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Keynote Presentation: How to Connect With Others Regardless of Age, Wage, or Life Stage
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Keynote Presentation: How to Connect With Others Regardless of Age, Wage, or Life Stage


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Building and Fostering Relationships that Grow Conferences, Revenue, and Profit

Building and Fostering Relationships that Grow Conferences, Revenue, and Profit

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  • 1. How to Connect with Others, Regardless of Age, Wage or Lifestage May 8,May 8, 20132013
  • 2. We’ve Changed No Longer a Melting Pot, but a Salad Bowl OLD NEW
  • 3. 1 in 3 is not White Source: 2010 U.S. Census
  • 4. The Census Diversity Index Has Been Increasing Consistently • The probability that two people chosen at random would be of a different race and ethnicity on a 0-100 scale. The scale ranges from 0 (no diversity) to 100. Source: U.S.A Today, Minority births drive growth in U.S. diversity , 6/22/10
  • 5. 4 States &The District of Columbia have Minority Majority PopulationsMinority Majority Populations • Minorities account for more than 50% of the population in California, Hawaii, New Mexico, Texas and DC, , , Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
  • 6. States with Majority Minority Among Childreng • In 10 states, the share of children who are i iti h l d d 50 tminorities has already passed 50 percent, up from five states in 2000: Mississippi Nevada Georgia Maryland Florida Texas California N M iFlorida Arizona New Mexico Hawaii
  • 7. Not Just in Select Places… • Across every major market in the U.S. the majority of the child population is nonwhitemajority of the child population is nonwhite
  • 8. Non-Hispanic Whites • Whites share of the total U.S. population dropped over the last decade from 69% to 64% • Whites are aging fast: median age is now 41 (up from 38.6 in the 2000 Census)2000 Census) Will b i it b 2041• Will be minority by 2041
  • 9. Multiracial Americans • Multiracial Americans nowAmericans now number 8.7 million • 3% of the population • 25% increase in last decadelast decade
  • 10. The Browning of America
  • 11. A Country within a Country • 50.5 million Latinos in U.S. • Mexico 108.7 MM • U.S. 50.5 MMU.S. 50.5 MM • Colombia 44.4 MM • Spain 40.4 MM • Argentina 40.3 MM • Peru 28.7 MM Venezuela 26 0 MM• Venezuela 26.0 MM • Chile 16.3 MM Source: Synovate 2010, CIA World Factbook, 2010 Census
  • 12. 50.5 Million Hispanics One in six U.S. residents is Latino Source: 2010 U.S. Census
  • 13. Among ChildrenAmong Children, 1 in 4 is1 in 4 is HispanicHispanic
  • 14. Every 30 seconds, a LatinoEvery 30 seconds, a Latino turns 18 in America Source: NPR, Latino Mayor May Be A Glimpse Of Things To Come, December 12, 2010
  • 15. Latino Growth from 2000 - 2010
  • 16. “Bright Flight” • Young, educated people moving to cities • The draw: – Knowledge based jobs, public transportation and city ambiance
  • 17. Young People Postpone Marriage • Married 25-34 yr olds dropped from 55% in 2000 to 45% in 20102000 to 45% in 2010 • Lowest level since 1862 • In the 1960’s, more than 80% were married
  • 18. Reasons Why • Focusing on their personal goals Fi i hi h l– Finishing school – Establishing a career • Don’t feel “economically ready” • Skeptical • “Look how that turned out for my parents”Look how that turned out for my parents • Yet they’re not willing to wait to have a kid• Yet they re not willing to wait to have a kid, so they have one
  • 19. “Marriage is ideal, but parenthood is a priority”
  • 20. Family Composition Is Changing "The iconic American familyAmerican family -- married couple with childrenwith children – accounts for a mere 22% ofmere 22% of households." Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
  • 21. “Family” Becomes Redefined • A generation that was raised by blended or mergedby blended or merged families • “Grandfamilies” • No stigma in having ag g baby outside of marriage – “Just because my boyfriendy y and I aren’t married doesn’t mean we’re not a family”
