JOVENS LIDERAM TRANSFORMAÇÃO DIGITAL

ADULTHOOD VS ADULTING
WHERE ARE THE
GROWN UPS?

Adult (uh-duhlt, ad-uhlt) n.
1. Biologically, a human or
other organism that has
reached sexual maturity
2. A person, that is regarded as
independent, self-suﬃcient,
and responsible.
3. Inconsistent
& contradictory
2

3
WHY THE FOCUS
ON ADULTING?
100%
50%
YEAR 2012 YEAR 2013 YEAR 2015 YEAR 2016
INTEREST OVER TIME
IT’S
TRENDING
Source: Google Trends , Search Term: Adulting

4Source: Social Listening, July 2017

WHY THE
FOCUS ON
ADULTING?
5Image source: The loud house sun GIF by Nickelodeon
Source: Social Listening, July 2017
MENTIONS
2,435,055
POSTS
2,324,255
POTENTIAL IMPRESSIONS
7,427,780,833
NET SENTIMENT
-35%
IT’S A
YEAR
ROUND
PHENOMENON.

RELEVANT
Of those that commented,
53% are 18-24
MISSING MARKERS
Redeﬁning the punch card
that is life stages
CROSS-CATEGORY
Adulting content
is evergreen
BUT WHY?
A LOOMING OPPORTUNITY
6Source: Culture Co-Op Research, August 2017

7
WHAT WILL
YOU LEARN?
WE'RE
ALREADY
BEHIND
ADULT-ISH THE 'HOW-TO'
GENERATION
PERSONAS TO
PERSONS
EDUCATE
ENTERTAINING

BECOMING ADULT
REQUIRES ALL OF "YOU"
YOU YOUR PEEPS YOUR STUFFYOU YOUR PEEPS YOUR STUFFYOU YOUR PEEPS YOUR STUFF
YOURSELF
•  Living on my own
•  Learning to cook
•  Having a steady job
•  Eating right
•  Declaring my political aﬃliation
•  Traveling the world
•  Traveling internationally without my family
•  Scheduling my own doctor’s appointments
•  Owning / caring for my own pet
YOUR RELATIONSHIPS
•  Getting married
•  Having children
•  Empathizing with my parents
•  Living with roommates
YOUR FINANCES
•  Paying for my own cellphone
•  Paying my own bills
•  Having a credit card in my own name
•  Having a savings account
•  Planning for retirement/investing
•  Filing my own taxes
YOUR HEALTH
•  Subscribing to my own health insurance plan
•  Exercising regularly
YOUR COMMUNITY (NET)
•  Donating to charity
•  Volunteering
•  Attending a political rally
YOUR STUFF (NET)
•  Owning matching furniture
•  Owning / leasing a car
•  Owning a home

START
EARLY!
Source: Adulting Survey Research, September 2017
%OFPEOPLE
WHEN SHOULD YOU START THESE THINGS?
▬ Yourself
▬ Your Finances
▬ Your Community
▬ Your Health
▬ Your Relationships
▬ Your stuﬀ
TEENS 20’s 30’s 40’s
HABITS,
FINANCE, &
COMMUNITY
HAPPEN EARLY
0%
50%
25%
45%
of those 18-24
believe it begins at 18

56%
plan to carve our their own path -
opting out of college – or high
school is an acceptable path
NO MORE
RULES…
Millennials and Gen Zs are the
ﬁrst to age up at a time when all
‘rules’ have gone out the window
and to adult against the
backdrop of social media….
40%
Nearly half of American workforce
will generate at least some
independent revenue by 2020
28%
of Gen Zs expect to ’make it’
before they hit 20 -- 20 under
20 is the new 30-under-30

12
THE
The “authority theory”...is the willing and
unconditional compliance of people, resting upon
their belief that it is legitimate for the superior to
impose his will on them and illegitimate for them
to refuse to obey.”
BREAKDOWN
OF AUTHORITY

ISH
FACTOR
14
Sources: Chart idea from www.thecooperreivew.com

74%
35%
36%
40%
50%
26%
65%
64%
60%
50%
INSTITUTIONS ARE CHANGING...
CREATING UNCERTAINTY
Source: Adulting Survey Research, September 2017 16
Marriage is permanent
Adult life is harder for the next generation
Becoming an adult was harder for my parents' generation
I can support myself with a traditional 9-5 job
People my age are well prepared to live independently
NO YES
WHICH STATEMENT DO YOU AGREE WITH MORE?

