New data from an InSites Consulting Generation Next study in which we interviewed more than 10,000 people from four different generations: Babyboomers, Generation X, Y and Z.

4. 58% of the allowance of 4-11 is spent.
The youngest spend it on hobbies, food and games
NL
On what do you spend your allowance?
Gen Z-12
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I put it in my savings
Hobbies
Food
Video- games
Clothing
Fashion accessories
Movies -DVD, Blu-ray
Electronics
Apps
Beauty products
Sports equipment
Shoes
Phone (prepaid,..)
Going out
Other

5. NXTGen has a strong influence on food, holidays, technologies, TV… NL
To what extent do you have an influence on your parents regarding the following?
NXTGEN (GENY & GENZ)
0% 10% 20% 30% 40% 50% 60% 70%
The food that is consumed at home
Their holiday destinations
The technologies they adopt
The television programmes and films they watch
The grocery stores they visit
The products / services they buy
The cities they visit
Their environmental behaviour
The bars, restaurants, museums, etc. they visit
The banks they are with
The political choices they make
The clothes they wear
The doctors they visit
The music they listen to
The shoes they buy
The brands they like / prefer

6. 75% of the allowance is spent. The youngest spend it on food, games
& hobbies
BE
On what do you spend your allowance?
Gen Z-12
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I put it in my savings
Food
Video- games
Hobbies
Going out
Phone (prepaid,..)
Clothing
Fashion accessories
Beauty products
Movies -DVD, Blu-ray
Shoes
Apps
Electronics
Sports equipment
Other

7. NXTGen has a strong influence on food, technology, holidays, TV… EU
To what extent do you have an influence on your parents regarding the following?
NXTGEN (GENY & GENZ)
0% 10% 20% 30% 40% 50% 60% 70%
The food that is consumed at home
The technologies they adopt
Their holiday destinations
The television programmes and films they watch
The products / services they buy
The cities they visit
The grocery stores they visit
The bars, restaurants they visit
The music they listen to
Their environmental behaviour
The banks they are with
The clothes they wear
The doctors they visit
The brands they like
The shoes they buy
The political choices they make

8. Most common spending are food, clothing, beauty and leisure time. For
GenY phone costs are also important.
UK
How much of your of allowance do you use on the following items?
Gen Y Gen Z+12
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Food
Clothing
Going out
Savings
Beauty products
Phone (prepaid,..)
Electronics
Movies -DVD, Blu-ray
Hobbies
Shoes
Fashion accessories
Video- games
Sports equipment
Apps
Other
@KPALLINI

9. The younger the more is spent on food, games, apps & hobbies
Only 23% is saved.
US
On what do you spend your allowance?
Gen Z-12
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Food
Hobbies
Video- games
Apps
I put it in my savings
Movies -DVD, Blu-ray
Going out
Fashion accessories
Clothing
Beauty products
Shoes
Electronics
Sports equipment
Phone (prepaid,..)
Other

10. NXTGen has a strong influence on food, technology, holidays, TV… US
To what extent do you have an influence on your parents regarding the following?
NXTGEN (GENY & GENZ)
0% 10% 20% 30% 40% 50% 60% 70%
The food that is consumed at home
The technologies they adopt
The bars, restaurants, museums, etc. they visit
The television programmes and films they watch
Their holiday destinations
The products / services they buy
The grocery stores they visit
Their environmental behaviour
The clothes they wear
The brands they like / prefer
The cities they visit
The shoes they buy
The doctors they visit
The political choices they make
The music they listen to
The banks they are with

13. Whatsapping/Snapchatting is the new popcorn NL
Baby Boomer Gen X Gen Y Gen Z
To what extent do you do the following activities while watching TV?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%
Use social media
Chat or text with friends
Check or answer emails
Surf the Internet
Play games

14. Chatting is the new popcorn. BE
Baby Boomer Gen X Gen Y Gen Z
To what extent do you do the following activities while watching TV?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%
Use social media
Chat or text with friends
Check or answer emails
Surf the Internet
Play games

