Generation We Study, Slingshot 2011 Interns


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This study includes observational research, one-on-one interviews, and analysis of secondary studies and databases such as iconoculture, MRI and Mintel. Gen We is the generation born between the early to mid-90s and 2010, and they’ll be entering the work force in the next few years.

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  • Show video Here is a clip of some interviews we conducted to gain further insights into the thoughts of Gen we. We interviewed 28 kids and (somehow) evenly split them between boys and girls. Most respondents were between the ages of 10-15.
  • Keywords: Diverse- Gen We will be the first generation where the minority is the majority in the U.S. Practical (Environmentally aware- Go Green) Conscious (Budgeting; grew up in the time of the recession); do not exhibit the same excessive spending habits as Millennials Instantaneous access (Do not believe in user-error) Mobile (Devoted ‘texters’) Digital native (Born into a world of touch screens, Smartphone's, etc.) Connected
  • Similarities to other generations can allow some insight into the behavior of gen we.
  • As children of Gen Xers, who witnessed the recession of the ’70s, both generations learned at a young age the importance of fiscal responsibility Much like the Millennials, Gen We will be accustomed to an entire world that is socially connected Technology will be so engrained in the lives of Gen We, that they will be reliant on it, as so many of Gen X and Y have become Familiar with video games, as are Gen X and Y Similarities between Gen We and their parents, along with a world that is constantly connected will lead to closer relationships within the family
  • The Pew Research Center’s Internet & American Life project 2009 parent-teen cell phone survey, conducted from June 26 to September 24, 2009 N-800 teens ages 12-17 (including 245 cell phone interviews)
  • Watching television continues to occupy the largest share of kids’ routines with a daily average of 2:21 of viewing per day. While television boasts the highest usage time, it competes with a number of other activities—not the least of which include spending time online or playing video games. Kids average about 2.19 a day on these latter activities, though older kids do this about 30 minutes more than 6-8 year­ olds.
  • Kids 2-14 download online video clips to an electronic device most often
  • Besides texting/communication kids use their cell phones for many other things…
  • Note under “A greater degree of food knowledge than previous generations:” Make food opinions based on experience (I.e. friends, level of exposure, degree of availability) Availability: 43% of kids who eat healthy snacks say their favorites are in the house only some of the time or even less frequently, suggesting they might eat more healthy snacks if the opportunity presented itself more often
  • Note-Exercise: Schools are experiencing budget cuts and scheduled gym classes are becoming a choice rather than a requirement for schools EX. Kids have the choice to take dance instead of gym
  • Notes for “Kids do not always base snack food decisions on taste:” When kids were asked “what they really like” in a snack
  • * Results show the percentage of respondents that indicate that a given snack is their favorite, second favorite, or third favorite snack.
  • Just 23% of those with children aged 16-17 report daily family dining, compared to 56% of those with children under two and 43% of those with children aged two to five. Base: 561 adults aged 18+ with access to the internet, who are parents of children under age 18
  • Majority of teens do not take healthy eating to the extreme (I.e. eat organic foods) rather they understand the broad concepts of healthy eating and what it means to be healthy… Note: One study (ages 1-17) found that while 57% of NYC-based, fast-food eating teens “noticed” the (now required) calorie information display, only 9% “considered” the information before ordering. Three quarter said that taste was their primary influence when ordering
  • Over the past two decades, there has been an extreme growth of eating disorders as societal pressures to be thin continue to proliferate Note: Study revealed national data on more than 10,000 teens aged 13-18 (the study was released online in Archives of General Psychiatry ) Overall 3% had a lifetime frequency of one of the disorders and another 3% had symptoms but not a full-fledged eating problem More than half the teens had depression, anxiety or some other mental disorder; a large number also reported having suicidal thoughts or attempts
  • * Coupled with Kids/Teens bad eating habits-> puts them at greater risk of obesity and to be overweight
  • To test the idea, researchers measured the heart rate, energy expenditure and self-reported exertion in children between ages 10-13 while they watched television, played active video games and walked on the treadmill at three different speeds. High rates of energy expenditure, heart rate and perceived exertion were elicited from playing Wii boxing, Dance Dance Revolution Level 2 or walking on a treadmill at 3.5 mph Source: Science Daily: “Active Video Games A Good Alternative To Moderate Exercise For Kids, Study Suggests” * Study conducted at the University of Oklahoma Health Sciences Center *
  • As of 2006, 41% of school districts required officials to measure students’ height and weight, and three-quarters of those schools told parents the results - However, studies show that schools/parents who tell their children that they are overweight is not an effective method for change
  • -25.3 Million dollar ad campaign/ Kraft ad was made by Dentsu McGarry Bowen, LLC (Chicago office): Features kids “orange peel grins” Young fans can get in on the action by ‘fruitifying” photos they upload to the Lunchable Facebook page 2 More Case Studies: Olive Garden launches a healthy kids’ menu: The new menu removed milkshakes and French fries, replacing them with fruit smoothies and grapes Dominos offers healthier pizza for school lunches: The product is a white whole-wheat, reduced fat and reduced sodium pizza that is baked fresh and delivered to schools- much better alternative to the frozen pizza that is served in 93% of school’s cafeterias
  • Young fans can get in on the action by ‘fruitifying” photos they upload to the Lunchable Facebook page Feeding America: Working to donate up to 100 million pounds of fruit to kids and families in need
  • Bullet 1: When tasked with solving a problem, today’s students look for the quick answer rather than work toward solving the problem on their own. Bullet 2: They have little need to await direction. They can access whatever information they need relatively freely, and that information is usually enough to base a decision on. Where previous generations had to rely on a parent or teacher or supervisor to explain something, Gen Z isn't bound by those constraints and can access the information they need when they need it and get to work. Bullet 3: As opposed to baby boomers who viewed working for the same company for their entire career as a barometer of success, Gen Z will view themselves as professional, permanent freelancers. They will swoop in with their particular expertise (since they'll all be an expert in something), collect their cash and be off to the next project. Bullet 4: This is preparing them to perform more mentally demanding jobs. In effect, an entire generation is training itself to handle more complicated tasks.
