Future of the Family: Generation Z as Homemakers

Generation Z, the largest population segmentation, is starting to reach adulthood and by the 2030s many will have formed family. With their unique characteristics, Gen Z will shape the future family structure, with households becoming smaller and more diverse. Although habits may change as they age, Gen Z tend to have a strong preference for home ownership, smart technology and spacious home. Lifestyles will be geared towards smart living based on financial planning, collaboration and sharing.

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on The author's vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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• Identify factors driving change now and in the future
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