Marketing To The Igeneration - US - May 2018

MARKETING TO THE
iGENERATION
US, MAY 2018
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MARKETING TO THE iGENERATION, US - MAY 2018 3
Contents
OVERVIEW.................................................................................................................................................................................................. 8
What you need to know ......................................................................................................................................................9

Definition ............................................................................................................................................................................9
EXECUTIVE SUMMARY........................................................................................................................................................................10
Overview ..........................................................................................................................................................................11
Spending Power................................................................................................................................................................11
Tweens/Teens.......................................................................................................................................................................................................... 11
Figure 1: Typical product purchasers, by tween/teen iGens, December 2017........................................................................................................ 11
Young Adults............................................................................................................................................................................................................ 11
Figure 2: Typical product purchasers, by adult iGens, December 2017..................................................................................................................12
Purchase Preferences.......................................................................................................................................................12
Tweens/Teens..........................................................................................................................................................................................................12
Figure 3: Tween/teen iGen purchase considerations, December 2017...................................................................................................................12
Young Adults............................................................................................................................................................................................................13
Figure 4: Adult iGen purchase considerations, December 2017.............................................................................................................................13
News Sources...................................................................................................................................................................13
Tweens/Teens..........................................................................................................................................................................................................13
Figure 5: Tween/teen iGens and current events, December 2017..........................................................................................................................13
Young Adults............................................................................................................................................................................................................14
Figure 6: Adult iGens’ trust toward news sources, December 2017........................................................................................................................14
Self-Perceptions................................................................................................................................................................14
Figure 7: iGens’ attitudes toward interests, by tween/teen and adult iGens, December 2018................................................................................14
What it means...................................................................................................................................................................15
THE IGENERATION BY THE NUMBERS..........................................................................................................................................16

What You Need to Know...................................................................................................................................17
iGens are a small, but influential group.............................................................................................................................17
Racial diversity is a starting point......................................................................................................................................17
iGens are likely still living at home....................................................................................................................................17
A straight-laced group.......................................................................................................................................................17
Limited financial independence.........................................................................................................................................17
The iGeneration by the Numbers.....................................................................................................................18
Who are the “iGens?”........................................................................................................................................................18
Figure 8: Births in the US (millions), Mintel generational cut-offs, 1930-2016.........................................................................................................18
iGeneration shifts into key spending years........................................................................................................................18
Figure 9: US population by generation, 2013-23.....................................................................................................................................................18
Young Americans are most diverse...................................................................................................................................19
Figure 10: Generations, by race, 2018....................................................................................................................................................................19
Figure 11: Generations, by Hispanic origin, 2018....................................................................................................................................................19
Two-parent households most common living arrangement...............................................................................................20
Figure 12: Living arrangements of children under age 18, 2017.............................................................................................................................20
Teen birth rate continues to drop.......................................................................................................................................20
Figure 13: Birth rates per 1,000 females aged 15-19, by race and Hispanic origin, 2017.......................................................................................20
Unhealthy activities are avoided........................................................................................................................................21
Figure 14: Behaviors consumers avoid, by generation, April 2017..........................................................................................................................21
iGen Finances and Spending Power ..............................................................................................................22
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iGens are financially pragmatic.........................................................................................................................................22

Figure 15: iGens’ attitudes toward money and risk, by tween/teen iGens and adult iGens, December 2018.........................................................22
Education provides iGens with greater financial opportunities..........................................................................................22
Figure 16: Median usual weekly and annual earnings of full-time wage and salary workers, by age, 2017...........................................................23
The (student loan debt) struggle is real.............................................................................................................................23
Figure 17: Unsecured debt ownership, by generation, August 2017.......................................................................................................................23
Tween iGens are least likely to have an allowance...........................................................................................................24
Figure 18: Allowance, by age, Fall 2007, 2012, 2017..............................................................................................................................................24
The going rate for allowances...........................................................................................................................................25
Figure 19: Allowance amount, by age, Fall 2007-17................................................................................................................................................25
Fewer teens spend their summer working........................................................................................................................25
iGen Influences..................................................................................................................................................26
What’s on the minds of iGens right now?..........................................................................................................................26
Activism.............................................................................................................................................................................26
Who’s doing this well?.............................................................................................................................................................................................26
Figure 20: How Ashley Judd Stood Up to Harvey Weinstein | Teen Vogue, October 2017.....................................................................................26
Gender fluidity...................................................................................................................................................................27
Figure 21: Save $2 on our New So Lashy! Mascara, email, November 2016.........................................................................................................27
Figure 22: Fenty Beauty by Rihanna, September 2017...........................................................................................................................................28
Body positivity...................................................................................................................................................................28
Figure 23: NEW Girl’s Clothing Line | Obsess by Laurie Hernandez | JCPenney, February 2018..........................................................................28
Figure 24: Aerie, emails, February-March 2018.......................................................................................................................................................29
Figure 25: Always #LikeAGirl – Keep Going, video, August, 2017..........................................................................................................................29
Figure 26: Cybersmile and Chessie King Body Positivity Campaign, April 2018.....................................................................................................30
Authenticity........................................................................................................................................................................30
Figure 27: Pickup and Go!, February 2018..............................................................................................................................................................30
Figure 28: Get Ready With Me: feat. Paloma + Glossier, June 2017......................................................................................................................31
Entrepreneurialism............................................................................................................................................................31
Figure 29: The Yellowberry Company, March 2014.................................................................................................................................................31
Figure 30: Sneak Peek at Target’s Art Class’ first collaboration, January 2017.......................................................................................................32
KEY TRENDS.............................................................................................................................................................................................33
What You Need to Know ..................................................................................................................................34
Music mainlined.................................................................................................................................................................34
Vice behaviors less appealing...........................................................................................................................................34
Social media influencers are important – but for how long?..............................................................................................34
Adult options don’t always translate..................................................................................................................................34
Adult options don’t always translate..................................................................................................................................34
What’s Working?...............................................................................................................................................35
Music festival-influenced fashion.......................................................................................................................................35
Figure 31: Too Faced Life’s a Festival – Magic Crystal Mystical Effects Lip Topper................................................................................................35
iGens’ international palate.................................................................................................................................................35
Apple Music takes over where MTV left off.......................................................................................................................35
Goodbye “Millennial pink,” hello “Gen Z yellow”................................................................................................................35
Reaching the LGBTQ audience........................................................................................................................................36
What to Watch....................................................................................................................................................37
Big social media may be losing its luster with iGens.........................................................................................................37
Smoking is out, vaping is in...............................................................................................................................................37

Alcohol consumption down among the youngest drinkers................................................................................................37

Figure 32: Share of adults who do not drink, by age, April 2017.............................................................................................................................37
Keeping it real with the news.............................................................................................................................................38
What works for moms, doesn’t necessarily work for daughters........................................................................................38
What’s Next?......................................................................................................................................................39
Netflix wants to gamify the streaming process..................................................................................................................39
Driving impulse purchases for online shoppers.................................................................................................................39
YouTube competes as an audiobook resource.................................................................................................................39
iGens want to discover small brands.................................................................................................................................39
THE CONSUMER.....................................................................................................................................................................................40
What You Need to Know ..................................................................................................................................41
iGens are good with money, but don’t have any...............................................................................................................41
iGens want to fit in, and stand out.....................................................................................................................................41
iGens want what’s new, from familiar brands....................................................................................................................41
iGens are against discrimination, but really against bad customer service.......................................................................41
iGens aren’t experts in the news, but they do read social feeds.......................................................................................41
iGens enjoy sports, but may also consider themselves “nerds”........................................................................................41
iGens trust the news, unless it comes from their friends...................................................................................................41
Positioning Products for iGens........................................................................................................................42
Deal seeking starts early...................................................................................................................................................42
Figure 33: Positioning products for iGens, tween/teen and adult iGens, December 2017......................................................................................42
iGens are the new trendsetters.........................................................................................................................................43
Figure 34: Positioning products for iGens – select items, by generation, December 2017.....................................................................................43
Good deals matter, but sales appeal more to iGens than Millennials...............................................................................43
Figure 35: Desirable product qualities – deal and sale items, by generation, December 2017...............................................................................44
Who Pays for What?..........................................................................................................................................45

Parents shoulder most purchases for tween/teen iGens...................................................................................................45
Figure 36: Typical product purchasers, by tween/teen iGens, December 2017......................................................................................................45
Adult iGens still lean on their parents for most purchases….............................................................................................46
Figure 37: Typical product purchasers, by adult iGens, December 2017................................................................................................................46
…but are slowly transitioning toward financial independence ..........................................................................................46
Figure 38: Typical product purchasers – net of all purchases, by tween/teen and adult iGens, December 2017...................................................47
Tween/Teen iGen Purchase Considerations...................................................................................................48

Peers push purchase more than brands...........................................................................................................................48
Figure 39: Tween/teen iGen purchase considerations, December 2017.................................................................................................................48
TV influential for Black audience.......................................................................................................................................48
Figure 40: Tween/teen iGen purchase considerations – select items, by race, December 2017............................................................................49
Importance of affordability increases with age..................................................................................................................49
Figure 41: Tween/teen iGen purchase considerations – affordability items, by age, December 2017....................................................................49
Adult iGen Purchase Considerations..............................................................................................................50

Erosion of trust can impact adult iGen shoppers...............................................................................................................50
Figure 42: Adult iGen purchase considerations, December 2017...........................................................................................................................50
Friend recommendations outweigh online recommendations...........................................................................................50
Figure 43: Purchase considerations – select items, by adult iGens and Millennials, December 2017....................................................................51
Affordability key for adult iGen women .............................................................................................................................51
Figure 44: Adult iGen purchase considerations – affordability and online recommendation, by gender, December 2017......................................51
Hispanic adult iGens are drawn to environmentally friendly products...............................................................................52
Figure 45: Adult iGen purchase considerations – environmentally friendly and organic items, by Hispanic origin, December 2017......................52

Keeping the Adult iGen Consumer..................................................................................................................53

What do iGens take issue with?........................................................................................................................................53
Customer service.....................................................................................................................................................................................................53
Discrimination..........................................................................................................................................................................................................53
Figure 46: Move Mountains, April 2018...................................................................................................................................................................53
Privacy.....................................................................................................................................................................................................................53
Politics......................................................................................................................................................................................................................53
Figure 47: Reasons adult iGens avoid companies, December 2017.......................................................................................................................54
Adult iGens care more than Millennials about company missteps....................................................................................54
Figure 48: Reasons adult iGens avoid companies – select items, by iGens and Millennials, December 2017.......................................................54
Brand reputation matters more to adult iGen women........................................................................................................55
Figure 49: Reasons adult iGens avoid companies – select items, by gender, December 2017..............................................................................55
Areas of Interest and Expertise........................................................................................................................56

Being a nerd is a point of pride for most adult iGens........................................................................................................56
Figure 50: iGens’ attitudes toward interests, by tween/teen and adult iGens, December 2018..............................................................................56
Sports are still important to iGens.....................................................................................................................................57
Figure 51: iGens’ attitudes toward sports, by tween/teen and adult iGens, December 2018..................................................................................57
Music, movies, tech, and TV are a few of iGens’ favorite things.......................................................................................57
Figure 52: Tween/teen iGen areas of expertise, December 2017...........................................................................................................................58
Older iGens have music knowledge, TV and movies for younger iGens .........................................................................58
Figure 53: Tween/teen iGen areas of expertise, by age, December 2017...............................................................................................................58
Hispanic iGens savvy about media, fashion, and new products.......................................................................................59
Figure 54: Tween/teen iGen areas of expertise – select items, by Hispanic origin, December 2017......................................................................59
Trust in the News...............................................................................................................................................60

iGens are skeptical of what they see online, even stories from friends.............................................................................60
Figure 55: iGens’ attitudes toward news and trust, by tween/teen and adult iGens, December 2018.....................................................................60
Tween/Teen iGens’ News Sources...................................................................................................................61

Social media reigns as primary source for current event knowledge................................................................................61
Figure 56: Tween/teen iGens and current events, December 2017........................................................................................................................61
Boys more likely to turn to news-specific sources.............................................................................................................61
Figure 57: Tween/teen iGens and current events – select items, by gender, December 2017................................................................................62
Hispanic tween/teen iGens favor TV news........................................................................................................................62
Figure 58: Tween/teen iGens and current events – TV news, by Hispanic origin, December 2017........................................................................62
Adult iGens’ News Sources..............................................................................................................................63

iGens may read BuzzFeed, but they trust The New York Times.....................................................................................63
Figure 59: Adult iGens’ trust toward news sources, December 2017......................................................................................................................63
NYT stands out among the crowd.....................................................................................................................................63
Figure 60: Adult iGens’ trust toward news sources – select items, December 2017...............................................................................................64
Business-oriented news sources more trusted by higher earning iGens..........................................................................64
Figure 61: Adult iGens’ trust toward news sources – select items, by household income, December 2017...........................................................64
APPENDIX.................................................................................................................................................................................................65
Data Sources and Abbreviations.....................................................................................................................66
Data sources.....................................................................................................................................................................66
Consumer survey data.............................................................................................................................................................................................66
Direct marketing creative.........................................................................................................................................................................................66
Abbreviations and terms....................................................................................................................................................66
Abbreviations...........................................................................................................................................................................................................66
Terms.......................................................................................................................................................................................................................67
RESEARCH METHODOLOGY.............................................................................................................................................................68

US Research Methodology...............................................................................................................................69
Consumer research...........................................................................................................................................................69
Primary Data Analysis..............................................................................................................................................................................................69
Sampling..................................................................................................................................................................................................................69
Secondary Data Analysis.........................................................................................................................................................................................70
Simmons National Consumer Studies.....................................................................................................................................................................70
Qualitative Research................................................................................................................................................................................................71
Social Media Research............................................................................................................................................................................................72
Trade research.........................................................................................................................................................................................................72
Statistical Forecasting..............................................................................................................................................................................................73
The Mintel fan chart...........................................................................................................................................................74

OVERVIEW
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What you need to know Definition
Aged 11-23 in 2018, the iGeneration is the generational group For the purposes of this Report, Mintel has split iGens into two
that follows Millennials. Also referred to as Gen Z, to Millennials’ groups:
Gen Y, the iGeneration is starting to take Millennials’ place in
the desirable 18-34 demographic, and marketers are investing • Tween/teen iGens: aged 10-17
in building relationships with this group. In some senses, iGens
mirror Millennials, taking their time growing up and forging • Adult iGens: aged 18-22
close relationships with their parents. But iGens are also a bit
more skeptical of the world around them, as much of what they Note: While in 2018 iGens are aged 11-23, consumer research for
experience comes through the filtered lens of social media. As this study was conducted in 2017 and thus age ranges shown are
iGens mature, they are using their digital prowess not only to learn 10-22.
about the world but also change the things about it they may not
like. This Report builds on Mintel’s Marketing to the iGeneration – US,
May 2017 as well as the 2016 Report of the same title. Readers
may also be interested in Marketing to Tweens and Teens – US,
March 2018; Activities of Kids and Teens – US, March 2018; and
the forthcoming Marketing to Millennials – US, June 2018.

