Att.: new name and contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34. Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.

1. THE
EMPOWERED
KIDS
OF GEN Z

2. adults have ‘fucked up’ the world -
what adults can learn from children

3. empowered kids are
treated as individuals

4. 1. Less children
2. New family compositions
3. Emancipation of mums
4. Blurring line between
childhood and adult life
(KGOY)
* ‘Générations Pub’, Julien Intartaglia
the child as a king
4 important factors*

6. adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

7. adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

8. adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

9. adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

10. digital natives
vs digital naives

11. “children are an authority about the biggest revolution
in society”
* Don Tapscott, Growing up Digital

13. the STEM and
coding hypes

14. maker generation
looming v 2.0

15. kids make
their own toys

17. empowerment
3 components
mastery
independence
control

18. mastery
woeffies

19. independence
woeffies

21. control
give kids impact

22. adults listen to kids –
what do you want before you turn 12?
100.000 answers
(flemish market only!)

23. adults listen to kids –
museum inspectors, Kids Choice Awards

24. feedback sessions
boys 8-12 focus

25. co-creation
wear your imagination

26. co-creation
with ikea

29. “You don’t
need a
prince to
save you.”

31. Like a girl - Always

32. goldie blox – we need new heroes

36. the world is making adaptations for kids
cultural renaissance

37. imitation of the adult world
version 2.0

38. accessible
fame

39. Fame of ‘normal kids’
reflects on products

42. “My son is turning into
a thinking person and
I enjoy letting him make
decisions for himself
and I also like giving
him choices and
having him
chose.”
Mum of boy aged 2 to 4

44. “You don’t decide how
your story begins.
But you do get to decide
how it ends.”

45. You can be anything – Barbie (Mattel)

47. 1. Put the kids in the center of your
product or service design.
They count.
2. Don’t talk down on kids.
Target above age.
3. Respect the child as an individual.
4. Give kids a voice.
5.Kids know more and can do more
than you think.
6. Co-create.
7. Roll out the red carpet for the kids.
8. A truly empowering message
resonates and stands out.
YOUR REWARD WILL BE SURVIVAL IN THE LONG RUN BY GAINING THE
SYMPATHY OF A WHOLE NEW CROWD OF INFLUENTIALS.

48. THANK
YOU
www.kids-republic.be