  • Bullet 1: British psychologist, Dr. Aric Sigman, labels the western Gen Z as “little emperors”. He argues that the overwhelming promotion of self-esteem and “positive psychology” has created a generation where the tenants are “gold stars for everybody, always praise, never criticize, never talk about failure.”
  • Prior to bullet one: There is a an emerging trend of kids as entrepreneurs and enterprising creators. To them, age is only a number. They will expect their contributions to be taken seriously, very early on. -This trend builds upon the values of responsibility and resourcefulness
  • Source: All of the soup from the bought cans is donated to soup kitchens, hospitals, churches, or other non-profit organizations. 5. What’s the secret ingredient to success as an entrepreneur? As a 13-year-old I’ve been very lucky to get a lot of free publicity to promote my company that has helped it be successful. There has also been a lot of hard work involved and I’ve received a lot of advice from other successful business people. 7. What motivates you to keep going? The more orders we get the more opportunity we have to feed people that need help. Almost every candle is made in a soup can where the soup has been donated to a kitchen or homeless shelter that feeds people. To date we have donated over 11,000 cans of soup.
  • Amiya has been featured on CBS Nightly News, The Tyra Banks Show, The Today Show, and various other news channels. She has been named one of the Top 100 African-American History Makers by TheGrio and NBC News. Furthermore, the Dr. Phil Foundation has created a scholarship fund which will allow anyone to help Amiya reach her goal of attending Harvard to become an Obstetrician.
  • WHAT'S HAPPENING: When we asked Icono-Communities parents in October 2010 if they felt the recession had affected their Tweens’ futures, about half responded yes, but three quarters don’t feel the need to change any of their plans. Some parents are very honest about their kids having to watch the grown-ups struggle. But some also see a silver lining in the economic downturn — they believe that their kids will be more vigilant in saving as a result. In the eyes of some parents, the impact is immediate, with no vacations and less going out. Others foresee college savings suffering the most. WHAT THIS MEANS TO BUSINESS: Even though the recession has made life tough for many families, parents tend to believe that many Tweens will be much tougher and better off in the long run. Parents (and even Tweens) see great value in life experiences even if the circumstances aren't ideal. Parents and Tweens who are bracing themselves for future ramifications will welcome any help building a practical financial plan.
  • Multimillionaire Warren Buffet offers money-making tips to tomorrow's financial titans at the Secret Millionaires Club Ekomini is a piggy bank that connects to any computer via USB. The bank takes coins and tallies the total, and feeds the data to a Web-based interface - helps kids learn about saving, spending, investing and charitable giving
  • If there is one overarching cause that has captured and held the attention of Gen We, it is the green movement. Kids’ capacity for empathy (and outrage about unfairness) makes them naturals at absorbing and transferring simple messages about the environment. Many green practices (recycling, turning off the lights, riding a bike) fit into the basic structure of rules and routines that children are already being conditioned to understand.
  • Note: The top row indicates the positive events that have happened to Generation We over the past decade; bottom row features the negative events
  • The No. 1 activity that kids do online is interact with TV properties from their offline life
  • Obesity rates are the most dramatic in the South (states in the Northeast and West tend to have lower rates) and is more prevalent among minority children (I.e. black and Hispanic)- Income and education are also large factors “ Poor communities often have no easy access to fresh, affordable food… Entire zip codes in many major U.S. cities lack full-service grocery stores. What these communities do have is a plethora of fast food restaurants and convenience stores, as well as public schools that are heavily reliant on high-fat, federally-subsidized commodities in their school lunch programs.” Healthy eating begins at home: “ The lack of family time together around the kitchen has also contributed to the disintegration of the meaning of the traditional meal time. Today people are eating alone and within ten minutes most children have swallowed some fast food, which many times is not even properly chewed, [and then] continue playing in their rooms on their computers, x-boxes or other sedentary games."     To Latino parents a “healthy” overweight infant is often admired: “Latino families many times use the term ‘gordito’ or’ gordita’ in a loving manner—promoting that being fat is okay.”   Source: Demo Dirt: “A growing problem”
  • Generation We Study, Slingshot 2011 Interns

    1. 1. Generation We
    2. 2. How we got to know Gen We… <ul><li>Sources </li></ul><ul><ul><li>Iconoculture </li></ul></ul><ul><ul><li>MRI </li></ul></ul><ul><ul><li>Mintel </li></ul></ul><ul><ul><li>Primary Research </li></ul></ul><ul><ul><ul><li>Ages 7-15 </li></ul></ul></ul><ul><ul><ul><li>Total number of kids interviewed: 28 </li></ul></ul></ul><ul><ul><ul><ul><li>Boys: 14 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Girls: 14 </li></ul></ul></ul></ul><ul><ul><ul><li>Locations </li></ul></ul></ul><ul><ul><ul><ul><li>Dave & Busters </li></ul></ul></ul></ul><ul><ul><ul><ul><li>In-n-Out </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Six Flags </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Movie Theater </li></ul></ul></ul></ul><ul><ul><ul><ul><li>IHOP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pinkberry </li></ul></ul></ul></ul>
