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.
“Viacom is committed to understanding audiences in new and innovative ways to form deeper connections with fans,” Christian Kurz, SVP of Viacom Global Consumer Insights, told Found Remote. “Our audiences are constantly evolving, and we have to evolve with them. For this project, we collaborated with audience scientists and even neuroscientists to look at our fans through new perspectives.”
“Every few years, an entirely new group of pre-schoolers come of age, making it critical to examine and re-examine this important life stage,” says Christian Kurz, senior vice president of global consumer insights at Viacom.
With nearly 100,000 respondents from more than 60 countries, this is the first time a study captured attitudes toward the LGBT community on such a large scale. For Viacom, the research finally puts hard numbers behind some of the principles that have been long-held by the company, says SVP of Global Consumer Insights Christian Kurz.
“Every few years, an entirely new group of pre-schoolers come of age, making it critical to examine and re-examine this important life stage,” said Christian Kurz, senior vice president of global consumer insights at Viacom. “With LITTLE BIG KIDS, we’re seeing how shifts in parenting are impacting pre-schoolers today, and noting trends which will continue to impact them as they grow into kids, teens, and adults.”
“En poco tiempo, un grupo nuevo de preescolares maduran, por lo cual es crítico examinar y reexaminar esta importante etapa de la vida”, señaló Christian Kurz, Vicepresidente Senior de Global Consumer Insights de Viacom. Y añadió: “Con Little Big Kids estamos viendo cómo los cambios en la crianza de los hijos están impactando a los preescolares en la actualidad y observando tendencias que seguirán impactándolos a medida que crecen como niños, adolescentes y adultos”.
“What we’re seeing is parents are getting their kids ready for life through experiences and controlled risk taking,” said Christian Kurz, senior vice-president of global consumer insights at Viacom.
«Каждые несколько лет новая группа бывших дошкольников достигает совершеннолетия, вот почему так важно снова и снова изучать этот важнейший период жизни, – сообщил Кристиан Курц, старший вице-президент Viacom, отвечающий за исследования глобальных потребительских предпочтений. – Благодаря результатам исследования «БОЛЬШИЕ МАЛЫШИ» мы видим, как сегодняшние изменения в подходах к воспитанию влияют на дошкольников, и отмечаем тенденции, которые будут определять дальнейшее взросление детей и их переход к школьному, подростковому и совершеннолетнему возрастам».
“Cada pocos tiempo, un grupo nuevo de preescolares maduran, por lo cual es crítico examinar y reexaminar esta importante etapa de la vida”, señaló Christian Kurz, Vicepresidente Senior de Global Consumer Insights de Viacom. “Con LITTLE BIG KIDS, estamos viendo cómo los cambios en la crianza de los hijos están impactando a los preescolares hoy en día y observando tendencias que seguirán impactándolos a medida que crecen como niños, adolescentes y adultos”.
Little Big Kids: Preschoolers Ready For Life, officially presented by Viacom’s global consumer insights SVP, Christian Kurz, at Kidscreen Summit in Miami today, surveyed 6,500 families of preschoolers ages two to five across 12 countries—the US, the UK, Australia, Brazil, Germany, Mexico, Russia, the Philippines, South Africa, Poland, Sweden and the Netherlands.
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.