EXECUTIVE
SUMMARY
Overview their purchases. Young iGens’ spending Young Adults

power is the total of what they’re given,
iGens are aged 11-23 in 2018 and make up what they earn in allowance, and what they Marketers may be surprised that the
about 17% of the population. Although they earn from employment. Unfortunately, most financial situations of adult iGens aren’t that
don’t stack up to the Millennial generation in tween/teen iGens don’t earn an allowance far off from their tween/teen counterparts.
terms of size, they are an important group or work (see iGen Finances and Spending Although adult iGens contribute more
for marketers to understand for two reasons: Power), so their sources of funds are rather money across categories, their parents are
First, they are entering their prime earning limited. As such, nearly all of tween/teen likely still pitching in for their essentials.
and spending years and will soon fully iGens’ purchases are made directly by their At age 22, only 37% of iGens say they
occupy the desirable 18-34 demographic, parents. Tween/teens are the most likely personally pay for all purchases. Similar to
and second they are quickly replacing to contribute to the entertainment category the Millennial generation, young adulthood
Millennials as the young, influential with their own spending money, which is more of an extended adolescence for
trendsetters. is an area where parents give them the iGens, and they may continue to rely on
most decision-making power. Marketers in their parents, perhaps until they have
Spending Power entertainment categories can likely provide families of their own (see Who Pays for
examples of how to connect with iGens for What?).
Tweens/Teens brands in other categories to follow (see
Who Pays for What?).
Marketers should not expect that tween/
teen iGens have much (or any) control over
FIGURE 1: TYPICAL PRODUCT PURCHASERS, BY TWEEN/TEEN IGENS, DECEMBER 2017
“Who typically pays for each of these?”
Movie tickets 10 24 58 8
Streaming music accounts 9 11 33 47
Video games 9 38 34 20
Books 6 29 52 13
Streaming video accounts 6 7 60 27
New technology 6 23 67 5
%
Live event tickets 6 14 50 30
Toys 6 38 31 25
Cell phone bill 6 6 68 20
Clothes 4 27 67 2
Restaurant meals 4 15 78 3
Groceries 3 6 85 6
I pay for all I pay for some and my parents pay for some My parents pay for all I don't buy this
Base: 1,500 internet users aged 10-17

Source: Lightspeed/Mintel

FIGURE 2: TYPICAL PRODUCT PURCHASERS, BY ADULT IGENS, DECEMBER 2017
Clothes 59 33 8 1
Books 57 18 8 17
%
Groceries 44 34 20 3
Car insurance 36 14 32 18
Base: 600 internet users aged 18-22

Purchase Preferences FIGURE 3: TWEEN/TEEN IGEN PURCHASE CONSIDERATIONS, DECEMBER 2017
Tweens/Teens “I like to have things that… Please select all that apply.”
Peer influence plays a crucial role in I like to have things that…

purchase decisions for tween/teen iGens,
elevating the importance of word-of-mouth my friends have 51
tactics among this group. Brand familiarity
also plays a part, potentially because iGens I can share with friends 47
have limited spending power and aren’t
willing to take a risk on a brand they don’t are from a brand I know 44
know that they’ll like. Emerging brands must
lean more on peer influence (via word- I can afford to buy myself 43
%
of-mouth and online reviews) to convince

young iGens they’re worth a try.
I've seen on TV 42
are related to characters I like 30
my parents also like 30
None of these 6


Young Adults FIGURE 4: ADULT IGEN PURCHASE CONSIDERATIONS, DECEMBER 2017
Adult iGens place value on price and “I specifically shop for products that are… Please select all that apply.”
efficacy over other purchase considerations
– signaling a pragmatic approach to I specifically shop for products that are…
shopping for such a young group. Brand
trust is important to adult iGens, and
affordable 78
building a relationship with them at this
stage in their lives can continue to reap brands I trust 73
rewards as their spending power increases.
While environmental claims might be brands I've used before 66
a bonus, iGens reflect the average in
their likelihood to specifically shop for recommended by friends 51
environmentally friendly or organic products.
Brands should focus on value and efficacy unique 37
first and foremost.
%
recommended online 31
News Sources
environmentally friendly 29
Tweens/Teens
organic 26
School and social media jointly influence
how tween/teen iGens see the world.
associated with a charity 13
These are the top two news sources for
None of the above 2
young iGens, but they likely don’t carry
equal weight. iGens are far more likely
to trust what they hear in school than Base: 600 internet users aged 18-22
what they hear on TV or what they see Source: Lightspeed/Mintel
on social media. Brands that create or
sponsor educational content should pursue FIGURE 5: TWEEN/TEEN IGENS AND CURRENT EVENTS, DECEMBER 2017
strategies to boost their credibility (eg
verification, fact checking, etc) (see Tween/ “How do you learn about current events? Please select all that apply.”
Teen iGens’ News Sources, Trust in the “Do you agree or disagree with the following statements?” [Any agree]
News).
Social media* 59
School/teachers 58
TV news 51
%
I trust what my teachers tell

79
me about the world
I trust what I hear on the
52
news
I trust the news stories my
39
friends post online

* among internet users aged 13-17

Young Adults FIGURE 6: ADULT IGENS’ TRUST TOWARD NEWS SOURCES, DECEMBER 2017
In an uncertain world, trust is a major “Do you agree or disagree with the following statements?” [Any agree]
issue among iGens and will likely shape “Rank your top three most trustworthy news sources.”
their shopping and media habits well into
adulthood. Adult iGens are skeptical of news
I only trust news sources I'm
coverage, with more than 80% saying they 81
familiar with
trust only sources they’re familiar with. The
I share interesting news stories on
New York Times tops their list of trusted 59
social media
sources, with more entertainment-focused
I trust the news stories my friends
online sources (eg BuzzFeed) falling further 39
post online
down on the list. Having a trusted name is
invaluable in connecting with iGens, and
companies should invest fully in protecting
The New York Times 44
%
their brand equity (see Adult iGens’ Trusted
News Sources, Trust in the News).
CNN 36
Self-Perceptions
Fox News 28
iGens are a group passionate about
their hobbies and interests, and this
USA Today 27
engagement starts at a young age. While
The Washington Post 23
older generations’ hobbies and interests
were somewhat limited by the information
they could find using the Dewey Decimal Base: 600 internet users aged 18-22
System, iGens have the world at their Source: Lightspeed/Mintel
fingertips and engage deeply in their topics
of interest. That is likely why a sizeable While iGens may think of themselves as risks. Brands may find opportunities to
share have embraced being a “nerd,” which risk takers, they also see themselves as play into this by cultivating a sense of fun
is a point of pride for those with extensive cautious with their finances – likely because and whimsy in their products (eg makeup
knowledge about music, movies, or tech they don’t have much money to spend. brands partnering with music festivals),
(the three most common areas of expertise Given that this generation is less likely and allowing for discovery in the shopping
for tween/teen iGens). Brands may find the to drink, smoke, or do drugs compared process (eg with exclusive product lines)
way to iGens’ heart is through their hobbies. to teens in decades past, iGens may be (see Areas of Interest and Expertise, iGen
looking to take smaller, more permissible Finances and Spending Power).
FIGURE 7: IGENS’ ATTITUDES TOWARD INTERESTS, BY TWEEN/TEEN AND ADULT IGENS, DECEMBER 2018
“Do you agree or disagree with the following statements?” [Any agree]
% point
change from
adults to teens
I am passionate about my hobbies/interests 92 93 1
I know what I want to do for my future career 57 75 10

%
I consider myself a nerd 35 57 28
Tween/Teen iGens Adult iGens
Base: 2,100 internet users aged 10-22 [1,500 internet users aged 10-17, 600 internet users aged 18-22

What it means landscape fraught with #fakenews has left for trustworthiness and efficacy can go a
them uncertain of where to put their trust. long way in winning over iGens.
As iGens age they are becoming more Brands that can maintain a strong reputation
engaged in the world, but a media

THE
IGENERATION
BY THE
NUMBERS
What You Need to Know

iGens are a small, but influential group are more focused on their education and career, not marriage and
family, they will likely carry on the Millennial trend of an extended
Compared to the Millennial generation (25% of the population), adolescence. Additionally, the burden of student loan debt may keep
the iGeneration is a small cohort – about 17% of the population. them financially reliant on parents (and subject to their parents’
However, aged 11-23 in 2018, iGens already account for some of shopping preferences) into young adulthood (see The iGeneration
– and will soon dominate – the coveted 18-34 age group. As they by the Numbers, iGen Finances and Spending Power).
start earning and spending more, marketers will want to get a better
understanding of iGen preferences and habits (see The iGeneration A straight-laced group
by the Numbers).
Although iGens likely show some forms of rebellion given their age
Racial diversity is a starting point range, they are less likely than those from other generations to
participate in vice behaviors. Smoking, drinking, drugs, and teenage
Given that the iGeneration is the most racially diverse group of pregnancy, are all down among this generation. This may be in part
Americans, a multicultural perspective is a “must have” not a “nice because iGens are socializing more online, rather than in person,
to have” for brands targeting this group. Brands should think about minimizing the typical teen party scene (see The iGeneration by the
inclusion in an even a broader sense to appeal to iGens – aiming Numbers).
to connect not only with people of different racial and ethnic
backgrounds but also with those of different shapes, sizes, and Limited financial independence
abilities (see The iGeneration by the Numbers).
While some tween/teen iGens earn an allowance, the majority do
iGens are likely still living at home not. Summer employment is also not the norm for this group, with
more importance put on academics than work experience. With their
Most iGens are tweens/teens and thus still living at home, likely in a limited spending money, iGens depend on their parents to make
household with two parents. However, even the iGens who are over most of their purchases (see iGen Finances and Spending Power).
18 may not be independent quite yet. Because at this point iGens

The iGeneration by the Numbers

Who are the “iGens?” FIGURE 8: BIRTHS IN THE US (MILLIONS), MINTEL GENERATIONAL CUT-OFFS,
1930-2016
While there is no defined start or end date
for each generation, Mintel uses the rise
and fall of annual births to differentiate
one group from the next. Born between
1995 and 2007, in 2018 the iGeneration is
comprised of tweens (aged 11-12), teens
(13-17), and young adults (18-23), spanning
a wide range of lifestages, perspectives,
struggles, and interests. Also dubbed
“Generation Z,” or “post-Millennials,” the
iGeneration is the first generation of true
digital natives, born after the inception of
the internet. With this, they are named for
their unique involvement with technology,
access to information, and expectation for
personalization.
Comprising 17% of the US population,

the iGeneration is a relatively small
group, particularly when compared to
its predecessors, Millennials. While Source: Department of Health and Human Services,
the iGeneration accounts for 54 million National Center for Health Statistics/Mintel
Americans, the majority of the iGeneration
are under the age of 18. With little spending FIGURE 9: US POPULATION BY GENERATION, 2013-23
power and a reliance on their parents to
acquire their desired goods and services,
iGens’ consumption habits must align, at 8.1 5.4
11.1
least in part, with their parent’s preferences.
As they age, a clearer picture of this 20.2
22.2
24.0
generation’s unique purchase preferences
will emerge. 14.2
14.9
15.6
%
Note: While in 2018 iGens are aged 11- 23.9

23, consumer research for this study was 24.4
24.7
conducted in 2017, and thus age ranges
16.8
shown are 10-22. 16.8
16.8
17.0
17.0
19.3
iGeneration shifts into key spending 7.6
13.6
years
2013 2018 2023
iGens account for 17% of the US Emerging iGeneration Millennials Gen X Boomers Swing/WWII
population, and as a smaller generation are
somewhat overshadowed by Millennials Note: data may not equal totals due to rounding
(nearly a quarter of the population). Source: US Census Bureau, interim population projections released 2014 and annual population estimates/Mintel
Although the iGeneration will always be a
small cohort, as they age they will become earn and spend more money. This makes can earn loyalty with this generation as they
more influential. iGens are aging into the it critical for marketers to start building a come into their own.
desirable 18-34 age range, in which they will relationship with this group now so that they

Young Americans are most diverse FIGURE 10: GENERATIONS, BY RACE, 2018
Compared to older generations, the

iGeneration is the most racially diverse. 4.7 3.1 2.8 2.0
8.1 6.2 4.7 3.9
As such, marketers must increasingly 5.3 6.8 6.5
5.3 11.1 8.3
consider using inclusive messaging to 13.3
15.0 15.0 14.2
connect with this group. Brands that fail to
accurately reflect America’s shift toward
multiculturalism will likely seem out of step
with younger consumers.
%
Other*
81.4 85.8
Even further, marketers should consider 74.3 77.1 Asian
71.6 73.5
how they can move beyond racial diversity,
Black
toward wider inclusion of different body
types, skin conditions, and special needs. White
Target became one of the first mass
merchandisers to feature a child with Down
syndrome in its advertisements in 2014.
This approach was also recently seen from
Gerber, which featured the brand’s first
Gerber Baby with special needs in 2018.
* includes American Indian/Alaska native, native Hawaiian/other Pacific Islander, and two or more races
Note: data may not equal totals due to rounding
Source: US Census Bureau, interim population projections released 2014 and annual population estimates/Mintel
FIGURE 11: GENERATIONS, BY HISPANIC ORIGIN, 2018
Note: data may not equal totals due to rounding

Source: US Census Bureau, interim population projections released 2014 and annual population estimates/Mintel

Two-parent households most FIGURE 12: LIVING ARRANGEMENTS OF CHILDREN UNDER AGE 18, 2017
common living arrangement
As the majority of iGens are under the age

of 18, understanding their living situation
can help inform how purchase decisions
are made for this group. The most common
living situation for kids is in a household with Mother only
two parents (69%), followed by a single- 23%
parent household headed by a woman.
Father only
However, just because adult iGens are over 4%
the age of 18, doesn’t mean they are living
Two parents Other/non-
independently. Some college graduates are
69% relatives*
returning home after college to live with their
parents due to large amounts of student 4%
loan debt and an increasingly unaffordable
housing market. A report based on US
Census data (The Changing Economics
and Demographics of Young Adulthood:
1975-2016) shows that in 2016, young * no parent present
adults (aged 18-34) were more likely to live Note: data may not equal totals due to rounding
with a parent (23%) than a spouse (20%). Source: US Census Bureau, Current Population Survey, Annual Social and Economic Supplement/Mintel
While this applies primarily to the Millennial
generation, iGens will likely face the same FIGURE 13: BIRTH RATES PER 1,000 FEMALES AGED 15-19, BY RACE AND
circumstance as they graduate, given the HISPANIC ORIGIN, 2017
continued high costs of education and
housing.
80
Teen birth rate continues to drop
70
The birth rate continues on a downward
60
trajectory, with births to teen moms showing
the most significant decline in recent 50
years. Wider availability and access to
contraceptives has likely been a key driver 40
%
for this decline.

30
However, as of July 2017, the Trump
20
administration announced a cut in funding
for the Teen Pregnancy Prevention Program 10
(TPP) created by Congress in 2010. Of the
TPP’s $220 million budget, the majority 0
is dedicated to implementing pregnancy
prevention programs. Due to funding cuts,
the program will cease in June 2018, two
years earlier than scheduled. With less
15-19 20-24 25-29 30-34 35-39
funding dedicated to the prevention of teen
pregnancy, birth rates among young women Source: US Department of Health & Human Services,
may flatten out. National Vital Statistics Reports, Aug. 2014/Mintel

Unhealthy activities are avoided smoking, drinking, and drug use. However, they avoid behaviors such as drinking and
iGens don’t follow this pattern. Data from smoking, a higher rate than Millennials or
iGens are in a lifestage that is often the National Institute on Drug Abuse shows Generation X. iGens may be a more risk-
correlated with rebellion; teens are seeking long-term declines in the use of alcohol, averse generation (despite the fact that 40%
independence from their parents and young tobacco, and some drugs among teens. of tween/teen iGens and 68% of adult iGens
adults are making decisions on their own consider themselves risk takers), or they are
for the first time. This is often a period In this way, iGens more closely reflect the finding other outlets for risk taking, including
when people are prone to taking risks and attitudes of older generations than they acting out online (cyber bullying, sexting,
experimenting with vice behaviors such as do Millennials. 67% of adult iGens say inappropriate sharing).
FIGURE 14: BEHAVIORS CONSUMERS AVOID, BY GENERATION, APRIL 2017
“Which of the following do you try to avoid?”
"I try to avoid unhealthy activites (eg smoking cigarettes, drinking

excessively)" 86
74
67 66
63
56
52
% agree
Adult iGens Younger Older Millennials Generation X Baby Boomers World War
Millennials Millennials II/Swing
generation
Base: 2,000 internet users aged 18+

iGen Finances and Spending Power

Given their young age (11-23 in 2018), and adults) say they are responsible with least among all age groups ($448/week).
iGens’ spending power is still relatively the money they do have. At the same time, However, income bumps up to $571/week
limited. Most tweens/teens rely almost they’re eyeing goods and services that for adults aged 20-24 and continues to grow
entirely on their parents for money, but even are somewhat out of their reach. 67% of until adults are aged 35-44, when income
adult iGens haven’t gained full financial tweens/teens and 77% of iGens want to plateaus. This shows that in the next 10
independence. While iGens may face buy things they can’t yet afford. This may years, iGens will be the group for marketers
some of the same market pressures as be an indication that iGens will become to focus on as they will be entering their
the Millennial generation (eg high costs of consumers who focus on quality over prime earning years.
student loans), their attitudes toward money quantity, saving up for expensive items
are different. that will last, in contrast with Millennial While iGens may be dissuaded by the
consumers who looked more to fast fashion growing cost to attend college, the financial
iGens are financially pragmatic for their retail fix. benefits of obtaining a college diploma may
be enough to justify its expense. According
It is hypothesized that because iGens were Education provides iGens with to Mintel’s The Financial Lives of College
essentially born into the Great Recession greater financial opportunities Students – US, January 2017, the median
(aged 0-12 in 2007), this generation will annual wages for workers with a bachelor’s
be more frugal than others. However, Given their young age, full-time working degree were 72% higher than for those
because most iGens aren’t fully financially iGens are currently on the low end of whose highest level of education is a high
independent, it’s hard to say at this point. the income spectrum. iGens aged 16- school diploma.
More than eight in 10 iGens (tweens/teens 19, who are likely still in school, earn the
FIGURE 15: IGENS’ ATTITUDES TOWARD MONEY AND RISK, BY TWEEN/TEEN IGENS AND ADULT IGENS, DECEMBER
2018
% point
change from
adults to teens
I consider myself responsible with my money 80 81 1
I want to buy a lot of things I can't afford* 67 77 10

