Generation Y is altering the face of business today and will
continue to do so well into the future. From a societal viewpoint, Kidfluence
shows you the impact of changing family norms in Canada, evolving parental
attitudes and early exposure to new opportunities. From an economic
perspective, Kidfluence helps you understand the role of kids in business,
shares expert views from across Canada and the U.S. and offers quantitative
information on the spending and thinking power of today's kids.
Generation Y will be rocking our universe for the next century - even
more so than the baby boomers before them. Are you ready for them
Canada?
Table of Contents :
Chapter 1:
Looking Back: 20th Century Parents and Kids
A short journey through history
illustrates that kids' roles are a product of the social climate. The
influential role kids play in today's family decision-making is a trend that
has evolved over the past forty years.
The Way We Were
The Age of
Change: The 20th Century
The Boomers' New Outlook
The Boomers Have Kids
- or Not!
Boomers With Babies
The New Status of Children
In Search
of Eternal Youth
Chapter 2: Today's Families: Variations on a Theme
Blended, multigenerational, single-parent, dual-income. Changing family
structures during the last half of the century figure prominently in the
increasing of kids' level of influence.
Dual-Income Families
Single-Parent Families
Blended Families
Multi-generational Living
The Impact of Change
Chapter 3: Modern-Day Experiences of Kids
Kids are moving through childhood faster than ever before. This
adultification of youth is caused by numerous factors and has a great impact on
the concept of kids as consumers.
An Explosion of Technology and
Information
KAGOY (Kids Are Getting Older Younger)
Sports and Structure
Hitting Puberty Earlier
The Influences of Multiculturalism
Have
Kids, Will Travel
Chapter 4: The Wired World: Its Impact on Kids
Two of the most significant vehicles influencing change have come our way
thanks to technological progress - television and personal computers. These
wired wonders have played an integral role in elevating and empowering kids.
TV Times
Always On, Always Available
The Influence of TV
Advertising
Computer Culture
Chapter 5: Influence in Action
Technology changes how kids think about the world and how they react to it.
But it's more than that. Parenting, pop culture, consumerism and technology
have all contributed to altering kids' expectations of the world around them.
Kids' Pop Culture
Prosperity
The Acceleration of "More"
Chapter 6: Why Kids Mean Business
Kids today have spending power.
Not only do they spend their own money, they influence adults' spending. Their
money comes from a variety of sources and how they spend it is influenced by
age, sex and geographic location.
So What does It All Add Up To?
If Not
Trees, Where Does the Money Come From?
Kids and Their Money
Beyond
Allowance and Jobs
What Does $115 Billion Buy?
Older Kids Have More
Cash
Chapter 7: More Than Toys: An Overview of Kids' Economic Impact
The kid market is comprised of three components: the $115 billion North
American market of kids with their own discretionary income, the $600 billion
market they influence and the market they will become in the future.
Chapter 8: Kids Buying Kid Stuff
There are over 88 million kids in
North America and they are spending money everyday. This new reality is
transforming businesses from redefining traditional industries to the creation
of completely new opportunities.
Kids Love Fashion
Toys and
Collectibles
The Movies
Kidfluence Creates New Businesses
Kids'
Home Fashion
Making Kids a Business
Reaching Kids in School
Chapter 9: Kids Influencing Family Purchases
Kids' influence in the
consumer world is expanding beyond purchases made solely for them. How they
"nag" and how their parents respond to that plays an important role in family
purchases including big-ticket items.
The Nag - Giving In Means Big
Business
"Nag Factor"
Two Types of Nagging
Pushovers or Meanies?
Upping the Influence: From Penny Candy to Cars
Influence Has Changed
the Travel Business
"Kidtailing" to Generation Y
Chapter 10: Kids
as Future Purchasers
Around the age of 8 years, kids start recognizing
brands more and making independent purchases. The brands they hold dear when
they are young could be the brands they prefer as adults, making lifetime value
and customer loyalty critical concepts.
Creating Cross-Generation Appeal
The Branding Age
Tweens and Brands
Stay Young Forever
Chapter 11: The Adults of Tomorrow
Fast forward to 2015 when the
bulk of Generation Y will be 25 years old. This generation has grown into
adults with different characteristics than previous generations. They were
raised in a prosperous and digital world. What effect will this have on their
future?
Living On-Line
Future Work: What Will it be to Generation Y
The Future of Work - Getting Kids Ready
Blending Work and Life
Global Inclusiveness
More Still
The Instant World
Generation Y
Families
Chapter 12: Coming Full Circle
For the last several
decades, boomers have been driving the change in our world. Now their reign is
coming to an end. In the 21st century, it’s the kids who are forging the
way. They are what we must become.
Tomorrow's World
What's Enough
Case Studies
Bibliography
Index
Written by Anne Sutherland and
Beth Thompson. Published by McGraw Hill Ryerson Ltd, 2001. |
