Welcome to the second webinar in the KI Talks series. Today isn't really about sharing a specific data set or unveiling a new piece of research, although we have done and we'll continue to do that in other KI Talks, it's about sharing a little bit of a journey to help me put some quite conscious bias back in its box.
Actually, there's this trope I've always found quite interesting, and that is that the next generation is always less able than the preceding one. Perhaps this rightly began with the greatest generation in the 1930s and 40s. Hard times make strong people. Strong people make good times. Good times make weak people. Weak people make hard times. Hard times make strong people. You get the idea. And perhaps I've been a little bit unfair to Gen Z. It might be that they've generally had a bit of bad press, I suppose, and I've been swept along with the tide. Whatever the reality, I didn't really stop to think about the landscape they would be navigating in the future. So I thought I'd better had. So I did.
And the question I wanted to answer is whether Gen Z, the cohort with whom my generation is supposed to have so much disconnection, was going to see us okay into the future. So I took in a bunch of different studies and sources, our own Global Family study, a good dig through the internet, academic papers, The Economist and so on. I even took in the wisdom of a bunch of Californian futurologists. That's true. Time I'll never get back, but it was entertaining. Anyway. As I share what I found with you today, I'm hopeful that I will be able to share just one thing, just one, that you didn't know before we got started. So with that, let's crack on.
I've broken today into five parts: the first part is where we need to define these Gen Z people. And then we need to talk about the future, because they're the people in the future. We need to talk about family structures in the future, and we need to talk about how these Gen Z characters are at the core of that family structure in the future. And then finally, of course, what you can do to engage all these lovely people.
PART ONE: DEFINING GEN Z
So let's get going with part one – Defining Gen Z. It is quite a special moment, perhaps for many people, the most special moment when that first child arrives, and this mum [ref: image of smiling mum] particularly, is 29 and depending on the source, this is the oldest of current Gen Z. She was born in 1995 and quite so, just surreptitiously, I suppose, for this webinar, 29 is actually the average age of new parents in the UK. And the youngest, born in 2012, well, they're just 12 years old. So that's quite a range before we've even got started. The oldest peak first child zone is about now, and the youngest will be in peak first child zone in about 2040. This gives us a nice, convenient, 15 year window into the future – far enough for everything to be a bit different, but near enough to be easily recognisable.
PART TWO: THE FUTURE
There are seven big rocks – what I've decided to call The Not So Magnificent Seven. These are the big rocks that all of us are going to have to face in the next 15 years. I don't think much of it will actually surprise you. A lot of this stuff is happening right now, and we can, we can see it coming. Some may be positive, some negative, whatever the impact, it's Gen Z and their children that are going to have to navigate it. So some of it is inspiring and some of it is a little bit scary. I don't want to put you off your lunch, but that's the way it is.
1. Technology & AI Innovation
We're all very conscious of AI, aren't we, and AI will become deeply embedded in daily life, from healthcare to education through to business. And we've got things like the advances in quantum computing, which, frankly, I don't understand at all, but apparently it's going to revolutionise problem solving and fields such as material science, cryptography and climate modelling. And then we've got VR and AR and EXR and all the other Rs that are going to be driving our understanding and experiences in gaming, education and even remote work. So that's the first big rock that these Gen Zs are going to have to work through.
2. Environmental Pressures & Sustainability
The second are the environmental pressures and sustainability measures. Countries are likely to implement more aggressive climate policies and green technologies are going to come through to hopefully meet those global warming targets. Pressure on natural resources is going to lead to water shortages, land scarcity, food insecurity, all sorts of terrible things like that. But as environmental awareness grows, businesses and consumers are going to have to increasingly adopt Circular Economy principles – recycling, reusing, repurposing products to reduce waste.
3. Economic Shifts
And then we've got the economic shifts in digital currencies, like Central Bank digital currencies, particularly, and cryptocurrencies. They're going to play a larger part in all our lives. And as technology reshapes the job market, wealth and income inequality, sadly, may intensify.
4. Health and Biotechnology
And then we've got the changes in health and biotechnology. You know, advances in genomics and biotechnology are going to mean that we can have personalised treatments for all sorts of things. And as populations age, so healthcare systems may come under more demand than off the back of COVID, of course, an inflection point where governments have thought about how they're going to accelerate their particular vaccine development schemes.
5. Social & Cultural Shifts
And then there's the social and the cultural shifts. Education may shift towards online, modular and lifelong learning formats will become an emphasis, and family structures are going to continue to diversify – we'll talk more about that in a little while.
