Hello
We are a large Slovenian financial institution
You can call us Future Bank
We want to sell a mortgage plan to young Slovenians
You know, credit for flats
Because it is a huge business opportunity for us
EU-27Slovenia
67,9%46%
Share of young adults aged 18 -34 living with their parents (%)
Source: Eurostat calculations based on EU-SILC database
Share of young adults aged 18-34 living with their parents – by gender (%)
74,8%
Source: Eurostat calculations based on EU-SILC database
EU-27 (men)
51,6%
Slovenia (men)
3 out of 4 men aged 18-34 in Slovenia live with their parents
Source: Eurostat calculations based on EU-SILC database
Leaving the parental nest, getting married and having children: there’s no hurry
Leave their parents house at the age of 29
First marriage at 31,2
Leave their parents house at the age of 31
First marriage at 34
So far so good
Except for one bothering detail
Why are they really prolonging their stay at their parent’s house?
We cannot blame everything on the crisis…
…the issue was present even before it started in 2009.
It’s a tangle of reasons related to education, upbringing, mindset, infrastructre and … even to their mothers
Mothers are not helping us…
AMERICAN MOTHER SLOVENIAN MOTHER
Enjoying her life, travelling, chatting with her friends…
Children invites her on dinner…
Admiring her independent children…
Playing with grandchildren when she wants…
Taking care of her son's family…
Babysitting her grandchildren…
Cooking everyday meals for the whole family…
Worrying how they will manage without her…
vs.
... and the big houses either
The highest % of residential houses in Europe.
of people live in house.
Generation cohabitation: well known trend in Slovenia, that all generations live together under the same roof.
69%
It sounds scary but they do not dream about moving out
Freedom?
No obligations
No responsibilities
Travelling, sports, drinking, fun…
VS
It`s their state of mind…
It`s their comfort zone
It is clear to Slovenian youth that they will never achieve the standard of their parents, so they go faithfully along the line of least resistance and do not set up as a independent people.
Am I going to live under the bridge, if mom does not have money to buy me a house?
(Žan, 29)
It’s their limited aspirations
Are Slovenian dreams really just “living together with my wife at her parent’s attic, earning together 2000€ per month, having trailer at Croatian island Krk and being drunk at skiing in the Dolomites?“ (from the movie Trip, by Nejc Gazvoda)
How can we change their attitude and motivate them to
move out* ?
* Thanks to our mortgage plan
A few insights starters …
What means staying with your parents at the age of
30?
It’s trading your freedom for comfort and safety
It’s thinking small and getting satisfied with average
It’s not being fully in charge and independent
It’s not realising your full potential
It’s not exploiting the most intensive and inspiring time
of your life
It’s not knowing what you are capable of
It’s the old people game - the fear of failure
Doing so means that you are already old at the age of 30
Now is the time to take the fate in your hands!
So, why spending the best time of your life with your
parents?
Lack of money is not the issue
Future Bank is proudly introducing its new mortgage plan for all young people willing to be in charge of their lifes.
We want to pick up your brains!
THE TASKAn idea presented in a written paragraph.Different executions in at least 3 channels.
Filled with energy, enthusiasm and creativity!
Living with parents is like safe sex. It’s alright. But those
who tried it without will tell you that it’s a whole lot different
experience.