    3. 3. Agenda: <ul><li>Gen We Overview </li></ul><ul><li>Tech Behavior </li></ul><ul><li>Attitudes towards Health </li></ul><ul><li>View towards Work and Success </li></ul><ul><li>Vision of the Future </li></ul><ul><li>Appendix </li></ul>
    4. 4. Gen We: Defined <ul><li>Born between mid 1990s – 2010 </li></ul><ul><li>Includes children aged 0-15 years old </li></ul><ul><ul><li>Babies/tots: 0-6 </li></ul></ul><ul><ul><li>Mid-kids: 7-9 </li></ul></ul><ul><ul><li>Tweens: 10-12 </li></ul></ul><ul><ul><li>Teens: 13-15 </li></ul></ul><ul><li>Make up 61.7 million of the U.S. population </li></ul><ul><li>and growing </li></ul><ul><li>Gen We, Gen Z, Digital/Tech Natives </li></ul><ul><li>Referred to as Gen We because of being globally connected and more focused on helping others </li></ul><ul><ul><li>Contrast to Gen Y (Gen Me) who is thought of as more selfish and narcissistic </li></ul></ul>Source:, Iconoculture
    5. 5. Generation We Source: Socialmention
    6. 6. Generation We Source: Socialmention, Iconoculture, Mintel, Mashable
    7. 7. Where they come from… <ul><li>1 in 4 of the Gen We population live in single parent households </li></ul><ul><ul><li>40% of Gen X were touched by divorce or lived in single parent households </li></ul></ul><ul><li>75% of Gen We have working mothers </li></ul><ul><li>Diversity is a fundamental part of life </li></ul><ul><li>Gen We is going social at an early age </li></ul><ul><ul><li>1/5 of parents of children ages 6-11 say their children use social networking sites </li></ul></ul>Source: Iconoculture Consumer Outlook: Gen We 2010,
    8. 8. Primary Research Insights: Family <ul><li>Most kids who were interviewed thought they were similar to their parents in some way … </li></ul><ul><ul><li>Temper, appearance, personality, sports they play, etc. </li></ul></ul><ul><li>When asked about differences, answers ranged from being more ‘tech savvy’ to other, more interesting responses… </li></ul><ul><li>“ My parents use a different vocabulary. They use old words. They don’t use slang. They read older books like ‘To Kill a Mockingbird.’ I’m more into fantasy.”- Patrick, 12 </li></ul><ul><ul><li>“ My parents are pretty negative about things. I’m much more positive.”- Max, 14 </li></ul></ul>Source: Primary Research
    9. 9. Key Attitudes <ul><li>Accustomed to staying informed with access to instant information via the Internet </li></ul><ul><li>Possess good fiscal awareness at a young age due to witnessing of economic slowdown </li></ul><ul><li>Not brand loyal, product performance is key </li></ul><ul><li>Easily becoming influencers due to ease of sharing thoughts and experiences among social networks </li></ul><ul><li>Expect world to be interactive </li></ul>Source: Iconoculture/ Mashable
    10. 10. Characteristics <ul><li>First truly “globally functional” generation </li></ul><ul><ul><li>Ability to communicate across the world is both accessible and instant </li></ul></ul><ul><ul><li>Kids are now able to play games online with people across the world </li></ul></ul><ul><ul><li>Access to global communication allows the formation of relationships with no geographical limits </li></ul></ul><ul><li>Tolerant of alternate lifestyles and foreign cultures </li></ul><ul><ul><li>Gen We is the most-multicultural generation to date </li></ul></ul><ul><ul><li>They are accustomed to a world where homosexuality is no longer hidden from the public eye </li></ul></ul><ul><ul><li>Increasing Hispanic population is encouraging the blending of cultures </li></ul></ul>Source: Iconoculture
    11. 11. Characteristics <ul><li>Tech Intuitive rather than tech native </li></ul><ul><ul><li>Technology and interactivity is a way of life, not simply a luxury </li></ul></ul><ul><ul><li>Gen We has always known a world with cell phones, laptops, Wi-Fi, iPods, and time-shifting TV abilities </li></ul></ul><ul><li>No such thing as user-error </li></ul><ul><ul><li>Burden is on designer to make products work easily and properly </li></ul></ul><ul><ul><li>This is one reason for Apple’s success and popularity among Gen We </li></ul></ul><ul><ul><ul><li>EX. Waving your hands at a paper towel machine- automatically expecting it to be motion-activated. </li></ul></ul></ul>Source: Iconoculture
    12. 12. Characteristics <ul><li>Technology isn’t just for connecting with friends </li></ul><ul><ul><li>More interaction with parents and family </li></ul></ul><ul><ul><li>Parents are more easily able to communicate with children via text, phone, Facebook, etc. </li></ul></ul><ul><ul><li>New gaming systems are actually encouraging exercise and physical activity </li></ul></ul><ul><ul><ul><ul><li>Parents seek balance in amount of technology consumption among children </li></ul></ul></ul></ul><ul><li>Still developing views rather than changing them </li></ul><ul><ul><li>Environmentally aware- “Go Green” </li></ul></ul><ul><ul><li>Gen We will understand “value” due to recession </li></ul></ul><ul><ul><li>Most still believe hard work is key to success </li></ul></ul><ul><ul><li>More aware of healthy eating habits than previous generations </li></ul></ul>Source: Iconoculture
    13. 13. Similarities Among Generations <ul><li>Gen We Millennial Gen X </li></ul>
    14. 14. Differences Among Generations <ul><li>Gen We will experience integrated diversity to an extent that is unique to their generation </li></ul><ul><li>Instant access to information, shopping, gaming, and entertainment is a way of life </li></ul><ul><ul><li>Patience is no longer a virtue; it is an inconvenience </li></ul></ul><ul><ul><li>Netflix on demand is their video store </li></ul></ul><ul><li>The individual privacy valued by previous generations will become less important </li></ul><ul><ul><li>Driven by social media, staying connected with friends, and post-9/11 </li></ul></ul><ul><ul><li>security measures </li></ul></ul><ul><li>Definition of “personal relationship” drastically changing due </li></ul><ul><li>to social network and gaming “friends” </li></ul>Source: Iconoculture