6. Geopolitical Dynamics and Global Power
And then there's this one, the one that I think we're all very, very aware of right now, the geopolitical dynamics and global power that's really shifting tectonically right now... the rise of China and India, which is said to be the fourth biggest economy, by 2040, all of these things Gen Z are going to have to take in and be able to navigate.
7. Ethics & Privacy Concerns
And then ethics and privacy concerns. As data collection becomes more pervasive, debates around data privacy, digital rights and surveillance, well, they're going to intensify, stricter regulation will follow. And with AI's increasing role, it's going to be a bit of a mess, frankly, and it's our kids that are going to have to pick that up.
PART THREE: FAMILY STRUCTURES IN THE FUTURE
Let's talk about family structures in the future – there are 10 of these... The first is smaller, nuclear families. The average age of first time parents has been rising, and this trend is likely to continue, resulting in smaller family sizes.
We've got a rise in single parent families and chosen single parenthood. More people are choosing to become single parents via assisted reproductive technologies, no matter blended and co parenting families predicted to be more common as divorce and remarriage rates continue, and co parenting between friends or non romantic partners is expected to increase as well.
And then we have multi generational households a result of the economic pressures that many of us are experiencing, and LGBT families will continue to increase in visibility and variety, including single parent same sex couples with children, and multi-parent arrangements. Shared living in communities – what futurologists call urban tribes – where people are living together in close knit chosen families – will continue to grow. Rising housing costs and the search for supportive networks may lead to increased communal living, when multiple families share housing and responsibilities.
Then we have families with technology enhanced parenting. This is my favourite, for perhaps not the right reasons. So apparently, technologies such as AI are going to not only drive education platforms and so on, but also robotics for child monitoring or even companionship, and they may even support or supplement parenting roles, and that's the World Economic Forum saying that. So we'll have to see how that particular one pans out.
We have our extended non parental caregiving roles with busy work schedules and fewer extended family members nearby, many families around, non family members or professional caregivers to provide child rearing support.
And then, of course, I've already talked about the environmental pressures we're all under, and families may choose to have fewer children or adopt due to the environmental concerns that they have.
Finally, in terms of how families are going to be structured in the future, the rise of remote work means some families may live a more nomadic lifestyle, traveling or living internationally while working remotely, and the increase in multicultural marriages and partnerships will continue to grow and create families with blended multicultural backgrounds.
So we've got those big seven rocks, and we've got this wide variety of family structures that are emerging – and it's quite a complex picture.
PART FOUR: WHAT MAKES THEM WHAT THE PLANET NEEDS?
So 93 years after Huxley's novel, we're definitely in a brave new world, I think, anyway. But the good news is that Mother Nature has a knack of evolving social structures and equipping us humans to make the very most of any situation. So let's have a chat about what makes these people the parents that the planet actually needs.
Well, the first thing is that they're resilient and they have a great capability for adaptive thinking. They're really equipping their kids to be problem solvers, to think flexibly and to develop more emotional resilience. They have a huge awareness of social justice and cultural sensitivities, and that means that their parenting is helping to foster a generation that is adaptable, caring and ethically driven.
They've got a long term focus on education and lifelong learning, which is giving their children a growth mindset, emphasising curiosity and learning from failure, you know, getting up again after falling down, and just carrying on, rather than putting academic achievements necessarily to the fore. And then we have the emotional resilience, the idea of developing empathy that focus on EQ can help children to manage their own emotions and bring strong, lasting relationships.
Gen Z has a definite, proactive approach to mental health, normalising mental health discussions and really providing those tools that children need to manage their own mental health challenges, and to equip those children for whatever comes down the line in the future. You can see why I'm starting to change my view on this. I hope you see it is positive.
They're environmentally conscious and they're resourceful. And what does this mean? This means that they're going to pass on those sustainability values, that resourcefulness and appreciation for nature, to their children. And of course, they're the first truly digital native generation, that term coined by Mark Prensky years ago, so they're able to equip their children through the thoughtful use of technology, balance screen time, navigating that world which is filled with all sorts of digital delights, and enabling the children to be far more self aware.
They've had a real focus on collaborative parenting and community support, and of course, this promotes more rounded development, drawing on unique strengths from multiple caregivers. You know, it's no wonder we still have that phrase, don't we, that 'it takes a village to raise a child'. It's funny how things go right the way round, isn't it?
