Generation Z Infographic: Summer Fun and Back to School Shopping

Posted by Mary McIlrath on Mon, Jul 25, 2016 @ 01:53 PM

It’s summertime, and from preschoolers to teenagers, the youth of America are soaking up the sun and enjoying their vacations. Our YouthBeat team has put together an infographic to show you stats on:

  • Places they’ve visited,
  • What they’re doing,
  • And what’s on their playlists.

But pretty soon, as my father Bob McIlrath says, “it will be time to close down the swimming pool and open up the school house.” With that comes Back-to-School shopping! We’ve also included important numbers on what exactly back-to-school shopping looks like including who’s shopping, and at what stores they want to shop.

Click here to download our infographic!

 

Tags: Back to School, shopping, Gen Z, summer

Trending: Ongoing Kid, Tween and Teen Feedback Panels

Posted by Mary McIlrath on Wed, Jul 13, 2016 @ 03:09 PM

Target made headlines in the July 2016 issue of Bloomberg Businessweek for turning to youth advisors to help them reconfigure their clothing offerings for kids. By doing this, Target has reportedly touched base with over 1,000 children across a variety of different environments in an effort to help lead the overhaul of their children’s department. Without knowing the specifics, it sounds like they used an elegant mixed-method research approach that allowed them to influence children’s opinions in a myriad of ways.

Several of our clients at C+R have also undertaken similar youth-fueled insight programs of product and retail environment development in the last few years.  What’s different about these approaches is that they leverage a much smaller sample size, yet they yield rich and wide-ranging results. The designs of the recurring programs vary and may include:

  • In-person focus groups or panel discussions with the same children (and parents!)
  • Online qualitative discussions, each one on a different topic and populated from a pool of pre-recruited respondents (using our KidzEyes panel, which is fully COPPA-compliant and allows us to talk directly to youth respondents)
  • Mobile “missions” on a variety of foundational (a “Day in the Life” video collage) to tactical (e.g., shopping trip) topics
  • Immersive visits with client teams and youth participants for the purpose of empathy-building (e.g., a structured visit to the zoo complete with scavenger hunts and team T-shirts)

Our clients keep commissioning these recurring panels because of the many benefits they offer. Some of these benefits include:

  1. The kids get invested in the brands. They become part of the internal team. They get to know the moderators if it’s qualitative, and this personal connection makes them want to help the sponsoring company. They’re motivated to give good responses—not positively biased ones, but constructive criticism that helps make sound business decisions.
  2. The panels are more efficient with time. When an urgent need comes up, like a “disaster check” for a new package design, we don’t have to start the recruit from scratch. We have a list of kids in the right age targets and geographies who use the categories that we can tap into. This allows us to sometimes turn a project around start to finish within just a week.
  3. Ongoing panels are cost-effective. Initial set-up fees are higher than a standalone study because respondents who are willing to make a longer-term commitment are harder to find. But over the long term, re-contact fees are far less expensive than recruiting new respondents from scratch every time. Plus, there is a greater efficiency in protocols. For example, if several waves of products are tested over the course of the year, we reduce our analytic time and fees. An entire year’s worth of research can often be accomplished for what it would cost to conduct four to six independent studies.
  4. Most importantly, they’re good experiences for the kid respondents. They learn something about the way businesses make decisions, and the different types of decisions along the product cycle that have to be made. They also learn that adults care about what they have to say and will actually listen to them and implement their recommendations. That’s a powerful sense of control for a generation that is as influential as any in marketing research history.

Tags: kids, kids tweens teens market research, Teens, kids tweens teens, tweens, online research, panels

Pearls of Wisdom: Millennials vs. Gen Z Edition

Posted by Manda Pawelczyk on Wed, Jun 22, 2016 @ 10:30 AM

Pearls of Wisdom: Millennial vs. Gen Z Edition

Spring is graduation season – a time of caps, gowns, diplomas, and graduation speeches, where speakers pass down ‘wisdom’ to the graduates. Today’s high school graduates are members of Generation Z, so we wanted to dive deeper into the advice they are receiving on this major milestone, what that means for the overall attitudes and behaviors of this generation, and how that differs from the graduating classes that came before them. 