17
BUT WHAT ABOUT THE
GROWING GREY AREAS
OF ADULTHOOD
WHITE
BLACK

WE ARE ALL "KID-DULTS"
74% aGE 18-24 sAY “I'm a KiDulT- paRt kiD + ParT AduLt”
64% aGE 25-34 sAY “I'm a KiDulT- paRt kiD + ParT AduLt”
58% aGE 35+ sAY “I'm a KiDulT- paRt kiD + ParT AduLt”

YOUNGER CONSUMERS ARE
OBVIOUSLY MORE INSECURE ABOUT IT ALL...
21QA6 Please indicate on the scale below how much you agree or disagree with each of the following statements.
■ 18-24 ■ 25-34 ■ 35+AGE |
74% 72%
64%
53%
74%
64% 63%
54%
42%
69%
58%
52%
36% 34%
59%
I'm a kidult
- part kid, part adult
Technically I'm an 'adult,'
but I don't feel like one
People my age are
not well prepared to
live independently
I often feel incompetent
when it comes to basic
life skills, like cooking,
managing ﬁnances, etc.
I wish there was
an Adulting 101 that
taught me the basic skills
I need to know to be
self-suﬃcient

WHAT IT
USED TO
BE...
22
ADULTHOOD
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION

...AND PARENTS ARE
UNSURE HOW TO HELP
70%
of Gen Zs say their parents have
a hard time giving them advice
about the future because
traditional systems have been so
signiﬁcantly disrupted
“”It’s scary as a parent because we
know the way we came up, but
we’re not sure about the way of
the future.’
- Tammy
mother of a 14 year old

ADULTHOOD
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION
SOME HAVE JOKED
ABOUT THIS...
BUT...
24
WIFI, MOBILE, & DIGITAL

how do i become a person?
IF YOU THINK
ON IT, DIGITAL
IS REPLACING
SOMETHING
INHERENT TO
GROWTH...
25Source: Adulting Survey Research, September 2017
85%
regularly Google
‘How-to’ do something
agree I’ve learned a majority of
the life skills they have online
56%

...WHICH HAS LED TO MORE
LIFESTYLE CHOICES
LESS CHOICES
than my parents'
MORE CHOICES
than my parents'

27
PUBLIC
PERSONAL!VS
CONFIDENCE
say they are more self
suﬃcient than peers84%
say they are more
mature than peers87%
know few people their age
who are self-suﬃcient70%

BUT, LET'S
THINK ON IT...
28
ADULTHOOD
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION

29
ADULTHOOD
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION
SELF OPTIMIZATION
ADULTING
...DIGITAL HAS
BECOME AN
ANCHOR

30
ADULTHOOD ADULTING
SELF-ESTEEM
BELONGING
SAFETY
SELF OPTIMIZATION
PHYSIOLOGICAL
POINT PROCESS
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION

SELF ACTUALIZATION
NOT SELF PROMOTION
18%
27%
46%
82%
73%
54%
I enjoy using the internet to teach myself new skill
I want to be self suﬃcient and not hire out
Social media has made being an adult easier
NO YES
WHICH STATEMENT DO YOU AGREE WITH MORE?

LEVERAGING DIGITAL
TO BE THE TRUSTED
GUIDE TO LIFE
32

ENTER
INTERDEPENDENCE
TODAY WE ARE
“INDIE BY DEFAULT”
80%Over the past 20 years,
80% increase globally of
people living alone
40% > 20%Nuclear families have shrunk
from 40% of all families in 1960
to 20% of families today
YET…
Millennials and Gen Xs are in
need of the support systems that
used to come with marriage,
corporations, etc.