%
I consider myself a risk taker 40 68 28

* shown to adult iGens as “A lot of the things I want to buy are outside of my budget”

FIGURE 16: MEDIAN USUAL WEEKLY AND ANNUAL EARNINGS OF FULL-TIME WAGE AND SALARY WORKERS, BY AGE,
2017
1200 60
50 51 51
Annual median earnings (thousands)

1000 46 50
Weekly median earnings
40
800 40
30
600 30
($)
($)
23
959 982 979
893
400 762 20
571
200 448 10
0 0
16-19 20-24 25-34 35-44 45-54 55-64 65+
Age
Source: Bureau of Labor Statistics, released January 17, 2018/Mintel
The (student loan debt) struggle is FIGURE 17: UNSECURED DEBT OWNERSHIP, BY GENERATION, AUGUST 2017
real
“Which of the following types of unsecured debt do you currently have?”
From 2010-16, student loan debt increased
69% across the United States. This increase Student loan
has been largely the result of rising tuition
costs, and thus higher rates of borrowing.
All adults 19
Adult iGens are the most likely group to
report having student loan debt (although
iGeneration 37
Millennials are likely still feeling the pain of
paying theirs off).
Millennials 30
%
Adult iGens are at the beginning of their Generation X 15

professional careers and are in the process
of becoming more financially independent. Baby Boomers 7
With a large amount of student loan debt,
iGens may struggle to achieve financial WW II/Swing 1
goals like buying a home, car, or applying
for additional credit. Some may also
choose to delay milestone events, such Base: 2,000 internet users aged 18+
as marriage. In this sense, iGens will Source: Lightspeed/Mintel – Consumer Attitudes toward Debt – US, November 2017
likely show similar financial patterns as
the Millennial generation, unless there is a
substantial shift in how college is funded in
the next several years.

Tween iGens are least likely to have debit card. Without physical bills, it may be unsupervised. If an adult is always around,
an allowance easier for parents to simply pay for what tweens/teens are less likely to need their
their kids need, instead of adding to an own spending money.
On the younger end of the generation, allowance. In lieu of using cash, apps like
spending power is especially limited. Roostermoney are encouraging parents A gradual shift away from allowances may
Overall rates of earning an allowance have to teach modern methods of financial result in further financial dependence on
dropped across the board over the past 10 management (eg through digital tools). parents for tweens and teens. This can
years. This decline has been the steepest mean products and services geared toward
in the youngest age group (decline of 18 A larger shift toward adult supervision may young iGens may increasingly require
percentage points). One of the reasons also be a factor here. Tweens/teens today the permission and approval of parents.
allowance may be becoming less common are much less likely to be given the same Marketing to Kids and Tweens – US, March
in some households is because of the shift freedoms as tweens/teens in previous 2018 finds that 92% of kids aged 10-17 say
toward digital currency. Parents may get a generations. Tweens/teens are less likely they have to get their parents’ permission
paycheck through direct deposit, pay their to walk to school, ride their bike to the before buying something expensive.
bills online, and make purchases with a park, or even be left at home, if they are
FIGURE 18: ALLOWANCE, BY AGE, FALL 2007, 2012, 2017
“Do you get a weekly or monthly allowance?” [Yes] (Tweens)

“Do you get an allowance?” [Yes] (Younger and Older teens)
Base: 1,774-2,786 internet users aged 6-11; 1,776-2,294 internet users aged 12-17
Source: Simmons Research, Fall 2007-17 Simmons Teen Study 12-Month. Copyright: 2018 Simmons Research, Inc. All rights reserved/Simmons Research, Fall 2007-
17 Simmons Kids Study 12-Month. Copyright: 2018 Simmons Research, Inc. All rights reserved/Mintel.

The going rate for allowances older teens). In 2007 65% of older teens Statistics shows that young people are
who earned allowance were collecting $10+ much less likely to work over the summer
For young iGens who do earn an allowance, a week, and in 2017 this share decreased now compared to 40 years ago. In 2017
the take is relatively minimal. 72% of tweens by nine percentage points. 35% of US teens aged 16-19 were
and 55% of young teens earn less than employed over the summer compared to
$10 a week, while older teens are more Fewer teens spend their summer 60% in 1978. But, this doesn’t mean that
likely to garner $10+ (56%). This, in part, working iGens today aren’t working. The share of
explains why young iGens are so reliant on teens who are “not employed, in education,
their parents to make even discretionary Three out of 10 adult iGens say that or training” has remained relatively stable
purchases – because they have little they are harder working than previous over this same period (about 7%). This
spending money of their own (see Who generations (see Marketing to the shows that while work experience may have
Pays for What?). And, instead of getting an iGeneration – US, May 2017), but iGens been more valued for previous generations,
annual cost of living increase, iGens seem may think differently about what constitutes the iGen focus thus far has been on the
to be earning less over time (particularly work. Data from the Bureau of Labor importance of academics.
FIGURE 19: ALLOWANCE AMOUNT, BY AGE, FALL 2007-17
“How much money do you get a week from all those things, including your allowance, chores, and having a job?” (Tweens)
“What is the total amount of money you get per week for allowance and doing chores around the house?” (Younger teens and
older teens)
56
43
38
36
34
26 28
%
19
13
Tweens (10-11) Younger teens (12-14) Older teens (15-17)

<$5 $5-9.99 $10+
Base: 2,219-2,323 internet users aged 6-11; 1,993-2,069 internet users aged 12-17
Source: Simmons Research, Fall 2007-17 Simmons Teen Study 12-Month. Copyright: 2018

iGen Influences
What’s on the minds of iGens right FIGURE 20: HOW ASHLEY JUDD STOOD UP TO HARVEY WEINSTEIN | TEEN
now? VOGUE, OCTOBER 2017
iGens have never known a time without cell

phones or internet access. Their familiarity
with technology and social media has given
them access to information about the world
that previous generations didn’t have.
Additionally, their lives have been shaped
by monumental legislative, economic,
and societal shifts, such as the election
of America’s first Black president in 2008,
the nationwide legalization of same-sex
marriage in 2015, and one of the worst
economic recessions in recent memory.
However, their access to information has
also overexposed iGens to the shortcomings
they see in society. With a globally minded
perspective and an arsenal of resources to
spur change, iGens are using their digital
prowess to join together and make their
voices heard. Source: Teen Vogue YouTube Channel
Activism iGens agree that they are frustrated with the Times as a news source over any other
pace of social change in America (compared source evaluated (see Adult iGens’ News
From gun control to gender equality, iGens to 52% of all adults) and 67% agree that Sources).
are seeking to accelerate change on a they expect brands to be a force for positive
local, national, and global scale. iGens saw change (compared to 55% on average, • While the publisher announced the end
Malala Yousafzia receive the Nobel Peace see American Lifestyles: Finding Common of its print magazine in December 2017,
Prize at age 17 for her work advancing Ground – US, April 2017). Meeting iGens’ Teen Vogue includes social activism
education for women in Pakistan; they saw expectations in this area can help brands alongside high fashion on its popular
18-year-old Emma Gonzalez speak to a resonate with this group. website. With articles about immigration,
crowd of thousands at the March for Our race, wellness, and politics, Teen
Lives rally; they saw Marley Dias launch the Who’s doing this well? Vogue has pivoted to embrace the most
campaign #1000BlackGirlBooks when she important iGen topics. For its October
was in the sixth grade. This type of activism • The New York Times created a section 2017 issue, the magazine tapped
is shaping iGens’ perceptions of their own of its online newspaper dedicated to Ashley Judd to create a video about her
power – 46% agree they can help make the talking about teenagers in the news. experience with the #MeToo movement.
world a better place (see Marketing to the Aptly named “Teenagers in the Times,” Teen Vogue has seen growth from this
iGeneration – US, March 2018). the section highlights the stories of young shift in strategy, reaching 10 million
people in the news over the past month. monthly page views and 12 million social
Even further, iGens may expect brands This may contribute to the fact that iGens followers.
to stand up alongside them. 63% of adult are more likely to trust The New York

Gender fluidity FIGURE 21: SAVE $2 ON OUR NEW SO LASHY! MASCARA, EMAIL, NOVEMBER
2016
From the growing acceptance of gay
marriage to the public transition of Caitlyn
Jenner, iGens are coming of age in a time
when gender norms are changing. This
generation has a much different idea of
masculinity and femininity compared to
older groups. 73% of tween/teen iGens
agree that it’s okay for girls to wear clothes
typical for boys and 43% agree it’s okay
for boys to wear clothes typical for girls
(Marketing to the iGeneration – US, April
2016).
Mintel Trend The Next Genderation

suggests that as interest in gender-neutral
products grows, companies need to
proactively seek out the opinions of kids,
tweens, and teens to help better inform their
strategies. Beauty brands have begun to
take the lead with this change. According to
Mintel’s The iGen Beauty Consumer – US,
March 2018, 30% of adult iGens who use
beauty products have used or are currently
using genderless beauty products, and an
additional 39% are interested in trying them.
Who’s doing this well?
• In November 2016, CoverGirl became

one of the nation’s first mainstream
beauty brands to feature a man in
its campaign. The brand’s first male
CoverGirl, James Charles, was featured
in the brand’s So Lashy! mascara
creative. This provides one example
of how products, services, and entire
markets may find opportunity by
expanding their reach to a new segment
of consumers (discussed further in Mintel
Trend Extend My Brand).
• Fenty Beauty by Rihanna has also

received praise from consumers
interested in inclusive products. Fenty
promotes an extensive range of cosmetic
shades to flatter all skin tones – and
there are rumors that the brand is
working on a men’s line. The brand
responded to a request for men’s specific
products on Twitter saying, “never say Source: Mintel Comperemedia (ID: 20161118-052518)
never…”

• Appropriate for the youngest iGens, Girls FIGURE 22: FENTY BEAUTY BY RIHANNA, SEPTEMBER 2017
Will Be was founded by a mom who
was seeking less “girly” clothes for her
daughters. Not ill-fitting boys’ clothes for
girls, nor the typical “frilly” clothes found
in the girls’ section, but clothes that are
somewhat neutral and celebrate a wide
variety of kids’ interests from dinosaurs,
to football, to ballet.
Body positivity
iGens have been exposed earlier than

previous generations to the “ideal” body
type given their access to the internet and
social media at a young age. This barrage
of unrealistic beauty standards has made
the iGeneration push for more acceptance
for all the different shapes and sizes people
come in.
Source: Fenty Beauty by Rihanna YouTube Channel
FIGURE 23: NEW GIRL’S CLOTHING LINE | OBSESS BY LAURIE HERNANDEZ |
• Launched in February 2018, JCPenney’s JCPENNEY, FEBRUARY 2018
newest line, Obsess, features rotating
capsules inspired by influential young
women who promote positive body
image. The brand’s first collection is
designed by Olympic gold medalist
Laurie Hernandez and features crop tops,
rompers, dresses, and jeans designed for
all body types.
• Aerie has committed to ditching

photoshopped models and has become
a best-in-class example for brands
promoting body positive messaging.
Using activists such as actress Yara
Shahidi, gold medal gymnast Aly
Raisman and singer Rachel Platten,
Aerie continues to showcase strong
women in its messaging. The most
recent work from its #AerieREAL
campaign further demonstrates the Source: JCPenney YouTube Channel
brand’s commitment to empowerment by
asking its customers to post unretouched
swimwear pics on social media using
#AerieREAL. With each hashtag, Aerie
donates $1 (up to $10,000) to the
National Eating Disorders Association.

FIGURE 24: AERIE, EMAILS, FEBRUARY-MARCH 2018
1.
2.
Source: Mintel Comperemedia (ID: 20180301-0521423, 20180219-0521070)
• While Always’ #LikeAGirl campaign FIGURE 25: ALWAYS #LIKEAGIRL – KEEP GOING, VIDEO, AUGUST, 2017
launched in June 2014, it continues to
work to empower girls and boost their
confidence, specifically during a time
when their bodies and hormones are
changing. Always flipped the meaning of
the often negatively used phrase “like a
girl,” to be positive and empowering, and
has continued to revamp the campaign
with new content. The most recent ad
featured content about how failure should
be used to build confidence and to keep
going.
Source: Always YouTube Channel

• The Cybersmile Foundation, a nonprofit FIGURE 26: CYBERSMILE AND CHESSIE KING BODY POSITIVITY CAMPAIGN,
in the UK that supports cyberbullying APRIL 2018
victims, partnered with Instagram star
Chessie King on a PSA that helps
viewers understand the reality and
impact of trolling.
Authenticity
Perhaps because of their social media

usage, and a desire to connect with
something “real” instead of something
“perfect,” iGens are more likely to be
interested in the lives of internet stars
than movie stars. Media savvy iGens may
be skeptical of anything that seems too
good to be true, and the internet has given
them a platform to call out brands that
aren’t measuring up. It can be valuable for
companies to be transparent when reaching
out to this group.
Source: CybersmileOfficial YouTube Channel
FIGURE 27: PICKUP AND GO!, FEBRUARY 2018
• Outdoor Voices is an activewear brand
that started out as a direct-to-consumer
company, although it now has a few
brick and mortar stores. Because it
started online, it has a huge digital
presence, including a large social media
following. The brand promotes micro-
influencers through social media by using
consumers’ actual photos in their posts
and tagging them.
• Beauty brand Glossier’s “Get Ready

With Me” series is the perfect example
of brand authenticity. Part makeup
tutorial, part promotion, part reality show,
the videos showcase how people use
Glossier products in their beauty routines.
Source: Outdoor Voices YouTube Channel

• Freeform’s Grown-ish TV show, a spin- FIGURE 28: GET READY WITH ME: FEAT. PALOMA + GLOSSIER, JUNE 2017
off of the ABC sitcom Black-ish, was
created specifically with adult iGens in
mind, as its main character explores
the life choices that early adulthood
brings. From heading off to college to
figuring out relationships, Grown-ish is a
series geared toward young adults and
the choices they’re making. The series
features “that in-between place where
you’re not quite an adult but facing grown
world problems for the first time,” Kenya
Barris, the show’s creator and executive
producer, said. The series premiered in
January 2018.
Entrepreneurialism
iGens are entrepreneurially minded. 19%

of tween/teen iGens say that by the time
they’re 25 they plan to work for themselves Source: Glossier YouTube channel
(see Marketing to the iGeneration – US,
May 2017). Part of this drive may be from FIGURE 29: THE YELLOWBERRY COMPANY, MARCH 2014
witnessing average people rise to stardom
through reality TV and YouTube, or simply
having access to a wide variety of free,
skill-building resources online that teach
everything from crafting to cooking to
coding. With this, iGens likely recognize and
appreciate products that come from self-
starter brands.
• Started by Megan Grassell at the age of

17, Yellowberry is a bra company that is
specifically designed for developing and
pre-teen girls. After going shopping with
her younger sister, Megan felt that the
current bra offerings were too sexualized
for young girls, with excessive padding
or underwire. This experience drove her
to create the company with funds raised Source: Yellowberry Company YouTube Channel
through Kickstarter.
• For the launch of the kids’ clothing line

“Art Class,” Target teamed up with 10
youngsters (aged 7-14) with talents from
surfing to photography to publishing, and
asked them to help design the collection.
The resulting collection highlighted kids
with a range of talents and goals for the
future.

