Based on Viacom’s extensive research on Generation X presented by Christian Kurz, senior vice president, global insights for Viacom International Media Networks at the VIMN Africa Thought Leadership Breakfast at The Venue Melrose Arch in Johannesburg on Wednesday, 17 May, one question remains…
This is significantly higher than the global average, and what’s especially interesting in South Africa is that there’s an ethnic difference as well. One of the explanations for this is ‘black tax’ – “the inherent need to support those in your family that are less well-off,” explained Christian Kurz, senior vice president, global insights for Viacom International Media Networks. “So it’s almost like you don’t even get to dip your hand into the candy jar because somebody else was in there already.”
The VIMN Africa Thought Leadership Breakfast on Wednesday, 17 May featured a keynote address by Christian Kurz, senior vice president, global insights for Viacom International Media Networks. Unpacking the media company’s latest global study, he uncovered some game-changing new trends amongst kids, youth and adults disrupting how you market to them.
Christian Kurz from Viacom sits down for a very informative generational chat with with Gareth. He is the Senior Vice President of Global Consumer Insights at the media company, and has much to share from recent findings on ‘little big kids’. millennials and generation x. Something for everyone really as we move forward in an ever-changing digital world. Then Alan Ford pushes his way in for a catch-up.
“We believe as an organisation that understanding the consumer and understanding the audience has to be at the root of everything we do,” said Viacom’s senior vice president of global insights, Christian Kurz. “So we truly want to understand what is happening in consumers’ lives, not just what they watch on TV or even their media consumption behaviour; we want to understand their life, so from an editorial perspective, we speak to their lives and actually speak to them through the content we create and the way we market and message to them”.
After being introduced, Christian Kurz, head of global consumer insights at Viacom, began with research titled ‘Little Big Kids’ that focused on preschoolers and how they, and their parents, are adapting to a changing world.
Commenting on the results, Christian Kurz, SVP, Global Consumer Insights, Viacom said, “Notably, we found that there are many more commonalities between the US and the rest of the world than there are differences.
“In the process of setting out to uncover what the “slacker generation” is up to now, we realized that the last time this generation was even really explored was in their youth so we didn’t have much information before our study,” said Christian Kurz, SVP, Global Consumer Insights, Viacom. “Notably, we found that there are many more commonalities between the US and the rest of the world than there are differences. This is a pattern that generally holds true when looking at the well-studied Millennials – the first truly global generation – but we were surprised to also find this with Gen X’ers who grew up under dramatically different circumstances around the world.”
Viacom’s international consumer insights group found it essential to get to know today’s Gen X: who they are, what motivates them, and how they self-identify. “Generation X has largely been left behind when it comes to research, only understood through antiquated views of adulthood and the reputation of their youth,” explains Christian Kurz, head of Global Consumer Insights at Viacom. Case in point: They’re consumers with disposable income, key decision makers of household purchases, and leaders with habits and preferences distinct from any other demographic.
“Mit so viel Konzentration auf Millennials, Post-Millennials und Baby-Boomers wurde die Generation X größtenteils von der Forschung ignoriert, reduziert auf veraltete Ansichten des Erwachsenseins und dem ‘Faulenzer’-Ruf ihrer Jugend”, so Christian Kurz, Senior Vice President Global Consumer Insights bei Viacom.
“With so much focus on millennials, post-millennials, and even [Baby] Boomers, Generation X has largely been left behind when it comes to research, only understood through antiquated views of adulthood,” says Christian Kurz, senior vice president of global consumer insights at Viacom. “While nobody was looking, they really re-invented what adulthood means,” he adds.