    15. 15. Gen We: Tech Behavior
    16. 16. Source: Mashable: Texting Teens
    17. 17. Source: Mashable: Texting Teens
    18. 18. Source: Mashable: Texting Teens
    19. 19. Teen Gadget Ownership ¾ of kids age 12-17 own their own cell phone Source: Pew Research Center/American Life project 2009: Parent-teen cell phone survey
    20. 20. Mobile and minors <ul><li>19% of kids 2-5 can successfully play with a smartphone app, while only 9% of them know how to actually tie their own shoes </li></ul><ul><li>Navigation – children jump straight to the characters </li></ul><ul><ul><li>Swipes, wheels, and selectors are intuitive </li></ul></ul><ul><ul><li>Scrollers begin to trip them up and slow down the experience </li></ul></ul><ul><li>Mobile gaming continues to evolve with the intersection of casual gaming and location-based services </li></ul><ul><ul><li>Ex: Toyota’s “Backseat Driver” app – uses GPS to create a virtual driving route that mirrors the actual road and integrates real world landmarks into the game </li></ul></ul>Source: ClickZ: Mobile and Minors
    21. 21. When asked “What piece of technology can you not live without?” the participants responded with … <ul><li>“ My cell phone; just to keep in touch with people and stuff.” – Max, 14 </li></ul><ul><li>“ My computer, to get on Facebook.” – Ladasia, 14 </li></ul><ul><li>“ The refrigerator because the food would get all gross and spoiled.” – Patrick, 12 </li></ul><ul><li> “ He doesn’t have a Smartphone because we don’t want him to have internet access. We monitor his internet activity and Facebook account. Either we have access, or he has no access. You’d be surprised what a 13 year old girl will put on the internet.” – Jake’s dad </li></ul>Source: Primary Research insights
    22. 22. Primary Research Insights: Technology <ul><li>When asked ‘how many friends do you have?’ answers ranged from 3-600 close friends that “I text all the time” to Facebook friends “who I don’t know very well, some of them are in different grades”- Kate, 15 </li></ul><ul><li>When asked ‘is there anything you are uncomfortable sharing on the internet?’ many kids stated that they did not care what was put on the internet, privacy issues did not seem to effect this generation </li></ul><ul><li> “ I am an open book” – Andrew, 12 </li></ul><ul><li>“ I share everything, I don’t mind”- Jake, 13 </li></ul><ul><li>“ I’ll share anything” Ladasia, 14 </li></ul><ul><li>When asked ‘how do you communicate with your friends?’ many responded with Facebook and texting as their main ways they communicate </li></ul>Source: Primary Research Insights
    23. 23. Cool tech toys – Ages 5-11
    24. 24. Cool tech toys – Ages 12-16
    25. 25. Kids spend more time with electronics as they age Source: Mintel: Kids as Influencers – June 2011 On average, kids 9-11 years old watch 2 ½ hours of TV a day
    26. 26. Digital consumption stats <ul><li>Most children spend about 3 hrs/day watching TV </li></ul><ul><li>TV accounts for 47% of time children spend with media </li></ul><ul><li>36% of kids 2-11 use Internet & TV simultaneously </li></ul>Source: Mashable: Children Internet Stats
    27. 27. What are kids downloading? Source: Iconoculture
    28. 28. When asked ‘What do you do online?’ the participants responded with … <ul><li>“ I have a World of War Craft account. I play with kids in Japan slaying goblins.” – Andrew, 12 </li></ul><ul><li>“ Yes, I use the internet about 3 times a day. I go on YouTube a lot to look at games and trailers for new games.” – Patrick, 12 </li></ul><ul><li>“ I was 12 when I got my Facebook. Mom wouldn’t let me have one until then.” – Macy, 14 </li></ul><ul><li>“ I use the internet everyday. I go on Facebook a lot. I don’t spend a lot of time on it when I go on it, but I just check it all the time.” – Max, 14 </li></ul><ul><li>“ </li></ul>Source: Primary Research
    29. 29. Cell phone usage 1 out of 3 teens send 100+ texts a day Source: Pew Internet: Teens and Mobile Phones 78% of text using teens say they’re more likely to call their parents
    30. 30. Gen We: Attitudes towards health
    31. 31. Gen We & Health: Key Findings <ul><li>Younger vs. older Gen We </li></ul><ul><ul><li>Younger (6-11 yrs old): Snacking/meals are adult-provided/monitored </li></ul></ul><ul><ul><ul><li>“ What’s there [already in the house] is what they eat;” Under parents’ watchful eye </li></ul></ul></ul><ul><ul><ul><li>Eat when it is convenient (between meals, school, ballet lessons, etc.) </li></ul></ul></ul><ul><ul><li>Older (12-17 yrs old): Want fast meals; convenience </li></ul></ul><ul><ul><ul><li>Use meals as an excuse for a social gathering; more personalized </li></ul></ul></ul><ul><ul><ul><li>Eat-out more frequently; do not necessarily eat meals rather small snacks with their friends </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. Popcorn at the movies </li></ul></ul></ul></ul><ul><ul><ul><li>Food is a way to establish independence/self-reliance/identity </li></ul></ul></ul><ul><li>A greater degree of food knowledge than previous generations </li></ul><ul><ul><li>Gen We’s are more aware of healthy eating because it is increasingly a wide-ranging societal goal that is becoming more consistent/universal </li></ul></ul>Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
