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This document discusses characteristics of Generation Y (Gen Y) parents born between 1980-1994. Gen Y parents tend to have softer educational values than previous generations, wanting children to find happiness and a passionate career rather than focusing on degrees or salary. They feel aversion to inauthentic or "perfect traditional family" marketing clichés. Gen Y parents also don't want to be defined solely as a parent, and dislike being told how to parent or that products will make them better parents. Instead, they seek partners to help with customized solutions.
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- 2. SILENT GENERATION BABY BOOMERS GEN X GENY GEN Z 1933 - 1945 1946 - 1964 1965 - 1979 1980 - 1994 1995 - 2010 2011 - … GEN ALPHA
- 3. DNA GEN Y uniek authentiek DIY->DIT slash horizontale structuren (digitale) netwerker technology savvy creatief transparant betekenis ervaring efficiënt flex worklife balance co-creatie delen young ME goed opgeleid
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- 5. GEN Y 1980 -1994 2016
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- 10. amélie rombauts amélie rombauts @AmelieRombauts amelie@trendwolves.com +32495 512 996 filip lemaitre @fFilipLemaitre filip@trendwolves.com +32 473 839 877 filip lemaitre www.trendwolves.com
- 11. GEN YHoe zijngen Y ouders? (digitale) netwerker uniek authentiek DIY slash horizontale structuren technology savvy creatief transparant betekenis ervaring efficiënt flex work life balance co-creatie delen goed opgeleid young ME
- 12. HOE MILLENNIALS HET GEZINHERTEKENEN
- 16. framily de; v.; meervoud:framilies; samenvoeging van het Engelse friends en family; een netwerk van vrienden, bloed- en aanverwanten als vervanger van familie; trend binnen het gen Y-gezin.
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- 24. 2005 -> 2014 25%meer singles 14% meer koppels zonder kinderen in EU 1/3 gezinnen = 1 pers. (steden -> 1/2) Eurostat
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- 28. Gen Young Parentstend to live by softer educational values than previous generations. They’re more open-minded, optimistic, encouraging and show more empathy. Degree, career choice and salary are of no importance. Gen Young Parents want their children to find happiness in the first place and do a job they’re passionate about instead of one that looks good on paper.
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- 51. They don’t relateto in-your-face-marketing and clichés of perfect traditional families. Gen Young Parents feel a genuine aversion towards everything fake. They don’t want to be addressed as a parent either, because they’re much more than just a mom or dad. Be aware that Gen Y Parents don’t like to be told what to do or that your product will make them better at their parenting job. What they really look for is a partner that helps them with a tailor- made solution to their problems.
- 60. Nowadays, the approachof brands is rather more subtle but the desired effects are almost the same.
- 61. amélie rombauts amélie rombauts @AmelieRombauts amelie@trendwolves.com +32495 512 996 filip lemaitre @fFilipLemaitre filip@trendwolves.com +32 473 839 877 filip lemaitre www.trendwolves.com