Trajectory Trends Breakfast July 2016 What future for Generation Z Why Generation Z 2016 By 2029 Gen Z will be the largest generational cohort Source Office of National Statistics 2014 based National Population Projections ID: 743721
Download Presentation The PPT/PDF document "Generation Z: What future for the next g..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Generation Z:
What future for the next generation?
Trajectory Trends BreakfastJuly 2016Slide2
What future for Generation Z?Slide3
Why Generation Z?
2016
By 2029, Gen Z will be the largest generational cohort
Source: Office of National Statistics, 2014 based National Population ProjectionsSlide4
Low Hanging Fruit
2016 UK Demographic CompositionPre-War: 11%
Baby Boomers: 22%Generation X: 20%Generation Y: 20%
Generation Z: 19%Source: Sonica Singh, Sapient Nitro; 2013Slide5
Why define generations?
“In rare cases, downturns are catastrophically deep and enduring, as were the Great Depression of the 1930s and Japan’s lost decade.
Such downturns shape the mind-set of whole cohorts of consumers and have a long-term impact on buying behaviour.”Slide6
Generation Defining EventsSlide7
Generation Z: The Stereotypes“I call them Generation K, after Katniss Everdeen, the determined heroine of the Hunger Games. Like Katniss, they feel the world they inhabit is one of perpetual struggle – dystopian, unequal and harsh.”
Noreena
Hertz, The Guardian“[I]t’s not money that drives teens today – only 2% see finances as the most important element in life. They’ve learned from the mistakes of their parents’ generation. New values sit higher on the teen agenda and happiness is at the centre”
Coca ColaSlide8
HealthSlide9
A Generation Willing to Pay
Source: Nielsen Global Health and Wellness Report; 2015Slide10
Smoking in decline
Source: HSCIC - Smoking, drinking and drug use among young people in England in 2014Slide11
Drinking also in decline
Source: Health Survey for England, 2015
Gen Z enterSlide12
Gen Z Minds
Source: Safer Internet Centre ‘Creating a Better Internet for All’ report 2016Slide13
Mental Health Less and Less Stigmatised
Source: Attitudes to Mental Illness, 2014 Research Report, Time to ChangeSlide14
The Changing Meaning of GenderSlide15
The Changing Meaning of Gender
Source: The Tavistock and Portman NHS Foundation Trust; 2016Slide16
Digital ConsumptionSlide17
Generation Z-oellaSlide18
Gaming & eSportsSlide19
EducationSlide20
Accessing Education
Source: Simon Crowther, FacebookSlide21
Source: Student Com/Campus Life, 2016
The End of the Degree as Proxy?Slide22
ChallengesSlide23
Fairness Between Generations
The 2015 Intergenerational Fairness Index annual report reveals a 10% deterioration in the prospects of younger generations relative to older generations between 2010 and 2015.Slide24
Gen Z – still Generation Rent?2001
7.2 million (25% of the UK population) will be renting privately
5.4 million households renting privately
2.3 million households renting privately2014
2025Slide25
The Future of Intergenerational Conflict?
Source: YouGovSlide26
Implications
Changing meaning of place
Changing meaning of age
Limited social mobility
The end of conventional demographics?Slide27
Trajectory
22 Upper Ground, London, SE1 9PD
+ 44 (0)20 8004 4869
trajectorypartnership.com
@
TrajectoryTweet