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Generation We
How we got to know Gen We… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gen We: Defined ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Grailresearch.com, Iconoculture
Generation We Source: Socialmention
Generation We Source: Socialmention, Iconoculture, Mintel, Mashable
Where they come from… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture Consumer Outlook: Gen We 2010, abcnews.go.com
Primary Research Insights: Family ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research
Key Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture/ Mashable
Characteristics  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
Characteristics  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
Characteristics  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
Similarities Among Generations ,[object Object]
Differences Among Generations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
Gen We:  Tech Behavior
Source: Mashable: Texting Teens
Source: Mashable: Texting Teens
Source: Mashable: Texting Teens
Teen Gadget Ownership ¾ of kids age 12-17  own their own cell phone Source: Pew Research Center/American Life project 2009: Parent-teen cell phone survey
Mobile and minors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ClickZ: Mobile and Minors
When asked “What piece of technology can you not live without?” the participants responded  with … ,[object Object],[object Object],[object Object],[object Object],Source: Primary Research insights
Primary Research Insights: Technology  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research Insights
Cool tech toys – Ages 5-11
Cool tech toys – Ages 12-16
Kids spend more time with electronics as they age Source: Mintel: Kids as Influencers – June 2011 On average, kids 9-11 years old watch 2 ½ hours of TV a day
Digital consumption stats ,[object Object],[object Object],[object Object],Source: Mashable: Children Internet Stats
What are kids downloading? Source: Iconoculture
When asked ‘What do you do online?’ the participants responded  with … ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research
Cell phone usage 1 out of 3 teens  send 100+ texts a day Source: Pew Internet: Teens and Mobile Phones 78%  of text using teens say they’re more likely to  call  their parents
Gen We:  Attitudes towards health
Gen We & Health: Key Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
Gen We & Health: Key Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
Gen We: How age effects eating habits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
Gen We & Health: Fast Facts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: Advisory Brief: Healthy Food Attitudes/ Mintel: Kids' and Teens' Eating Habits - US - September 2008
Primary Research Insights: Health ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research
Primary Research Insights: Health ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research  Insights
Kids and teens snacking behavior: Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source:  http://newhope360.com/food-and-beverage/market-overview-kids-snacks
Salty and sweet nudges out healthy alternatives ,[object Object],[object Object],[object Object],[object Object],Source: Mintel: Kids’ Snacking-US-June 2010
The snacking lifestyle Boys aged 9-11  reported eating the  most  number of snacks per day ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Mintel: Kids’ Snacking-US-June 2010
How often do you eat together as a family? ,[object Object],[object Object],[object Object],Source: Mintel: “Children and Obesity-US-March 2009- Kids eating habits/ Kids' and Teens' Eating Habits - US - September 2008
Attitudes toward food among teens 53%  of teens aged 12-15 agreed that eating well is important for good health However, only  16%  of teens said they pay attention to their nutrition  Source: MRI 2010
Girls are more likely to engage in healthy behaviors than boys  ,[object Object],[object Object],[object Object],[object Object],Source: Mintel: Kids’ Snacking-US-June 2010
Eating Disorders: A generation at risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source:  http:// teresascanlan.net /eating-disorders-a-generation-at-risk/  USA Today: “Study: Half a million US teens have had eating disorders”
The sedentary lifestyle of kids and teens ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Mintel: Children and Obesity-US-March 2009- The Sedentary Lifestyles of Kids and Teens
Can virtual games keep children fit? Pros: Nintendo Wii and other virtual sports burn 4X as many calories as sit-down versions  Playing one fitness game for 35 minutes a day burns around 150 calories -> Weight management tool for children Active computer games have the power to combat the `poisonous growth’ of children’s sedentary entertainment The energy expenditure during active video game play was comparable to moderate-intensity walking  Cons: Difficult in a small indoor space to replicate the intensity of some real-life physical activities  Wii Fit activities demand different amounts of caloric expenditure  Ex.  Playing outfield in a baseball game vs. playing in a soccer game People cannot try to replace physical activity that demands more movement with the Wii -> Negative results “ Due to children’s age and gender differences in growth, the adult BMI calculators don’t work… it would categorize children incorrectly”  “ These exer-games are no substitute for ‘real’ sports activities, but if kids play them as designed and stay engaged, they can burn several calories per hour above their sedentary level”- Kevin Short, Ph.D., principal investigator on the project Source: Mail Online: “Playing active computer games ‘keeps children fit’ and could turn the tide of obesity”/Science Daily: “Wii Fit A Promising Tool For All Ages, Though Game's Health Measurements Are Flawed