    32. 32. Gen We & Health: Key Findings <ul><li>Strive for balance/moderation </li></ul><ul><ul><li>What can I have? Gen We focuses on making healthy choices rather than deprivation </li></ul></ul><ul><ul><ul><ul><li>Ex. Eat better sugar (real sugar vs. artificial sweetener) </li></ul></ul></ul></ul><ul><li>Exercise: From organized sports to the idea of “play” </li></ul><ul><ul><li>Want to be free from “gym bound” activities </li></ul></ul><ul><ul><li>Focuses less on “how many calories were burned” and more on family time and having fun </li></ul></ul><ul><ul><ul><ul><li>Ex. Wii Connect </li></ul></ul></ul></ul><ul><li>3 Golden Rules: Proximity, convenience, price point </li></ul><ul><ul><li>Children form food opinions based on the collection of the opinions around them and their access to choices and healthy alternatives </li></ul></ul>Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
    33. 33. Gen We: How age effects eating habits <ul><li>Age 0-5 – Mom is the ultimate decision maker </li></ul><ul><ul><li>Drive-thru convenience </li></ul></ul><ul><li>Age 6-8 (Mid-kids) – Mom + Kid = Early negotiation (not dictatorship) </li></ul><ul><ul><li>Guilty pleasures that are often a time-slicing necessity (Ex. fast-food) </li></ul></ul><ul><li>Age 9-13 (Tweens) – Kid + Mom = Negotiation, with considered indulgence </li></ul><ul><ul><li>Moms are still influences in home, but Tweens are trusted to make more independent decisions </li></ul></ul><ul><ul><li>Food is becoming an increasingly social mark of independence </li></ul></ul>Source: Iconoculture: Advisory Brief: Healthy Food Attitudes
    34. 34. Gen We & Health: Fast Facts <ul><li>Fewer than half of kids are physically active on average of 5 or more hours per week suggesting that the average child exercises less than one hour per day </li></ul><ul><ul><li>6-12: 43% said they spend more than 5 hours per week doing a physical activity (i.e. playing sports, dancing, walking, etc.) </li></ul></ul><ul><ul><li>13-15: 42% </li></ul></ul><ul><ul><li>16-17: 49% </li></ul></ul><ul><li>* Bicycling and swimming were the most popular sports among children aged 6-11 * </li></ul><ul><li>4/10 kids think it’s important to know how to eat healthy/nutritious foods without too many calories/fat/sugar </li></ul><ul><li>7/10 kids get their information regarding healthy eating from their mom (71%) and dad (43%), from doctors (54%), coaches at school (54%) and TV (44%) </li></ul>Source: Iconoculture: Advisory Brief: Healthy Food Attitudes/ Mintel: Kids' and Teens' Eating Habits - US - September 2008
    35. 35. Primary Research Insights: Health <ul><li>In summary, all of the kids interviewed considered themselves to be healthy </li></ul><ul><li>Majority of the kids played multiple sports and were active in some way </li></ul><ul><li>Fruit was listed as a favorite healthy snack by majority of the participants </li></ul><ul><li>All of the kids said that they do eat fast food… However, the answers ranged from… </li></ul><ul><li>“ Every once and a while-maybe once every two weeks.”- Caleb, 11 </li></ul><ul><li>to </li></ul><ul><li>“ Yes, I eat fast food every other day.”- Ladasia, 14 </li></ul>Source: Primary Research
    36. 36. Primary Research Insights: Health <ul><li>When asked what it means to be healthy, the participants responded with… </li></ul><ul><li>“ Eating healthy. Eating fruits and veggies.” – Lydia, 7 </li></ul><ul><li>“ I think being healthy means you don’t have any diseases and you are able to do </li></ul><ul><li>everyday things.” – Dylan, 12 </li></ul><ul><li>“ Eating good food.” – Sarah, 13 </li></ul><ul><li>“ Eating the proper foods, getting exercise, and drinking enough liquids.” – Tucker, 11 </li></ul><ul><li>“ Eat healthy, exercising, weight lifting, running and playing sports.” – Ivan, 14 </li></ul>Source: Primary Research Insights
    37. 37. Kids and teens snacking behavior: Overview <ul><li>Age and gender tend to have the greatest impact on which types of snacks kids eat </li></ul><ul><ul><li>Girls tend to prefer sweet snacks and healthy snack choices </li></ul></ul><ul><ul><li>Older boys prefer salty and savory snacks </li></ul></ul><ul><ul><ul><li>Emulate mini-meals </li></ul></ul></ul><ul><li>Parents are a major influence on kids snacking habits </li></ul><ul><ul><li>Nearly two-thirds of parents surveyed by Mintel say they limit how many salty snacks their children eat </li></ul></ul><ul><ul><li>More than half are limiting the amount of fat and sodium their kids eat </li></ul></ul><ul><li>Kids and teens Fresh fruit remains the most commonly eaten healthy snack, cited as a regular snack by nearly two thirds of kids aged 6-11 </li></ul><ul><ul><li>Other popular, healthy snacks among kids include: Fruit snacks, yogurt and string/sliced cheese </li></ul></ul>Source:
    38. 38. Salty and sweet nudges out healthy alternatives <ul><li>Chips or pretzels top the list of kids favorite snacks </li></ul><ul><li>Boys strongly prefer chips and pretzels and are far more likely than girls to like “heat–and–eat” snacks such as pizza rolls </li></ul><ul><li>Girls are far more likely to choose fresh fruit as a favorite </li></ul><ul><li>94% of teens aged 12-17 eat some type of salty snack </li></ul>Source: Mintel: Kids’ Snacking-US-June 2010
    39. 39. The snacking lifestyle Boys aged 9-11 reported eating the most number of snacks per day <ul><li>American kids between the ages of 2 and 18 eat nearly three snacks a day on average and that prevalence of snacking behavior has increased substantially in a generation </li></ul><ul><li>Snacking now accounts for 27% of children’s daily calorie consumption and overall daily calorie intake has risen by an average of 113 calories from 1977 to 2006 </li></ul><ul><li>Kids and teens eat on average of 4.8 salty snacks per week </li></ul><ul><li>Possible Implications… </li></ul><ul><li>According to the U.S. Centers for Disease Control, almost one in five children and adolescents (17%, or 12.5 million) aged 2 to 19 years old are obese </li></ul>Source: Mintel: Kids’ Snacking-US-June 2010
