Millennials rethinks the concept Family.

2. SILENT
GENERATION
BABY
BOOMERS
GEN X GEN Y GEN Z
1933 - 1945 1946 - 1964 1965 - 1979 1980 - 1994 1995 - 2010 2011 - …
GEN ALPHA

3. DNA GEN Y
uniek
authentiek
DIY->DIT
slash
horizontale
structuren
(digitale)
netwerker
technology
savvy
creatief
transparant
betekenis
ervaring
efficiënt
flex
work life
balance
co-creatie
delen
young
ME
goed
opgeleid

4. GEN Y
2005

5. GEN Y
1980 - 1994
2016

6. 2015 / 2016

7. 2015 / 2016

8. 2015 / 2016

10. amélie rombauts
amélie rombauts
@AmelieRombauts
amelie@trendwolves.com
+32 495 512 996
filip lemaitre
@fFilipLemaitre
filip@trendwolves.com
+32 473 839 877
filip lemaitre
www.trendwolves.com

11. GEN YHoe zijn gen Y ouders?
(digitale)
netwerker
uniek
authentiek
DIY
slash
horizontale
structuren
technology
savvy
creatief
transparant
betekenis
ervaring
efficiënt
flex
work life
balance
co-creatie
delen
goed
opgeleid
young
ME

12. HOE MILLENNIALS
HET GEZIN HERTEKENEN

16. framily
de; v.; meervoud: framilies;
samenvoeging van het Engelse friends en family;
een netwerk van vrienden, bloed- en aanverwanten als
vervanger van familie;
trend binnen het gen Y-gezin.

17. /FRIEND
/PARTNER
/PARENT
/ME
/ME
/PARTNER
/PARENT
/FRIEND
/ PARENT

23. 2020 ->1 kind/gezin

24. 2005 -> 2014
25% meer singles
14% meer koppels
zonder kinderen in EU
1/3 gezinnen = 1 pers.
(steden -> 1/2)
Eurostat

27. characteristics

28. Gen Young Parents tend to live by softer educational values than previous generations. They’re
more open-minded, optimistic, encouraging and show more empathy.
Degree, career choice and salary are of no importance. Gen Young Parents want their children to
find happiness in the first place and do a job they’re passionate about instead of one that looks
good on paper.

41. FOMU

44. FU FOMU

51. They don’t relate to in-your-face-marketing and clichés of perfect traditional families.
Gen Young Parents feel a genuine aversion towards everything fake.
They don’t want to be addressed as a parent either, because they’re much more than just a mom
or dad.
Be aware that Gen Y Parents don’t like to be told what to do or that your product will make them
better at their parenting job. What they really look for is a partner that helps them with a tailor-
made solution to their problems.

60. Nowadays, the approach of brands is rather more subtle but
the desired effects are almost the same.

61. amélie rombauts
amélie rombauts
@AmelieRombauts
amelie@trendwolves.com
+32 495 512 996
filip lemaitre
@fFilipLemaitre
filip@trendwolves.com
+32 473 839 877
filip lemaitre
www.trendwolves.com