FIGURE 30: SNEAK PEEK AT TARGET’S ART CLASS’ FIRST COLLABORATION, JANUARY 2017
Source: Target YouTube Channel

KEY TRENDS

Music mainlined Kattan have started successful beauty lines, built on their base
of online followers. However, as social platforms become more
Music is a big part of iGens’ lives, particularly for tweens/teens. crowded, some iGens are looking to more niche apps to express
To capture iGens’ attention, brands are finding ways to connect themselves, making it harder for brands to identify up-and-coming
with them where they are – namely, at music concerts and influencers (see What’s Next?, What’s Working?).
festivals. Beauty and fashion brands are turning to music festivals
(particularly Coachella) to provide inspiration, and Apple Music is Adult options don’t always translate
bolstering its content with music videos (What’s Working?).
iGens didn’t take to the Lululemon extension, ivivva, but brands
Vice behaviors less appealing will likely continue to use what’s working for their adult audience
and try to translate it to a younger crowd. Netflix is encouraging
iGens may be a more healthful (or less rebellious) generation binging among young audiences through gamification, and the
as drinking, smoking, and some drug use decline among teens. audiobook market may find that YouTube knock-offs can grow the
However, iGens are turning to alternatives such as vaping, which market for audiobooks with young users. Similarly, Hershey is using
may not be healthy either. Alcohol brands are considering how to the iGeneration as a test audience for its digital convenience store
appeal to adult iGens by offering non- and low-alcohol alternatives strategy (see What’s Next?, What’s Not Working?).
(What’s Working?).
Adult options don’t always translate
Social media influencers are important – but for how
long? In order to win loyalty among the iGen LGBTQ (lesbian, gay,
bisexual, transgender, queer) audience, marketers are encouraged
In the current media landscape social media influencers offer to take a long view, instead of running one-off campaigns during
brands a way to spread the word about their products and services, pride month. Marketers looking for more short-term wins may want
but they may also offer companies a starting point for new brands to embrace “Gen Z yellow” before it goes the way of “Millennial pink”
and brand extensions. Influencers such as Kylie Jenner and Huda (see What’s Working?).

What’s Working?
Music festival-influenced fashion FIGURE 31: TOO FACED LIFE’S A FESTIVAL – MAGIC CRYSTAL MYSTICAL
EFFECTS LIP TOPPER
Brands that have little or no connection
to the music industry are developing new
collections influenced by music festivals.
More than half of iGens have been to a
music festival, and more than a quarter
went to one in 2017, giving iGen-focused
brands a good reason to take inspiration
from the music scene (see Music Concerts
and Festivals, December 2017). As such,
H&M teamed up with Coachella for its
“H&M Loves Coachella” clothing line, and
Sephora (the official beauty sponsor of
Coachella) offers curated festival collections
as well. One example is the multibranded
collection for “festival hair.” Beauty brand
Too Faced created the Life’s A Festival Source: Mintel GNPD, ID 5597361, April 2018
makeup collection, which includes Unicorn
Tears Iridescent Mystical Bronzer, Rainbow home, and away from home, is international younger audience, who is likely gravitating
Strobe Highlighter, and Festival Refresh hot sauce. While the condiment market is toward the free versions of streaming music
Mist, to name a few, select products. As flat overall, hot sauces like sriracha and offered by players like Spotify and Pandora.
music is an area iGens feel they know a lot Cholula have been growing. Mintel predicts Currently, about half of tween/teen iGens
about (see Areas of Interest and Expertise), that gochujang (Korean), sambal (Southeast don’t pay for a music service (see Who
brands that can tie into this passion may Asia), and harissa (North Africa) are all Pays for What?), indicating that there is
garner attention. contenders to be the next, big international room for growth among this audience if the
flavor. content warrants.
iGens’ international palate
Apple Music takes over where MTV Goodbye “Millennial pink,” hello
International foods seem to have greater left off “Gen Z yellow”
appeal among young Americans compared
to older generations. International Food As MTV shifted its programming from music The muted peachy/pinky hue dubbed
Trends – US, January 2018 shows that 60% videos to reality programming, YouTube “Millennial Pink” was arguably the “it” color
of adult iGens have had Japanese food in became the default platform for music of 2017. It took over Instagram feeds as
the past three months, versus 25% of Baby videos. And adult iGens are the most likely influencers showed off their pink dresses,
Boomers – and this trend holds for nearly group to use YouTube as a music platform makeup, cookware, bags, and wine.
all international foods types, from Indian – 79% of adult iGens listen to music on However, iGens may be replacing Millennial
to Korean. This may be in part because YouTube versus 43% on average according pink with their color of choice, the so-
younger generations are more diverse, in to Internet Radio – US, October 2016. called Gen Z yellow. The Huffington Post
terms of race, ethnicity, and background, but Apple is hoping to capture this audience, reports this bright, sunny yellow has been
they also may have access to a wider range and stand apart from other streaming music seen on iGen super-stars such as Yara
of food types from early on in life, cultivating services, by offering music videos through Shahidi (Grown-ish), Zendaya (Spider-Man:
their appreciation for international cuisine. Apple Music. Starting in March, Apple Homecoming), and Millie Bobby Brown
Music subscribers have access to ad-free (Stranger Things). Like most color trends,
With this, retail and foodservice brands are music videos (new and old), curated video however, this optimistic yellow likely won’t
using international flavors to spice up their playlists, and live performance footage last more than a season or two, so style
menus – in some cases, quite literally. One through the service. This may help Apple to brands will have to jump on the bandwagon
of the predominant food trends for eating at prove the value of its paid subscription to a quickly before it’s over.

Reaching the LGBTQ audience Many popular brands promote their a one-off campaign. Research from INTO,
alliance with the LGBTQ audience in June Grindr’s web magazine, shows that the
Marketers interested in the iGeneration during pride month. In 2017 Kimpton LGBTQ audience is loyal to inclusive brands
should take note – data from Pew Research Hotels enlisted vogue dancer Leiomy and cites Absolut Vodka, Apple, Ikea,
shows that 7.3% of Americans aged 18-35 Maldonado to star in short films teaching and Starbucks as some favorites. Wells
self-identify as LGBTQ, more than double hotel guests to dance, and Equinox Fargo, however, may stand out as a best
the share in any other age group. iGens, as developed an educational video called the in class example, with decades of support
a generation, don’t necessarily think about LGBTQAlphabet. These efforts may garner for the LGBTQ community and more than
gender or sexual orientation in a binary way attention, but because they are short lived, $50 million in donated funds to related
altogether. Additionally, there is growing they don’t always foster loyalty. In order organizations.
acceptance of homosexuality across the to effectively market to this group, brands
US, particularly among young people. need to have a consistent strategy, not just

What to Watch
Big social media may be losing its FIGURE 32: SHARE OF ADULTS WHO DO NOT DRINK, BY AGE, APRIL 2017
luster with iGens
28
iGens are typically heavy social media
users, but (perhaps because of this) they 23
are also highly aware of the drawbacks 22
of social platforms. 40% of tween/teen 19
iGens say sharing too much about yourself
15
on social media can hurt you, and this
%
13
jumps to 68% for adult iGens. Similarly,
a quarter of tween/teen iGens find social
media addicting, as do half of adult iGens
(see Marketing to the iGeneration – US,
May 2017). Parents also have growing
concerns about the impact of social media,
22-24 25-34 35-44 45-54 55-64 65+
particularly on its younger users: exposure
to advertising, potential for addiction, cyber Base: 2,000 internet users aged 22+
bullying, privacy concerns, and lack of Source: Lightspeed/Mintel
content regulation all top parents’ list of
worries. know each other through chat before they teen iGens consider themselves risk takers
have access to photos or profile information. (and this increases to 68% among adult
With this growing “con” list for social media iGens) even if their behaviors thus far run
usage, some iGens are switching over Smoking is out, vaping is in contrary to that. Finding areas where iGens
to smaller, more niche platforms, taking can stray from what is expected of them
breaks from social media, or eschewing In general, risky behaviors such as smoking, may be attractive to this group, particularly
usage altogether. Facebook has already drinking, and drug abuse are lower as they get older and have more of a desire
experienced an aging of its user base as among the iGeneration compared to older to stand out.
younger users abandon the site for more generations. However, vaping is on the rise.
private options. Additionally, after Kylie While switching from smoking cigarettes to Alcohol consumption down among
Jenner tweeted that she no longer opened vaping may have health benefits, because the youngest drinkers
Snapchat, Snap’s stock value plunged. If it reduces the inhalation of carcinogens
young users are an indicator of how the from burning tobacco, teens still run the Adult iGens aged 22-24 are less likely than
social media landscape will change overall, risk of nicotine addiction. Further, the more Millennials to consume alcoholic beverages.
there will likely be growth in services that discreet habit of vaping, particularly with This may be in part because iGens are still
provide some (or all) of these features: small devices such as JUUL e-cigarettes relatively young, but given their risk-averse
private/encrypted messaging (eg WeChat), (about the size of a flash drive), allows behaviors in general, it is likely that iGens
live broadcasting (eg Musical.ly), anonymity teens and young adults to vape on school won’t be a generation of heavy drinkers.
(eg Whisper), meet-ups (eg Monkey), group campuses – and even in class – with little As such, alcohol brands are considering
video chat (eg Houseparty). consequence. Some are concerned that how they can win them over. Some are
the rise of vaping among young people developing non-alcoholic or low-alcohol
The app Turtle provides a good example will actually result in the opposite of the beverage options, for example MillerCoors’
of the type of platform gaining traction with intended effect. Instead of helping people to Two Hats – a light beer brewed with natural
younger users. This app, designed by two stop smoking, it may become a gateway to fruit flavors – which launched in February
18-year-olds and launched in December smoking later in life. 2018. At the same time, appealing to
2017, enables chat between users with nondrinkers and drinkers alike, foodservice
temporary anonymity. Users can meet and Marketers should take note that even brands are upping their “mocktail” game,
start a conversation through the app, and though iGens aren’t partaking in traditional making these beverages as unique and
after three days their identity is revealed. “vice” behaviors, they may be looking for appealing as a craft cocktail. Mocktail menu
This approach is designed to help curb some areas to take permissible risks and items increased 23% in the US foodservice
cyber bullying and allow users to get to demonstrate independence. 40% of tween/ market between Q3 2013 and Q3 2017.

Keeping it real with the news response seems rather limited, as it applies The restructuring of ivivva indicates that
only to a small portion of video content, although women may be willing to pay a
YouTube is the preferred media platform for and potentially flawed given that Wikipedia premium price for Lululemon leggings, they
iGens – 25% of tween/teen iGens and 35% itself is a crowd-sourced resource. YouTube may be more reticent to spend on high-
of adult iGens say YouTube is something is on a path in the right direction, but will quality workout clothes for girls who will
they “can’t live without.” However, like likely continue to be pushed toward content quickly grow out of them. Particularly as
most Americans, the concept of fake news regulation. 67% of tween/teen iGens say their parents
is making YouTube users more skeptical pay for all of their clothing, premium brands
of the content they’re viewing. Only 39% What works for moms, doesn’t will have to prove that their products have
of all iGens trust the news stories their necessarily work for daughters lasting value in order to justify a higher price
friends post online (see Trust in the News). to parents. Athleisurewear brands may have
YouTube is trying to bring more credibility Launched in 2009, the Lululemon sub- more room to play in the application of their
to their site, and more confidence to their brand, ivivva, was forced to close the technical fabrics to everyday streetwear for
users, with a feature launching in the majority of its branded stores at the end tweens, teens, young adults. This emerging
coming months called “information cues.” of 2017 and shift to an online strategy. trend can help make everyday clothing more
Videos about popular conspiracy theories While the Lululemon brand has proved multifunctional, comfortable, and durable,
(eg the moon landing hoax) will include successful among adults, ivivva, which has something parents may be willing to pay for.
a prompt that links viewers back to the similar athletic and leisurewear offerings for
Wikipedia source for more information. This girls aged 6-12, struggled to find its place.

What’s Next?
Netflix wants to gamify the Driving impulse purchases for content on YouTube. Content creators read
streaming process online shoppers entire books aloud, uploading one chapter
at a time.
Competition among streaming platforms As consumers do more shopping online,
is growing, as Amazon, Hulu, and brands such as Hershey are missing out Books must be fair use, or permission is
Netflix are joined by a variety of network on impulse purchases made at the register. needed from the publisher – if not, YouTube
streaming applications, YouTube Red, Enter goPuff, a digital convenience store will have the video removed and content
and an impending Disney offering. As this that targets young shoppers. The goPuff creator penalized. However, teens are also
media market becomes more crowded, app highlights a variety of snack foods, working around copyright laws by writing
platforms are looking to stand out from household goods, and beverages, delivered and reading their own chapter summaries
their competitors, particularly among young for a flat fee. Operating mostly in college instead of reading the books verbatim.
audiences. A tactic Netflix is currently testing towns, delivery is available 24/7 in many Content creators are also riding the ASMR
is gamification. To promote content binging locations. Shoppers are typically looking (autonomous sensory meridian response)
among young audiences, Netflix users for instant gratification when they buy video trend to gain more traction. Although
collect “patches” for every episode watched candy bars, so Hershey is a natural fit for the publishing industry may see YouTube
(for select kid/tween/teen content). As of the goPuff app (as opposed to something as a competitive force in the audiobook
March, this feature had only been rolled out like Amazon). Hershey is even taking this market, this type of self-created content may
to a small test audience, and the patches shopping experience one step further by actually help grow the category as a whole,
weren’t linked to any tangible rewards, but testing a VR (virtual reality) option at the getting iGens hooked on audiobooks and
this shows one possible direction Netflix is South by Southwest festival in March. Using stoking future demand.
headed. Amid parental concerns over too a VR headset, users can search through
much screen time, it’s uncertain that this a virtual college apartment and check iGens want to discover small brands
tactic would be well received, but it does out items for purchase. Given the innate
show that Netflix has its eyes on winning challenges that snack-oriented brands Similar to the Millennials that came before
over young audiences. face in ecommerce, Hershey is hoping to them, iGens seem to have a penchant for
gain early adoption for this new technology small brands over large brands. Beyond
As most iGens are growing up with among its youngest consumers. seeking a good deal, the top attribute tween/
streaming media, a company like Netflix teen and adult iGens look for in a purchase
won’t naturally be thought of as an engine YouTube competes as an audiobook is something they haven’t seen anywhere
of innovation. iGens will likely look at resource else (40%, 41% see Positioning Products
Netflix the way Gen X sees cable TV – for iGens). More so than other generations,
as the normal state of affairs. In order to According to the APA (Audio Publishers iGens also put more trust in smaller brands.
appeal to this next generation, Netflix (and Association), the market for audiobooks is iGens are more likely to trust small brands
competitors) are thinking about what’s growing with 20%+ annual sales increases to do the right thing, compared to big brands
beyond binging, and their current challenge for three years running. Even further, there (see The Ethical Consumer – US, July
is retention. As consumers have more and is a big push to win over young listeners 2015). This provides for a lot of opportunity
more choices, they have fewer and fewer – 48% of all listeners are under the age of among small, up-and-coming brands, with
reasons to stay with one service. Loyalty 35 (APA 2017 annual report). At the same a strong digital presence. Some successful
efforts, including gamification and also time, on the younger end of this spectrum, recent launches for iGens that have been
personalization, curation, and usability, are iGens have limited discretionary income and built from online influencers include beauty
likely all on the table. paying for audiobooks may not be feasible. brands Kylie Cosmetics and Huda Beauty
As an alternative, teens are creating literary and fashion brand Shami Oshun.

