Roseville 2016: Keynote Speaker Presentation

METHODOLOGY. CULTURAL QUANTITATIVE QUALITATIVE TRENDSETTER ANALYSIS RESEARCH RESEARCH COMMUNITY Focus groups & Invite-only community New trends are Formal study of in-depth interviews of 1K+ handpicked published daily, over 5,000 young among our audiences young trendsetters hundreds catalogued consumers ages 10+ times a year 8+ times a year every year 14-34, 4 times a year

Parenting Styles

Shifting Social Mores

Socioeconomic Conditions

GENERATIONAL LANDSCAPE

Tech Advancements

Popular Culture

Game Changing Events

THE PURSUIT OF HAPPYNESS: Comparing Generations Y & Z

THE SILENT GENERATION. (currently ages 71 - 90)

Self-reliant

Work hard

Necessities

Brand lifers

BABY BOOMERS. (ages 52 - 70)

Idealistic

Work to live

Avid consumers

Brand loyal

GEN X.

(ages 36 - 51) Pessimistic

Work for status

Status goods

Branded

WHAT ABOUT GEN Y?

Optimistic

(ages 19- 35) 1990’s Economy Trophy Kids

Work/Life blending

WHO IS THE HAPPIEST PERSON YOU KNOW?

WHO IS THE MOST SUCCESSFUL PERSON YOU KNOW?

THE SAME PERSON?

HAPPINESS IS SUCCESS. 72% of Gen Ys measure success based on how happy they are

GEN Z.

(ages 18 and under) Realistic

Great Recession

Life Skills

Live to work

SUCCESS IS HAPPINESS.

51% of Gen Zs associate success with money vs. only 28% of Gen Ys who said the same at their age

NEW ADULTHOOD: The Life of Y

THE PATH. 61% of Gen Ys do not plan on following a traditional path in life

ALL IN GOOD TIME. Career

Financial security

Live alone Marriage

College

Retirement

House Kids Car

ALTERNATIVE ACCOMPLISHMENTS. 46% of Gen Ys say that having the ability to travel is part of “having it all”

OPPORTUNITY NOMADS. 77% of 19-24 year old Gen Ys would rather pay for an experience than a product

“The only thing different about the Millennial Generation is that it is actually asking for the things that everybody else wants.”

- LASZLO BOCK, SVP PEOPLE OPERATIONS

BUY NOT. 1/3 of Gen Ys would pay full price to access an item rather than own it

OPTIMIZATION GENERATION. 80% of Gen Ys say they’ve become more strategic about how they spend their money in the last few years

OPEN HOUSE. 52% of Gen Ys no longer consider owning a home as part of the American Dream

PLACES TO PLAY HOST.

HOMES AWAY FROM HOME.

BRAND REST STOPS.

DUTY FREE. 81% of Gen Ys say they’ve becoming more strategic about how they spend their time in the past few years & 65% of Gen Ys use services that deliver items to save time; which demonstrates a 16% increase from 2014

OPTING FOR OUTSOURCING. Fly Cleaners

Blue Apron

Stitch Fix

Shuddle

39% of Gen Ys have outsourced clothes shopping, a number which has more than doubled since 2014

LIVING ARRANGEMENTS. 1/3 of Gen Ys say it’s perfectly appropriate to live with a roommate at any age

REDEFINING THE ROLE OF FRIENDS. 2/3 of Gen Ys are dependent on their friends to help them navigate adult responsibilities

FRIENDS WITH BENEFITS. 56% of Gen Ys would opt to borrow money from family or friends rather than a traditional institution

THE NEW FRIEND ZONE. 65% of Gen Ys feel that their friends need to approve of their significant other in order for their relationship to be successful

SOLOISTS. 82% of Gen Ys say being able to be comfortable alone in public is a sign of independence

RESERVATION FOR ONE. Reservations for tables of one in the U.S. have gone up 62 percent over the past two years

SHOW ME LOVE. 41% of Gen Ys buy themselves presents

NO (KID)DING. Nearly 1/3 of Gen Ys do not want to have kids or are unsure about it

NO (KID)DING. Almost 50% of Gen Y women do not want or are unsure about raising kids because they don’t want to give up the flexibility they currently have in their personal life

THE PRICE OF PARENTING. The #1 reason that Gen Ys don’t want to have kids is because of the cost

WHAT DO YOU DO? Finding a job they enjoy is the most important thing that Gen Ys need to feel complete — ranking higher than spouses, children, or friends

FOR LOVE + MONEY. In 2012‌ 64% ranked making the world a better place as a priority in life

