Understanding Pluralists: The Next Generation
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The document outlines the characteristics and trends related to Generation Z, also known as 'plurals,' highlighting their progressive views on family, strong inclination towards innovation, and a shift in traditional roles. It notes their financial conservatism, preference for anonymity online, and desire for personal growth over material success. The document emphasizes the importance of understanding these traits for marketers to effectively engage with this generation.
Understanding Pluralists: The Next Generation
- 2. Source: Pew Research Social & Demographic Trends, 3/2014 GENERATIONAL TIMELINE Maturists • Pre 1945 • 69+ years old Baby Boomers • 1946 - 1964 • 68 – 50 years old Gen X • 1965 - 1980 • 49 - 34 years old Millen- nials • 1980 – approx 1995 • 33 – 18 years old Pluralists • Approx 1995 – 2010 • 18 – 4 years old
- 3. Source: Nielsen, 1/2014 POPULATIONBYGENERATION 24% 24% 16% 24% 12% MATURISTS BABY BOOMERS GENERATION X MILLENNIALS PLURALS
- 4. Pluralists
- 5. Their World
- 6. Raised in a world of “posts”
- 7. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 8. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 9. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 10. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 11. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 12. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 13. Raised in a world of “posts” SOURCE: C+R RESEARCH, 2013 YOUTHBEAT REPORT, WAVE 2. CONFIDENTIAL AND PROPRIETARY ©
- 14. Gen Z’s definition of “family” is the most progressive of any generation.
- 15. Gen Z’s definition of “family” is the most progressive of any generation.
- 16. Gen Z’s definition of “family” is the most progressive of any generation.
- 17. Gen Z’s definition of “family” is the most progressive of any generation.
- 18. Gen Z’s definition of “family” is the most progressive of any generation.
- 19. Gen Z’s definition of “family” is the most progressive of any generation.
- 20. Gen Z’s definition of “family” is the most progressive of any generation.
- 21. Gen Z’s definition of “family” is the most progressive of any generation. 80% of Plurals believe that same- sex marriage should be legal.
- 22. The New “Normal”
- 23. The New “Normal”
- 24. Today, 1 in 7 stay-at-home parents is a dad, compared to 1 in 100 in 1970. Plurals will continue to witness this shift, redefining traditional parental and gender roles.
- 25. Today, 1 in 7 stay-at-home parents is a dad, compared to 1 in 100 in 1970. Plurals will continue to witness this shift, redefining traditional parental and gender roles.
- 26. Today, 1 in 7 stay-at-home parents is a dad, compared to 1 in 100 in 1970. Plurals will continue to witness this shift, redefining traditional parental and gender roles.
- 27. Plurals will be the last generation with a non-Hispanic white majority.
- 28. 1 in 3 Plurals could live to be 100.
- 29. What does it all mean?
- 30. What does it all mean? • Plurals have both inherited and witnessed rapid and sometimes radical change in ideas and ideals
- 31. What does it all mean? • Plurals have both inherited and witnessed rapid and sometimes radical change in ideas and ideals • This creates a comfort level with progress and innovation, juxtaposed by a desire for security and stability
- 32. Their Tech
- 40. Desktop weak among teens
- 41. Desktop weak among teens 0 20 40 60 80 TV Desktop Handheld Gaming 13 -‐ 17 years 8 -‐ 12 years
- 42. Desktop weak among teens 0 20 40 60 80 TV Desktop Handheld Gaming 13 -‐ 17 years 8 -‐ 12 years
- 43. 4 in 10 tweens have shopped online in the past month to browse or buy.
- 44. Plurals are are visual thinkers…
- 45. Plurals are are visual thinkers… …and having grown up with social media, they “remember” more moments in their lives.
- 46. 55% of Plurals would rather be anony- mous (online) rather than vocal. 27# 42# 12# 3# 6# 30# 33# 17# 4# 5# 28# 23# 23# 4# 3# Twi.er# Facebook# Instagram# Tumblr# Google#+# Percentage)of)Gen)Z)Using)Social)Media) Fall#2012# Spring#2013# Fall#2013#
- 47. 55% of Plurals would rather be anony- mous (online) rather than vocal. 27# 42# 12# 3# 6# 30# 33# 17# 4# 5# 28# 23# 23# 4# 3# Twi.er# Facebook# Instagram# Tumblr# Google#+# Percentage)of)Gen)Z)Using)Social)Media) Fall#2012# Spring#2013# Fall#2013#
- 48. 55% of Plurals would rather be anony- mous (online) rather than vocal. 27# 42# 12# 3# 6# 30# 33# 17# 4# 5# 28# 23# 23# 4# 3# Twi.er# Facebook# Instagram# Tumblr# Google#+# Percentage)of)Gen)Z)Using)Social)Media) Fall#2012# Spring#2013# Fall#2013#
- 49. 64% of parents say they enjoy watching TV with their kids.
