXTGen Xpert & marketing author

currently in his most attractive years ever ever

Joeri Van den Bergh – GEN X

who's up nxt? a cross-generational view on nextgen marketing

Marketing

babyboomer gen x gen

gen y thing nl

games nl

coolness nl

baby boomers

following products

airbnb sharing finances

crowdfunding sharing