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Marketing to the iGeneration - US - May 2018

Aged 11-23 in 2018, the iGeneration is the generational group that follows Millennials. Also referred to as Gen Z, to Millennials’ Gen Y, the iGeneration is starting to take Millennials’ place in the desirable 18-34 demographic, and marketers are investing in building relationships with this group. In some senses, iGens mirror Millennials, taking their time growing up and forging close relationships with their parents. But iGens are also a bit more skeptical of the world around them, as much of what they experience comes through the filtered lens of social media. As iGens mature, they are using their digital prowess not only to learn about the world but also change the things about it they may not like.

This report examines the following issues:

  • Spending Power
  • Purchase Preferences
  • News Sources
  • Self-Perceptions

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Spending Power
            • Tweens/Teens
              • Figure 1: Typical product purchasers, by tween/teen iGens, December 2017
            • Young Adults
              • Figure 2: Typical product purchasers, by adult iGens, December 2017
            • Purchase Preferences
              • Tweens/Teens
                • Figure 3: Tween/teen iGen purchase considerations, December 2017
              • Young Adults
                • Figure 4: Adult iGen purchase considerations, December 2017
              • News Sources
                • Tweens/Teens
                  • Figure 5: Tween/teen iGens and current events, December 2017
                • Young Adults
                  • Figure 6: Adult iGens’ trust toward news sources, December 2017
                • Self-Perceptions
                  • Figure 7: iGens’ attitudes toward interests, by tween/teen and adult iGens, December 2017
                • What it means
                • The iGeneration by the Numbers – What You Need to Know

                  • iGens are a small, but influential group
                    • Racial diversity is a starting point
                      • iGens are likely still living at home
                        • A straight-laced group
                          • Limited financial independence
                          • The iGeneration by the Numbers

                            • Who are the “iGens?”
                              • Figure 8: Births in the US (millions), Mintel generational cut-offs, 1930-2016
                            • iGeneration shifts into key spending years
                              • Figure 9: US population by generation, 2013-23
                            • Young Americans are most diverse
                              • Figure 10: Generations, by race, 2018
                              • Figure 11: Generations, by Hispanic origin, 2018
                            • Two-parent households most common living arrangement
                              • Figure 12: Living arrangements of children under age 18, 2017
                            • Teen birth rate continues to drop
                              • Figure 13: Birth rates per 1,000 females aged 15-19, by race and Hispanic origin, 2017
                            • Unhealthy activities are avoided
                              • Figure 14: Behaviors consumers avoid, by generation, April 2017
                          • iGen Finances and Spending Power

                              • iGens are financially pragmatic
                                • Figure 15: iGens’ attitudes toward money and risk, by tween/teen iGens and adult iGens, December 2017
                              • Education provides iGens with greater financial opportunities
                                • Figure 16: Median usual weekly and annual earnings of full-time wage and salary workers, by age, 2017
                              • The (student loan debt) struggle is real
                                • Figure 17: Unsecured debt ownership, by generation, August 2017
                              • Tween iGens are least likely to have an allowance
                                • Figure 18: Allowance, by age, Fall 2007, 2012, 2017
                              • The going rate for allowances
                                • Figure 19: Allowance amount, by age, Fall 2007-17
                              • Fewer teens spend their summer working
                              • iGen Influences

                                • What’s on the minds of iGens right now?
                                  • Activism
                                    • Who’s doing this well?
                                      • Figure 20: How Ashley Judd Stood Up to Harvey Weinstein | Teen Vogue, October 2017
                                    • Gender fluidity
                                      • Who’s doing this well?
                                        • Figure 21: Save $2 on our New So Lashy! Mascara, email, November 2016
                                        • Figure 22: Fenty Beauty by Rihanna, September 2017
                                      • Body positivity
                                        • Who’s doing this well?
                                          • Figure 23: NEW Girl's Clothing Line | Obsess by Laurie Hernandez | JCPenney, February 2018
                                          • Figure 24: Aerie, emails, February-March 2018
                                          • Figure 25: Always #LikeAGirl – Keep Going, video, August, 2017
                                          • Figure 26: Cybersmile and Chessie King Body Positivity Campaign, April 2018
                                        • Authenticity
                                          • Who’s doing this well?
                                            • Figure 27: Pickup and Go!, February 2018
                                            • Figure 28: Get Ready With Me: feat. Paloma + Glossier, June 2017
                                          • Entrepreneurialism
                                            • Who’s doing this well?
                                              • Figure 29: The Yellowberry Company, March 2014
                                              • Figure 30: Sneak Peek at Target’s Art Class’ first collaboration, January 2017
                                          • Key Trends – What You Need to Know