    40. 40. How often do you eat together as a family? <ul><li>Families with children aged 13-17 are less likely to eat together as a family- increasing the likelihood of indulging in unhealthy meals </li></ul><ul><li>Children aged 15-17 are more likely to eat between meals and while they are on-the-go </li></ul><ul><li>Teens view mealtimes as a chance to assert their independence and see it as an excuse for a social gathering with their friends </li></ul>Source: Mintel: “Children and Obesity-US-March 2009- Kids eating habits/ Kids' and Teens' Eating Habits - US - September 2008
    41. 41. Attitudes toward food among teens 53% of teens aged 12-15 agreed that eating well is important for good health However, only 16% of teens said they pay attention to their nutrition Source: MRI 2010
    42. 42. Girls are more likely to engage in healthy behaviors than boys <ul><li>Girls aged 9-11 are the least likely to believe that people who buy health foods are strange </li></ul><ul><li>Girls are more likely than boys to believe that “fast food is all junk” </li></ul><ul><li>Girls aged 9-11 are the most likely to believe that breakfast is the most important meal of the day </li></ul><ul><li>Girls aged 6-8 are the most likely to try to limit their ‘sweets’ intake </li></ul>Source: Mintel: Kids’ Snacking-US-June 2010
    43. 43. Eating Disorders: A generation at risk <ul><li>More than half a million US teens have had eating disorders </li></ul><ul><ul><li>Binge-eating being the most prevalent affecting more than 1.5% of teens </li></ul></ul><ul><ul><li>Just under 1% had experienced bulimia </li></ul></ul><ul><ul><li>O.3% anorexia </li></ul></ul><ul><li>42% of 1st-3rd grade girls want to be thinner </li></ul><ul><li>81% of 10-year-olds are afraid of being fat </li></ul><ul><li>Over one half of teenage females are using unhealthy </li></ul><ul><li>behaviors to control their weight </li></ul><ul><ul><li>Skipping meals, smoking cigarettes, fasting, vomiting, taking laxatives, etc. </li></ul></ul><ul><li>The mortality rate associated with eating disorders is higher than </li></ul><ul><li>any other mental illness </li></ul>Source: http:// /eating-disorders-a-generation-at-risk/ USA Today: “Study: Half a million US teens have had eating disorders”
    44. 44. The sedentary lifestyle of kids and teens <ul><li>Kids/Teens log dozens of hours in front of screens </li></ul><ul><ul><li>Video games, social networking, email, watching videos/movies/television </li></ul></ul><ul><li>Increased technology (texting, iPad, video chat, etc.) and social networking has lead to a decline in spontaneous play among children </li></ul><ul><li>According to Mintel’s analysis of Experian Simmons data, 89% of kids aged 6-11 own or play video games </li></ul><ul><ul><li>Ex. Some even log as much as 3.5 hours/week playing XBox </li></ul></ul><ul><li>Majority of 12-17 year olds reported “use of games” as the number one use as well as most time spent on their computer </li></ul>Source: Mintel: Children and Obesity-US-March 2009- The Sedentary Lifestyles of Kids and Teens
    45. 45. Can virtual games keep children fit? Pros: Nintendo Wii and other virtual sports burn 4X as many calories as sit-down versions Playing one fitness game for 35 minutes a day burns around 150 calories -> Weight management tool for children Active computer games have the power to combat the `poisonous growth’ of children’s sedentary entertainment The energy expenditure during active video game play was comparable to moderate-intensity walking Cons: Difficult in a small indoor space to replicate the intensity of some real-life physical activities Wii Fit activities demand different amounts of caloric expenditure Ex. Playing outfield in a baseball game vs. playing in a soccer game People cannot try to replace physical activity that demands more movement with the Wii -> Negative results “ Due to children’s age and gender differences in growth, the adult BMI calculators don’t work… it would categorize children incorrectly” “ These exer-games are no substitute for ‘real’ sports activities, but if kids play them as designed and stay engaged, they can burn several calories per hour above their sedentary level”- Kevin Short, Ph.D., principal investigator on the project Source: Mail Online: “Playing active computer games ‘keeps children fit’ and could turn the tide of obesity”/Science Daily: “Wii Fit A Promising Tool For All Ages, Though Game's Health Measurements Are Flawed
    46. 46. Schools issue “weight grades” to get kids to slim down <ul><li>Schools are adding a BMI report card to help fight childhood obesity </li></ul><ul><li>A growing number of states started issuing “weight grades” to track body mass index scores </li></ul><ul><ul><li>Arkansas has already began mailing out weight reports to families along with lifestyle tips for slimming down </li></ul></ul><ul><ul><li>Massachusetts is planning a similar program </li></ul></ul><ul><ul><ul><li>Will have evaluated 286,000 kids by the end of the 2010-2011 school year </li></ul></ul></ul><ul><li>In a 2010 Trust for America’s Health Survey, 84% of parents deemed their children’s weight, “healthy” though nearly a third of those students were overweight or obese </li></ul><ul><li>&quot;It is possible that Generation Z will be the most unhealthy, overweight group of workers the world has seen…and what employers save on business travel, they will no doubt spend on corporate gym membership and health insurance.“ </li></ul><ul><li>“ Rates of high BMIs in children have more than tripled over the past three decades and close to one in three American kids are now overweight or obese” </li></ul>Source: Iconoculture: “Schools issue “weight grades to get kids to slim down”/ 5.20.2011