Schools issue “weight grades” to get kids to slim down ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: “Schools issue “weight grades to get kids to slim down”/ 5.20.2011
Calorie camera: Kids’ eating habits are now being recorded in school cafeterias ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: “Calorie camera: Kids’ eating habits now recorded in school cafeterias” / 6.13.2011
Dole launches a healthy alternative Lunchable ,[object Object],[object Object],[object Object],[object Object],Source: Iconoculture: “Lunchables to kids: Eating fruit is fun”/ 5.24.2011
Facebook users ‘fruitifying’ their photos Source: Facebook: Lunchable Facebook Page
Gen We:  View towards work and success
Gen We in the Workplace ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Looper 2011
Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Beck 2011
Always praised, never criticized ,[object Object],[object Object],[object Object],[object Object],Source: Beck 2011
Values and career choices Source: Iconoculture Teens and Tweens 2011, Time for Kids/Kids Health 2011
‘Kidpreneur’ Revolution: Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
‘Kidpreneur’ Revolution: Example ,[object Object],[object Object],[object Object],Source: Springwise 2011
‘Kidpreneur’ Revolution: Example ,[object Object],[object Object],[object Object],[object Object]
Primary Research Insights: Work & Success ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research
Gen We:  Vision of the future
“New Economy Kids” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
“New Economy Kids” Warren Buffet: Secret Millionaire’s Club  Ekomini Piggy Bank Source: Iconoculture
Gen We is altering  traditional  education… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Tech & Learning Blog
Gen We is altering  traditional  education… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Mashable
The Green Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Iconoculture
The Green Generation ,[object Object],[object Object],[object Object],Source: Iconoculture, Nick Jr.
Gen We Timeline: The Forming of a Global Generation Source: Iconoculture
Future goals among teens 12-15 years old Source: MRI 2010 ,[object Object],[object Object]
Primary Research Insights: Does Gen We plan on going to college? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Primary Research
Appendix
Kids interact with their favorite brands online ,[object Object],[object Object],Source: USA Today: Ronald McDonald Goes Digital
Edu-gamement ,[object Object],[object Object],[object Object],Source: Media post: Yoplait, iStoryTime Give Away Free Apps
Kids’ snacking behavior: Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Mintel: Kids’ Snacking-US-June 2010
Kids’ attitudes towards snacks and snacking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Mintel: Kids’ Snacking-US-June 2010
General attitudes toward certain food and snacking habits among kids 6-11 Source: Mintel: Kids’ Snacking-US-June 2010
Childhood Obesity Rates ,[object Object],[object Object],“ Today, the state with the lowest obesity rate would have had the highest rate in 1995” Source:  http://healthyamericans.org/report/88/  ;  http://newhope360.com/new-ftc-guidelines-will-drive-growth-healthy-kids-products?page=2

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The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 

Generation We Study, Slingshot 2011 Interns

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  • 5. Generation We Source: Socialmention
  • 6. Generation We Source: Socialmention, Iconoculture, Mintel, Mashable
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  • 15. Gen We: Tech Behavior
  • 19. Teen Gadget Ownership ¾ of kids age 12-17 own their own cell phone Source: Pew Research Center/American Life project 2009: Parent-teen cell phone survey
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  • 23. Cool tech toys – Ages 5-11
  • 24. Cool tech toys – Ages 12-16
  • 25. Kids spend more time with electronics as they age Source: Mintel: Kids as Influencers – June 2011 On average, kids 9-11 years old watch 2 ½ hours of TV a day
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  • 27. What are kids downloading? Source: Iconoculture
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  • 29. Cell phone usage 1 out of 3 teens send 100+ texts a day Source: Pew Internet: Teens and Mobile Phones 78% of text using teens say they’re more likely to call their parents
  • 30. Gen We: Attitudes towards health
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  • 41. Attitudes toward food among teens 53% of teens aged 12-15 agreed that eating well is important for good health However, only 16% of teens said they pay attention to their nutrition Source: MRI 2010