ENTER INTERDEPENDENCE
OLD
Handyman husband
OLD
Homemaker wife
OLD
Buying a home
OLD
Love, marriage, baby
The result – leaning into tech, the sharing economy and new support systems.
NEW
TaskRabbit
NEW
Meal delivery services
NEW
Co-living in adult dorms
NEWMeeting, mating,
maybe marriage & baby
Image sources: Task Rabbit | Hello Fresh | Brian Harkin for The New York Times | Bumble Dating App

WE HIRE OUT FOR THE THINGS
WE DO MOST
35QH1 Have you ever paid a person or company (whether in person, over the phone, through an app, etc.) for [PIPE TASK FROM BELOW LIST]?
58%
40%
34%

HIRING OUT DRIVEN
BY LACK OF
KNOWLEDGE, TIME
OR BECAUSE IT’S
EASIER…
BUT IT OFTEN
CAUSES ANXIETY/
EMBARRASSMENT
36QH3 For each pair of statements below, which better describes your attitudes towards hiring a person or company for [PIPE IN SERVICE FROM BELOW]?
Consumers are reluctant to hire out for
laundry as it is embarrassing and
increases anxiety. In contrast, restaurant
delivery feels empowering and reduces
consumer anxiety.
Yard Work
Home Painting
Personal Driving
Tax Prep
Home Repair
Restaurant Delivery
EMPOWERED
Furniture Assembly
Personal Driving
Home Repair
Home Painting
Tax Prep
Restaurant Delivery
LESS ANXIETY
EmBArRaSSeD

WHAT DO WE NEED TO BE "ALL GROWED UP"
37
YOUR
STUFF
YOUR
MONEY •  Money & banking •  Investing & retirement •  Insurance
YOUR
RELATIONSHIPS
YOURSELF
•  Food & cooking •  Self care & beauty •  Fashion & style
•  Fitness & health •  DIY (do-it-yourself) •  Technology
•  Travel
•  Relationships •  World Issues •  Social good
•  Parenting
•  Career •  Education •  Politics
FULLFLEDGED"ADULT."
INTERESTS COMPETENCE DEPTH OF
KNOWLEDGE
NECESSITY IMPORTANCE
OF FUTURE

INTERESTS COMPETENCE DEPTH OF KNOWLEDGE
YOURSELF
YOUR RELATIONSHIPS
YOUR MONEY
YOUR STUFF
THERE'S A HIGH DEGREE OF INTEREST WITH
OPPORTUNITY TO GROW DEPTH OF KNOWLEDGE
74%
68%
74%
74%
26%
32%
26%
26%
73%
64%
66%
69%
27%
36%
34%
31%
56%
49%
57%
61%
44%
51%
43%
39%
I already know a lot
about this
YES NO YES NO YES NO
Learning about this makes
me feel competent
Is very interesting to me

NECESSITY FUTURE
YOURSELF
YOUR RELATIONSHIPS
YOUR MONEY
YOUR STUFF
AT DAYS END, THE WAY WE RELATE OUR MONEY, OUR
RELATIONSHIPS, AND PERSONAL GROWTH IS SEEN AS
MUCH MORE NECESSARY
This is important for my futureThis is something everyone ought to do
63%
79%
66%
70%
37%
21%
34%
30%
YES NO
48%
83%
71%
77%
52%
17%
29%
23%
YES NO

WE ARE FINDING OUR TRUST IN DIGITAL, MORE SO, THAN
EVEN PEOPLE. AND WHEN IT COMES TO PEOPLE, IT'S
ABOUT FRIENDS NOT PARENTS
100%
75%
50%
25%
Your Stuﬀ Your Money Your Relationships Yourself
DIGITAL (NET) SOCIAL (NET) How-to videos Online reviews Search results PEOPLE (NET) Friends My parents OTHER (NET)

41
YOUR
STUFF
YOUR
MONEY •  Money & banking •  Investing & retirement •  Insurance
YOUR
RELATIONSHIPS
YOURSELF
•  Food & cooking •  Self care & beauty •  Fashion & style
•  Fitness & health •  DIY (do-it-yourself) •  Technology
•  Travel
HOW TO MAKE IT RESONATE
•  Relationships •  World Issues •  Social good
•  Parenting
•  Career •  Education •  Politics
FULLFLEDGED"ADULT."
WHERE ACTIVE OR
PASSIVE
WHO TONE STORY