FOR LOVE + MONEY. In 2015‌ 41% want to make the world a better place

MONEY MATTERS. Almost 50% of Gen Ys say a high salary is what they need to feel fulfilled in their work lives

INSTANT GRATIFICATION. Almost 60% of Gen Ys say that forming a retirement plan is something that they’ll wait to do until they’re older

Only 17% are saving for retirement in any capacity

WELLTH INVESTORS. 80% of Gen Ys invest in their health and wellness, and on average spend 1/4 of their after tax income in this category

DOLLARS & SENSE. 77% of Gen Ys cite financial security as a milestone they actively want to reach, but only 13% reported actually being financially secure

“Going to the bank feels like going to the post office or the DMV.” - EMILY, 26, CA

6-in-10 think big banks aren’t designed to serve their generation

SPEAK THEIR LANGUAGE. Sumday by BNY Mellon

Paribus

Society of Grownups by Mass Mutual

IMPLICATIONS 1. EMBRACE ESSENTIALISM • Help Optimize the Lives of CDOs 2. CREATE HOMES AWAY FROM HOME • Brand Rest Stops • Places to Play Host 3. ACKNOWLEDGE THE CHANGING ROLE OF FRIENDSHIPS • New “Family” Plans 4. PORTRAY PARENTHOOD REALISTICALLY • Raw Honesty 5. TEACH THEM ABOUT FINANCE • In Their Own Language 6. SHOW HOW YOUR BRAND DELIVERS HAPPINESS

GEN Z. Ages 18 and under

BORN BIRN REALISTS.

LIFE SKILLS. 51% of Gen Z parents says today’s world is a scarier, more dangerous place and they feel the need to protect their children & 51% of 13-17 year olds have recently cooked a meal from scratch

EMPOWER THEM.

NAVIGATORS. 80% of 13-17 year olds would consult the internet over their parents if they had a question about something

OPEN SOURCE.

BLENDED. 74% of 13-17 year olds think that everyone should be treated equally in society

Jazz Jennings, Age 15

RECLAIMING FEMINISM. 74% of Gen Zs think it’s normal for women to be the primary earners of a household

CAREFUL CONSUMERS. 67% of 13-17 year olds do product research before buying in-store

INFLUENCING INCOME. 93% of Gen Z parents say that their child’s opinion is influential when it comes to their family’s spending and household purchases

EvanTube, Age 10, 2bn Views

ZCONOMY.

ANCHOR VS ANCHOR. 75% of 13-17 year olds want to buy a home in the future

OFF-ROADING IS ON…

WORKS IN PROGRESS. 82% of Gen Zs would prefer to forge a non-traditional path in life rather than be confined by a prescribed route

Hilde Lysiak, Age 9

PROPLAY. 89% of Gen Zs spend free time doing activities that they consider productive

Fashion by Mayhem, Age 6

CULTIVATING CREATIVITY. 70% of Gen Zs consider creativity to be the top quality need to be successful today

THE FAIL. 71% of 13-17 year olds expect to have a few failures in life before they succeed

Carter Kostler, Age 17

THE REAL STORY. 67% of 13-17 year olds prefer entertainment that has a realistic ending rather than a tidily resolved, happy ending

Connor Franta, 335m Views

RELATABLE.

64% of 13-17 year olds like YouTube stars because they are open and honest about their lives Jenn McAllister, 168m Views

EDUTAINMENT. 76% of Gen Zs would rather be smart than popular & 55% say that their favorite YouTube stars teach them something new

PewDiePie

Markiplier

Zoella

Tyler Oakley

SOCIAL STARS. 90% of Gen Zs will stop and watch an ad if they find it humorous, inspiring and/or relevant to them

EFFECTZ OF TECH.

THE ONLINE GENERATION. Almost half of Gen Zs would rather play online than play outside & In terms of current obsessions food ranks above clothing, sports, TV and movies for Gen Zs

(A)SOCIAL SKILLS Texting is the #1 way that Zs communicate with family and friends

SOCIAL STRATIFICATION. Instagram and Snapchat are used for IRL friends and those with whom they’ve formed elationships

IMPLICATIONS 1. ACKNOWLEDGE THEIR UNIQUE DIFFERENCES • Zs are Not “Young Ys” 2. HELP THEM VALIDATE PURCHASES • Careful Consumers • Hacking Ownership 3. EMPOWER NEW SKILLS • Engage with ProPlay 4. EMBRACE YOUTUBERS • Potential Partnerships 5. PLAY TO THE PLATFORM • Keep Up with Social Norms

QUESTIONS?