Just who handed kids the reins of power? There are a number of forces at play among this group often referred to as Generation Y. Their sheer numbers (just over one quarter of the Canadian population) combined with their spending power (a cool $15 billion) and a variety of evolving cultural and societal attitudes have made them a force to be reckoned with.
Generation Y is altering the face of business today and will continue to do so well into the future. From a societal viewpoint, Kidfluence shows you the impact of changing family norms in Canada, evolving parental attitudes and early exposure to new opportunities. From an economic perspective, Kidfluence helps you understand the role of kids in business, shares expert views from across Canada and the U.S. and offers quantitative information on the spending and thinking power of today's kids.
Generation Y will be rocking our universe for the next century - even more so than the baby boomers before them. Are you ready for them Canada?
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Co-author Beth Thompson is an award-winning journalist who specializes in writing about parenting issues. Currently she is the editor of Zellers Family Magazine, Today's Grandparent Magazine and Healthy Woman Magazine. Her articles have appeared in Today's Parent, Chatelaine, Canadian Living and Canadian Family.
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