Generation Boomerang An Excerpt from MCCPTrendstream

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Generation Boomerang An Excerpt from MCCPTrendstream

  1. 1. ‘Generation Boomerang’an excerpt fromMCCPTrendstream™
  2. 2. Combined MCCP planning and Trendstream is the path to game changing ideasIdentify ‘Seeds’ of Change ‘Theme’ Detection & Industry Specific Data Consumer Dialogues ‘Trend’ ID & Validation Analysis Fresh Eyes ‘Game ‘So What’ Discovery Changing Ideas’ Trendstream Planning
  3. 3. Generation Boomerang
  4. 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. 5. Boomerang children putpressure on parentsBoomeranging 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 withinthe 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. 6. Bottlenecking in the home has increased considerablyAt a time when parents are generally expecting to be enjoying their time together they’refinding themselves still with the full family unit under one roof. Prolonging a stage of theirlife they thought they’d completed. 57% increaseTotal number of children aged 20+ Total number of children living atliving at home in 2006: 186,053 home aged 20+ in 2011: 293,462 Source: MCCPTrendstream™/CSO 2006 & 2012
  7. 7. For more information pleasecontact claire@mccp.ie orkay@mccp.ie

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