THE CONSUMER

iGens are good with money, but don’t have any a bad customer experience is the most common reason they won’t
buy from a specific company. Brands may want to focus on the
Even though parents still pay for nearly all of tween/teen iGen close-in opportunities for service as a priority (see Keeping the Adult
purchases, and a fair share of adult iGen purchases as well, the iGen Consumer).
iGeneration is still interested in shopping for deals. Discounts and
sales appeal to this group, but they also have their eye on goods/ iGens aren’t experts in the news, but they do read social
services that are outside of their budget. Being that most say they feeds
are responsible with their money, a good share may be saving up
for the things they really want, but can’t yet afford (see Positioning Tween/teen iGens are more familiar with music, movies, and tech
Products for iGens, Who Pays for What?, iGen Finances and than current events, and what they do know about newsworthy
Spending Power). events they likely gathered from social media coverage. Among
adult iGens, The New York Times ranks above all other news
iGens want to fit in, and stand out sources as the most trustworthy, which makes it a valuable platform
for advertisers (see Areas of Interest and Expertise, Tween/Teen
iGens are interested in both products that their friends have and iGens’ News Sources, Adult iGens’ News Sources).
products that they haven’t seen anywhere else – showing a desire
not only to fit in among their peers but also stand out from a crowd. iGens enjoy sports, but may also consider themselves
Because purchases are so strongly impacted by the opinions of “nerds”
others, it is important for brands to promote exclusivity while also
having a strong digital presence (see Positioning Products for “Nerd” is no longer a derogatory term, as more than half of adult
iGens, Tween/Teen iGen Purchase Considerations, Adult iGen iGens consider themselves nerds in one way or the other. At the
Purchase Considerations). same time, iGens may also be jocks, with about half showing
interest in professional sports and school sports (for tweens/teens).
iGens want what’s new, from familiar brands iGens show a diverse range of interests, but whatever they’re into,
they’re into all the way, with nine in 10 saying they’re passionate
Both tween/teen iGens and adult iGens feel comfortable buying about their hobbies (see Areas of Interest and Expertise).
from their familiar brands. At the same time, new brands pique
some interest. While trust and efficacy can help traditional brands iGens trust the news, unless it comes from their friends
maintain a strong following among iGens, they must also continually
promote what is new and novel to keep iGens from getting bored Like most these days, iGens are somewhat skeptical of news
(see Positioning Products for iGens, Tween/Teen iGen Purchase stories – only half of tween/teen iGens say they trust what they
Considerations, Adult iGen Purchase Considerations). hear on the news, and far fewer trust what their friends post online.
Teachers remain a trusted source for this group, and as a result
iGens are against discrimination, but really against bad marketers may want to familiarize themselves with what iGens are
customer service learning in school to get a better sense of what’s on their minds.
Adult iGens are similarly skeptical of the news, with eight in 10
Although iGens won’t support businesses accused of sexual saying they trust only news sources they’re familiar with (see Trust
harassment or discrimination, or embroiled in a corporate scandal – in the News).

Positioning Products for iGens

Deal seeking starts early Adult iGens are still relatively young (aged for engaging in social media evangelism
18-22), but loyalty and nostalgia are two is gaining traction and would likely be an
Despite the fact that parents pay for the bulk tactics that may work to grab their attention. appropriate tactic for this young, socially
of tween/teen iGens’ essentials (and most of Adult iGens are likely in a transformative savvy group.
their non-essentials as well, see Who Pays stage, leaving the home for the first time,
for What?), more than half of this group potentially moving from their hometown, Key analysis: Mintel Trend, In The
is excited to find a good deal (52%). And and embarking on new professional or Know, illustrates how exclusivity and
this share grows by nearly 30 percentage educational journeys. This is perhaps why mystery can be used to drive interest
points between tween/teen iGens and adult products that have sentimental value can in new products. Given that tween/
iGens (81%). Sales are a similar draw for be a win with this group, while this is less teen and adult iGens have an interest
both groups, showing that a budget mindset exciting for tween/teen iGens (43% versus in discovering products that no one
is something shoppers are learning early 23%). else has (28% and 32% respectively),
in life. Kids as Influencers – US, February leveraging this trend can give brands
2018 finds that 89% of parents with kids While tween/teen iGens are likely too young an edge. An example of this trend in
aged 12-17 in the household are teaching to engage in loyalty programs, four in 10 execution comes from the shoe brand
their kids how to get deals while shopping adult iGens are interested in the prospect of Allbirds, which celebrated its second
together. accumulating reward points for their favorite anniversary by releasing a limited-
brands. Retailer Loyalty Programs – US, edition shoe collection available only via
April 2017 finds that rewarding shoppers Instagram.
FIGURE 33: POSITIONING PRODUCTS FOR IGENS, TWEEN/TEEN AND ADULT IGENS, DECEMBER 2017
“I am excited to get products that… Please select all that apply.”

“I am excited to buy things that… Please select all that apply.”
I am excited to buy things that…
are a good deal 52 81
are on sale 42 78
I haven't seen anywhere else 40 41
no one else will have* 28 32
are from a new brand 28 31

%
will make my friends jealous 25 19
remind me of a certain time and place^ 23 43
I can share on social media 20 24
I get loyalty points for buying 40
I know my parents will pay for 42
Tween/teen iGens Adult iGens
Base: 2,100 internet users aged 10-22 [1,500 internet users aged 10-17, 600 internet users aged 18-22]
* shown to adult iGens as “no one else has”
^ shown to adult iGens as “have sentimental value”

iGens are the new trendsetters be more likely to share their discoveries on Good deals matter, but sales appeal
social media. more to iGens than Millennials
Marketers tend to think of Millennials as a
generation of trendsetters, but as Millennials Key analysis: An interest in product Not all promotions are created equal. While
get older, marketers in search of trailblazers discovery is shared across iGens of any both iGens and Millennials are likely in
and influencers should consider turning age. Difference in lifestage colors how search of the best price for their purchases,
their attention to iGens. The iGeneration, this plays out. While tween/teen iGens adult iGens seem more keen on sales than
particularly the adult cohort, is the may be looking for products that help Millennials. It may be that Millennials are
generation most likely to be interested in them to fit in (eg products that will make more likely to see something “on sale” and
products that are exclusive, unique, and their friends jealous), adult iGens are think a product is less desirable, but getting
envy-worthy. This focus on the new and more likely looking for products that help a “good deal” speaks to their shopping
novel make the iGeneration the ideal target them stand out (eg products no one else savvy. Because iGens have less disposable
market for start-up brands – iGens may be has). income all around, they may just see a low
actively looking for what’s new, and will also price as a low price, whichever way you cut
it.
FIGURE 34: POSITIONING PRODUCTS FOR IGENS – SELECT ITEMS, BY GENERATION, DECEMBER 2017

I like to have things that…
32 31 30
28
26 25
24 23
21 22
19 19
15 16
%
14
12
8
7
3 3
no one else has are from a new brand I can share on social media will make my friends jealous
All tween/teen iGens Adult iGens Millennials Generation X Baby Boomers
Base: 3,946 internet users aged 10+ [1,500 internet users aged 10-17, 2,446 internet users aged 18+]

FIGURE 35: DESIRABLE PRODUCT QUALITIES – DEAL AND SALE ITEMS, BY GENERATION, DECEMBER 2017

81 78 78
67
52
40
%
are a good deal are on sale

All tween/teen iGens Adult iGens Millennials
Base: 3,946 internet users aged 10+ [1,500 internet users aged 10-17, 2,446 internet users aged 18+]

Who Pays for What?

Parents shoulder most purchases This Report finds that kids are given the an area where tweens/teens have a bit
for tween/teen iGens most discretion to decide on their own toy more control. One exception appears to
purchases and video game purchases, be streaming video accounts. Services
As expected given the age range (10- where parents control decisions on food, such as Netflix, Hulu, and Amazon Prime
17) parents are responsible for covering beverages, and media. are likely paid for by parents and used by
the cost of most of tween/teen iGens’ the entire family. Service providers have
essentials (cell phone, clothes, and meals), Parents today may be more likely to pay for recognized this and given the option
however parents are largely on the hook their tween/teens’ purchases because they for subscribers to set up personalized
for nonessentials as well. More than half are less likely to give allowances. This may profiles within a single account, so
of tween/teen iGens say their parents pay keep parents more involved in purchases users can keep track of their favorites.
for all of their movie tickets, books, and than in generations past. Even so, service providers should be
streaming video accounts. Where tween/ cognizant that parents are ultimately
teens are the most likely to pitch in (paying Key analysis: Parents are the responsible for which streaming services
for either some or all) is for toys and video gatekeepers for tween/teen purchases are used in the household, and plan their
games. This is also reflected in data from in most categories, making it important content accordingly.
the parents’ perspective, captured in for marketers to win their favor.
Kids as Influencers – US, February 2018. Entertainment categories, however, are
FIGURE 36: TYPICAL PRODUCT PURCHASERS, BY TWEEN/TEEN IGENS, DECEMBER 2017
Books 6 29 52 13
%
Toys 6 38 31 25
Clothes 4 27 67 2
Groceries 3 6 85 6

Adult iGens still lean on their Key analysis: If Millennials are the …but are slowly transitioning
parents for most purchases… “boomerang generation,” because many toward financial independence
moved back home after college, iGens
Marketers should recognize that even may turn out to be the “attachment Up until the age 18, iGens are very reliant
though iGens aged 18-22 are technically generation,” because they continue to on their parents for purchases across
adults, they are far from financial maintain close relationships with their categories. But, even after that age, the
independence. While adult iGens are parents into adulthood. Millennials were transition to financial independence is slow.
significantly more likely to pay for their own criticized for this “failure to launch,” with At the age of 22, slightly more than one
purchases compared to tweens/teens, their 46% of this generation saying they rely third of iGens say they make all their own
parents are still highly involved. Specifically, on their parents too much (Marketing to purchases. Indeed, as adults continue to
cell phone bills, car insurance, and groceries Millennials – US, May 2016). However, delay milestones such as getting married,
are fronted, in part, by parents. This as Millennials have already paved the buying houses, and starting families, there
indicates that parental approval continues to way for an extended adolescence, iGens doesn’t seem much need to completely
be important in some categories (particularly may feel more comfortable hanging on to sever financial ties with parents either.
categories with big-ticket items), even for their parental ties well into adulthood. Even through their early 20s it’s possible
young adults. that iGens won’t really feel like true adults
because they have yet to meet most of
these major milestones.
FIGURE 37: TYPICAL PRODUCT PURCHASERS, BY ADULT IGENS, DECEMBER 2017
Clothes 59 33 8 1
Books 57 18 8 17
%
Groceries 44 34 20 3
Car insurance 36 14 32 18

FIGURE 38: TYPICAL PRODUCT PURCHASERS – NET OF ALL PURCHASES, BY TWEEN/TEEN AND ADULT IGENS,
DECEMBER 2017
10-11 1 69 29
12-14 1 72 26
15-17 1 82 16
18 14 85 7
%
19 26 77 3
20 20 76 1
21 29 77 1
22 37 73 0
Personally pay for all purchases

Mix of personal and parental purchases
Parents pay for all purchases

MARKETING TO THE IGENERATION, US - MAY 2018 48
Tween/Teen iGen Purchase

Considerations
Peers push purchase more than FIGURE 39: TWEEN/TEEN IGEN PURCHASE CONSIDERATIONS, DECEMBER
brands 2017
Perhaps unsurprisingly, tween/teen iGens “I like to have things that… Please select all that apply.”
look to their friends to influence their
purchases. About half of this group like to I like to have things that…
have the same things their friends have,
reinforcing the idea that tween/teen iGens my friends have 51
show more interest in fitting in (where adult
iGens want to stand out). Word-of-mouth is I can share with friends 47
of the utmost importance among this group.
are from a brand I know 44
Although friends are slightly more influential,
brand familiarity is also an important factor. I can afford to buy myself 43
44% of tween/teen iGens say that they’re
%
interested in products from brands they I've seen on TV 42

know, and this is reflected in research
among parents as well; Kids as Influencers are related to characters I like 30
– US, February 2018 shows that 65% of
my parents also like 30
kids aged 12-17 ask for things they see
their friends have, and 61% ask for clothing None of these 6
by brand name. Perhaps because iGens
have limited spending money, and limited
decision-making power, they prioritize Base: 1,500 internet users aged 10-17
brands they know they’ll like. Source: Lightspeed/Mintel
Parents may not wield the same influence with their parents than most kids, and say they’re interested in owning things
over their tweens/teens as friends do, this remains stable across all age they see on TV. Data suggests that Black
but three out of 10 iGens are looking for groups (Marketing to Kids and Tweens adults don’t want to be excluded from
products that they know their parents will – US, March 2018). Unlike previous information available to non-Black adults
approve of. Even further, this share remains generations, iGens may not find their and thus see advertisements as one way
stable across kids aged 10-17, indicating way to independence by rejecting the to stay in-the-know. Black adults are more
that even for older teens, a parental thumbs- values of their parents. likely than the general population to agree,
up can be valuable. “advertising helps me learn about the
TV influential for Black audience products companies have to offer” (see
Key analysis: One hallmark of the Black Consumers’ Content Consumption
iGeneration is the close relationship they TV appears to be an outsized influence and Sharing – US, January 2018).
have with their parents. 85% of kids aged for Black iGens, who are 14 percentage
6-17 say they have a closer relationship points more likely than the average to

FIGURE 40: TWEEN/TEEN IGEN PURCHASE CONSIDERATIONS – SELECT ITEMS, BY RACE, DECEMBER 2017
“I like to have things that… Please select all that apply.”
I like to have things that...

56 56
51 51 51 50
44 47 46 44 44 47 47 42 41 41
36
30 30
25
%
my friends have I can share with are from a brand I I've seen on TV are related to
friends know characters I like
All tween/teen iGens White Black Other race

Importance of affordability FIGURE 41: TWEEN/TEEN IGEN PURCHASE CONSIDERATIONS –

increases with age AFFORDABILITY ITEMS, BY AGE, DECEMBER 2017
As iGens gain more financial independence, “I like to have things that… Please select all that apply.”
they are more likely to seek out products
that they can afford to purchase themselves.
Being able to buy their own goods gives
tween/teen iGens some autonomy and
decision-making power. This is most likely
to be relevant in the entertainment category,
as this is where tween/teen iGens are the
most prone to make purchases on their own
(see Who Pays for What?).


MARKETING TO THE IGENERATION, US - MAY 2018 50
Adult iGen Purchase

Considerations
Erosion of trust can impact adult FIGURE 42: ADULT IGEN PURCHASE CONSIDERATIONS, DECEMBER 2017
iGen shoppers
“I specifically shop for products that are… Please select all that apply.”
While affordability is a top concern (78% of
adult iGens specifically shop for affordable I specifically shop for products that are…
products), brand trust is nearly as important.
In an environment in which data breaches
affordable 78
and privacy concerns have impacted many
large-scale organizations (Target, Equifax, brands I trust 73
Facebook), it is critical that brands build
trust with even their youngest consumers. brands I've used before 66
In fact, young adults may be the most
important consumers to establish trust with, recommended by friends 51
as gaining their loyalty early in life can help
establish their brand preferences in the unique 37
%
years ahead. To this point, two thirds of

recommended online 31
adult iGens say that they specifically shop
for brands they’ve used before, indicating environmentally friendly 29
that they are loyal to brands that they’ve
already had positive experiences with. Past organic 26
use even appears more influential than
peer recommendations (through friends or associated with a charity 13
online recommendations), which indicates
that pushing product trial is important for this
None of the above 2
group of consumers.
Even though organic products are sought Source: Lightspeed/Mintel
after by a smaller group of adult iGens
(when compared to the ubiquitous desire for Friend recommendations outweigh credence in friend recommendations.
affordability and efficacy), this claim does online recommendations Adult iGens are still in school, or recently
stand out more for young consumers in graduated, making them more firmly rooted
general – iGens and Millennials are far more Online recommendations are a key driver in their social circles. In light of this, brands
likely than older generations to say they of product consideration for both iGens and may be able to rely more heavily on digital
shop specifically for organic items. Millennials – 30% of under-45s specifically campaigns for the Millennial audience,
shop for products that are recommended but traditional word of mouth can be more
online, compared to 13% of those aged effective with adult iGens.
45. iGens are also especially likely to put

FIGURE 43: PURCHASE CONSIDERATIONS – SELECT ITEMS, BY ADULT IGENS AND MILLENNIALS, DECEMBER 2017
I specifically shop for products that are…

75 78 73 73
71 69
51
44
38 41
34 37
%
31 30
23
affordable brands I trust recommended by unique recommended

friends online
All adults Adult iGens Millennials

Affordability key for adult iGen inherently frugal. The Budget Shopper – US, of the UK is the Hold app. This app tracks
women November 2017 finds that women overall the smartphone usage of college students
are more likely than men to say they enjoy and gives them 10 points for every 20
Affordability is an important factor for nearly seeking the best price (63% versus 55%), minutes they stay off of their phone. The
all consumers across nearly all categories. which is a trend that seems to hold from one points can then be redeemed for goods and
This may be of particular importance for generation to the next. services (such as coffee or movie tickets)
adult iGens because they have relatively on the app’s marketplace. Playing into adult
low incomes. Women in this generation Brands are catering to value-oriented iGens’ desire for savings can meet their
are more prone to seek out affordable consumers by playing up the fun and social needs in a fun way that doesn’t feel like
products, but this might be because they aspects of deals (as discussed by the Mintel clipping coupons.
enjoy looking for deals not because they are Trend, Let’s Make a Deal). An example out
FIGURE 44: ADULT IGEN PURCHASE CONSIDERATIONS – AFFORDABILITY AND ONLINE RECOMMENDATION, BY
GENDER, DECEMBER 2017
I specifically shop for products that are…