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  • 45. Can virtual games keep children fit? Pros: Nintendo Wii and other virtual sports burn 4X as many calories as sit-down versions Playing one fitness game for 35 minutes a day burns around 150 calories -> Weight management tool for children Active computer games have the power to combat the `poisonous growth’ of children’s sedentary entertainment The energy expenditure during active video game play was comparable to moderate-intensity walking Cons: Difficult in a small indoor space to replicate the intensity of some real-life physical activities Wii Fit activities demand different amounts of caloric expenditure Ex. Playing outfield in a baseball game vs. playing in a soccer game People cannot try to replace physical activity that demands more movement with the Wii -> Negative results “ Due to children’s age and gender differences in growth, the adult BMI calculators don’t work… it would categorize children incorrectly” “ These exer-games are no substitute for ‘real’ sports activities, but if kids play them as designed and stay engaged, they can burn several calories per hour above their sedentary level”- Kevin Short, Ph.D., principal investigator on the project Source: Mail Online: “Playing active computer games ‘keeps children fit’ and could turn the tide of obesity”/Science Daily: “Wii Fit A Promising Tool For All Ages, Though Game's Health Measurements Are Flawed
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  • 49. Facebook users ‘fruitifying’ their photos Source: Facebook: Lunchable Facebook Page
  • 50. Gen We: View towards work and success
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  • 54. Values and career choices Source: Iconoculture Teens and Tweens 2011, Time for Kids/Kids Health 2011
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  • 59. Gen We: Vision of the future
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  • 61. “New Economy Kids” Warren Buffet: Secret Millionaire’s Club Ekomini Piggy Bank Source: Iconoculture
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  • 66. Gen We Timeline: The Forming of a Global Generation Source: Iconoculture
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  • 74. General attitudes toward certain food and snacking habits among kids 6-11 Source: Mintel: Kids’ Snacking-US-June 2010
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Hinweis der Redaktion

  1. Show video Here is a clip of some interviews we conducted to gain further insights into the thoughts of Gen we. We interviewed 28 kids and (somehow) evenly split them between boys and girls. Most respondents were between the ages of 10-15.
  2. Keywords: Diverse- Gen We will be the first generation where the minority is the majority in the U.S. Practical (Environmentally aware- Go Green) Conscious (Budgeting; grew up in the time of the recession); do not exhibit the same excessive spending habits as Millennials Instantaneous access (Do not believe in user-error) Mobile (Devoted ‘texters’) Digital native (Born into a world of touch screens, Smartphone's, etc.) Connected
  3. Similarities to other generations can allow some insight into the behavior of gen we.
  4. As children of Gen Xers, who witnessed the recession of the ’70s, both generations learned at a young age the importance of fiscal responsibility Much like the Millennials, Gen We will be accustomed to an entire world that is socially connected Technology will be so engrained in the lives of Gen We, that they will be reliant on it, as so many of Gen X and Y have become Familiar with video games, as are Gen X and Y Similarities between Gen We and their parents, along with a world that is constantly connected will lead to closer relationships within the family
  5. http://blog.lab42.com/ http://mashable.com/2011/07/02/texting-teens-infographic/
  6. The Pew Research Center’s Internet & American Life project 2009 parent-teen cell phone survey, conducted from June 26 to September 24, 2009 N-800 teens ages 12-17 (including 245 cell phone interviews)
  7. Watching television continues to occupy the largest share of kids’ routines with a daily average of 2:21 of viewing per day. While television boasts the highest usage time, it competes with a number of other activities—not the least of which include spending time online or playing video games. Kids average about 2.19 a day on these latter activities, though older kids do this about 30 minutes more than 6-8 year­ olds.
  8. Kids 2-14 download online video clips to an electronic device most often
  9. Besides texting/communication kids use their cell phones for many other things…
  10. Note under “A greater degree of food knowledge than previous generations:” Make food opinions based on experience (I.e. friends, level of exposure, degree of availability) Availability: 43% of kids who eat healthy snacks say their favorites are in the house only some of the time or even less frequently, suggesting they might eat more healthy snacks if the opportunity presented itself more often
  11. Note-Exercise: Schools are experiencing budget cuts and scheduled gym classes are becoming a choice rather than a requirement for schools EX. Kids have the choice to take dance instead of gym
  12. Notes for “Kids do not always base snack food decisions on taste:” When kids were asked “what they really like” in a snack
  13. * Results show the percentage of respondents that indicate that a given snack is their favorite, second favorite, or third favorite snack.