This is a generation that lived through the downturn of the economy. They have watched parents, older siblings, and other members of their community struggle. While Millennials grew up believing the world was their oyster, Gen Zers take a more practical approach – understanding that life won’t always be rosy and that it will take hard work and sacrifices to reach their goals. Through the years, we have seen a shift in the most popular high school commencement speeches – from a tone of hope and optimism to one of realism.   

Words of wisdom to Millennials:

Bill Clinton, Sidwell Friends School, 1997
“We celebrate your passage into the world in a hopeful time for our Nation and for people throughout the world. For the first time in history, more than half of all the world's people live free, under governments of their own choosing. The cold war has given way to the information age, with its revolutions in technology and communications and increasingly integrated economies and societies. Scientific advances and a growing global determination to preserve our environment give us hope that the challenges of the 21st century can be met in ways that will permit us to continue the advance of peace and freedom and prosperity throughout your entire lives.”

Doug Marlette, Durham Academy, 2005
“There is hope. And today is the beginning, Square One, for all of you…Ease up on yourselves. Have some compassion for yourself as well as for others. There’s no such thing as perfection, and life is not a race.”

Ray Sidney, Edwin O. Smith High School, 2007
“Know that with hard work you can achieve great goals, but also know that there’s more to life than just your career. If all you ever do is work, you will regret it.  You will look back on your life, and no matter how much you have accomplished, you will wish that you had lived differently. Play time and family time and sleep time are all necessary for you to recharge yourself, to keep yourself from burning out, to get perspective on what you’re doing and what your life means, and to get good ideas for the future.”

Jonathan Youshaei, Deerfield High School, 2009
“We also hold the power to turn our dreams into reality, which is another part of achieving 7/7ths. But at 18 years young, it’s hard to know what your dream is. Sure, some of us may know what we want to do in life, but even those people may find a new inspiration along the way. So for the many of us still trying to figure out what we want to do, just give it time, and you’ll find your dream or maybe it’ll find you. And when you find that dream, you gotta get after it, protect it, and dare to be idealistic. Just like with failure, though, society has turned us against that word — idealism. But make no mistake about it; we desperately need more idealistic thinkers in the world today.”

Said to those on the cusp of the two generations:

David McCullough Jr., Wellesley High School, 2012
“You are not special.  You are not exceptional.  Contrary to what your u9 soccer trophy suggests…you’re nothing special.  You see, if everyone is special, then no one is.  If everyone gets a trophy, trophies become meaningless…we Americans, to our detriment, come to love accolades more than genuine achievement.  We have come to see them as the point — and we’re happy to compromise standards, or ignore reality, if we suspect that’s the quickest way, or only way, to have something to put on the mantelpiece, something to pose with, crow about, something with which to leverage ourselves into a better spot on the social totem pole.  No longer is it how you play the game, no longer is it even whether you win or lose, or learn or grow, or enjoy yourself doing it…Now it’s “So what does this get me?”  As a consequence, we cheapen worthy endeavors, and building a Guatemalan medical clinic becomes more about the application to Bowdoin than the well-being of Guatemalans.” 

And the graduation messages given to Generation Z:

Michelle Obama, Santa Fe Indian School, 2016
“Now, I know that perhaps I’m asking a lot of all of you. And I know that sometimes all those obligations might feel like a heavy burden. I also know that many of you have already faced and overcome challenges in your lives that most young people can’t even begin to imagine—challenges that have tested your courage, your confidence, your faith, and your trust.

But, graduates, those struggles should never be a source of shame—never—and they are certainly not a sign of weakness. Just the opposite. Those struggles are the source of your greatest strengths. Because by facing adversity head on and getting through it, you have gained wisdom and maturity beyond your years.”

Larssa Martinez, McKinney Boyd High School, 2016
“Let me be frank.  I am not going to stand up here and give you the traditional Hallmark version of a valedictorian speech.  Instead I would like to offer you a different kind of speech. One that discusses expectations versus reality…When people see me standing up here, they see a girl who is Yale bound, and who seems to have her life figured out.  But that is far from the whole truth.  So at this time, if I may, I would like to convey my fair share of realities.”