    47. 47. Calorie camera: Kids’ eating habits are now being recorded in school cafeterias <ul><li>The government is now monitoring kids’ food choices at school by taking pictures of their lunch trays </li></ul><ul><li>Five elementary schools in San Antonio, TX are participating in this $2 million research project funded by the U.S. Department of Agriculture </li></ul><ul><ul><li>The goal is to gain insight into the childhood obesity and diabetes epidemic </li></ul></ul><ul><li>“ Tiny cameras shoot lunch trays that have been embedded with a bar code before and after kids eat… the data is then crunched by a computer to guesstimate how many calories and nutrients were consumed” </li></ul><ul><li>Parents have access to their child’s data as well in hopes of making a positive change in eating habits at home </li></ul>Source: Iconoculture: “Calorie camera: Kids’ eating habits now recorded in school cafeterias” / 6.13.2011
    48. 48. Dole launches a healthy alternative Lunchable <ul><li>Kraft partnered with Dole on a new line of packaged lunches that are all about the fruit </li></ul><ul><li>Slimmed down to 280-440 calories and 8-12 grams of fat </li></ul><ul><li>Dentsu Chicago: Lunchable Kraft Ad </li></ul><ul><li>“ This is something consumers have been requesting and we’re listening. Fruit is the number one requested item that Mom is already adding to the brown-bag lunch…” </li></ul>Source: Iconoculture: “Lunchables to kids: Eating fruit is fun”/ 5.24.2011
    49. 49. Facebook users ‘fruitifying’ their photos Source: Facebook: Lunchable Facebook Page
    50. 50. Gen We: View towards work and success
    51. 51. Gen We in the Workplace <ul><li>Pursue speed instead of accuracy </li></ul><ul><li>Self-directed and comfortable </li></ul><ul><ul><li>They have the ability to do things on their own </li></ul></ul><ul><li>View themselves as professional, permanent freelancers </li></ul><ul><li>Have the ability to process massive amounts of information quickly </li></ul>Source: Looper 2011
    52. 52. Characteristics <ul><li>Attach more value to intelligence, self-acquired knowledge and technology than to education or professional life </li></ul><ul><li>Smarter and tech-savvy </li></ul><ul><ul><li>Highly dependent on technology </li></ul></ul><ul><li>Individualistic vs. team players </li></ul><ul><li>Shorter attention spans </li></ul>Source: Beck 2011
    53. 53. Always praised, never criticized <ul><li>Gen X parents of Gen We kids are being overstretched </li></ul><ul><ul><li>Feel guilty about working outside the home and spending less time with their kids </li></ul></ul><ul><li>They are responding with over-protectiveness, overindulgence, and permissiveness </li></ul><ul><li>The result is a generation much less equipped to cope with the inevitable failures and disappointments in life </li></ul>Source: Beck 2011
    54. 54. Values and career choices Source: Iconoculture Teens and Tweens 2011, Time for Kids/Kids Health 2011
    55. 55. ‘Kidpreneur’ Revolution: Overview <ul><li>Gen We has grown up in a world focused on achievement and outcome </li></ul><ul><li>There has been a major resurgence in financial education, and we’re seeing it imparted at the school age </li></ul><ul><li>There has been a large emphasis on finding a path to success that’s forged through ingenuity, creativity and aspiration </li></ul><ul><li>The next generation will enter their formative financial years armed with knowledge, confidence and ambition </li></ul><ul><li>They have entrepreneurial instincts built into their bones </li></ul>Source: Iconoculture
    56. 56. ‘Kidpreneur’ Revolution: Example <ul><li>13-year-old Hart Main started his business with a $100 investment making ‘manly candles’ in his kitchen after school </li></ul><ul><ul><li>ManCans features scents such as bacon, campfire, grandpa’s pipe and new mitt </li></ul></ul><ul><li>Main has received thousands of orders and has been able to donate over 11,000 cans of soup </li></ul>Source: Springwise 2011
    57. 57. ‘Kidpreneur’ Revolution: Example <ul><li>Twelve-year-old Amiya Alexander launched Amiya's Mobile Dance Academy for kids whose families can't afford the cost of professional lessons </li></ul><ul><ul><li>Amiya also wanted to do something to help beat the obesity epidemic </li></ul></ul><ul><li>Drawing up a blueprint in crayon, Amiya developed a business plan for a traveling studio within a pink school bus. With the help of her mother and uncle, who drives the bus, her dream became a reality </li></ul><ul><li>On afternoons and weekends, Alexander gives lessons to children ages 2 to 12 in beginner-level ballet and hip-hop </li></ul>
    58. 58. Primary Research Insights: Work & Success <ul><li>Work and success are correlated </li></ul><ul><li>Success means having a stable job, achieving your goals, being able to support yourself and being happy with what you have </li></ul><ul><li>Many desire to work in a field that allows them to help other people </li></ul><ul><ul><li>Doctors, nurses, social service, helping the elderly </li></ul></ul><ul><ul><li>“ Successful people work hard to get where they are.”- Sarah Age 13 </li></ul></ul>Source: Primary Research
    59. 59. Gen We: Vision of the future
    60. 60. “New Economy Kids” <ul><li>Gen We is growing up in the ‘Recovery’/ ‘Aftermath’ time period </li></ul><ul><li>More than half of Gen We parents responded “yes” when asked if they thought their kids were affected by the recession </li></ul><ul><li>Gen We’s are being raised to be more aware of cost, value, consumption and are questioning consumerism </li></ul><ul><ul><li>Parents are focused on trying to instill healthy money habits into their Gen We kids </li></ul></ul><ul><li>As a result… </li></ul><ul><ul><li>Gen We kids will become more vigilant in saving </li></ul></ul><ul><ul><li>College savings suffer </li></ul></ul>Source: Iconoculture
    61. 61. “New Economy Kids” Warren Buffet: Secret Millionaire’s Club Ekomini Piggy Bank Source: Iconoculture