85
78
72 73 72 74
66 63 69
51 48 54
%
35
31
27
affordable brands I trust brands I've used recommended by recommended

before friends online
All adult iGens 18-22 Male Female

Hispanic adult iGens are drawn to FIGURE 45: ADULT IGEN PURCHASE CONSIDERATIONS – ENVIRONMENTALLY
environmentally friendly products FRIENDLY AND ORGANIC ITEMS, BY HISPANIC ORIGIN, DECEMBER 2017
While Hispanic adult iGens are more likely “I specifically shop for products that are… Please select all that apply.”
to say they’re shopping for environmentally
friendly products, this may not always I specifically shop for products that are…
translate into purchase. For household
products, a market in which environmental
36
claims are prevalent, Hispanic shoppers
29
show interest in environmentally friendly 27 27
26
products, but may not pay for them if the
22
price tag is too high (see Hispanics and
%
Cleaning the House – US, April 2016).
However, this data does indicate that when
choosing between “environmentally friendly”
or “organic” claims, environmental claims
are more persuasive among this group.
environmentally friendly organic

All adult iGens 18-22 Hispanic Non-Hispanic


Keeping the Adult iGen Consumer

What do iGens take issue with? FIGURE 46: MOVE MOUNTAINS, APRIL 2018
Customer service
Marketers may be considering how privacy

concerns, product recalls, and scandals can
tarnish their brand, but they may want to
refocus their attention on customer service.
The most common reason adult iGens
(aged 18-22) say they won’t buy from a
company is if they’ve had a bad customer
service experience with the company in the
past.
Having exemplary retail staff can be one

area of investment, but brands may want to
concentrate on their digital touchpoints for
the iGen consumer. Is it easy to understand
a product’s fit, color, size, etc online? Are
products easy to return? Is shipping fast
and free? Online Shopping – US, June 2017 Source: The North Face YouTube Channel
finds that the iGeneration is the group most
likely to agree that they expect to find the and equality in a category (outdoor apparel) Facebook have all dealt with massive data
same types of services online that they do that doesn’t always recognize diversity breaches, showing that even companies
in-store (38% versus 30% on average). of gender, race, or class. Beyond its ad that should be best-equipped to handle
campaign, in April the brand announced a private data have made major missteps.
Discrimination partnership with Girl Scouts of the USA to
develop outdoor adventure badges. Politics
Another area of concern in the #MeToo
era is discrimination. Half of adult iGens Privacy Brands may wonder what they risk by taking
say they won’t buy from a company a stand on controversial issues. By taking a
with a culture of sexual harassment or Companies with data breaches and product side, brands can win over one segment of
discrimination, showing how critical it is recalls may have to work to reestablish their their audience while potentially alienating
for companies to address equality – not reputations, but these issues likely aren’t another. However, data shows that a
only in the work place but also in the way enough to keep iGen consumers away relatively small share of adult iGens will
they position and promote their products. altogether. This may simply be because as abandon a company with political affiliations
Companies that make a concerted effort to these issues become more commonplace, they don’t agree with, indicating that the
address these concerns (and promote their consumers lack the motivation to switch benefits may outweigh the costs for brands
efforts) may even be able to use it as a point brands or find viable alternatives to turn targeting young shoppers.
of differentiation. The North Face is one to. For example, in the last year alone,
example of a brand highlighting inclusion category leaders such as Equifax, Uber, and

FIGURE 47: REASONS ADULT IGENS AVOID COMPANIES, DECEMBER 2017
“I won’t buy from companies… Please select all that apply.”
I won't buy from companies…
I had a bad customer experience with 64
accused of sexual harassment 50
accused of discrimination 49
associated with corporate scandals 41

%
that had a data breach 35
with product recalls 34
with political affiliations I don't agree with 27
None of the above 9

Adult iGens care more than price among younger consumers. Adult but they also may be somewhat naïve to
Millennials about company missteps iGens seem more sensitive to these types the pervasiveness of inequity as well. Even
of issues than older generations – even further, adult iGens are still not making all
Brands that are perceived to have unethical the Millennial generation, who are often of their financial decisions (relying on their
business practices, including accusations thought to be highly ethical consumers. parents to foot the bill), making the financial
of discrimination, harassment, or corporate iGens may be more altruistic, setting higher impact of their avoidance rather limited.
scandals, may find they pay more of a standards for the companies they support,
FIGURE 48: REASONS ADULT IGENS AVOID COMPANIES – SELECT ITEMS, BY IGENS AND MILLENNIALS, DECEMBER 2017

49 50
41 40 39 41
37 36 35
32 30
26
%
accused of accused of sexual associated with that had a data

discrimination harassment corporate scandals breach
All adults iGeneration Millennials

Brand reputation matters more to brands targeting young women need to be Key analysis: Sexual harassment is
adult iGen women especially buttoned up when it comes to clearly no longer just a women’s issue,
corporate policies. Brands that are able to as 44% of men say they won’t buy from a
Brands may need to work harder to build win over adult iGen women may find that company accused of sexual harassment.
relationships with iGen women. Compared getting them involved in a loyalty program Brands are showing that they’re aware
to their male counterparts, women of this is a promising tactic – adult iGen women of the risks they face by aligning
generation are less forgiving when it comes are more likely than men to say they shop themselves with alleged perpetrators;
to bad customer service experiences, specifically for items that earn them loyalty companies from the Metropolitan Opera
or accusations of impropriety. With this, points (45% versus 36%). to ESPN have severed ties with men
accused of sexual harassment.
FIGURE 49: REASONS ADULT IGENS AVOID COMPANIES – SELECT ITEMS, BY GENDER, DECEMBER 2017
70
64
58 56 55
50 49
44 44
%
I had a bad customer accused of sexual accused of discrimination

experience with harassment
All adult iGens 18-22 Male Female


Areas of Interest and Expertise

Being a nerd is a point of pride for in part fueling the acceptance of “nerd Key analysis: When thinking about the
most adult iGens culture.” As notable nerd and actor Wil future, iGens are more focused on their
Wheaton said, “being a nerd is not about careers and education than getting
Nearly all iGens are passionate about what you love; it’s about how you love it.” married or having kids (see Marketing to
their hobbies and interests, regardless of While in decades past being a nerd was the iGeneration – US, May 2017). More
their age. Marketing to Kids and Tweens often depicted as wearing glasses and than half of tween/teens and three out of
– US, March 2018 shows that this deep loving math, the word “nerd” has broadened four young adults say they know what
engagement in hobbies/interests starts at to include people who are deeply engaged they want to do for their future career,
a young age – 93% of kids aged 6-9 agree in any subject matter. Even so, adult iGens which seems like a change of course
that they care a lot about their hobbies, and are much more comfortable flaunting what compared to the Millennial generation,
81% say their hobbies are just as important makes them unique and nerdy compared which at the same age appeared more
as their school work. to tweens/teens. 57% of adult iGens say focused on the personal (travel, time
they consider themselves nerds compared management) than the professional
The rise of the internet has helped to to 35% of tweens/teens. As younger iGens (getting a promotion, going back to
encourage tweens, teens, and young adults get older, they may continue to gain self- school – see Marketing to Millennials –
to immerse themselves in their passions, confidence and fly their nerd flags as well. US, February 2015).
FIGURE 50: IGENS’ ATTITUDES TOWARD INTERESTS, BY TWEEN/TEEN AND ADULT IGENS, DECEMBER 2018
% point
change from
adults to teens
I am passionate about my hobbies/interests 92 93 1
I know what I want to do for my future career 57 75 10

%
I consider myself a nerd 35 57 28


Sports are still important to iGens Key analysis: More than half of tween/ with marked declines in TV ratings for the
teen iGens say they are interested in NFL in the past two seasons (down about
Despite some declines in kids’ participation school sports, which is an important 7% from 2015 to 2016 and 9% from 2016
(particularly in traditional sports such as indicator of the health of the sports to 2017, as reported by Sports Illustrated),
baseball and football), sports are still market. Marketing to Sports Fans iGens still show interest in sports. Three in
important to the iGeneration. Three out of – US, September 2016 shows the 10 tween/teen iGens say they know a lot
10 tween/teen iGens say that they know a strong correlation between childhood about sports, and nearly half say they are
lot about sports (see Areas of Interest and participation in sports and being an avid fans of major professional sports (46%,
Expertise), and nearly half say they are sports fan as an adult. see Areas of Interest and Expertise).
fans of major professional sports. However, However, fandom for tweens/teens isn’t as
given that adult iGens are much more likely Music, movies, tech, and TV are a pronounced as it is among adult iGens or
to be fans of major professional sports (+13 few of iGens’ favorite things other generations (58% of adults are fans of
percentage points) as are Millennials (+15 professional sports on average).
percentage points) and Gen Xers (+12 Investigating tween/teens’ areas of expertise
percentage points), there may be some can help brands to determine the best Key analysis: Celebrities don’t seem to
concern about the declining relevance avenues for reaching them. Entertainment have the same cache with iGens as they
of professional football, basketball, and is a key opportunity area for this group, as did with previous generations. Perhaps
baseball. more than half agree they know a lot about social media has leveled the playing field
music, and four in 10 say they know a lot a bit, reducing the influence of traditional
In 2017 some sports fans were turned off about movies. Activities of Kids and Teens – celebrities while increasing the influence
by the political activism of professional US, March 2018 shows that following social of the average person. Marketing to
athletes such as Colin Kaepernick; however, media, listening to music is the most popular Kids and Tweens – US, March 2018 finds
a large majority of adult iGens support this online activity for kids aged 6-17. Given that kids aged 6-17 are more likely to
trend (72%). iGens are also the generation that YouTube is a dominant online platform consider YouTube stars role models than
most likely to believe that professional for tweens and teens, advertising across musicians, professional athletes, actors,
athletes are good role models for young music and entertainment channels can be a or even the president. With this, it is
people (76% versus 61% on average, see tactic for brands to increase their awareness understandable that only 18% of tween/
Marketing to Sports Fans – US September among iGens. teen iGens say they know a lot about
2016). This may alleviate fears brands may celebrities, while twice as many are
have about athlete endorsements. Although there has been some concern experts in social media.
about the health of live sports viewership,
FIGURE 51: IGENS’ ATTITUDES TOWARD SPORTS, BY TWEEN/TEEN AND ADULT IGENS, DECEMBER 2018
% point
change from
adults to teens
I am a fan of major professional sports (such as 13

46 59
NBA, NFL, MLB)
Professional sports are more important to my 3

40 43
parents than to me
%
I am interested in school sports 56 n/a -
Athletes should voice their political concerns n/a 72 -

FIGURE 52: TWEEN/TEEN IGEN AREAS OF EXPERTISE, DECEMBER 2017
“I know a lot about... Please select all that apply.”
I know a lot about…
music 53
movies 42
technology 39
television 38
sports 30
social media 29
%
fashion 23
current events 20
new products 19
celebrities 18
the environment 15
None of these 9

Older iGens have music knowledge, smartphone they have the world of free, As the market for daily or weekly news
TV and movies for younger iGens streaming music at their fingertips. Much briefs via email and podcast expands
like adults, teenagers spend a lot of their (eg The Daily from The New York Times,
Entertainment content doesn’t reach all time with headphones in and music on. or BuzzFeed News), there may be
tween/teen iGens evenly, and media plans Internet Radio – US, October 2016 finds opportunities for teen-centric offerings that
can be more effective if they reflect this that 65% of adults use at least one format are either branded or sponsored. WFSU’s
nuance. While older teens gravitate toward of streaming music, and this has likely only radio program 411 Teen provides a good
music and current events, tweens tend to grown since this research was conducted. example of what this type of content could
be more involved in movies and television. look like.
Older teens may know more than their Additionally, as older teens gain more
younger counterparts about music because exposure to news media, their expertise
as soon as they have access to their own (and interest) in current events increases.
FIGURE 53: TWEEN/TEEN IGEN AREAS OF EXPERTISE, BY AGE, DECEMBER 2017


Hispanic iGens savvy about media, Hispanic adults rank watching videos, TV, fashion/beauty/shopping space that provide
fashion, and new products or movies as one of their favorite at-home a better understanding of what teens are
activities (see Hispanic Lifestyles and watching, and where the opportunities are
Hispanic tween/teen iGens may be the Entertainment – US, January 2017). to connect with the iGen audience. The
trendsetters that marketers are looking for. most well-known is likely Bethany Mota, with
This group is more likely to say they know However, what may be more relevant is more than 10 million subscribers, Mota is
a lot about movies and television, which Hispanic tween/teen iGens’ above-average a household name among iGens and has
reflects Hispanic adults’ preferences in interest in fashion and new products. There videos that range from making holiday crafts
at-home entertainment; three out of four is an abundance of YouTube vloggers in the to makeup and style tips.
FIGURE 54: TWEEN/TEEN IGEN AREAS OF EXPERTISE – SELECT ITEMS, BY HISPANIC ORIGIN, DECEMBER 2017
I know a lot about…
49
42 44
41 39 39 39 38 38
30
25
%
23 22
19 18
movies technology television fashion new products

All tween/teen iGens Hispanic Non-Hispanic

Trust in the News

iGens are skeptical of what they see content should first consider how they teachers tell them about the world, and
online, even stories from friends can bolster their trustworthiness (perhaps 62% of kids aged 6-17 consider their
through fact checking tools like Politifact) teachers to be their top role models
Both tween/teen and adult iGens are before they consider how to improve reach. (Marketing to Kids – US, March 2018).
skeptical of news stories they see online – Brands looking to understand the
even if they are posted by friends. However, Key analysis: It is hard to overstate the iGen perspective may want to start by
news stories that come from a trusted news role that teachers play in shaping how familiarizing themselves with what iGens
source get a big boost of credibility. Brands tweens and teens see the world. Nearly are learning in school.
that create, sponsor, or partner with news 80% of tween/teens trust what their
FIGURE 55: IGENS’ ATTITUDES TOWARD NEWS AND TRUST, BY TWEEN/TEEN AND ADULT IGENS, DECEMBER 2018
I trust what my teachers tell me about the world 79

Tween/teen iGens
I trust what I hear on the news 52
I trust the news stories my friends post online 39

%
I only trust news sources I'm familiar with 81

Adult iGens
I share interesting news stories on social media 59
I trust the news stories my friends post online 39

Tween/Teen iGens’ News Sources

Social media reigns as primary FIGURE 56: TWEEN/TEEN IGENS AND CURRENT EVENTS, DECEMBER 2017
source for current event knowledge
“How do you learn about current events? Please select all that apply.”
Although tweens and younger teens still
show low levels of interest in current events,
more than a quarter of older teen iGens Social media* 59
(aged 15-17) say they know a lot about this
topic. However, much of their knowledge School/teachers 58
may come from social media sources.
TV news 51
Nearly six in 10 tween/teen iGens say that
they learn about current events through Radio 22
social media, about the same share who
learn about these topics in school. TV is News websites 20
also a go-to resource for more than half of
tween/teen iGens, but other formal news Online newspapers 14
%
sources, including radio, news websites, or

Print newspapers 10
newspapers, are much less influential.
Daily email newsletters* 7
Given their preferred sources for news
coverage, concerns about #fakenews may Comedy news shows 7
be warranted for younger generations. A
2016 study from Stanford University shows Podcasts 7
that students of various levels (middle
None of these 6
school, high school, and college) showed
an inability to evaluate credible information, Other 6
such as distinguishing news stories from
advertisements (Evaluating Information:
The Cornerstone of Civic Online Reasoning, Base: 1,500 internet users aged 10-17
2016). Brands that provide or promote * among internet users aged 13-17
content on social media would be well Source: Lightspeed/Mintel
served to provide some kind of validation
for the information’s credibility. A verification Boys more likely to turn to news- informed is a trait that men place a high
badge (ie a blue checkmark on a Facebook specific sources value on, starting at an early age. With this,
or Twitter profile) may be necessary, but far news organizations might want to consider
from sufficient. While tween/teen iGens of either sex how they can bridge this gap by catering to
are most likely to learn about current young women. One example of this effort
Key analysis: Teachers are a top events through social media or school, comes from The Daily Skimm, a news
resource for current events, and 79% of boys show more interest in news-specific subscription that specifically targets female
tween/teen iGens trust what they hear sources. Boys are more likely than girls Millennials.
from their teachers. Brands that are to report using news websites and online
supporting teachers are likely winning newspapers to stay informed. In general, Comedy news shows also seem to have
over students at the same time. men are more likely than women to see more appeal to boys compared to girls,
themselves as “well-informed” (51% versus although tweens/teens may be a little young
43%, according to a study of all generations for these programs still given the small
conducted for Marketing to Millennials – US, share that use them to learn about current
June 2016). It’s possible that being well- events (9%, 5%).