The messages given during graduation ceremonies are just one of the ways we have seen a shift in the way that Millennials and Generation Z think and act. If you would like to find out more about how Generation Z and Millennials differ, Mary McIlrath will be presenting a retrospective look at both generations at the Marketing to Generation Z Conference in New York on July 20, 2016. You can click here to register attend the conference! If you plan to attend, let us know so we can give you our sponsor discount code!

Tags: Education, youth research, school, millennials, Gen Z, generation research, high school, graduation

How “Z” Are You?

Posted by Mary McIlrath on Fri, May 20, 2016 @ 09:01 AM

Here at YouthBeat, we’ve been surveying youth for more than a decade.  We had Millennials in our data set when they were teens, and we have Generation Z now.  This gives us the unique ability to compare the attitudes and behaviors of these two generations, based on their actual responses to our survey questions.

We’ve recently undertaken a large-scale analysis of more than 20,000 responses to our holistic lifestyle study from 2009-2015, and we’ll be reporting out the findings at the Marketing to Generation Z Conference in New York in July 2016 (click here for a link to the conference website).  Let us know if you plan to attend—as conference sponsors, we can give you a discount code to use.

This was a fascinating exercise for us—we entered into it with several hypotheses (“stereotypes” is such a negative word), and the results were very surprising! Themes that we expected, but didn’t necessarily see validated, include:

  1. Millennials Lite: Being so close in age to Millennials, Gen Z (which some call Centennials) should largely share the attitudes and behaviors of those who passed through a few years ahead of them.
  2. Bleak Financial Outlook: Both generations lived through the housing and stock market crashes of 2007, so both should have similar behaviors when it comes to saving and spending.
  3. Social Creatures: Gen Z, living in a connected age, should be more active on social media than their Millennial counterparts.
  4. Multicultural Melding: The youngest Gen Zers come from no single majority ethnic background (some call them Plurals for this reason). All ethnic groups, then, should think and act in similar ways.
  5. Principled + Charitable: Growing up in the age of TOMS, Gen Zers should be more likely than Millennials were to put their money into brands that engage in cause-related marketing.
  6. Media Multitaskers: With so many functions available on mobile devices, Gen Zers should be more likely than Millennials to be engaged in multiple activities at a time.

In each of these areas, we identify marketing campaigns that fit squarely with the preferences and ideals of Generation Z…and some that miss the mark.

And here’s the best part…we crafted a fun quiz so you can find out whether your mindset is more aligned with the Millennial or the Gen Z generation. 

  Click Here to Take the Quiz!

 

Tags: kids tweens teens market research, kids tweens teens, millennials, Gen Z, generation research

Honoring National Reading Month

Posted by Manda Pawelczyk on Thu, Mar 31, 2016 @ 04:06 PM

reading_month_image.jpg

Here at YouthBeat®, we value the importance of reading, and like those famous words from Dr. Seuss in Oh, The Places You’ll Go!, we believe reading is the gateway to a better future. But as March comes and goes, reading really takes center stage as we help celebrate National Reading Month.  Even as we step into 2016, too many children across this country are struggling with literacy. In fact, according to the National Center for Education Statistics, 65% of fourth graders scored below proficiency on the 2013 National Assessment of Education Progress reading test, indicating that they are not reading at grade level. Among eighth graders, only 36% are reading at or above grade level.

The question is, what can be done to help our youth build the literacy skills they need to live a successful and prosperous life?  There are a variety of organizations, both local and national, that are trying to address this question. 

  • Readaloud.org has started a 10 year campaign encouraging parents to spend 15 minutes every day reading to their children.
  • A study conducted by John Hutton of the Cincinnati Children’s Hospital Medical Center, reveals that preschoolers whose parents read to them regularly show more activity in key areas of their brains.
  • Another study by Dominic Massaro, from the University of California, shows that reading to children helps expand their vocabulary and grammatical understanding more than simply talking to them. He found that picture books are two to three times more likely to include a word outside the 5,000 most commonly used English words than a parent to child conversation. According to Massaro, “Reading picture books to babies and toddlers is important because the earlier children acquire language, the more likely they are to master it.  You are stretching them in vocabulary and grammar at an early age.  You are preparing them to be expert language users, and indirectly you are going to facilitate their learning to read.”

