The current young population (Generation Y and Z) is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic. High time for a cross-generational reality check! In a recent InSites Consulting global research project (in cooperation with GMI) we talked to Baby Boomers, Gen X, Gen Y & Gen Z consumers, taking a closer look at what differentiates these new consumer generations in the market today from the post ones.

3. Updated 3rd edition with Gen Z chapter
OUT since April 2016

4. NXTGEN

9. 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

11. Most popular word in texting ?

12. LOL

13. haha

23. 54231

35. Shrtr
Frmts?

38. Longerrrr
Fooormats?

43. Let’s get
Digital

47. BBC: Young, Angry & Connected: bitesize documentary clips on WhatsApp

48. Let’s get
Digital

49. Let’s get
Physical

52. Ephemeral and Live
I am SNAPPY
The age of impatience
Blurred gender
Act, don’ tell
Digital & Phygital
On Demand

67. Racism & the climate is higher on the agenda of Gen Z 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

69. Ephemeral/ Live/Visual
I am SNAPPY
I am DREAMING OF
Point of View
Blurred Gender
Ephemeral/ Live/VisualEphemeral and Live
The age of impatience
Digital & Phygital
On Demand
A BETTER WORLD

78. Colour-in Christmas

89. Kraft Foods

91. Jennifer Lawrence

92. Faces of JLawrence

95. Just do it

97. Just do it

98. I can’t

99. I did it
(my way)

101. I am SNAPPY
I am DREAMING OF
A BETTER WORLD
I am MAKING IT

102. I am MAKING IT
The ME-conomy
Perfectly imperfect
Maker movement: skills
Ephemeral/ Live/Visual
I am SNAPPY
I am DREAMING OF
Point of View
Blurred Gender
Ephemeral/ Live/VisualEphemeral and Live
The age of impatience
Digital & Phygital
On Demand
A BETTER WORLD

103. @Joeri_InSites I #coolbrands
joerivandenbergh
www.howcoolbrandsstayhot.com
co-founder InSites Consulting
NXTGen Xpert & marketing author
currently in his most attractive years ever ever
Joeri Van den Bergh – GEN X