OK Zoomers

1. CO-FOUNDER & FUTURE CONSUMER EXPERT
JOERI VAN DEN BERGH
WWW.WEAREHUMAN8.COM

2. 1946 - 1964 1965 - 1979 1980 - 1996 1997 - 2010 2011 - 2025
A.K.A. ZOOMERS
A.K.A. MILLENNIALS
BABY
BOOMERS
GENERATION X
GENERATION Y
GENERATION
ALPHA
GENERATION Z
44 - 58 y 27 - 43 y 13 - 26 y 00 - 12 y
59 - 77 y
NEXTGEN

4. 45%
38%
26%
15%
GEN Z
GEN Y
GEN X
BABYBOOMERS
% feeling (highly) stressed
STRESSED OUT GEN Z NL

5. ECO-ANXIETY
<<

6. 0% 10% 20% 30% 40% 50% 60%
My studies/job
Financial worries
Comparing myself to others
Pandemic
Too many responsibilities
Gen Z Gen Y Gen X Babyboomers
TOP 5 SOURCES OF STRESS NL
% of those feeling (highly) stressed indicating the following reasons

8. A CONFIDENCE CRISIS
42% OF GEN Z
& 34% OF GEN Y
ARE OFTEN LACKING
CONFIDENCE
vs 21% 44+
NL

9. 1 OUT OF 2 NEXTGEN
WANT TO PAY MORE FOR
BRANDS SUPPORTING
THEIR LIFE GOALS
(vs 31% 44+)
NL

11. Branded Content:
coach NextGen & help to deal with
daily life struggles

13. 122 BPM vs 91 in 2017

14. READY TO
ROAR

16. 45% OF NEXTGEN
WANT TO PAY MORE FOR
BRANDS THAT HAVE
A SENSE OF HUMOUR
& PLAYFULNESS
(vs 26% 44+)

17. MEME ME UP,
SCOTTY

19. 42% OF NEXTGEN
“BRANDS SHOULD ALLOW ME TO
CREATE
PRODUCTS & COMMS THAT
REFLECT MY IDENTITY”
(vs 24% 44+)

22. 51% OF NEXTGEN
TRUST PEOPLE MORE
THAN BRANDS
(vs 33% 44+)

24. MAKE CONTENT
NOT ADS

25. Branded Content: offer escapism: humour, memes,
Humanize brands through platforms for UG creativity

30. NEXTGEN ARE CLICKING
FOR CHANGE

32. 0% 5% 10% 15% 20% 25% 30%
Voiced my opionion on social issues in
social media
Followed social media accounts on social
justice
Participated in an (online) protest
Organized a fundraising (on- or offline)
Gen Z Gen Y Gen X Babyboomers
CLICK-TIVISM OF A VOCAL GENERATION NL
IN THE LAST 6 MONTHS I HAVE…

34. 35% OF NEXTGEN
WANT TO PAY MORE FOR
FEMALE-OWNED BRANDS
(vs 20% 44+)
27% FOR BLACK-
OWNED BRANDS
(vs 10% 44+)
NL

35. BOO BOO
TABOO

36. 45% OF NEXTGEN AGREE
THERE ARE
TOO MANY GENDER
STEREOTYPES
(vs 27% 44+)
&
45% GENDER IDENTITY CAN
CHANGE OVER TIME
(vs 35% 44+)

38. AVATAR
EQUALITY

39. % agree per generation
IN A VIRTUAL WORLD EVERYONE IS EQUAL NL
41%
34%
22%
13%
GEN Z
GEN Y
GEN X
BABYBOOMERS

43. Branded content: reflect NextGen values and
create social impact with brand’s Share Of Voice

47. DUPE !

50. HUSTLE
HARD

51. I HAVE A SIDE JOB T0 EARN EXTRA MONEY NL
% agree per generation
64%
40%
14%
5%
GEN Z
GEN Y
GEN X
BABYBOOMERS

53. THE HUNGER FOR
ENTERPRENEURSHIP

54. I WOULD LIKE TO START MY
OWN BUSINESS
NL
% agree per generation
50%
38%
18%
7%
GEN Z
GEN Y
GEN X
BABYBOOMERS

56. THE PASSION
ECONOMY

59. $1400

62. NL
% OF GEN Z WHO HAVE INVESTED IN THESE IN THE PAST YEAR
MORE IMPORTANT INVESTMENTS FOR NEXTGEN
23% 12% 14% 13%
CRYPTO
LUXURY
FASHION/STREETWEAR ART NFTs
GEN Z
19% 6% 8% 5%
GEN Y
33% of NEXTGEN would like to get paid/get an allowance in crypto vs 9% 44+

64. Branded content: instead of “Top Of Mind”, go for
“Top Of Heart” – COL, jobs, entrepreneurship, money
Web3: NFTs, AI, crypto..