Unfortunately, not all children and families, especially those from low-income households, have access to books and reading material. That is why the White House has announced a new program called Open eBooks.  It is an app that gives children living in low-income households access to eBooks valued at more than $250 million. Students, educators and administrators from more than 66,000 Title 1 schools will have access to the app and its content.  The program is also paired with an initiative to get every child a library card, giving them maximum access to books – both on paper and digitally.

But there are also many smaller and local organizations that are doing their part to make a difference. 

  • Over the past school year, I have had the chance to volunteer with Y Reads!, an after school reading program that is in partnership with the YMCA and the Department of Education. The program is grant-funded by the DOE and focuses on helping Title 1 schools that have high rates of students reading below grade level.
  • Each year, the lowest core readers in first to third grade are invited to participate in the program. The program is led by one site-coordinator who accesses students’ reading levels and builds an appropriate lesson plan for each student. The rest of the program relies solely on volunteers to mentor the children through their lessons.  Each session focuses on the student practicing their phonics, sight words, spelling, reading and comprehension. 

As a volunteer, it has been an incredible experience getting to see some of today’s youth grow and expand and have a better chance at a brighter future. I cheer for them as they figure out that difficult word, and smile when they light up because they got an answer right. Because really when it comes down to it, they want a chance at chasing their dreams and want to know that they are worthy of an education.  Now the question is, how can your organization lend a hand, not just during National Reading month but all year long?

Tags: kids, reading, kids tweens teens, market research, books, literacy

Kid Snacking Trends for 2016

Posted by Mary McIlrath on Wed, Jan 20, 2016 @ 02:29 PM
kids_and_snacking.jpg

One of the questions we at YouthBeat® routinely get asked is, “What trends are impacting kids’ snacking?”  Over the last few years, we’ve seen a few things going on that food producers need to know to be relevant with the snacking habits of Gen Z youth.  Three things we’ve observed that are key for 2016:

1. Parents avoiding “big food”

From avoiding products with GMOs (56% of kids’ parents avoid) to joining the organic (42% of parents seek) and local food movements, younger Millennial parents, in particular, are turning away from some of the bigger brands they grew up with in favor of what we’re calling a “small food” movement towards more versatile brands (think anything from Trader Joe’s, or a brand like Annie’s or Clif Bar Kid).  Though kids have a great deal of influence over what they eat, parents still make the purchase decisions for the pantry, and in most categories there are multiple brand options from which to select.

What’s the benefit to kids of this trend for kids?  Emotionally, this trend benefits parents (who want to make good choices for their kids) more than children.  Kids are still rather hedonistic in what they eat (only 48% say they try to eat healthy).  That said, there are benefits to making choices their parents agree with, and saving their “asks” for things they care about more (like the newest video game system).  And smaller food brands can be more nimble than some “big food” brands, churning out new flavors and forms more frequently, which ups the probability of kids finding something new that they like.

2. Bolder and ethnic flavors entering the mix

With the ubiquity of Internet time, youth now have the ability to go on social media (e.g., Pinterest or YouTube) to encounter not just people of other cultures, but recipes and hacks for creating those flavors themselves.  If they watch MasterChef Junior, they see young people like themselves empowered to think outside the lunchbox and create new flavors of their own.  More spice-forward flavors like jalapeno cheddar (17% of kids like) and wasabi (7% like) are entering the youth lexicon—and even if they don’t love the flavors, they will try them.  Some even catch on virally, such as the hot flavors of Takis (for an entertaining view search YouTube for a Takis vs. hot Cheetos challenge).

What’s the benefit to kids of this trend for kids?  By the age of about 8 or 9, most kids develop a bit of edge to their senses of humor and adventure.  Eating, or watching someone else eat something that could be good or could be hideous is thrilling.  If they made it in the kitchen themselves, they feel a powerful sense of control over their environment—and, of course, are more likely to “like” it.  And if they can tolerate, or even like, something spicy, they have earned a badge of honor among their peers

3. Flavor mash-ups coming on scene

From Taco Bell’s Cap’n Crunch flavored dessert “Delights” to cookie flavored Oreo drinks at Dunkin’ Donuts, kids embrace combinations of their favorite flavors into new meta-flavors.  Despite not having a kids’ menu, Taco Bell routinely appears in our Top 5 list of kids’ favorite restaurants (unaided).  Their Starburst-flavored slushies might have something to do with that too.

