Andrew Quinn from Havas Worldwide on Generation Z
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Generation Z, born between 1996-2012, is now entering the workplace. They have been shaped by their grandparents who have taken on more of a parenting role due to more mothers entering the workforce. Grandparents now spend on average 8 hours a week caring for grandchildren. This generation values happiness over hard work and success, sees entrepreneurship positively, and wants to create social change, reflecting the influences of both their Gen X parents and Baby Boomer grandparents.
Andrew Quinn from Havas Worldwide on Generation Z
- 1. 9 April 2014 GEN Z – shaped by grandparents
- 2. Generation Z is now entering the workplace 1996 2012Born Age 18 28 2004
- 3. Grandparents are becoming ‘secondary parents’as more mothers enter the workforce 0% 20% 40% 60% 80% Mothers in Employment Source: The Changing Face of Motherhood (SIRC 2011) & RIAS ‘C21st Grandparenting Report’ 2013 British grandparents spend on average 8.2 hours per week looking after their grandchildren – 75% of grandparents Driven by rising childcare costs (17% agree) and increasing parent workloads (32% agree)
- 4. This is especially true for Generation Z 0% 10% 20% 30% 40% 50% 60% 70% 80% 1991 2001 2011 % grandparents seeing grandchildren 1+ per week Source: The Changing Face of Motherhood (SIRC 2011) & RIAS ‘C21st Grandparenting Report’ 2013
- 5. Generation Z are the product of a clash in generational parenting styles Gen X Parenting Protecting through surveillance What’s best for MY child Teaching children how to be successful Realistic – do what you’re good at Only the best win Baby Boomer Parenting Protecting through involvement What’s best for the group of children Giving children what they need to be successful Aspirations – you can do anything Everyone wins Source: The First Generation of the C21st (Magid Generational Strategies) 2014
- 6. 3 predictions for Gen Z as they make their first steps in the world of work…
- 7. New success mind-set 1. Happiness is the key to success
- 8. Desire to be happy like their grandparents Source: German Institute for Economic Research (UK data) 2010
- 9. Reversing their parents’happiness model Hard Work Success Happiness Happiness Hard Work Success Old model – chase happiness New model – choose happiness Source: Shawn Achor’s The Happiness Advantage
- 10. The King: What are you doin’, kid? Lightning McQueen: I think The King should finish his last race. The King: You just gave up the Piston Cup, you know that? Lightning McQueen: Ahhh. This grumpy old racecar I know once told me somethin’. It’s just an empty cup.
- 13. Birth of a new entrepreneurial generation 2. Go it alone (with our support)
- 14. Parental influence will be much longer than it was for their parents Now 1 in 4 live with their parents
- 15. Do what you’re good at (with our support and help) Gen X Parenting Teaching children how to be successful Realistic – do what you’re good at Baby Boomer Parenting Giving children what they need to be successful Aspirations – you can do anything Source: The First Generation of the C21st (Magid Generational Strategies) 2014
- 16. The rise of the entrepreneur 1. Highest levels of youth unemployment worldwide since the great depression 2. Trust levels in big business and banking at an all time low – now 80% of 16-34s don’t want to work for big corps 3. 70% would like to set up their own business – even higher in BRIC countries 4. In 2010, 5% of under 30s were entrepreneurs – now it is 10% Source: Deloitte 2013 & Global Entrepreneurship Monitor 2014
- 20. Predicted rise in social entrepreneurialism 3. Be the change
- 21. Understanding the Gen Z mind-set – qualities for development of young people PARENTS (GENERATION X) GRANDPARENTS (BABY BOOMERS) HardworkingIndependence Ethical Source: The First Generation of the C21st (Magid Generational Strategies) 2014
- 22. The rise in social entrepreneurialism – profit and purpose 1. Growing recognition that capitalism can be a force for good (not a necessary evil as believed by gen x) 2. 86% claim that it is important that their work makes a positive impact on the world Source: Havas Prosumer Citizenship Report 2013
- 26. Gen Z – tomorrow’s leaders shaped by grandparents 1. Happiness as key to success 2. Go it alone (with our support) 3. Be the change “All the research we’ve done shows that gen Y lacks resilience and a work ethic. Generation Z is different. They will be incredible achievers, leading the nation through issues like the aging population and climate change” – Mark McCrindle, McCrindle Research
- 27. THANK YOU
Editor's Notes
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