                                            • Music mainlined
                                              • Vice behaviors less appealing
                                                • Social media influencers are important – but for how long?
                                                  • Adult options don’t always translate
                                                    • Long view versus short-term wins
                                                    • What’s Working?

                                                      • Music festival-influenced fashion
                                                        • Figure 31: Too Faced Life's a Festival – Magic Crystal Mystical Effects Lip Topper
                                                      • iGens’ international palate
                                                        • Apple Music takes over where MTV left off
                                                          • Goodbye “Millennial pink,” hello “Gen Z yellow”
                                                            • Reaching the LGBTQ audience
                                                            • What to Watch

                                                              • Big social media may be losing its luster with iGens
                                                                • Smoking is out, vaping is in
                                                                  • Alcohol consumption down among the youngest drinkers
                                                                    • Figure 32: Share of adults who do not drink, by age, April 2017
                                                                  • Keeping it real with the news
                                                                    • What works for moms, doesn’t necessarily work for daughters
                                                                    • What’s Next?

                                                                      • Netflix wants to gamify the streaming process
                                                                        • Driving impulse purchases for online shoppers
                                                                          • YouTube competes as an audiobook resource
                                                                            • iGens want to discover small brands
                                                                            • The Consumer – What You Need to Know

                                                                              • iGens are good with money, but don’t have any
                                                                                • iGens want to fit in, and stand out
                                                                                  • iGens want what’s new, from familiar brands
                                                                                    • iGens are against discrimination, but really against bad customer service
                                                                                      • iGens aren’t experts in the news, but they do read social feeds
                                                                                        • iGens enjoy sports, but may also consider themselves “nerds”
                                                                                          • iGens trust the news, unless it comes from their friends
                                                                                          • Positioning Products for iGens

                                                                                            • Deal seeking starts early
                                                                                              • Figure 33: Positioning products for iGens, tween/teen and adult iGens, December 2017
                                                                                            • iGens are the new trendsetters
                                                                                              • Figure 34: Positioning products for iGens – select items, by generation, December 2017
                                                                                            • Good deals matter, but sales appeal more to iGens than Millennials
                                                                                              • Figure 35: Desirable product qualities – deal and sale items, by generation, December 2017
                                                                                          • Who Pays for What?

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

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

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

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

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

                                                                                                    • iGens are skeptical of what they see online, even stories from friends
                                                                                                      • Figure 55: iGens’ attitudes toward news and trust, by tween/teen and adult iGens, December 2017
                                                                                                  • Tween/Teen iGens’ News Sources

                                                                                                    • Social media reigns as primary source for current event knowledge
                                                                                                      • Figure 56: Tween/teen iGens and current events, December 2017
                                                                                                    • Boys more likely to turn to news-specific sources
                                                                                                      • Figure 57: Tween/teen iGens and current events – select items, by gender, December 2017
                                                                                                    • Hispanic tween/teen iGens favor TV news
                                                                                                      • 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 trust The New York Times
                                                                                                      • Figure 59: Adult iGens’ trust toward news sources, December 2017
                                                                                                    • NYT stands out among the crowd
                                                                                                      • Figure 60: Adult iGens’ trust toward news sources – select items, December 2017
                                                                                                    • Business-oriented news sources more trusted by higher earning iGens
                                                                                                      • Figure 61: Adult iGens’ trust toward news sources – select items, by household income, December 2017
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Consumer survey data
                                                                                                        • Direct marketing creative
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations
                                                                                                              • Terms

                                                                                                              Marketing to the iGeneration - US - May 2018

                                                                                                              US $4,395.00 (Excl.Tax)