What’s the benefit to kids of this trend for kids?  This one is simple and twofold, the pleasure of the senses being most important.  If one flavor they love is great, two must be better, right?  Plus, if they’re ordering at an “adult” restaurant or coffee shop, they get to feel like they have grown-up palates.

 

Source: YouthBeat® 2015 Wave 1, Kids

Tags: food, kids, flavors, kids tweens teens, trends, snacking, Gen Z

Kids, Tweens, and Teens at the Holidays 2015: Toy and Gift Wish List Results

Posted by Mary McIlrath on Mon, Dec 07, 2015 @ 10:32 AM

Coolest wish list toys!  Holiday wish list alert!  Tech toys kids want! Headlines are hollering this year, whipping parents and gift-givers into a frenzy with the goal of pleasing children during the holiday gift-giving season.  The National Retail Federation predicts that overall holiday spending will top $630 billion this year, up nearly 4% over last year.  This makes sense in households with children, given:

  • Lower gas prices according to AA, thus higher household disposable income

  • The multitude of digital and high-tech-meets tactile toys (think Skylanders, Disney Infinity, or Star Wars/Sphero BB-8 robot) available this year, at higher price points than traditional toys

The holiday gift guides for childern have two consistent themes: 1. Go with anything Star Wars, and/or 2) buy something high-tech (virtual reality, cameras, or tablets).  The browsing and list-making process itself has become tech-saturated.  The Toys ‘R Us catalog includes codes that unlock virtual games and 3D augmented reality views of the products. Kids can create wish lists using Amazon or Target’s Wish List app

All of this sounds very exciting.  Is it, however, what kids are asking for, or what we as adults are projecting onto their desires?  Our 2015 Holiday Wish List survey is in, showing that kids’ desires might be simpler than we think.  Click here to download the Holiday Wish List infographic.

Sure, kids are asking for Star Wars—as long as they’re Lego sets.  Robots and talking dolls?  Not so much.  That’s not to say that they won’t love the more sophisticated toys that they receive this year.  The key to pleasing the recipient is to fit with their favorite play patterns, be it role playing with dolls or action figures, building, or game play. Most of all, they’d really like to pick out their own presents, so consider a gift card.  This commercial for IKEA underscores kids’ desires for simple pleasures at the holidays (spoiler alert: Grab a tissue). 

We also asked kids about their charitable giving over the holiday season.  Most are participating in some way, primarily by donating toys/gifts, food, or clothing.  Just for fun, we asked them whether they’d rather give all of their holiday gifts this year to charity, or forego their electronics and media for a month.  Kids in 1st-4th grades overwhelmingly want to keep the gifts and give up the media, as do the better part of tweens in 5th-8th grades. Teens disagree; the majority would gladly give up the holiday haul in order to hang on to their sources of connectedness, information, and entertainment.

So make those lists and check them twice. But do it knowing that youth pleasures are simple and eternal, even as the toys we build and buy for them grow more complex.

Happy Holidays from YouthBeat!

Tags: youth research, toys, target, wish list, kids tweens teens market research, star wars, holiday, trends, infographic

Participation Trophies According to Kids, Tweens, and Parents

Posted by Mary McIlrath on Thu, Nov 12, 2015 @ 12:02 PM

cartoon kid trophyThis year, we at YouthBeat have been talking about a new kind of parenting style we call “Om” Parenting.  The “Om” is a guttural exhale, a release of stress and negative energy.  As a parenting style, it’s characterized by common sense, reality checks, and raising children with healthy senses of responsibility and dignity.  Some of the ways “Om” parents encourage independence and resilience are through letting their children fail and solve their own problems, and through letting their children go without luxuries or extras in order to appreciate what they do have.

An “Om” parent might act similarly to James Harrison from the Pittsburgh Steelers, who this summer famously declined sports participation trophies for his sons.  His gesture encouraged his children to work hard to earn an emblem of success, rather than receive a shiny object merely for showing up to a game. 

But how do youth feel about their participation trophies?  This was one of the questions our friends at Highlights explored in their 2015 State of the Kid research report.  In the spirit of full disclosure, C+R conducted the fieldwork for the research this year and in 2014.  Though the majority of 6-8 year-olds and 9-10 year-olds say they want the trophy just for playing, some of them acknowledge that when a statue is a sure thing, everyone might not bring their A game.  The bulk of oldest kids 11-12 prefer to only receive a trophy when winning, as a more meaningful token of success.