THE OPPORTUNITY FOR BRANDS IS TO OVERCOME
LAZINESS BY INCORPORATING PUSH & PULL STRATEGIES
42
WHERE ACTIVE OR PASSIVE
YOURSELF
YOUR RELATIONSHIPS
YOUR MONEY
YOUR STUFF
I actively seek out articles/
videos about this
I prefer to learn about this online
46%
44%
36%
38%
54%
56%
64%
62%
YES NO
48%
41%
41%
46%
52%
59%
59%
54%
YES NO

WHO, HOW, AND WHAT THAT CONTENT FEELS
LIKE VARIES
43
WHO TONE STORY
YOURSELF
YOUR RELATIONSHIPS
YOUR MONEY
YOUR STUFF 48%
63%
42%
54%
52%
37%
58%
46%
40%
71%
59%
63%
60%
29%
41%
38%
49%
37%
54%
42%
51%
63%
46%
58%
I want to hear personal
stories about this
YES NO YES NO YES NO
I want something serious and
straightforward
I want information from an expert

WHEN IT COMES TO YOUR STUFF AND YOUR MONEY, MAKE
IT PRACTICAL AND ACHIEVABLE. EXPERTS ARE MOST
PERTINENT FOR MONEY AND SELF-OPTIMIZATION
44
60%
40%
20%
Step-by-step Instructions Product Recs/
Reviews
Relevant
Statistics
Perspectives From Normal
People Experts Personal
Narratives/Stories
Your Stuﬀ Your Money Your Relationships Yourself

WHY THE
FOCUS ON
ADULTING?
45
Knowledge based content
drives brand engagement
and KPIs
AND IT
WORKS!
8%
13%
15%
12%
17%
18%
7%
7%
8%
8%
10%
10%
AWARENESS
FAVORABILITY
INTENT
AWARENESS
FAVORABILITY
INTENT
■ Overall BuzzFeed desktop norm
■ At least one knowledge post
Source: BF Ad Eﬀectiveness Norms, September 2017

46
ADULTHOOD ADULTING
SELF-ESTEEM
BELONGING
SAFETY
SELF OPTIMIZATION
PHYSIOLOGICAL
POINT PROCESS
SELF-ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
SELF ACTUALIZATION

QUESTIONS
...NOT ANSWERS?
47
QUESTION 1
Does the process of
‘adulting’ ultimately
replace life-stage
marketing?
QUESTION 4
When thinking of your
content strategy, do you
respect category
diﬀerences when thinking
about content creation?
QUESTION 2
Are you starting early to
have a powerful long
lasting impact on this next
generation
QUESTION 5
Are you willing to help
instead of sell?
QUESTION 3
Regardless of your digital strategy, do you spur in-real-life
(IRL) impact and action?

48
WHAT WILL
YOU LEARN?
WE'RE
ALREADY
BEHIND
ADULT-ISH THE 'HOW-TO'
GENERATION
PERSONAS TO
PERSONS
EDUCATE
ENTERTAINING

BUT WHY?
Source: Culture Co-Op Research, August 2017 50
RESEARCH OBJECTIVES
Understand how
today’s consumers are
navigating the path to
adulthood
Explore what happens
when ‘traditional’ path to
adulthood becomes the
exception vs. the norm
Explore the new trusted
sources as a result
of dramatic shifts in
the world
Develop a playbook
for brands to help
consumers on this path

OUR RESEARCH
PARTNERSHIP
TREND ANALYSIS & SOCIAL LISTENING
•  Trend Analysis on current cultural landscape
with Culture Co-Op
•  Social listening using Netbase and Quid
ONLINE QUANTITATIVE SURVEY RESEARCH
•  Internet Representative sample P18-45
•  Survey ﬁelded with Alter Agents
•  US, UK, Australia, Brazil
AD IMPACT STUDIES & BEHAVIORAL ANALYTICS
•  BuzzFeed proprietary research

