The Snappy Generation

In a series of 4 articles we'll shed a light on the 4 key DNA aspects of what is called NextGen – a combination of Millennials or Gen Y (currently the young adult generation of 21-36 year olds) and their successors Generation Z (aged 6-20 today). To get to this NextGen DNA, InSites Consulting interviewed 10,000 people from 4 different generations: Gen Z, Gen Y, Generation X (aged 37 to 52, the parents of Gen Z) and the Baby Boomers (aged 53 to 70, the parents of Millennials) in 8 different countries across Europe but also in the US and in Australia. The interviews allowed us to identify significant and relevant differences between these generations and to find out more about this next generation of consumers: Gen Y and Gen Z.

In this first article, we will focus on the first DNA aspect: ‘I am snappy’. Snappy means, like Snapchat, quite direct, efficient and also witty, quite intelligent about using all quick types of media.

Let’s start with a rhetorical question: who do you think is messaging the most with their friends, while they are watching TV content? Gen Z or Gen Y?

The result in our study show that it’s actually Gen Z, the youngest ones. Gen Z is number one when it comes to messaging with friends while watching TV. The Millennials are using social media, surfing the internet, playing games or even answering e-mails, as they tend to fuse their private lives with their professional ones. Gen Z however is doing less of the latter as they are not professionally active yet.

Discover more insights on this snappy generation in the full article on the How Cool Brands Stay Hot blog: https://www.howcoolbrandsstayhot.com/2017/02/03/the-snappy-generation/. And stay tuned cause next up is what we discovered on the second DNA aspect: "Dreaming of a better world".