    62. 62. Gen We is altering traditional education… <ul><li>Home education will go mainstream </li></ul><ul><ul><li>Kids growing up in a self-learning, self-directed model will be more accustomed to figuring out what they like to do and doing it on their own </li></ul></ul><ul><ul><li>Alternative education children will be better prepared in life than those traditionally schooled </li></ul></ul><ul><ul><li>Because of the emphasis on Gen We kids to do independent investigation, they will be the first knowledge workers who were trained to do their job before they started working </li></ul></ul><ul><li>Entrepreneurship Rules </li></ul><ul><ul><li>When asked about their future Gen We boys ranked being an entrepreneur higher than going to college </li></ul></ul>Source: Tech & Learning Blog
    63. 63. Gen We is altering traditional education… <ul><li>iPad Learning Apps </li></ul><ul><ul><li>Kids Fireman - Toddlers Dreaming to be a Fireman </li></ul></ul><ul><ul><li>iLearn With Poko: Seasons and Weather </li></ul></ul><ul><ul><li>GoKids – French Learning App </li></ul></ul><ul><ul><li>Monty’s Quest: Top Math app for Times Tables </li></ul></ul><ul><ul><li>Jellytoons – Mind Games </li></ul></ul>Source: Mashable
    64. 64. The Green Generation <ul><li>Growing up green </li></ul><ul><ul><li>If there is one overarching cause that has captured and held the attention of Gen We, it is the green movement </li></ul></ul><ul><ul><li>Gen We is the first generation to grow up in an environment where green is mainstream, and they have the tools and resources to act on these likings from an early age </li></ul></ul><ul><ul><li>Gen We takes pride in doing right by Mother Earth </li></ul></ul><ul><ul><ul><li>Using “pester power” to change the actions of their parents </li></ul></ul></ul>Source: Iconoculture
    65. 65. The Green Generation <ul><ul><li>“ Go, Diego, Go!” </li></ul></ul><ul><ul><li>“ Everyday is Earth Day” </li></ul></ul><ul><ul><li>Eco-Home Dollhouse </li></ul></ul>Source: Iconoculture, Nick Jr.
    66. 66. Gen We Timeline: The Forming of a Global Generation Source: Iconoculture
    67. 67. Future goals among teens 12-15 years old Source: MRI 2010 <ul><li>Boys showed a far greater interest in wanting to start their own business and enter the corporate world in the future than girls </li></ul><ul><li>However, girls showed a greater interest in wanting to volunteer in the future </li></ul>
    68. 68. Primary Research Insights: Does Gen We plan on going to college? <ul><li>When asked whether or not they foresee themselves going to college in the future an overwhelming majority answered ‘yes’ </li></ul><ul><li>Gen We kids see a connection between attending college and being successful, and those that had high career aspirations felt even stronger about this </li></ul><ul><li>Gen We kids think big by commonly answering doctor, lawyer, professional athlete and performer amongst their dream careers </li></ul><ul><ul><li>“ Both of my parents did [attend college], so yes.”- Jake, 13 </li></ul></ul><ul><ul><li>“ Yes, college gives you the opportunity to enhance your skills. You can choose one thing to learn more about and zone in on that thing. In high school, you learn about everything. In college, you learn about what you’re interested in.”- Patrick, 12 </li></ul></ul><ul><ul><li>“ Yes, because it is necessary in order to be successful in life.”- Ryan, 14 </li></ul></ul>Source: Primary Research
    69. 69. Appendix
    70. 70. Kids interact with their favorite brands online <ul><li>#1 activity kids do online is interact with TV properties from their offline life </li></ul><ul><li>Ronald McDonald is nudging kids to visit his website and download photos and videos — Ronaldgrams — to share with friends </li></ul>Source: USA Today: Ronald McDonald Goes Digital
    71. 71. Edu-gamement <ul><li>Sponsored apps allow brands to leverage high-engagement content </li></ul><ul><li>iStoryTime has partnered with Yoplait Kids </li></ul><ul><li>iPad’s “passback” value </li></ul>Source: Media post: Yoplait, iStoryTime Give Away Free Apps
    72. 72. Kids’ snacking behavior: Overview <ul><li>Snacking is a universal habit among kids aged 6-11 </li></ul><ul><li>Snacking has become a way of life for both busy and not-so-busy kids </li></ul><ul><li>Kids aged 6-11 snack on average of 2.48 times per day </li></ul><ul><li>Convenience is an important factor </li></ul><ul><ul><li>Kids eat a variety of single-served foods </li></ul></ul><ul><li>Availability in the household is often a barrier for kids </li></ul>Source: Mintel: Kids’ Snacking-US-June 2010
    73. 73. Kids’ attitudes towards snacks and snacking <ul><li>Novelty and fun are key ingredients for maintaining kids’ interest and engagement. Nearly half of kids say they sometimes snack just for fun, even when they’re not hungry </li></ul><ul><li>A significant number of kids are also open to healthy snacks—nearly half say they like to eat snacks they know are good for them </li></ul><ul><li>On the whole kids show only moderate concern over the healthfulness of the snacks they eat. Many believe cookies and chips are okay as long as they eat well otherwise. Only one out of three kids tries to limit sweets </li></ul><ul><ul><li>Kids embrace the idea of dietary trade-offs </li></ul></ul><ul><ul><ul><li>- Especially girls aged 9-11 </li></ul></ul></ul><ul><li>Healthy snacks are not as unpopular as some parents might expect </li></ul><ul><ul><li>Nearly half of kids in Mintel’s custom consumer research say they like to eat snacks that they know are good for them </li></ul></ul>Source: Mintel: Kids’ Snacking-US-June 2010
    74. 74. General attitudes toward certain food and snacking habits among kids 6-11 Source: Mintel: Kids’ Snacking-US-June 2010
    75. 75. Childhood Obesity Rates <ul><li>Mississippi has the highest childhood/adult obesity rates in the U.S. </li></ul><ul><li>Colorado has the lowest obesity rates and is the only state with a rate under 20% </li></ul>“ Today, the state with the lowest obesity rate would have had the highest rate in 1995” Source: ;