All told, participation trophies are probably here to stay in the near term, at least for younger athletes.  Proponents say they foster a love of the game and a healthy sense of “doing one’s best,” rather than a thirst to outdo others.  Each family must decide for themselves what works best.

This year’s State of the Kid Report also explores youth attitudes around parental discipline and indulgence.  Highlights’ 2015 report is available for download, along with prior editions of the report.

Tags: kids, parents, Trophies, Youth, tweens

Towards Teen Girls’ Self-Acceptance of Appearance

Posted by Mary McIlrath on Fri, Oct 09, 2015 @ 02:20 PM

The way teen girls feel about their appearance can change on a dime.  A kind word, a cruel one, even how many “likes” their latest selfie receives, can impact the way they feel in the moment.  At YouthBeat, we track the way youth are feeling about their looks every year. 

Over the past few years, teen girls’ feelings about their looks have fluctuated, and in the first half of 2015 they’re not feeling as great as they could. Top 2 box agreement that “I am happy with the way I look” is down from a high of 55% in 2013 to just 47% this year.  Compare that to 61% of teen boys who are currently happy with their appearance, and the percentage seems even starker. 

Plus-size models NYFashionWeekIn this climate of acceptance of others—even as last month’s New York Fashion Week was inclusive of various sizes, shapes, combinations of features, and gender identities—our teen girls aren’t feeling as good about their looks as the adults who love them might hope. 

One marketer, Dove, has launched a new “Change One Thing” campaign that aims to move teen girls’ self-esteem needle in the right direction.  The spot features a series of teen girls, each speaking a wish for a different physical feature, followed by another teen girl with that desired feature, speaking her own wish.  The point is that, well, the grass is always greener the other side…in the looks department (reminding teen viewers that someone desperately wishes they could look like YOU).  The campaign is part of Dove’s overarching Campaign for Real Beauty, and consistent with its spots targeting adults, features layperson consumers, rather than professional models.  The new campaign also coincides with a Dove + Pinterest partnership in which 80 self-esteem boosting pins are available for teens. 

BitmojiAnother approach is to take real-life images out of the mix altogether.  Bitstrips, the online comic creation tool, allows teens (and adults) to create virtual avatars, usually with enough identifying features to look roughly like the creator.  The projection into cartoon style makes features less detailed, glossing over the one little thing that one might nitpick, and focusing on all of the things the creator loves about himself or herself.  Here, the author’s Bitmoji (a similar cartoon avatar, suitable for using in messages) delivers a positive self-affirmation. 

How can your brand help?  Closely examine every facet of your messaging to teens, especially girls.  What kind of standards of beauty are you promoting?  What kind of self-talk are you encouraging?  The village needs to pay more attention to these teen girls, who are still children.  Be a positive voice for them.

Tags: girls, Appearance, kids tweens teens market research, Dove, Teens, fashion, gender

Kid and Teen Trends: Back-to-School Edition

Posted by Mary McIlrath on Tue, Sep 01, 2015 @ 11:40 PM

Welcome Back, Bulldogs, Tigers, and Warriors (Oh My)!

Across the country, some schools are already in session, while others still have a week left to prepare.  Social media is brimming with “1st day of school” photos, and high school seniors’ throwback photos to the first day of Kindergarten.

Meanwhile, here at YouthBeat, we’ve been investigating lifestyle and attitude trends over time.  Click here to download our hot-off-the-presses Back-to-School infographics for 2015-2016.  We’ve looked at seniors, entering their final year of high school, and 1st graders, just beginning their journey through primary education.YouthBeat Back to School

The short story?  The kids are all right!  There have been some downright heavy events in the culture and news over the last few years that hit close to home for youth of all ages (a tumultuous economy, public violence, bullying, and concerns over sports safety, to name a few).  These types of events can lead to angst, isolation, and depression.  But what we’re seeing instead are youth who are clinging more tightly to their families.  They’re into healthy habits.  They are bullish on the future.

For more information on YouthBeat and the data available through our subscriptions, please contact Mary McIlrath at marym@crresearch.com.

Tags: kids, Teens, Back to School, trends