Who's up NXT: a global cross-generational study by InSites Consulting

58% of the allowance of 4-11 is spent.

The youngest spend it on hobbies, food and games

NL

On what do you spend your allowance?

Gen Z-120% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

I put it in my savings

Hobbies

Food

Video- games

Clothing

Fashion accessories

Movies -DVD, Blu-ray

Electronics

Apps

Beauty products

Sports equipment

Shoes

Phone (prepaid,..)

Going out

Other

NXTGen has a strong influence on food, holidays, technologies, TV… NL

To what extent do you have an influence on your parents regarding the following?

NXTGEN (GENY & GENZ)

0% 10% 20% 30% 40% 50% 60% 70%

The food that is consumed at home

Their holiday destinations

The technologies they adopt

The television programmes and films they watch

The grocery stores they visit

The products / services they buy

The cities they visit

Their environmental behaviour

The bars, restaurants, museums, etc. they visit

The banks they are with

The political choices they make

The clothes they wear

The doctors they visit

The music they listen to

The shoes they buy

The brands they like / prefer

75% of the allowance is spent. The youngest spend it on food, games

& hobbies

BE


Gen Z-120% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%


Food

Video- games

Hobbies

Going out

Phone (prepaid,..)

Clothing

Fashion accessories

Beauty products


Shoes

Apps

Electronics

Sports equipment

Other

NXTGen has a strong influence on food, technology, holidays, TV… EU



0% 10% 20% 30% 40% 50% 60% 70%








The bars, restaurants they visit






The brands they like

The shoes they buy


Most common spending are food, clothing, beauty and leisure time. For

GenY phone costs are also important.

UK

How much of your of allowance do you use on the following items?

Gen Y Gen Z+120% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Food

Clothing

Going out

Savings

Beauty products

Phone (prepaid,..)

Electronics


Hobbies

Shoes

Fashion accessories

Video- games

Sports equipment

Apps

Other

@KPALLINI

The younger the more is spent on food, games, apps & hobbies

Only 23% is saved.

US


Gen Z-120% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Food

Hobbies

Video- games

Apps



Going out

Fashion accessories

Clothing

Beauty products

Shoes

Electronics

Sports equipment

Phone (prepaid,..)

Other

NXTGen has a strong influence on food, technology, holidays, TV… US



0% 10% 20% 30% 40% 50% 60% 70%



The bars, restaurants, museums, etc. they visit







The brands they like / prefer


The shoes they buy





Whatsapping/Snapchatting is the new popcorn NL

Baby Boomer Gen X Gen Y Gen Z

To what extent do you do the following activities while watching TV?

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Use social media

Chat or text with friends

Check or answer emails

Surf the Internet

Play games

Chatting is the new popcorn. BE



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Use social media



Surf the Internet

Play games

Gen Z uses 2nd screen for messaging with friends during TV watching

NXTGen is clearly the multi-screening generationUK



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Use social media



Surf the Internet

Play games

Chatting is the new popcorn for Gen Z US



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Use social media



Surf the Internet

Play games

Health problems, global warming (climate & nature) and 3rd world ! NL

If you were a world leader, which issues would you tackle first? (top 3)


0% 10% 20% 30% 40% 50% 60% 70%

Terrorism

Economic crisis, unemployment

Health problems and virus outbreaks

Racism / Radicalism

Global warming / Climate change -natural disasters

Immigration -politic and economic refugees

Food waste

Underdevelopment in third world countries

Water pollution

Gen Z issues: health problems, climate change, racism & 3rd countries EU



0% 10% 20% 30% 40% 50% 60% 70%

Terrorism




Racism / Radicalism


Water pollution


Food waste

Gen Z issues: Racism, climate change, racism & 3rd world countries are

higher on the agendaUK



0% 10% 20% 30% 40% 50% 60% 70%

Terrorism




Racism / Radicalism



Food waste

Water pollution

Racism, global warming/climate change are higher on the agenda of

Gen Z – Water pollution & health problems more on Gen Y’s agendaUS



0% 10% 20% 30% 40% 50% 60% 70%

Terrorism



Racism / Radicalism



Water pollution

Food waste


Hyperpersonalization is key for Gen Z, luxury also important

And coolness NL

What are important characteristics for a brand or product?