  14. Just 23% of those with children aged 16-17 report daily family dining, compared to 56% of those with children under two and 43% of those with children aged two to five. Base: 561 adults aged 18+ with access to the internet, who are parents of children under age 18
  15. Majority of teens do not take healthy eating to the extreme (I.e. eat organic foods) rather they understand the broad concepts of healthy eating and what it means to be healthy… Note: One study (ages 1-17) found that while 57% of NYC-based, fast-food eating teens “noticed” the (now required) calorie information display, only 9% “considered” the information before ordering. Three quarter said that taste was their primary influence when ordering
  16. Over the past two decades, there has been an extreme growth of eating disorders as societal pressures to be thin continue to proliferate Note: Study revealed national data on more than 10,000 teens aged 13-18 (the study was released online in Archives of General Psychiatry ) Overall 3% had a lifetime frequency of one of the disorders and another 3% had symptoms but not a full-fledged eating problem More than half the teens had depression, anxiety or some other mental disorder; a large number also reported having suicidal thoughts or attempts
  17. * Coupled with Kids/Teens bad eating habits-> puts them at greater risk of obesity and to be overweight
  18. To test the idea, researchers measured the heart rate, energy expenditure and self-reported exertion in children between ages 10-13 while they watched television, played active video games and walked on the treadmill at three different speeds. High rates of energy expenditure, heart rate and perceived exertion were elicited from playing Wii boxing, Dance Dance Revolution Level 2 or walking on a treadmill at 3.5 mph Source: Science Daily: “Active Video Games A Good Alternative To Moderate Exercise For Kids, Study Suggests” * Study conducted at the University of Oklahoma Health Sciences Center *
  19. As of 2006, 41% of school districts required officials to measure students’ height and weight, and three-quarters of those schools told parents the results - However, studies show that schools/parents who tell their children that they are overweight is not an effective method for change http://www.personneltoday.com/articles/2008/09/14/47303/generation-z-new-kids-on-the-virtual-block.html
  20. -25.3 Million dollar ad campaign/ Kraft ad was made by Dentsu McGarry Bowen, LLC (Chicago office): Features kids “orange peel grins” Young fans can get in on the action by ‘fruitifying” photos they upload to the Lunchable Facebook page 2 More Case Studies: Olive Garden launches a healthy kids’ menu: The new menu removed milkshakes and French fries, replacing them with fruit smoothies and grapes Dominos offers healthier pizza for school lunches: The product is a white whole-wheat, reduced fat and reduced sodium pizza that is baked fresh and delivered to schools- much better alternative to the frozen pizza that is served in 93% of school’s cafeterias
  21. Young fans can get in on the action by ‘fruitifying” photos they upload to the Lunchable Facebook page Feeding America: Working to donate up to 100 million pounds of fruit to kids and families in need
  22. Bullet 1: When tasked with solving a problem, today’s students look for the quick answer rather than work toward solving the problem on their own. Bullet 2: They have little need to await direction. They can access whatever information they need relatively freely, and that information is usually enough to base a decision on. Where previous generations had to rely on a parent or teacher or supervisor to explain something, Gen Z isn't bound by those constraints and can access the information they need when they need it and get to work. Bullet 3: As opposed to baby boomers who viewed working for the same company for their entire career as a barometer of success, Gen Z will view themselves as professional, permanent freelancers. They will swoop in with their particular expertise (since they'll all be an expert in something), collect their cash and be off to the next project. Bullet 4: This is preparing them to perform more mentally demanding jobs. In effect, an entire generation is training itself to handle more complicated tasks.
  23. Bullet 1: British psychologist, Dr. Aric Sigman, labels the western Gen Z as “little emperors”. He argues that the overwhelming promotion of self-esteem and “positive psychology” has created a generation where the tenants are “gold stars for everybody, always praise, never criticize, never talk about failure.”