FIGURE 57: TWEEN/TEEN IGENS AND CURRENT EVENTS – SELECT ITEMS, BY GENDER, DECEMBER 2017
22
20
17 17
14
12
%
News websites Online newspapers

All tween/teen iGens Male Female
Hispanic tween/teen iGens favor TV from TV news coverage, reconfirming the type of news coverage, brands may see
news importance of television to this demographic the benefit of reaching out to them through
(see Areas of Interest and Expertise). TV news programming, or extensions of
Hispanic tween/teen iGens are 12 Comedy news shows are also on their this programming on other platforms (eg
percentage points more likely than the radar, but to a far lesser extent. As Hispanic YouTube).
average to learn about current events tween/teens are more plugged into this
FIGURE 58: TWEEN/TEEN IGENS AND CURRENT EVENTS – TV NEWS, BY HISPANIC ORIGIN, DECEMBER 2017


Adult iGens’ News Sources

iGens may read BuzzFeed, but they FIGURE 59: ADULT IGENS’ TRUST TOWARD NEWS SOURCES, DECEMBER 2017
trust The New York Times
“Rank your top three most trustworthy news sources.”
Overall, Americans tend to gain more
interest in news coverage as they age and
The New York Times (44%) 16 14 15
become more exposed to the ins and outs
of politics, the economy, and international CNN (36%) 18 10 8
affairs. As such, adult iGens aged 18-22 Fox News (28%) 13 10 5
likely have more experience with news
outlets than their tween/teen counterparts. USA Today (27%) 8 9 10
This group ranks The New York Times as The Washington Post (23%) 6 9 9
the most trustworthy news source, indicating
The Wall Street Journal (20%) 6 6 8
%
that content related to this newspaper will

get a stamp of approval by the largest share The Huffington Post (18%) 4 8 7
of the iGeneration. Despite the popularity of Buzzfeed (18%) 9 5 4
online-only sources such as The Huffington
Yahoo News (11%) 3 5 4
Post and BuzzFeed, these sources don’t
seem to have the credibility of more MSNBC (11%) 3 4 4
established brands and may be viewed NPR (10%) 5 3 2
more as entertainment than news.
(% any rank) 1 2 3
As iGens are shaping up to be a politically
active generation, even at the young Base: 600 internet users aged 18-22
end of the spectrum, they may become Source: Lightspeed/Mintel
very focused on news coverage across
platforms. News organizations that are NYT stands out among the crowd that they are paying for a subscription, or
able to cover issues that young adults care even reading the news coverage. It does,
about may have a head start in winning their On average, adults are similarly likely however, mean that in a media landscape
loyalty, and thus may provide more value to to put their trust in CNN, The New York cluttered with fake news and alternative
advertisers interested in connecting with this Times, and Fox News (33%, 31%, and 28% facts, iGens are likely to believe articles that
group. respectively rank these in their top three come from this traditional source. They may
most trustworthy news sources). However, also, relatedly, ascribe more trust to brands
Key analysis: The iGeneration is the adult iGens run counter to the norm, with associated with these reliable sources.
most multicultural generation in the 44% choosing The New York Times as one
US. With this, they have a more diverse of their top sources. This generation also Key analysis: 81% of iGens agree that
perspective on the world. Improving shows higher rates of trust in The Huffington they trust only news sources they’re
diversity in advertising is something Post and BuzzFeed compared to older familiar with (see Trust in the News). In
that is widely discussed, but this generations, likely because these online light of this, marketers looking to boost
concept also applies to news coverage. sources have a huge digital and social their credibility with iGens may find it
Organizations that make an effort presence. risky to partner with lesser-known media
to provide young adults with news sources.
coverage from different points of view Just because adult iGens trust The New
may resonate more with this group. York Times doesn’t necessarily indicate

FIGURE 60: ADULT IGENS’ TRUST TOWARD NEWS SOURCES – SELECT ITEMS, DECEMBER 2017
“Rank your top three most trustworthy news sources.” [Any rank]

Business-oriented news sources households is in their view of The Wall of The Wall Street Journal coverage. News
more trusted by higher earning Street Journal – iGens from households sources trying to boost their credibility
iGens earning $100K+ are 11 percentage points among all iGens may find it hard to do so if
more likely than those from households their most compelling coverage is behind a
Perceptions of news organizations’ earning <$50K to rank this newspaper as paywall. Providing a discount for students
trustworthiness varies with household one of their top three news sources. This is can help to improve access for iGens who
income. The greatest distinction between likely because high-earning households are have limited income now, but are on their
iGens in lower versus upper-income more focused on business news, a hallmark way to becoming high earners.
FIGURE 61: ADULT IGENS’ TRUST TOWARD NEWS SOURCES – SELECT ITEMS, BY HOUSEHOLD INCOME, DECEMBER
2017
“Rank your top three most trustworthy news sources.” [Any rank]
39 39
36 35
32 32
27 26 26
24 25
20 21 22 22
19
%
18
14 15 14
CNN USA Today The Wall Street Journal The Huffington Post
All adult iGens 18-22 <$50K $50K-74.9K $75K-99.9K $100K+

APPENDIX
Data Sources and Abbreviations

Data sources NCS Kids Study was conducted during November 2017 and based
on a sample of 2,323 aged 6-11, with results weighted to represent
• The Market: Bureau of Labor Statistics; Department of Health the US kid population.
and Human Services, National Center for Health Statistics;
Simmons Research; US Census Bureau Additional data from Simmons Research, NCS Teen Study is
included for 2007-2016 and NCS Kids Study 2007-2016.
• Key Players: AdWeek, Brandchannel, Business Insider,
Campaign US, CNBC, FastCompany, Los Angeles Times, While race and Hispanic origin are separate demographic
Marketing Dive, MediaPost, Medium, NPR, Pew Research characteristics, Mintel often compares them to each other. Please
Center, Sports Illustrated, The Guardian, The Huffington Post, note that the responses for race (White, Black, Asian, Native
The New York Times, Variety, WFSU, Wired American, or other race) will overlap those that also are Hispanic,
because Hispanics can be of any race.
Consumer survey data
Direct marketing creative
For the purposes of this Report, Mintel commissioned exclusive
consumer research through Lightspeed to explore the iGeneration’s All estimated mail volume data and consumer direct mail marketing
attitudes and behaviors. Mintel was responsible for the survey creatives are provided by Mintel Comperemedia.
design, data analysis, and reporting. Fieldwork was conducted in
December 2017 among a sample of 1,500 internet users aged 10- Mintel Comperemedia is a searchable competitive database
17 and 600 internet users aged 18-22. tracking direct mail, print, and online advertising in the US and
Canada, as well as email in the US. Comperemedia tracks
Mintel selects survey respondents by gender, age, household information across 12 sectors: Banking, Credit Card, Investments,
income, and region so that they are proportionally representative Insurance, Mortgage and Loan, Telecom, Travel and Leisure, Retail,
of the US adult population using the internet. Mintel also slightly Shopping, Technology, Tobacco, and Automotive.
oversamples, relative to the population, respondents that are
Hispanic or Black to ensure an adequate representation of these For more information, please contact Account Services
groups in the survey results and to allow for more precise parameter Management at 312.450.6353 or www.mintel.com.
estimates from the reported findings. Please note that Mintel
surveys are conducted online and in English only. Hispanics who Abbreviations and terms
are not online and/or do not speak English are not included in Mintel
survey results. Abbreviations
Starting in July 2017, Mintel’s consumer research has been The following is a list of abbreviations used in this Report.
conducted using a device agnostic platform for online surveys (ie
respondents can now take surveys from a smartphone in addition to APA Audio Publishers Association
a computer or tablet). This methodology change may result in data BLS Bureau of Labor Statistics
differences from previous years; any trending should be done with ASMR Autonomous sensory meridian response
caution. Lesbian, gay, bisexual, transgender, queer/
LGBTQIA
questioning, intersex, and allies
Mintel has also analyzed data from Simmons Research, using the NEET Not employed, in education, or training
Simmons NCS Teen Study and the Simmons NCS Kids Study. The Organisation for Economic Co-operation and
OECD
Development
The Simmons NCS Teen Study was conducted during November SXSW South by Southwest
2017 and based on a sample of 2,069 teenagers aged 12-17, with VR Virtual reality
results weighted to represent the US teen population. The Simmons

Terms In order to provide an inflation-adjusted price value for markets,

Mintel uses the CPI to deflate current prices. The CPI is defined as
Generations, if discussed within this Report, are defined as: follows:
Members of the WWII generation were born in The Consumer Price Index is a measure of the average
World War 1932 or before and are aged 86 or older in 2018. change over time in the prices paid by urban consumers for
II/Swing Members of the Swing generation were born a market basket of consumer goods and services.
generation between 1933 and 1945 and are aged 73-85 in
2018. The CPI and its components are typically used to adjust
The generation born between 1946 and 1964. In other economic series for price changes and to translate
Baby these series into inflation-free dollars. Examples of series
2018, Baby Boomers are between the ages of 54
Boomers adjusted by the CPI include retail sales, hourly and weekly
and 72.
The generation born between 1965 and 1976. In earnings, and components of the national income and
Generation X 2018, Gen Xers are between the ages of 42 and product accounts. In addition, and in Mintel Reports, the
53. CPI is used as a deflator of the value of the consumer’s
The generation born between 1977 and 1994. In dollar to find its purchasing power. The purchasing power
CPI
Millennials 2018, Millennials are between the ages of 24 and of the consumer’s dollar measures the change in the value
41. to the consumer of goods and services that a dollar will buy
at different dates.
The generation born between 1995 and 2007. In
iGeneration
2018, iGens are between the ages of 11 and 23.
The CPI is generally the best measure for adjusting
The newest generation began in 2008 as the payments to consumers when the intent is to allow
Emerging annual number of births declined sharply with consumers to purchase, at today’s prices, a market basket
generation the recession. In 2018 members of this as-yet of goods and services equivalent to one that they could
unnamed generation are younger than age 11. purchase in an earlier period. It is also the best measure to
use to translate retail sales into real or inflation-free dollars.
When split into two groups, Millennials are defined as:
Based on Bureau of Labor Statistics definition.
Millennials born between 1987 and 1994. In 2018,
Younger
Younger Millennials are between the ages of 24
Millennials
and 31.
Millennials born between 1977 and 1986. In 2018,
Older
Older Millennials are between the ages of 32 and
Millennials
41.

RESEARCH
METHODOLOGY
US RESEARCH METHODOLOGY 69
US Research Methodology
Mintel is an independent market analysis Primary Data Analysis
company that prides itself on supplying Female, 18-24 6.29 126
objective information on a whole range of For each report Mintel develops custom Female, 25-34 9.44 188
markets and marketing issues. primary research questions and uses Female, 35-44 9.13 183
specialty research firms for data collection. Female, 45-54 9.43 188
There are five main sources of research that Mintel uses best in class consumer research Female, 55-64 8.98 180
are used in the compilation of Mintel reports: strategies to ensure data are of the highest Female, 65-64 5.89 118
quality. Female, 75+ 3.10 62
• Consumer research
Sampling Total 100 2,000
• Social media research
Online surveys
Region % N
• Desk research
Mintel uses set quotas based on gender, Northeast 18.10 362
• Trade research age, household income, and region Midwest 21.10 422
to ensure that survey samples are South 37.39 748
• Statistical forecasting proportionally representative of the entire West 23.41 468
U.S. adult internet population.
Reports are written and managed by Total* 100 2,000
analysts with experience in the relevant Starting in July 2017, Mintel’s consumer
markets. research has been conducted using a Household income % N
device agnostic platform for online surveys
Less than $25,000 13.04 261
Mintel analyzes and interprets data from a (ie respondents can now take surveys from
$25,000 - $49,999 18.31 366
variety of sources. Sources are identified a smartphone in addition to a computer or
$50,000 - $74,999 17.18 344
below each Figure, table and graph. Data tablet). This methodology change may result
sourced as 'Mintel' are derived from multiple in data differences from previous years; any $75,000 - $99,999 14.29 286
sources, then interpreted and expanded trending should be done with caution. $100,000 and over 37.17 743
by Mintel analysts. When referenced as
'estimated' the information is either not Specific quotas for a sample of 2,000 adults Total 100 2,000
finalized in the original source or has been aged 18+ are shown below.
extrapolated by Mintel analysts. Ethnicity % N
Please note: these quotas are only Hispanic 15.49 310
Consumer research representative of a standard General Not Hispanic 84.51 1,690
Population survey sample of 2,000 internet
In-depth consumer research examines how users aged 18+. Sample size, targets, and Total 100 2,000
social, economic, cultural and psychological quotas may vary per report. Please see the
influences affect attitudes and purchasing Report Appendix for further details. Children in the
decisions. Mintel combines exclusive % N
household
Age groups by
primary research with syndicated data to % N Household with
gender
provide an accurate and unique analysis. children aged 5 and 12.41 248
For additional analysis of consumer survey Male, 18-24 6.43 129 under
data, or with questions about our research Male, 25-34 9.33 187 Household with
Male, 35-44 8.67 173 12.41 248
methodology, please contact Mintel at children aged 6-11
312.932.0400. Male, 45-54 8.57 171 Household with
12.41 248
Male, 55-64 7.66 153 children aged 12-17
Male, 65-74 4.63 93 Household with no
62.76 1,256
Male, 75+ 2.46 49 children

Total 100 2,000
© Mintel Group Ltd. All rights reserved.