15. Gen Z uses 2nd screen for messaging with friends during TV watching
NXTGen is clearly the multi-screening generation
UK
Baby Boomer Gen X Gen Y Gen Z
To what extent do you do the following activities while watching TV?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%
Use social media
Chat or text with friends
Check or answer emails
Surf the Internet
Play games

16. Chatting is the new popcorn for Gen Z US
Baby Boomer Gen X Gen Y Gen Z
To what extent do you do the following activities while watching TV?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%
Use social media
Chat or text with friends
Check or answer emails
Surf the Internet
Play games

18. Health problems, global warming (climate & nature) and 3rd world ! NL
If you were a world leader, which issues would you tackle first? (top 3)
Baby Boomer Gen X Gen Y Gen Z
0% 10% 20% 30% 40% 50% 60% 70%
Terrorism
Economic crisis, unemployment
Health problems and virus outbreaks
Racism / Radicalism
Global warming / Climate change -natural disasters
Immigration -politic and economic refugees
Food waste
Underdevelopment in third world countries
Water pollution

19. Gen Z issues: health problems, climate change, racism & 3rd countries EU
If you were a world leader, which issues would you tackle first? (top 3)
Baby Boomer Gen X Gen Y Gen Z
0% 10% 20% 30% 40% 50% 60% 70%
Terrorism
Economic crisis, unemployment
Global warming / Climate change -natural disasters
Health problems and virus outbreaks
Racism / Radicalism
Immigration -politic and economic refugees
Water pollution
Underdevelopment in third world countries
Food waste

20. Gen Z issues: Racism, climate change, racism & 3rd world countries are
higher on the agenda
UK
If you were a world leader, which issues would you tackle first? (top 3)
Baby Boomer Gen X Gen Y Gen Z
0% 10% 20% 30% 40% 50% 60% 70%
Terrorism
Economic crisis, unemployment
Immigration -politic and economic refugees
Health problems and virus outbreaks
Racism / Radicalism
Global warming / Climate change -natural disasters
Underdevelopment in third world countries
Food waste
Water pollution

21. Racism, global warming/climate change are higher on the agenda of
Gen Z – Water pollution & health problems more on Gen Y’s agenda
US
If you were a world leader, which issues would you tackle first? (top 3)
Baby Boomer Gen X Gen Y Gen Z
0% 10% 20% 30% 40% 50% 60% 70%
Terrorism
Economic crisis, unemployment
Health problems and virus outbreaks
Racism / Radicalism
Global warming / Climate change -natural disasters
Immigration -politic and economic refugees
Water pollution
Food waste
Underdevelopment in third world countries

23. Hyperpersonalization is key for Gen Z, luxury also important
And coolness 
NL
What are important characteristics for a brand or product?
Baby Boomer Gen X Gen Y Gen Z
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
…breathes out power
...is socially engaged
...allows personalisation
…is trendy
…is sporting
…is a bit of a rebellion
…is luxurious and glamorous
...is ecologically engaged
…is optimistic
…is cool
…introduces new trends
…is international

24. Up-to-date, glamour & personalization/local are more important to Gen
Z than to Gen Y
BE
What are important characteristics for a brand or product?
Baby Boomer Gen X Gen Y Gen Z
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
…is up-to-date
...is socially engaged
…is cool
…breathes out power
…is trendy
…is optimistic
…is luxurious and glamorous
…introduces new trends
…has a clear position
…is local
…is a bit of a rebellion
...allows personalisation

25. Hyper-personalisation & trendiness are NXTGen brand items US
What are important characteristics for a brand or product?
Baby Boomer Gen X Gen Y Gen Z
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
...allows personalisation
…has a clear position
…is trendy
...takes health into account
…is optimistic
…surprises me as a customer
…introduces new trends
...is ecologically engaged
...is socially engaged
…is sporting
…has a high status
…is adventurous

