AGING - PROSUMER REPORT WHAT ELSE HAS CONTRIBUTED TO THIS GENERATIONAL FRACTURE? Differing ideologies: Boomers wanted to change the world for more freedom, whereas Gen-Z are looking for more radicality, authority & sanctions to bring change urgently. Economic difficulties: Successive crisis, high rates of unempoyenand huge national debt inherited from the elders suggest the worst is yet to come. A radical shift in how we consume culture and leverage technology. Different values: the younger generation is convinced that the older generation is less tolerant, more judgmental, and more conservative. The “OK Boomer” brush off sums it up. HOW CAN AN INTERGENERATIONAL LINK BE RESTORED? DEVELOP INTERGENERATIONAL FINANCIALLY SUPPORT THE MENTORING: YOUNGER GENERATION TO OVERCOME THE CRISIS: 75% of prosumers worry that modern society is missing out on the of prosumers believe Covid-19 wisdom of elders has increased the debt older 3% generations have to younger generations of prosumers also consider young 92% employees could learn a great dealfrom their older colleagues WHAT ROLE SHOULD BRANDS BE PLAYING? Ageism is still going and brands share a responsibility in this matter. MAKE ROOM FOR THE YOUNG: of prosumers wish brands 72% focused less on youth - they need to stop spurring people to stay forever young of prosumers believe company 71% executives should open the doorsof their companies to the younger generation 56% avoid age stereotypes FIGHT TOGETHER: of prosumers believe that theyounger generation should 64%show more older people in their ads 90% encourage theirin the fight against climate changeelders to take part by pushing them to change their prefer to buy brands that consumption habits 71% are not targeted at any one generation inparticular, but products that suit their specific needs. 21 ! REDA