Conversations with 12-29 Year Olds

Today's young people seem to have a more balanced approach to life, living in the moment while avoiding debt. How do we know this? Because we asked!

In 2013, we conducted an in-depth qualitative research study of Millennials. Earlier this summer (2016), we set our sights on 12-29 year olds, to include both Generation Z as well as Millennials, to see where their paths crossed and diverged. Marketers and product managers across a wide range of industries will find what we've learned inspiring.

From helicopter parents to free-range kids: With Gen X parents grounding their helicopter parenting style, the Generation Z child has been given more freedom to explore and find his or her own life path. The bumps and scrapes experienced along the way has taught Generation Z to "enjoy the now" but still plan for their future success. A far cry from the YOLO mantra of Millennials.

Carpe diem, not carpe debt!: Whereas Millennials can be impulsive buyers, Generation Z spend money and live in the moment, yet practice patience and diligence when considering significant purchases. They adopt more of a "save" vs. "spend" philosophy to avoid accumulating debt.

Digital -- keeping it real: Generation Z are not as caught up in the digital world as one might expect. While they are true digital natives, they prioritize personal interactions and engage in the "real world," sometimes more than the cyber world.

Contact me for more about Generation Z, where their paths cross and diverge with today's Millennials, and how this insight can help your business recalibrate its messaging, inform product development and design retail strategies.