Those born between 1977 and 1994 have been described as the playful generation, reared in the era of the leisure economy and at home in the digital world. Growing up in a consumption-driven society, Millennials had more money at their disposal than any teen group in history and were mollycoddled by their own parents.

Now it would appear that they’re mollycoddling their own children. It’s also clear that many of the things that define Gen Y – enthusiasm for digital technology, volunteering and green causes – also define their parenting practices and leisure activities.

In this exclusive download we’ll explore how Gen Y parents play – both digitally and physically, both with their children and without. Just click below to read more – or find out more about Mintel Inspire here.

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We deal in market retail science, not therapy. Four out of five of the world’s most successful retailers use Mintel to develop their offerings, understand their competitors’ shoppers and manage their suppliers.

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