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Meet The Parents (Canada) Paul Acerbi VP YC September 2004. Meet The Parents January 2005. Synovate YC : What we do. Global youth agency focusing on the lives and aspirations of 12-30 year olds We provide youth brands with strategy, insight and ideas : Insight Qualitative research

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Meet the parents canada paul acerbi vp yc september 2004 l.jpg

Meet The Parents (Canada)Paul Acerbi VP YCSeptember 2004

Meet The Parents

January 2005


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Synovate YC : What we do

  • Global youth agency focusing on the lives and aspirations of 12-30 year olds

  • We provide youth brands with strategy, insight and ideas:

    • Insight

      • Qualitative research

      • Quantitative research

      • Client Immersions

      • Panels

      • Edge

        • Continuous study of the youth context

    • Creates

      • Concept Development

      • Re-positioning Development

      • Brand Consultancy


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Current Clients

Synovate YC : Current Clients

  • Coca Cola

  • Lever Faberge

  • Whitbread

  • Diageo GB

  • Princes Trust

  • Jim Beam Brands

  • Wrangler / Lee

  • Halfords

  • Hewlett Packard

  • Sony

  • XFM

  • Etam

  • Orange

  • MTV

  • Britvic

  • BBC Radio 1

  • BBC 3

  • BBC Interactive

  • Nestle

  • Coors

  • Absolut

  • Burton’s Biscuits

  • Unilever Bestfoods

  • Rockport

  • Allied Domecq

  • Cadbury

  • Masterfoods


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Synovate YC: Client views

"The complexities of researching the youth market are well documented. Synovate YC are one of the few specialists in this field that can draw a straight line through the issues. We are more than happy with their level of expertise and their insights have genuinely broadened our perspective".‘

Graham Saxton, SVP Strategy – MTV Europe

‘“YC are one of our most important partners in helping us understand the dynamics of our young adult market - what matters, what doesn't; what's the present, what's the future.  Critically for us, YC go far beyond the remit of a research agency, and act as a consultant and business partner in helping us anticipate our target consumers' motivations.”

John Hosking, Consumer Planning Director - Diageo GB


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Meet the ParentsIntroduction

  • Our research amongst youth throughout the world leads us to believe that parents have the biggest impact on young people’s lives

  • 63% of Canadian families have children in the home. (2001 Census)

  • Global societal trend of young people staying at home for longer than ever before:

    • 41% of 20-24 year olds are living at home!

      (Source: 2001 Census)

  • To understand why today’s youth behaves and responds as it does we need to understand the parents…

    Welcome to Meet the Parents Canada


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How Do We Know This Stuff?

  • What?

    • In-depth immersions with parents with children 12-30 living in the home

    • Synovate Omnibus interviews of 500 parents across Canada

    • TeenNation Omnibus interviews of 500 young people across NA

  • Who?

    • Married Couples

    • Single Parents

    • Step-parent & Biological Parent

    • Different ethnic groups

    • Experts in Canada, UK and US

  • Where?

    • Vancouver

    • Regina

    • Toronto

    • Montreal


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Agenda

  • Adult Identity Crisis

  • Factors influencing parenting style:

    • Parent’s childhood

    • Fear

  • Why leave home?

  • Parental spending blitz

  • What does this mean for brands?

  • Team exercise



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The Adult Identity Crisis

  • Parents often attribute their teen’s erratic behaviour, sloth like demeanour, and inability to take on any responsibility as an “identity crisis.”

    • However, the tables have turned and now it is the parent who is searching for an ID . . .

  • We live in a culture which is obsessed with the cult of youth

    • Media

    • Celebrity

    • Plastic surgery

  • Being adult has never been less culturally

    desirable

    • Responsibility

    • Settled ways

    • Boring…


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Adult Identity Crisis

  • Few meaningful ‘rights of passage’

  • Adults are not becoming parents until later in life by choice:

    • Medically possible

    • Status anxiety

    • Reluctant to lose youth lifestyle

    • Celebrity cues

Adults are trying hard to be young…. so what does this mean for being a parent?



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Factors influencing Parenting Style

  • Research identifies 4 dominant drivers of parenting style

Cultural and religious

background

Family

context

Parent’s

upbringing

Fear


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Factors influencing Parenting StyleParent’s Upbringing

THEN

  • Parents childhood = key driver of parenting style

  • The Parents childhood:

    • Responsibility

    • Perceived safe community

    • Strict parents

    • Limited school pressures

    • Limited technology

    • Play outside

    • Job security

    • Less consumption

    • Working father and at-home mother

Felt different to their parents

Felt their parents didn’t understand them


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Factors influencing Parenting StyleParent’s Upbringing

NOW

  • In response to parents have created a very different environment for their children:

    • They want their kids to like them

    • Obsessed with cult of youth

    • Lack of responsibility

    • Fear of violence and crime

    • Academic pressure

    • Technology-obsessed culture

    • Competitive job market

    • Student debt

    • Rife consumption

    • Both parents in the workforce

    • Working longer hours

Try to be accepted by their kids

Try to understand their kids


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Factors influencing Parenting StyleParent’s Upbringing

43% North American parents want to be their child’s best friend


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Factors influencing Parenting StyleParent’s Upbringing

  • Parents believe that “kids are getting smarter these days” because they know about:

    • Technology

    • Education

    • Internet

    • Media

  • Parents mistaking:

    • EXPERIENCE and WORLDLINESS

      for

    • INTELLIGENCE and KNOWLEDGE

      “Kids are becoming exposed to a far greater range of experiences that are distinct from their parents . . .

      The parents think, well I don’t understand this, so therefore they must be smarter than me.”

