Originally designed for a webinar in collaboration with Cynopsis Media, this presentation details the power and influence of Gen Z, also known as Gen Edge, in the household.

1. GROWING UP GEN EDGEN A V I G A T I N G T H E P O W E R & I N F L U E N C E O F G E N E D G E I N T H E H O U S E H O L D
@ T H I S I S O M E L E T @ G I L L Z Z Z Z

2. THE
MODERN
FAMILY

3. 4%Only of today’s families can be
classified as “traditional”
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.

5. 40% of all
kids today are
born to single
mothers
2 million kids
are raised by
LGBT parents
50% increase in
the multicultural
youth population
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.
Lagorio-Chafkin, Christine. “The Most Entrepreneurial Generation Yet.” Inc.

6. For Gen Edge, their “normal” is
families of all shapes, sizes,
races, and orientations.

8. THE
SILENT
GENERATIONII

9. GENERATIONALVALUESGen Edgers today share many of the same values as their Boomer grandparents.
B O O M E R S G E N E D G E
> Pragmatism
> Realism
> Caution
> Thriftiness
> Open-mindedness
Lynch, Amy. “Gen Z Kids Are Like Their Great-Grandparents.
Here’s Why.” Generational Edge.

10. PASSIONATEPRAGMATICS
CRITICALSKEPTICSCYNICALIDEALISTS
B O O M E R S / G E N E D G E
M I L L E N N I A L S G E N X
Lynch, Amy. “Gen Z Kids Are Like Their Great-Grandparents. Here’s Why.” Generational Edge.

11. Grandparents + Grandchildren = BFFs

12. PARENTING

13. GENEDGE&THEIRPARENTS
88%claim to be
extremely close
with their parents
69%say their
parents are their
top role models
4/10 consider their
parents as more
of a friend than an
authority figure
Cassandra Trend Report: Gen Z. The Intelligence Group.

14. Unlike previous generations,
Gen Edge trusts, respects, and
genuinely enjoys hanging out
with their parents.

15. KGOY(KIDSGETTINGOLDERYOUNGER)Iconoculture
Wake Up Quarterly: Gen Z. Omelet.

16. say getting their identity stolen is a top concern
40%
would rather save money than spend it immediately
57%
are worried about being able to afford college
36%
follow the rules
52%
are anti-violence advocates
46%
would give $10 to help someone rather than
spend it on themslves43%Cassandra Trend Report: Gen Z. The Intelligence Group.
Wake Up Quarterly: Gen Z. Omelet.

17. Technology is speeding up their
lives, allowing kids to enter
adulthood at a much earlier age

18. HOUSEHOLD
INFLUENCE

19. $200BILLION
$1TRILLION
$16.90/WEEK
Cassandra Trend Report: Gen Z. The Intelligence Group.
Lagorio-Chafkin, Christine. “The Most Entrepreneurial Generation Yet.” Inc.

20. 68%of moms and dads say
children have an influence
on purchase decisions
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.

21. Percentage of moms who feel their Gen Edge child is
influential when purchasing the following:
TOYS
APPAREL
THE WEEK’S DINNER
ENTERTAINMENT
FAMILY VACATION
8 4 %
7 4 %
7 3 %
6 9 %
6 6 %
TV
CELL / MOBILE
COMPUTER
HOME FURNISHING
FAMILY CARS
6 0 %
5 6 %
5 2 %
3 2 %
2 9 %
Sparks & Honey. Meet Generation Z: Forget Everything You Learned About Millennials. SlideShare.

22. RAD
DADS

23. SAHD(STAY-AT-HOMEDAD)
16% of all dads are
stay-at-home dads
75%of all dads call
fatherhood their
most important job 1965
The amount of
time dads spend
with their kids has
tripled since
Wake Up Quarterly: Gen Z. Omelet.

24. 33%say they take on the
“traditional mom” role
in their household
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do Today To Be Relevant Tomorrow.” SlideShare.

25. 83% take care of
children
70% buy groceries 67% cook
64% do laundry70% clean
Edelman Insights. “Marketing to the Modern Family:What Brands Can Do
Today To Be Relevant Tomorrow.” SlideShare.
Cassandra Trend Report: Gen Z. The Intelligence Group.

26. Dads today are helping to blend
gender roles and expectations,
leading to a universal concept
of “parent”

27. GOLDEN
RULES

28. Acknowledge them
Get to know them
Challenge them
Don’t treat them like children

29. THANK YOU