Post on 05-Dec-2014
description
9 April 2014
GEN Z – shaped by grandparents
Generation Z is now entering the workplace
1996 2012Born
Age 18 28
2004
Grandparents are becoming ‘secondary parents’ as more mothers enter the workforce
19511961197119811991200120110%
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)
This is especially true for Generation Z
1991 2001 20110%
10%20%30%40%50%60%70%80%
% grandparents seeing grandchildren 1+ per week
Source: The Changing Face of Motherhood (SIRC 2011) & RIAS ‘C21st Grandparenting Report’ 2013
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
3 predictions for Gen Z as they make their first steps in the world of work…
New success mind-set
1. Happiness is the key to success
Desire to be happy like their grandparents
Source: German Institute for Economic Research (UK data) 2010
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
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.
Birth of a new entrepreneurial generation
2. Go it alone (with our support)
Parental influence will be much longer than it was for their parents
Now 1 in 4 live with their parents
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
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
Predicted rise in social entrepreneurialism
3. Be the change
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
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
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
THANK YOU