      Frank Feradi, Professor of Sociology,

      University of Canterbury

  • This contributes to the parent’s lack of confidence in themselves


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Factors influencing Parenting StyleParents Upbringing: Pushover Parents

  • A shift in power dynamic within household from adult to children

  • Many parents are longing to regain control over their household and their children's lives

    • Parental frustration

    • Parental disappointment



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Factors influencing Parenting StyleThe Fear Factor: The Outside World

  • All parents considered themselves worried about their children

    regardless of age

  • 37% would prefer their kids at home at ALL times


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Factors influencing Parenting StyleThe Fear Factor: Underachievement

  • Youth have a myriad of distractions, have little sense of future plans ….and are notoriously lazy!

  • Societal pressure for academic success

  • Parents afraid that if they lack focus they won’t achieve

  • If their children fail, they have failed as a parent


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Factors influencing Parenting StyleThe Fear Factor: Therapy Future

  • Middle class urban parents fear of damaging the child’s development

  • Reluctance to discipline children


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Factors influencing Parenting StyleThe Fear Factor

  • The fear factors result in:

    • Pity

      • Feel sorry for their kids having to grow up in such demanding and dangerous world

    • Life Guarding

      • Create an excessively safe, comfortable and entertaining environment at home

      • So their kids never want to leave….

  • Parents are not afraid of what their kids may do in the outside world, but what the outside world may do to their kids



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Why Leave Home?

  • 47% of North American teenagers intend to stay at home as long as they can

    Source: Synovate TeenNation

  • 56% of North American Parents don’t want their children to ever leave home!

    Source: Synovate TeleNation


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Why Leave Home?

29% of men between 25 and 29 live at home compared to 19% of women (2001 Census)

  • More younger people are staying at home for longer

  • Boomerang Generation = more are returning after they’ve left!

    • 73% of Parents will always welcome their children moving back home

  • In previous generations, kids couldn’t wait to move out on their own to escape….

  • But now?

  • They want to stay and parents don’t even want them to leave!


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Why Leave Home?

  • Kids are living at home for longer and longer because the parents want them to

    • Parent losing a best friend!

    • Parent losing the focus of their life!

    • Parent worried about being alone!

    • Parent worried about what might happen to them!

  • Hence many parents create an environment that is “impossible to leave”:

    • No rent

    • No bills

    • No rules

    • All cooking and washing done

    • Toys – necessities not luxuries

    • Space dedicated to fun

  • And they boomerang because real life is way too tough….

“I have always encouraged them to be at home, and that way I know what’s going on.”

(Single mother of four older boys)



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Why Leave HomeMeet the Dumb 20 Somethings!

  • A dynamic where parents:

    • Do everything for their child

    • Protect kids from life experiences

    • Encourage children to stay at home longer

  • Result: 20 somethings with little grasp of how to manage adult life, (especially males)

    • How to cook?

    • How to get a job?

    • How to pay bills?

“We get ever worsening applications for jobs. Spelling mistakes, cut n pasting,

wrong names. It’s like they don’t think. One who we turned down for just for these reasons

actually had their Dad call us to ask why!?”

HR Manager Synovate



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Spending Blitz: Spoiled Rotten

  • Families will spend a $15 billion this year on consumer products for their teens and young adults!

  • Attitudes and behavior related to child spending are influenced not by how much money people have

  • Its all about awareness of ‘spoiling’

    • Parents who refuse to spoil

    • Parents who spoil:

      • Haven’t thought it through

      • Parenting style


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Spending Blitz

Rich

  • Prince Makers

  • Parents have high income

  • Often from a poor background

  • Refuse to ask children to do anything, provide everything for them

  • Children want for nothing and know the value of nothing

  • Successful Drivers

  • Parents highly successful

  • Understand the importance of hard work and education

  • Insist on chores being done

  • Children highly focused on achieving

Unaware

Of spoiling

Aware

Of spoiling

  • Spoil Seekers

  • Parents small disposable income but spend heavily on children

  • Desire to ‘spoil’ their children

  • Spend to make themselves feel good

  • Spend to keep up with consumerist society

  • Shopping main hobby

  • Children want for nothing and know the value of nothing

  • Value Instillers

  • Parents have small disposable income and kids understand

  • Children expect little

  • Children often focused on achieving

Poor


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Spending BlitzNeed.States

8%

GUILT

  • Long working hours

  • Family breakdown

  • Arguments

  • Lack of connection

2%

TREND

FEAR

  • Child – fits in

  • Parent-peace of mind

  • Parents want to be young and cool

22%

  • Keep kids at home

  • Stay safe

  • Educational products

LOVE

EGO

  • Youth becoming less emotionally dependent

  • Parent finds comfort in being the PROVIDER

  • Reaction-based

  • Kids = fashion accessories

  • Kids=cool, parents are cool…

30%

30%


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Spending Blitz

  • 71% of parental child purchases are made without any child request (Source: Synovate TeleNation)

    • Best friend syndrome

    • Mom does everything…

  • Parents purchase based on what they know or think their child will like… Guess-ter Power

  • In research, we came across no structured allowances – money provided as and when required

    • Older children often have parent funded credit cards



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So, what do the kids think?Source: Synovate TeenNation

  • 65% of teens believe their parents “try hard to be a friend"

    • However, only 28% said they intend "to be a friend first" when they have kids

    • Almost half of all teens claimed they "will be strict with kids about what they can and can't do”

  • Only 10% of teens intend to buy their kids whatever they want

  • 40% of teens indicated they would raise their own kids differently



Paul acerbi synovate yc paul acerbi@synovate com www synovate com edge l.jpg

Paul AcerbiSynovate [email protected]/edge


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