- 50. What does it all mean?
- 51. What does it all mean? • Technology is integral to their lives:
- 52. What does it all mean? • Technology is integral to their lives: • From how they communicate both digitally and face- to face
- 53. What does it all mean? • Technology is integral to their lives: • From how they communicate both digitally and face- to face • To how they interface and interact with the world around them
- 54. What does it all mean? • Technology is integral to their lives: • From how they communicate both digitally and face- to face • To how they interface and interact with the world around them • While it creates opposing forces of privacy and the desire for social validation
- 55. Their Future
- 56. ASPIRATIONS Home ownership Job security Work/life balance Freedom & flexibility Security & stability
- 57. 60% of Plurals want to have an impact on the world, up from 39% of Millennials.
- 58. 60% of Plurals want to have an impact on the world, up from 39% of Millennials.
- 59. Shared thematic of Plurals entertainment properties: relatable characters that persevere through the darkest situations, against all odds.
- 60. Plurals believe change can and should come from anyone, anywhere, expecting constant innovation with little patience for sacred cows.
- 61. Plurals believe change can and should come from anyone, anywhere, expecting constant innovation with little patience for sacred cows.
- 62. Plurals believe change can and should come from anyone, anywhere, expecting constant innovation with little patience for sacred cows.
- 63. ATTITUDES TOWARD CAREER Jobs are for life Careers defined by employers Loyal to profession, not necessarily employer Working with organizations, not for them Career multi-taskers moving seamlessly between organizations & pop-up businesses
- 64. ATTITUDES TOWARD CAREER Jobs are for life Careers defined by employers Loyal to profession, not necessarily employer Working with organizations, not for them Career multi-taskers moving seamlessly between organizations & pop-up businesses
- 65. ATTITUDES TOWARD CAREER Jobs are for life Careers defined by employers Loyal to profession, not necessarily employer Working with organizations, not for them Career multi-taskers moving seamlessly between organizations & pop-up businesses
- 66. Previous generations were conditioned to frame success in terms of personal gain and upward socio-economic mobility. Plurals see themselves in terms of self-actualization and doing what you love.
- 68. 72% of HS students want to start their own business one day.
- 69. 72% of HS students want to start their own business one day.
- 70. 72% of HS students want to start their own business one day.
- 71. What does it all mean?
- 72. What does it all mean? • For Plurals, their lives will be all about the journey, and not the destination
- 73. What does it all mean? • And they won’t shy away from getting a head start on experiencing everything, from internships in high school, to starting their own business at 6
- 74. What does it all mean? • But their careers won’t define them as much as personal growth and self-realization
- 75. Their $
- 76. 57% of Plurals would rather save money than spend it immediately.
- 77. 57% of Plurals would rather save money than spend it immediately.
- 78. 57% of Plurals would rather save money than spend it immediately.
- 79. Individualism + frugality + exposure to endless brand choices = less brand loyalty than previous generations.
- 80. Individualism + frugality + exposure to endless brand choices = less brand loyalty than previous generations.
- 81. Plurals spend a majority of their monthly allowance on food and snacks – more than any other product category.
- 83. Plurals crave stability, and 97% believe they will one day own a home.
- 84. 90% of parents solicit kid opinion on purchases related to leisure activities.
- 85. 90% of parents solicit kid opinion on purchases related to leisure activities.
- 86. What does it all mean?
- 87. What does it all mean? • Financially conservative, this is not a generation willing to live beyond their means
- 88. What does it all mean? • Financially conservative, this is not a generation willing to live beyond their means • Their notion of the American Dream may have shifted, but still includes home-ownership, not as a status symbol, but security blanket
- 89. What does it all mean? • Financially conservative, this is not a generation willing to live beyond their means • Their notion of the American Dream may have shifted, but still includes home-ownership, not as a status symbol, but security blanket • They also wield influence over household spending with seats at the table for many important buying decisions
- 91. Marketer Final Thoughts • They are creating a brave new world. Give them the tools that empower them to do so.
- 92. Marketer Final Thoughts • Be transparent to both kids a parents. Brand stories should connect and provide value in their lives
- 93. Marketer Final Thoughts • Offer up brands as an open platform for discovery, deconstruction and personalization