27. Gen Z is more likely to start an own business, work abroad, and go for
a nice career and money
NL
Please indicate what is most applicable to you regarding career perspectives?
Baby Boomer Gen X Gen Y Gen Z
Start own business
Work in own country
At the office
Have career
Make lot of money
Work for others
Work abroad
On the road
Home often
Happy in your job
0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

28. BE
Do you agree with the following statements? (top 2)
Baby Boomer Gen X Gen Y Gen Z
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to help the people nearby
It is important to this person to always behave properly
Looking after the environment is important to this person
It is important to this person to be creative
Tradition is important to this person
Being very successful is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
It is important for me to have a good time
It is important for me to be creative
Being very successful is important for me
Adventure and taking risks is important for me
It is important for me to be rich
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to always behave properly
It is important to this person to help the people nearby
Looking after the environment is important to this person
It is important to this person to be creative
Being very successful is important to this person
Tradition is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to always behave properly
It is important to this person to help the people nearby
Looking after the environment is important to this person
It is important to this person to be creative
Being very successful is important to this person
Tradition is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to always behave properly
It is important to this person to help the people nearby
Looking after the environment is important to this person
It is important to this person to be creative
Being very successful is important to this person
Tradition is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to always behave properly
It is important to this person to help the people nearby
Looking after the environment is important to this person
It is important to this person to be creative
Being very successful is important to this person
Tradition is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
0% 10% 20% 30% 40% 50% 60% 70% 80%
Living in secure surroundings is important to this person
It is important to this person to have a good time
It is important to this person to always behave properly
It is important to this person to help the people nearby
Looking after the environment is important to this person
It is important to this person to be creative
Being very successful is important to this person
Tradition is important to this person
Adventure and taking risks is important to this person
It is important to this person to be rich
Adventure, risks, creativity lead to good times & good money for NXTGen

29. Gen Z is more career driven, more eager to start their own
business, and more open to work abroad and be on the road.
UK
Please indicate what is most applicable to you regarding career perspectives?
Baby Boomer Gen X Gen Y Gen Z
Start own business
Work in own country
At the office
Have career
Make lot of money
Work for others
Work abroad
On the road
Home often
Happy in your job
0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%

30. US
Please indicate what is most applicable to you regarding career perspectives?
Baby Boomer Gen X Gen Y Gen Z
Start own business
Work in own country
At the office
Have career
Make lot of money
Work for others
Work abroad
On the road
Home often
Happy in your job
0%10%20%30%40%50%60% 0% 10% 20% 30% 50%40% 60%
Gen Z is more career driven, more eager to start their own
business, and more open to work abroad and be on the road

31. I am SNAPPY
I am DREAMING OF
A BETTER WORLD
I am READY
TO MAKE IT
I am MAKING IT

32. LEARN MORE ABOUT THE 4 KEY DNA CHARACTERISTICS OF NXTGEN,
CROSS-GENERATIONAL DIFFERENCES & SIMILARITIES?
Discover 7 consumer trends & 4 ways to make your brand future proof.
co-founder and managing partner
InSites Consulting
NextGen Expert (Gen Y & Gen Z) @
InSites Consulting
Marketing author of the AMA awarded
book “How Cool Brands Stay Hot.
Branding to Generation Y and Z”
(third edition to be released by Kogan
Page - February 2016)
Exclusive in-company workshop
with Joeri Van den Bergh
3 different formats
1 hour presentation + 30 min Q&A:
€3.000
1 hour tailored presentation + 30 min
Q&A: €5.000
Half-day workshop with 1 hour tailored
presentation + brainstorm session in
small groups: €6.000
* VAT – travel & accommodation not included

33. Ephemeral
I am SNAPPY
I am DREAMING OF
A BETTER WORLD
I am MAKING IT
TO MAKE IT
The age of impatience
Blurred gender
Enoughism
The ME-conomy
Perfectly imperfect
Actively chillax
I am READY

34. I am SNAPPY
I am DREAMING OF
A BETTER WORLD
I am READY
TO MAKE IT
I am MAKING IT
Fast/On Demand
Content brands
Macro-Do brands
Micro-Me brands
Beta-Dream brands