0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

…breathes out power

...is socially engaged

...allows personalisation

…is trendy

…is sporting

…is a bit of a rebellion

…is luxurious and glamorous

...is ecologically engaged

…is optimistic

…is cool

…introduces new trends

…is international

Up-to-date, glamour & personalization/local are more important to Gen

Z than to Gen YBE



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

…is up-to-date


…is cool

…breathes out power

…is trendy

…is optimistic

…is luxurious and glamorous


…has a clear position

…is local

…is a bit of a rebellion


Hyper-personalisation & trendiness are NXTGen brand items US



0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%


…has a clear position

…is trendy

...takes health into account

…is optimistic

…surprises me as a customer


...is ecologically engaged


…is sporting

…has a high status

…is adventurous

Gen Z is more likely to start an own business, work abroad, and go for

a nice career and moneyNL

Please indicate what is most applicable to you regarding career perspectives?


Start own business

Work in own country

At the office

Have career

Make lot of money

Work for others

Work abroad

On the road

Home often

Happy in your job

0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

BE

Do you agree with the following statements? (top 2)


0% 10% 20% 30% 40% 50% 60% 70% 80%

Living in secure surroundings is important to this person

It is important to this person to have a good time

It is important to this person to help the people nearby

It is important to this person to always behave properly

Looking after the environment is important to this person

It is important to this person to be creative

Tradition is important to this person

Being very successful is important to this person

Adventure and taking risks is important to this person

It is important to this person to be rich

It is important for me to have a good time

It is important for me to be creative

Being very successful is important for me

Adventure and taking risks is important for me

It is important for me to be rich

0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











0% 10% 20% 30% 40% 50% 60% 70% 80%











Adventure, risks, creativity lead to good times & good money for NXTGen

Gen Z is more career driven, more eager to start their own

business, and more open to work abroad and be on the road.UK



Start own business

Work in own country

At the office

Have career

Make lot of money

Work for others

Work abroad

On the road

Home often

Happy in your job

0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

US



Start own business

Work in own country

At the office

Have career

Make lot of money

Work for others

Work abroad

On the road

Home often

Happy in your job

0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

Gen Z is more career driven, more eager to start their own

business, and more open to work abroad and be on the road

I am SNAPPY

I am DREAMING OF

A BETTER WORLD

I am READY

TO MAKE IT

I am MAKING IT

LEARN MORE ABOUT THE 4 KEY DNA CHARACTERISTICS OF NXTGEN,

CROSS-GENERATIONAL DIFFERENCES & SIMILARITIES?

Discover 7 consumer trends & 4 ways to make your brand future proof.

co-founder and managing partner

InSites Consulting

NextGen Expert (Gen Y & Gen Z) @

InSites Consulting

Marketing author of the AMA awarded

book “How Cool Brands Stay Hot.

Branding to Generation Y and Z”

(third edition to be released by Kogan

Page - February 2016)

Exclusive in-company workshop

with Joeri Van den Bergh

3 different formats

1 hour presentation + 30 min Q&A:

€3.000

1 hour tailored presentation + 30 min

Q&A: €5.000

Half-day workshop with 1 hour tailored

presentation + brainstorm session in

small groups: €6.000

* VAT – travel & accommodation not included

Ephemeral

I am SNAPPY

I am DREAMING OF

A BETTER WORLDI am MAKING IT

TO MAKE IT

The age of impatience

Blurred gender

Enoughism

The ME-conomy

Perfectly imperfect

Actively chillax

I am READY

I am SNAPPY

I am DREAMING OF

A BETTER WORLD

I am READY

TO MAKE IT

I am MAKING IT

Fast/On Demand

Content brands

Macro-Do brandsMicro-Me brands

Beta-Dream brands

Who's up NXT: a global cross-generational study by InSites Consulting

Marketing

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