To ensure an adequate representation of • Phase 2: Self-administered survey is their effect on the marketplace, and how
these groups in our survey results and to mailed to each qualified household and where to reach them.
allow for more realistic interpretation of member
our reported findings, African American • 2,500 Teens 12-17 and 2,600 Kids 6-11
respondents are over-sampled relative to • Upfront cash incentives/sweepstakes
the overall population. offer • Both samples gathered from within NCS
Race % N participating households
• All qualified household members aged
White 73.69 1,474
18 or over participate by completing their • Upfront incentive/sweepstakes offer
Black 15.00 300
own personal booklets
Asian 6.29 126
• All teens or kids in household participate
Other race 5.02 100
• Principal shopper completes one by completing their own personal

Household Survey booklets
Total 100 2,000
• Conducted and released quarterly - • Released twice a year—Spring and Fall

Lightspeed Winter, Spring, Summer and Fall data releases
Founded in 1996, Lightspeed's double • Ability to look at full-year and quarterly In some instances Mintel uses Experian’s
opt-in U.S. online consumer panel contains data Mosaic segmentation system to further
approximately 1.27 million U.S. consumers. analyze Simmons NHCS data. Mosaic is
Lightspeed recruits its panelists through The Simmons National Hispanic Study a household-based segmentation system,
many different sources including web (NHCS) is the only national, multi-media which classifies all U.S. households and
advertising, permission-based databases syndicated research instrument targeting neighborhoods into 71 unique Mosaic
and partner-recruited panels. Note: the Hispanic market, and is particularly segments and 19 groupings that share
Lightspeed GMI was re-branded as valuable in identifying media habits, product similar demographic and socioeconomic
Lightspeed in September 2016. and service usage and attitudes and characteristics. Descriptive content is
opinions among this segment. sourced from Simmons NCS/NHCS data.
Secondary Data Analysis
• 7,500 Hispanic adults 18+ As of the Fall 2015 Simmons National
In addition to exclusively commissioned Consumer Study, all of the Mosaic groups
surveys, Mintel gathers syndicated data • Two-phase data collection and types are listed below:
from the most respected consumer % of U.S.
research firms. This allows Mintel analysts • Phase 1: A telephone placement Households
to form objective and cohesive analyses of interview for a self-administered mail A - Power Elite 4.68
consumer attitudes and behavior. survey is conducted with any adult A01 - American Royalty 1.01
aged 18 or over in the household A02 - Platinum
Simmons National Consumer Studies .79
Prosperity
• Phase 2: Self-administered survey is A03 - Kids and
Mintel reports frequently draw on the mailed to each qualified household 0.69
Cabernet
Simmons National Consumer surveys member A04 - Picture Perfect
0.79
conducted by Simmons Research. The Families
Simmons National Consumer Study (NCS) • Survey offered in Spanish or English - A05 - Couples with
0.66
is a comprehensive survey of American respondent’s choice Clout
consumers aged 18 and older. It provides A06 - Jet Set Urbanites 0.73
single-source measurement of major media, • Incentive/sweepstakes offer B - Flourishing
5.07
products, services, and in-depth consumer Families
demographic and lifestyle/psychographic • Conducted and released quarterly - B07 - Generational
1.55
characteristics. Winter, Spring, Summer and Fall Soup
B08 - Babies and Bliss 1.21
• 25,000 Adults 18+ • Ability to look at full-year and quarterly B09 - Family Fun-Tastic 1.06
data B10 - Cosmopolitan
1.25
• Two-phase data collection Achievers
The samples for the Kids and Teens Studies C - Booming with
7.44
• Phase 1: A telephone placement are taken from the same households Confidence
interview for a self-administered mail participating in the adult study. The Kids and C11 - Aging of Aquarius 3.57
survey is conducted with any adult Teens Studies provide in-depth insight into C12 - Golf Carts and
0.36
aged 18 or over in the household these consumer segments to understand Gourmets

C13 - Silver L - Blue Sky Boomers 6.13 S68 - Small Town

2.03 1.01
Sophisticates L41 - Booming and Shallow Pockets
0.57
C14 - Boomers and Consuming S69 - Urban Survivors 1.43
1.48
Boomerangs L42 - Rooted Flower S70 - Tight Money 0.08
3.05
D - Suburban Style 5.21 Power S71 - Tough Times 0.78
D15 - Sports Utility L43 - Homemade
1.55 2.51
Families Happiness
Qualitative Research
D16 - Settled in M - Families in Motion 3.37
1.37
Suburbia M44 - Red, White, and
1.23 Revelation by FocusVision
D17 - Cul-de-sac Bluegrass
0.41
Diversity M45 - Diapers and
2.15 FocusVision provides Mintel with qualitative
D18 - Suburban Debit Cards
1.89 bulletin board software. This allows the
Attainment N - Pastoral Pride 3.72
E - Thriving Boomers 6.11 creation of Internet-based, 'virtual' venues
N46 - True Grit
1.36 where participants recruited from Mintel's
E19 - Full Pockets, Americans
0.98 online surveys gather and engage in
Empty Nests N47 - Countrified
0.58 interactive, text-based discussions led by
E20 - No Place Like Pragmatics
2.05 Mintel moderators.
Home N48 - Rural Southern
1.30
E21 - Unspoiled Bliss
3.09 Further Analysis
Splendor N49 - Touch of Tradition 0.48
F - Promising Families 3.63 O - Singles and
8.86 Mintel employs numerous quantitative
F22 - Fast Track Starters
2.45
Couples O50 - Full Steam data analysis techniques to enhance the
0.58
F23 - Families Matter Ahead value of our consumer research. The
1.19
Most O51 - Digital techniques used vary form one report to
3.24
G - Young, City Solo 3.03 Dependents another. Below describes some of the more
G24 - Status Seeking O52 - Urban Ambition 0.69 commonly used techniques.
1.54
Singles O53 - Colleges and
0.32
G25 - Urban Edge 1.49 Cafes Repertoire Analysis
H - Middle Class O54 - Striving Single
4.55 2.34
Melting Pot Scene This is used to create consumer groups
H26 - Progressive O55 - Family Troopers 1.69 based on reported behaviour or attitudes.
2.25
Potpourri P - Cultural Consumer responses of the same value
6.10
H27 - Birkenstocks and Connections (or list of values) across a list of survey
1.02
Beemers P56 - Mid-Scale Medley 1.12 items are tallied into a single variable.
H28 - Everyday P57 - Modest Metro The repertoire variable summarizes the
1.55 0.64
Moderates Means number of occurrences in which the value
H29 - Destination P58 - Heritage Heights 0.65
0.73 or values appear among a list of survey
Recreation P59 - Expanding
1.91 items. For example, a repertoire of brand
I - Family Union 6.02 Horizons purchasing might produce groups of those
I30 - Stockcars and P60 - Striving Forward 1.36
1.22 that purchase 1-2 brands, 3-4 brands and 5
State Parks P61 - Humble
0.41 or more brands. Each subgroup should be
I31 - Blue Collar Beginnings
1.40 large enough (ie N=75+) to analyze.
Comfort Q - Golden Year
I32 - Steadfast 8.62
2.44 Guardians
Conventionalists Cluster Analysis
Q62 - Reaping
I33 - Balance and 1.53
0.95 Rewards
Harmony This technique assigns a set of individual
Q63 - Footloose and
J - Autumn Years 6.19 0.63 people in to groups called clusters on the
Family Free
J34 - Aging in Place 3.00 Q64 - Town Elders 3.97 basis of one or more question responses,
J35 - Rural Escape 1.63 so that respondents within the same cluster
Q65 - Senior Discounts 2.49
J36 - Settled and are in some sense closer or more similar to
1.56 R - Aspirational
Sensible 2.75 one another than to respondents that were
Fusion
K - Significant Singles 4.87 R66 - Dare to Dream 1.34 grouped into a different cluster.
K37 - Wired for R67 - Hope for
0.68 1.41 Correspondence Analysis
Success Tomorrow
K38 - Gotham Blend 1.09 S - Economic
3.31 This is a statistical visualization method for
K39 - Metro Fusion 0.58 Challenges
K40 - Bohemian picturing the associations between rows
2.53 (image, attitudes) and columns (brands,
Groove

US RESEARCH METHODOLOGY
products, segments, etc) of a two-way will attract the largest number of unique report. Comments, where appropriate, are
contingency table. It allows us to display respondents. It is typically used when the incorporated into the report.
brand images (and/or consumer attitudes number of features or attributes must be
towards brands) related to each brand or should be limited, but the goal is still to Formal
covered in this survey in a joint space that reach the widest possible audience. By
is easy to understand. The significance of identifying the Total Unduplicated Reach, Internally, Mintel's analysts undertake
the relationship between a brand and its it is possible to maximize the number extensive trade interviews with selected
associated image is measured using the of people who find one or more of their key experts in the field for the majority of
Chi-square test. If two brands have similar preferred features or attributes in the reports. The purpose of these interviews
response patterns regarding their perceived product line. The resulting output from is to assess key issues in the market
images, they are assigned similar scores TURF is additive, with each additional place in order to ensure that any research
on underlying dimensions and will then feature increasing total reach. The chart undertaken takes these into account.
be displayed close to each other in the is read from left to right, with each arrow
perceptual map. indicating the incremental change in total In addition, using experienced external
reach when adding a new feature. The final researchers, trade research is undertaken
CHAID analysis bar represents the maximum reach of the for some reports. This takes the form of
total population when all shown features are full trade interview questionnaires and
CHAID (Chi-squared Automatic Interaction offered. direct quotes are included in the report and
Detection), a type of decision tree analysis, analysed by experts in the field. This gives
is used to highlight key target groups in a Social Media Research a valuable insight into a range of trade
sample by identifying which sub-groups views of topical issues. Direct quotations
are more likely to show a particular To complement our exclusive consumer are included in the reports, giving valuable
characteristic. This analysis subdivides the research, Mintel tracks and analyses social insight into a range of trade views on topical
sample into a series of subgroups that share media data for inclusion in Mintel reports. issues.
similar characteristics towards a specific Using Infegy’s Atlas software, Mintel 'listens
response variable and allows us to identify in' on online conversations across a range Desk Research
which combinations have the highest of social platforms including Facebook,
response rates for the target variable. It is Twitter, consumer forums and the wider Mintel has an internal team of market
commonly used to understand and visualize web. analysts who monitor: government
the relationship between a variable of statistics, consumer and trade association
interest such as “interest in trying a new Atlas provides rich consumer insight via statistics, manufacturer sponsored reports,
product” and other characteristics of the the analysis of commentary posted publicly annual company reports and accounts,
sample, such as demographic composition. on the internet. The system performs directories and press articles from
comprehensive and broad collection of around the world and online databases.
Key Driver Analysis data from millions of internet sources, The latter are extracted from hundreds
working to ensure a faithful and extensive of publications and websites, both U.S.
Key driver analysis can be a useful tool in sampling of feedback from the widest and overseas. All information is cross-
helping to prioritize focus between different range of individuals. The dataset contains referenced for immediate access. Data
factors which may impact key performance commentary posted in real time, as well as from other published sources are the
indicators (eg satisfaction, likelihood to a substantial archive dating back through latest available at the time of writing the
switch providers, likelihood to recommend 2007. report. This information is supplemented
a brand, etc). Using correlations analysis by an extensive library of Mintel's reports
or regression analysis provides an Trade research produced since 1972 globally and added
understanding of which factors or attributes to each year by the 500+ reports which are
of a market have the strongest association Informal produced annually.
or “link” with a positive performance on
key performance indicators (KPIs). Hence, Mintel conducts informal trade research In addition to in-house sources, researchers
factors or attributes are identified which are for all reports. This involves contacting also occasionally use outside libraries
relatively more critical in a market category key players in the trade not only to gain or data from Trade Associations. Other
compared to others and ensures that information concerning their own operations, information is also gathered from store and
often limited resources can be allocated to but also to obtain explanations and views exhibition visits across the U.S., as well
focusing on the main market drivers. of the strategic issues pertinent to the as using other databases within the Mintel
market being researched in order to address Group, such as the Global New Product
TURF Analysis current brand and marketing issues. To Database (GNPD), which monitors FMCG
ensure accuracy, Mintel sends draft copies sales promotions.
TURF (Total Unduplicated Reach & of reports to key industry representatives
Frequency) analysis identifies the mix for review, taking their feedback into
of features, attributes, or messages that consideration before publishing the

Intelligence gathered through desk research data from various private and public sources Qualitative insight
is used to guide research and enrich data including the Federal Reserve Board, the
findings. U.S. Commerce Department, the Census At Mintel we understand that historic data is
Bureau, the Council of Economic Advisers, limited in its capacity to act as the only force
Statistical Forecasting and the Congressional Budget Office. behind the future state of markets. Thus,
rich qualitative insights from industry experts
Statistical modelling The model searches for relationships regarding past and future events that may
between actual market sizes and a selection impact the market play a crucial role in our
For the majority of reports, Mintel produces of relevant and significant macroeconomic post statistical modeling evaluation process.
five-year forecasts based on an advanced and demographic factors (independent
statistical technique known as ‘multivariate variables) to identify those predictors having As a result, the Mintel forecast allows for
time series auto-regression’ using the the most influence on the market. additional factors or market conditions
statistical software package SPSS. outside of the capacity of the data analysis
Factors used in a forecast are stated in to impact the market forecast model; using
The model is based on historical market the relevant report section alongside an a rigorous statistical process complemented
size data taken from Mintel’s own market interpretation of their role in explaining the by in-depth market knowledge and
size database and supplemented by development in demand for the product or expertise.
published macroeconomic and demographic market in question.

The Mintel fan chart
Forecasts of future economic outcomes

are always subject to uncertainty. In order
to raise awareness amongst our clients
and to illustrate this uncertainty, Mintel has
introduced a new way of displaying market
size forecasts in the form of a fan-chart.
Next to historical market sizes and a current

year estimate, the fan chart illustrates the
probability of various outcomes for the
market value/volume over the next five
years.
At a 95% confidence interval, we are saying

that 95 out of 100 times the forecast will
fall within these outer limits, which we call Weather analogy • In general, we can say that based on
the best and worst case forecasts. These, the existing statistical model, one can
based on the statistically driven forecast, To illustrate uncertainty in forecasting in be 95% certain that the temperature
are the highest (best case) and lowest an everyday example, let us assume the on Saturday will be between 13°C and
(worst case) market sizes the market is following weather forecast was produced 17°C, and respectively 50% certain it will
expected to achieve. based on the meteorologists’ current be between about 14.5°C and 15.5°C.
knowledge of the previous weather condition Again, only in 5% of all cases this model
Over the next five years, the widening during the last few days, atmospheric might not be correct due to random errors
bands successively show the developments observations, incoming weather fronts etc. and the actual temperature on Saturday
that occur within 95%, 90%, 70% and 50% will fall out of these boundaries and thus
probability intervals. Statistical processes Now, how accurate is this forecast and how will be below 13°C or above 17°C.
predict the central forecast to fall within the certain can we be that the temperature on
darker shaded area which illustrates 50% Saturday will indeed be 15°C? (To learn more about uncertainty in weather
probability, i.e. a 5 in 10 chance. forecasts visit: http://research.metoffice.gov.
• To state that the temperature in central uk/research/nwp/ensemble/uncertainty.html)
In general, based on our current knowledge London on Saturday will rise to exactly
of given historic market size data as well 15°C is possible but one can’t be 100%
as projections for key macro- and socio- certain about that fact.
economic measures that were used to
create the forecast, we can assume that in • To say the temperature on Saturday will
95% of the time the actual market size will be between 13°C and 17°C is a broader
fall within the purple shaded fan. In 5% of all statement and much more probable.
cases this model might not be correct due
to random errors and the actual market size
will fall out of these boundaries.

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Marketing To The Igeneration - US - May 2018

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MARKETING TO THE

What you need to know ......................................................................................................................................................9

THE IGENERATION BY THE NUMBERS..........................................................................................................................................16

iGen Finances and Spending Power ..............................................................................................................22

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iGens are financially pragmatic.........................................................................................................................................22

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Alcohol consumption down among the youngest drinkers................................................................................................37

Who Pays for What?..........................................................................................................................................45

Tween/Teen iGen Purchase Considerations...................................................................................................48

Adult iGen Purchase Considerations..............................................................................................................50

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Keeping the Adult iGen Consumer..................................................................................................................53

Areas of Interest and Expertise........................................................................................................................56

Trust in the News...............................................................................................................................................60

Tween/Teen iGens’ News Sources...................................................................................................................61

Adult iGens’ News Sources..............................................................................................................................63

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What you need to know Definition

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Overview their purchases. Young iGens’ spending Young Adults

FIGURE 1: TYPICAL PRODUCT PURCHASERS, BY TWEEN/TEEN IGENS, DECEMBER 2017

“Who typically pays for each of these?”

Streaming music accounts 9 11 33 47

Streaming video accounts 6 7 60 27

Live event tickets 6 14 50 30

Cell phone bill 6 6 68 20

Base: 1,500 internet users aged 10-17

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FIGURE 2: TYPICAL PRODUCT PURCHASERS, BY ADULT IGENS, DECEMBER 2017

“Who typically pays for each of these?”

Streaming music accounts 60 12 7 22

Live event tickets 58 13 6 23

Streaming video accounts 49 17 23 11

Cell phone bill 45 19 34 2

Base: 600 internet users aged 18-22

Purchase Preferences FIGURE 3: TWEEN/TEEN IGEN PURCHASE CONSIDERATIONS, DECEMBER 2017

Peer influence plays a crucial role in I like to have things that…

of-mouth and online reviews) to convince

Base: 1,500 internet users aged 10-17

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Young Adults FIGURE 4: ADULT IGEN PURCHASE CONSIDERATIONS, DECEMBER 2017

I trust what my teachers tell

Base: 1,500 internet users aged 10-17

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I am passionate about my hobbies/interests 92 93 1

I know what I want to do for my future career 57 75 10

I consider myself a nerd 35 57 28

Tween/Teen iGens Adult iGens

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 PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT 

What You Need to Know

 PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT 

The iGeneration by the Numbers

Comprising 17% of the US population,

Note: While in 2018 iGens are aged 11- 23.9

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Compared to older generations, the

FIGURE 11: GENERATIONS, BY HISPANIC ORIGIN, 2018

Note: data may not equal totals due to rounding

 PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT 

As the majority of iGens are under the age