67. NOVELTY
ADDICTS
55% OF NEXTGEN
LOVE TO TRY OUT NOVELTIES
(vs 42% 44+)

69. A METAVERSE
MINDSET

70. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Online gaming
Chatting while gaming
Watched other people game on platforms like
Twitch
Watched e-sports
Created an avatar in a game
Paid for digital goodies for avatar
Gen Z Gen Y Gen X Baby boomers
VIRTUAL ACTIVITIES IN THE LAST 6 MONTHS
% DOING THE FOLLOWING ACTIVITIES IN THE PAST 6 MONTHS
NL

73. Brands: from lifestyle to personal style
becoming a creative outlet for Gen Z
and engaging with on-trend novelties

74. AT NIGHT…
ALL CATS ARE GREY

75. Inclusivity
is important
Exclusive
brands/products
Less into exclusive
brands/products
Inclusivity is
less important
ZOOMERS TRIBES
IN THE
NETHERLANDS
UNWOKE
NERDS
18%
WELL OFF
SHOW-OFFS
33%
STRESSED-OUT
GRETAS
12%
HAPPY
HIPSTERS
22%
FRUGAL ECO-
FATALISTS
15%
70%
49%

76. 30% OF
NEXTGEN
WANT TO PAY
MORE FOR BRANDS
COLLABORATING
WITH INFLUENCERS
(vs 8% 44+)

78. 33%
WELL OFF
SHOW-OFFS
Exclusive
brands/products
Inclusivity is
less important
Sustainability
is important
CELEBRITIES & INFLUENCERS
COMMENTING ON NEWS
(BUT NOT ON INCLUSION)
STATUS = VERY IMPORTANT
FUNDRAISING & “ECO” AS A LABEL

80. TRENDINESS !!!
INFLUENCERS &
HUMOUR IS VERY
IMPORTANT
Exclusive
brands/products
Inclusivity
important
Sustainability is a
bit less important
HAPPY
HIPSTERS
22%

83. AVOID SUSTAINABILITY TOPIC !
NOT INTO INFLUENCERS/CELEBS
SMART = SAVING MONEY
STRESS ABOUT LOOKS
BE THE COACH
Moderately exclusive
brands/products
Inclusivity moderately
important
Sustainability is
not at all important
FRUGAL ECO-
FATALISTS
15%

85. 12%
Not into exclusive
brands/products
Inclusivity is
a top priority
Sustainability
is a top priority
ALLERGIC TO INFLUENCERS
& TO “GLOBAL”/ “TRENDY”
PURPOSE & PEOPLE FOCUS
COMMUNITY, SUSTAINABILITY
FINANCIAL SECURITY
STRESSED-OUT
GRETAS

87. 18%
ALLERGIC TO INCLUSION AND
TO SUSTAINABILITY
Not into exclusive
brands/products
Inclusivity is
NOT important
Sustainability is
not so important
UNWOKE
NERDS

89. 18%
ALLERGIC TO INCLUSION AND
TO SUSTAINABILITY
NOT INTO TRENDY / EXCLUSIVE
NOSTALGIC CONTENT
MONEY & STATUS SYMBOLS
INFLUENCERS (GAMES)
Not into exclusive
brands/products
Inclusivity is
NOT important
Sustainability is
not so important
UNWOKE
NERDS

93. ZOOMERS TRIBES
IN THE
NETHERLANDS
Sustainability
is important
Sustainability
is less important
WELL OFF
SHOW-OFFS
33%
UNWOKE
NERDS
18% FRUGAL ECO-
FATALISTS
15%
HAPPY
HIPSTERS
22%
STRESSED-OUT
GRETAS
12%
Inclusivity
is important
Inclusivity is
less important
45%

94. 38% OF NEXTGEN
WANT TO PAY MORE FOR
BRANDS THAT ARE ON
TREND OR THAT SET THE
TREND
(vs 18% 44+)

96. READY FOR THE ZOOMERS?
DOWNLOAD FREE FULL REPORT

97. JOERI@WEAREHUMAN8.COM
JOERI VAN DEN BERGH
LINKEDIN.COM/IN/JOERIVANDENBERGH

98. JOERI@WEAREHUMAN8.COM
JOERI VAN DEN BERGH
LINKEDIN.COM/IN/JOERIVANDENBERGH