2. Combined MCCP planning and
Trendstream is the path to game
changing ideas
Identify ‘Seeds’ of Change
‘Theme’ Detection &
Industry Specific Data
Consumer Dialogues
‘Trend’ ID &
Validation
Analysis
Fresh Eyes
‘Game
‘So What’
Discovery
Changing
Ideas’
Trendstream Planning
4. Generation Boomerang means that
‘traditional’ life stages are shattered
As the cost of living increases and jobs
Over 1 in 5 know parental
become harder to find, more and
home ‘boomerangers’
more parents have adult children
returning to live with them and
relying on them for some level of
Have you or any member of your close family
had to move back to the parental home for financial support.
financial reasons?
This trend of adult children moving
back home has serious implications
21%
for ‘traditional’ life stage progression.
Yes
No
Neither party can move on to the next
78%
stage of their life (e.g. parents cannot
empty nest & adult children cannot
take on new family responsibilities)
Source: MCCPTrendstream™ 2012/Millward Brown Lansdowne 2012/ Mintel 2011
5. Boomerang children put
pressure on parents
Boomeranging children entering the family home again are doing so due to circumstance
& face a multitude of difficult scenarios as they re-enter the role of (adult) child within
the family construct.
More than one-third (36%)
42% of females & 58% of
of older adults provide
males between the ages of
practical household help,
18 -34 are still living with
including shopping and
their parents. Overall
household chores, to their
figures are up a fifth*
adult children**
Source: MCCPTrendstream™/*Eurostat 2011/**TILDA 2012
6. Bottlenecking in the home has
increased considerably
At a time when parents are generally expecting to be enjoying their time together they’re
finding themselves still with the full family unit under one roof. Prolonging a stage of their
life they thought they’d completed.
57% increase
Total number of children aged 20+ Total number of children living at
living at home in 2006: 186,053 home aged 20+ in 2011: 293,462
Source: MCCPTrendstream™/CSO 2006 & 2012