And then finally, from what I can deduce anyway, and there might well be lots more, and you may disagree with these, but you know that greater willingness to challenge traditional norms means that the children will recognise diverse family structures. They'll reject stereotypes, and hopefully encourage that and encourage exploration of their own interests. So being more self directed, more individual, more unique. So that's part four done. That's what I think makes them special. But actually, we need to talk about how you can use this, don't we, so you can engage these lovely people in lots of different ways.
PART FIVE: WHAT CAN YOU DO TO ENGAGE THEM?
And from of all of you that are here today, there were quite a few questions, asking for really specific answers and advice. I can't do all of those, because we'd be here all day, and we only said we would do this for 20 minutes. So I've tried to think on a higher level, more strategically. And I've got a bunch of things that I think may be useful, if you think about it through that lens. And Frankie, one of our lovely designers, created for me a set of top trump cards for Gen Z. So let's go through our top trump cards for Gen Z…
1. Emphasise transparency & authenticity
So the first is to emphasise transparency and authenticity. Be clear about sourcing, sustainability, your manufacturing processes, these concerns, these consumers really value that transparency so you know, offer that detailed information of your supply chain, your labor practices, your environmental impact, maybe, maybe actually do consider joining products of change and making sure that you're fully equipped to serve this generation. Highlight your genuine commitment to issues they care about, sustainability, mental health, diversity, avoid that surface level nonsense and green washing, and actually, you'll start to get a connection with them.
2. Prioritise sustainability & ethical practices
Prioritise sustainability and ethical principles. I've alluded to this already, but you know, reduce packaging, reduce waste, express. Or circular economy initiatives like take back programs or biodegradable packaging, if you're in apparel or Home Goods sectors, maybe emphasize durability. They love that, Gen Z, something that can last for quite a while.
3. Offer digital first, convenient experiences
And the third trump card here, Digital First, convenient experiences. Get a really smooth omnichannel shopping experience. You know, these people are really busy. They've got crazy family schedules. They'll be prioritising efficiency, whether it's a curb-side pickup, same day, delivery, whatever, offer that personalised service.
4. Focus on health, wellness & mental well-being
So then we've got the focus on health, wellness and mental well being. So for brands in food, lifestyle, beauty, emphasise those health benefits, natural ingredients, wellness focused options, these parents will pay more for those products that support their family's overall health, resilience and balance.
5. Showcase educational & developmental value for children
Showcase educational and developmental value for children, create content, toys, experiences that support a child's growth and curiosity. It sounds obvious, but so many people just don't do it or don't understand how to do it. Brands that offer this kind of you know, things like education kits, personalised learning apps, I don't know, enriching experience that align with these parents. Long Term Lifelong Learning ambitions will really cut through.
6. Build a community & support for parenting journeys
And we've got to build community and support for parenting journeys. Parents often turn to social media for advice and connection. So create those authentic, two way conversations. I know it takes a lot of time, I know it takes a lot of effort. I know it's difficult, but that's the only way you're really going to cut through. You know, community driven groups, moderated forums, social media groups, where parents can connect and share perspectives.
7. Embrace subscription & rental models
And then embrace subscriptions and rental models, you know, subscription services for children's items like clothes and toys or meal kits. They're looking for these time saving opportunities, flexible options. I mean, you only have to look at what I think BBC Studios did with Bluey and the meal kits, they sold out almost immediately. Yes, they're branded, yes, it's Bluey, but it's also really convenient. It's also really healthy.
8. Highlight your commitment to diversity & inclusion
We've got to highlight our commitment to diversity and inclusion. So you know whether it's through advertising, brand ambassadors, product designs, demonstrate inclusivity in your brand's imagery and messaging, and you'll really win them over. It's not that difficult.
9. Offer flexible, family-centric support & customer service
And then offer flexible, family-centric support and customer services. Parent schedules can be unpredictable, so a generous, hassle free return policy and flexible customer support out of hours is absolutely crucial. Look at what Next Online has done – somehow they got through that terrible pandemic time with their online business, because you could order now and it'd be there in, I don't know, by midday the next day, and they take it back for free as well, amazing.
10. Foster emotional connections through storytelling
And then finally, foster emotional connections through storytelling. So whether it's a heartfelt story of a family benefiting from your product or your brand, social impact, storytelling can really create those emotional ties.
And I think that is the end. I hope that's been interesting and helpful. Very kind of you to spend your lunch hour with me, and with that, I suppose I say goodbye. So have a lovely day. Happy Christmas, and maybe I'll see you soon. Thank you very much. Take care. Bye, bye.
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