BUT WHY?
RELEVANT
Of those that commented,
53% are 18-24"
CROSS-CATEGORY
Adulting content
is evergreen
DEMAND
Everyone is interested
– and needs help

WHEN DOES IT START?71% feel adulthood begins
between the ages of 18-2244% of those 18-24
believe it begins at 18

BECOMING ADULT
REQUIRES ALL OF "YOU"
YOU YOUR PEEPS YOUR STUFFYOU YOUR PEEPS YOUR STUFFYOU YOUR PEEPS YOUR STUFF
YOURSELF
•  Living on my own
•  Learning to cook
•  Having a steady job
•  Eating right
•  Declaring my political aﬃliation
•  Traveling the world
•  Traveling internationally without my family
•  Scheduling my own doctor’s appointments
•  Owning / caring for my own pet
YOUR RELATIONSHIPS
•  Getting married
•  Having children
•  Empathizing with my parents
•  Living with roommates
YOUR COMMUNITY (NET)
•  Volunteering
•  Attending a political rally
YOUR STUFF (NET)
•  Owning matching furniture
•  Owning / leasing a car
•  Owning a home
YOUR FINANCES
•  Paying for my own cellphone
•  Paying my own bills
•  Having a credit card in my own name
•  Having a savings account
•  Planning for retirement/investing
•  Filing my own taxes
YOUR HEALTH
•  Subscribing to my own health insurance plan
•  Exercising regularly

55
THE
BREAKDOWN
OF AUTHORITY

56
THE
BREAKDOWN
OF AUTHORITY

THE
The “authority theory”...is the willing and unconditional
compliance of people, resting upon their belief that it is
legitimate for the superior to impose his will on them and
illegitimate for them to refuse to obey.”
BREAKDOWN
OF AUTHORITY
57

60
‘YOUR STUFF’
RELATABLE,
LIGHT & FUN,
INSTRUCTIVE

61
‘YOUR MONEY’
EXPERT ADVICE, SERIOUS
& STRAIGHTFORWARD,
INSTRUCTIVE, RELEVANT

62
‘YOUR
RELATIONSHIPS’
RELATABLE, SERIOUS
& STRAIGHTFORWARD,
PERSONAL STORIES
AND NARRATIVES

63
‘YOURSELF’
EXPERT ADVICE,
SERIOUS &
STRAIGHTFORWARD,
OBJECTIVE, RELEVANT

64
THE GIG
ECONOMY
DIGITAL'S IMPACT
IRL ADULTING
House Cleaner
Avg. $64
Dog Walker
Avg. $25
Plant How-To
Free
Clothes Subscription
$50/Month

74%
41%
68%
40%
28%
22%
47%
36%
35%
33%
27%
24%
WE HIRE OUT AROUND THINGS
THAT IMPACT US DAILY THE MOST
65QH1 Have you ever paid a person or company (whether in person, over the phone, through an app, etc.) for [PIPE TASK FROM BELOW LIST]?
Restaurant Delivery
Grocery Delivery
Personal Driving
Tax Prep
Pet Care
Wash & Fold
Home Repair
Furniture Assembly
Home Cleaning
Home Painting
Yard Work
Interior Design

66QH2 Thinking about hiring a person or company for [PIPE IN FROM BELOW LIST], what are / were your reasons for hiring this service?
WHAT DRIVES
HIRING OUT?
LACK OF TIME
Home Cleaning
Grocery
Restaurant
Laundry
Pet Care
Yard Work
LACK OF KNOWLEDGE
Home Repair
Interior Design
Tax Prep
Furniture Assembly
EASIER TO HIRE SOMEONE
Personal Driving
Home Painting
Furniture Assembly

say they'd prefer
to do all of these
things themselves
+50%

QUESTIONS
...NOT ANSWERS?
68
Q1 Does the process of ‘adulting’ ultimately replace
life-stage marketing?
Q2 Are you starting early to have a powerful long
lasting impact on this next generation
Q3 Regardless of your digital strategy, do you spur in-
real-life (IRL) impact and action?
Q4 When thinking of your content strategy, do you
respect category diﬀerences when thinking about
content creation?
Q5 Are you willing to help instead of sell?

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