  24. Prior to bullet one: There is a an emerging trend of kids as entrepreneurs and enterprising creators. To them, age is only a number. They will expect their contributions to be taken seriously, very early on. -This trend builds upon the values of responsibility and resourcefulness
  25. Source: http://www.springwise.com/features/wise_words/wisewords_hartmain/ All of the soup from the bought cans is donated to soup kitchens, hospitals, churches, or other non-profit organizations. 5. What’s the secret ingredient to success as an entrepreneur? As a 13-year-old I’ve been very lucky to get a lot of free publicity to promote my company that has helped it be successful. There has also been a lot of hard work involved and I’ve received a lot of advice from other successful business people. 7. What motivates you to keep going? The more orders we get the more opportunity we have to feed people that need help. Almost every candle is made in a soup can where the soup has been donated to a kitchen or homeless shelter that feeds people. To date we have donated over 11,000 cans of soup.
  26. http://www.youtube.com/watch?v=jCQCmSaw5EE&feature=player_embedded#at=124 http://www.amiyasdancebus.com/newsandevents.htm Amiya has been featured on CBS Nightly News, The Tyra Banks Show, The Today Show, and various other news channels. She has been named one of the Top 100 African-American History Makers by TheGrio and NBC News. Furthermore, the Dr. Phil Foundation has created a scholarship fund which will allow anyone to help Amiya reach her goal of attending Harvard to become an Obstetrician.
  27. WHAT'S HAPPENING: When we asked Icono-Communities parents in October 2010 if they felt the recession had affected their Tweens’ futures, about half responded yes, but three quarters don’t feel the need to change any of their plans. Some parents are very honest about their kids having to watch the grown-ups struggle. But some also see a silver lining in the economic downturn — they believe that their kids will be more vigilant in saving as a result. In the eyes of some parents, the impact is immediate, with no vacations and less going out. Others foresee college savings suffering the most. WHAT THIS MEANS TO BUSINESS: Even though the recession has made life tough for many families, parents tend to believe that many Tweens will be much tougher and better off in the long run. Parents (and even Tweens) see great value in life experiences even if the circumstances aren't ideal. Parents and Tweens who are bracing themselves for future ramifications will welcome any help building a practical financial plan.
  28. Multimillionaire Warren Buffet offers money-making tips to tomorrow's financial titans at the Secret Millionaires Club Ekomini is a piggy bank that connects to any computer via USB. The bank takes coins and tallies the total, and feeds the data to a Web-based interface - helps kids learn about saving, spending, investing and charitable giving
  29. If there is one overarching cause that has captured and held the attention of Gen We, it is the green movement. Kids’ capacity for empathy (and outrage about unfairness) makes them naturals at absorbing and transferring simple messages about the environment. Many green practices (recycling, turning off the lights, riding a bike) fit into the basic structure of rules and routines that children are already being conditioned to understand.
  30. Note: The top row indicates the positive events that have happened to Generation We over the past decade; bottom row features the negative events
  31. The No. 1 activity that kids do online is interact with TV properties from their offline life www.usatoday.com/money/industries/food/2011-03-31-ronald-mcdonald-goes-digital.htm
  32. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152424&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=digital%20kids&page_number=0
  33. Obesity rates are the most dramatic in the South (states in the Northeast and West tend to have lower rates) and is more prevalent among minority children (I.e. black and Hispanic)- Income and education are also large factors “ Poor communities often have no easy access to fresh, affordable food… Entire zip codes in many major U.S. cities lack full-service grocery stores. What these communities do have is a plethora of fast food restaurants and convenience stores, as well as public schools that are heavily reliant on high-fat, federally-subsidized commodities in their school lunch programs.” Healthy eating begins at home: “ The lack of family time together around the kitchen has also contributed to the disintegration of the meaning of the traditional meal time. Today people are eating alone and within ten minutes most children have swallowed some fast food, which many times is not even properly chewed, [and then] continue playing in their rooms on their computers, x-boxes or other sedentary games."     To Latino parents a “healthy” overweight infant is often admired: “Latino families many times use the term ‘gordito’ or’ gordita’ in a loving manner—promoting that being fat is okay.”   Source: Demo Dirt: “A growing problem”