andrew quinn from havas worldwide on generation z
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Andrew Quinn from Havas Worldwide talks about how Generation Z are being shaped by their grandparents as more mothers enter the workforceTRANSCRIPT
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9 April 2014
GEN Z – shaped by grandparents
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Generation Z is now entering the workplace
1996 2012Born
Age 18 28
2004
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Grandparents are becoming ‘secondary parents’ as more mothers enter the workforce
19511961197119811991200120110%
20%
40%
60%
80%
Mothers in Employment
Source: The Changing Face of Motherhood (SIRC 2011) & RIAS ‘C21st Grandparenting Report’ 2013
British grandparents spend on average 8.2 hours per week looking after their grandchildren – 75% of grandparents
Driven by rising childcare costs (17% agree) and increasing parent workloads (32% agree)
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This is especially true for Generation Z
1991 2001 20110%
10%20%30%40%50%60%70%80%
% grandparents seeing grandchildren 1+ per week
Source: The Changing Face of Motherhood (SIRC 2011) & RIAS ‘C21st Grandparenting Report’ 2013
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Generation Z are the product of a clash in generational parenting styles
Gen X Parenting
Protecting through surveillance
What’s best for MY child
Teaching children how to be successful
Realistic – do what you’re good at
Only the best win
Baby Boomer Parenting
Protecting through involvement
What’s best for the group of children
Giving children what they need to be successful
Aspirations – you can do anything
Everyone wins
Source: The First Generation of the C21st (Magid Generational Strategies) 2014
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3 predictions for Gen Z as they make their first steps in the world of work…
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New success mind-set
1. Happiness is the key to success
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Desire to be happy like their grandparents
Source: German Institute for Economic Research (UK data) 2010
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Reversing their parents’ happiness model
Hard Work Success Happiness
Happiness Hard Work Success
Old model – chase happiness
New model – choose happiness
Source: Shawn Achor’s The Happiness Advantage
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The King: What are you doin’, kid? Lightning McQueen: I think The King should finish his last race.The King: You just gave up the Piston Cup, you know that?Lightning McQueen: Ahhh. This grumpy old racecar I know once told me somethin’. It’s just an empty cup.
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Birth of a new entrepreneurial generation
2. Go it alone (with our support)
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Parental influence will be much longer than it was for their parents
Now 1 in 4 live with their parents
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Do what you’re good at (with our support and help)
Gen X Parenting
Teaching children how to be successful
Realistic – do what you’re good at
Baby Boomer Parenting
Giving children what they need to be successful
Aspirations – you can do anything
Source: The First Generation of the C21st (Magid Generational Strategies) 2014
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The rise of the entrepreneur
1. Highest levels of youth unemployment worldwide since the great depression
2. Trust levels in big business and banking at an all time low – now 80% of 16-34s don’t want to work for big corps
3. 70% would like to set up their own business – even higher in BRIC countries
4. In 2010, 5% of under 30s were entrepreneurs – now it is 10%
Source: Deloitte 2013 & Global Entrepreneurship Monitor 2014
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Predicted rise in social entrepreneurialism
3. Be the change
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Understanding the Gen Z mind-set – qualities for development of young people
PARENTS (GENERATION X)
GRANDPARENTS (BABY BOOMERS)
HardworkingIndependence Ethical
Source: The First Generation of the C21st (Magid Generational Strategies) 2014
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The rise in social entrepreneurialism – profit and purpose
1. Growing recognition that capitalism can be a force for good (not a necessary evil as believed by gen x)
2. 86% claim that it is important that their work makes a positive impact on the world
Source: Havas Prosumer Citizenship Report 2013
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Gen Z – tomorrow’s leaders shaped by grandparents
1. Happiness as key to success
2. Go it alone (with our support)
3. Be the change
“All the research we’ve done shows that gen Y lacks resilience and a work ethic. Generation Z is different. They will be incredible achievers, leading the nation through issues like the aging population and climate change” – Mark McCrindle, McCrindle Research
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THANK YOU