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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
Synovate YC : Current Clients
"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
(Source: 2001 Census)
Welcome to Meet the Parents Canada
Adults are trying hard to be young…. so what does this mean for being a parent?
Cultural and religious
Felt different to their parents
Felt their parents didn’t understand them
Try to be accepted by their kids
Try to understand their kids
43% North American parents want to be their child’s best friend
“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
regardless of age
Source: Synovate TeenNation
Source: Synovate TeleNation
29% of men between 25 and 29 live at home compared to 19% of women (2001 Census)
“I have always encouraged them to be at home, and that way I know what’s going on.”
(Single mother of four older boys)
“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