  • 22. Implications for theImplications for the Destination Marketing Business Changing customer base Recruiting & retention of young talent M k tiMarketing HR
  • 23. Changing Customer Base • More minority business execs – may appreciate cultural nuancesmay appreciate cultural nuances • Local foods, events, history • More women business owners hi h t i t d d– high customer service standards – vocal, will express pleasure or di l ithdispleasure with you – place strong trust in other women
  • 24. Adapt to Differences • Latin American sweets not as sugared, more subtle flavors – Westin Hotel in San Antonio serves Mexican cookies during their afternoon tea service • Chinese tourists expect to find hot boiled water in hotels for tea and/or dried noodleswater in hotels for tea and/or dried noodles – Unlimited green tea at no charge – Chopsticks provided with meals (evenp p ( Western meals) – Adapters for Chinese electronics Chi t i t d– Chinese tourists spend more on shopping than any other consumer group
  • 25. Wants Differ by Generation • Older tourists Tend to want no– Tend to want no hassles with language, currencies, unfamiliar ffoods and lodging Solution: English– Solution: English- speaking tour operators, pre-planned itineraries with every detail taken care of, food, utensils and, environments that look familiar
  • 26. Baby Boomers • Want: – extensive information on everything there is to see and do, then the freedom to explorep on their own • Solution: – Tout numerous options and work withoptions and work with meeting planners to build in free time for Boomers to choose their own activity
  • 27. Recognize Different Needs • Young vs. Oldg – Online vs. face-to-face interaction M W• Men vs. Women – Men want choices simplified W t i h i– Women want expansive choices
  • 28. Tap into Values • Example: Hispanics often merge business and leisure travel, bringing family/groups along toleisure travel, bringing family/groups along to meetings and conferences • Acknowledge this and encourage this: e.g. “Turn your conference into family fun!e.g. Turn your conference into family fun! Bring the kids, abuelita and explore the Art Institute of Chicago! • Gen Y: FOMO • “Fear of Missing Out”
  • 29. Gen Y Saved Amtrak from Extinction
  • 30. Recruiting & Retention • Your competition for young talent is fierce • Not just other companies / organizations • Large cities and “progressive” workLarge cities and progressive work environments
  • 31. Recruiting & Retention • Bilingual and multilingual staff will become a mandatory for survivala mandatory for survival • Staff to reflect the community you serve • Beware: do not hire the wrong person because they have a skill set you needbecause they have a skill set you need
  • 32. What Gen Y Wants & Expects • A demonstrated commitment to diversitydiversity – Women and minorities in senior positionssenior positions • Flexibility• Flexibility – – “freedom is the best reward” • A “progressive organization”g g
  • 33. Marketing Must Adapt • Not just advertising efforts and messaging C i i l• Community involvement • “Social” is everything • Mobile is hot
  • 34. Ensure that You Can Walk the Walk
  • 35. Human Resources • Progressive views on family and benefits • Continuous skill training
  • 36. Train for Cultural Sensitivity • Law firm partner took young associate out to lunchp y g as part of mentoring program. Partner is older White gentleman, associate is African-American. • “Where are your people from?” • “Talking louder does not make me bilingual”g g
  • 37. Business Evolution • Your communities are changing • Your customers and suppliers are changing • Your workforce is changingYour workforce is changing
  • 38. My New Book Can Help!
  • 39. Praise from Major Business Press
  • 40. On the Business Book Bestseller List!
  • 41. The April Business Book Bestseller List
  • 42. For more information about Consumer trends and marketing, contact Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing com ©2013 McDonald Marketing 214-880-1717 or ©2013 McDonald Marketing 2700 Thomas Avenue Dallas, TX 75204 214-880-1717, Fax 214-880-7596 All rights reserved. No part of this material may be reproduced In any form without permission by the author.In any form without permission by the author.