1
motivate me
generations
@cloudspark
#fpraac
2
why?
there are distinct
even within
the same group
ifferences
a lens
you never knew
you had
imagine finally
seeing
who me?
5
6
how
different
we are*
7
generations
8
> 4
civics
boomers
x-ers
millennials
9
civics
largest economy
world’s
the greatest generation
is the
68+
traditional
masters of the
american dream
born prior to 1945
11
taglines
masters of the american dream
doing something on the behalf of
others is what it’s all about
original communit...
world’sis the
“the american dream”
dating
marriage
children
traditional family roles
civics
life path
13
high school
trade school - or - military
–or - college
build a career at a single
profession or company; or
be at home
...
traditional
affirming
respectful
patient
experienced, committed
civics
at work
15
civics Boomers Gen X Millennials
outlook practical Optimistic Skeptical Hopeful
work ethic dedicated Driven Balanced De...
16
motivateit’s your duty and
responsibility.
it’s valuable to hear
what has and hasn’t
worked in the past.
you’re making ...
17
boomer
s
largest economy
world’s
the rule breakers
(who love the rules)
is the
49-
67
75 million
broke with all
forms of tradition
...
19
taglines
we’ll do it our way
never trust anyone over 30
i’m okay, you’re okay
keep up with the jones’
he who dies with ...
world’sis the
dating
live together (maybe)
marriage (multiple)
children (maybe)
nontraditional roles
second childhood
boom...
21
attentive
boomers
work path
middle school
high school
college or trade school
minimum co changes
second careers (or
thi...
identity
boomers
at work
inclusive
permissive
want consensus
recognized
rewarded
23
world’sis the
coming of age – ‘70s
irony
lbj, carter, reagan
less prepared for retirement
residual 60s idealism +
mater...
24
civics boomers Gen X Millennials
outlook practical optimistic Skeptical Hopeful
work ethic dedicated driven Balanced De...
25
motivateyou’re important to
our success.
we need you.
this will make you
popular and in demand..
your neighbors…
a seco...
26
xers
largest economy
world’s
the forgotten generation
is the
34-
48
~40 million
smallest
most ignored
most abused
most misunder...
28
underemployed, over educated,
intensely private and unpredictable
29
look further
grew up in two-career families
with rising divorce rates
latch-key kids
downsizing
academic comparison
the...
30
in the ‘50s, young homeowners could make the
monthly mortgage payment by using 14% of their
income; today it takes near...
dating
live together (maybe)
marriage (later)
children (later)
nontraditional roles
xers
life path
new family dynamics
32
junior high
high school
college
multiple jobs
multiple companies
multiple career choices
follow the steps
xers
work path
independent
tech savvy
individual recognition
feedback
no initial commitment
means
xers
at work
34
comfortable in unstructured environments
35
civics boomers gen x Millennials
outlook practical optimistic skeptical Hopeful
work ethic dedicated driven balanced De...
36
motivate
do it your way and
decide where
things go.
you’re going to be able
to see your impact
quickly.
we’re pretty fl...
37
millennial
s
largest economy
world’s
traditional with a modern
twist
is the
13-
33
100 million
most diverse
most educated
most medicate...
39
look further
two working parents
*50% have divorced parents
no failing grades
no losing teams
group matters
google it
i...
40
in 1993, 90% of fathers attended the births of their
children, versus only 10% in 1975
today’s kids cost their parents ...
41
42
world’sis the
hanging out
live together (buy a house)
children
marriage
nontraditional roles
millennials
life path
44
pre-k
high school
college
grad school
work delay
multiple jobs
multiple
companies
multiple careers
more
millennials
wor...
meaningful
group oriented
access required
digitally available
need structure
matter
millennials
at work
46
require structure, guidance and opportunity
47
civics boomers gen x millennials
outlook practical optimistic skeptical hopeful
work ethic dedicated driven balanced de...
48
motivateyou’ll work with
very diverse,
bright, highly
motivated people
you can be part of a
group making a
change.
your...
49
building it for better
(and kinder)
results
50
build a profile
51
build it beyond the traditional
52
tell them why, not just how
53
encourage an active
understanding
54
measure, respond, learn
any questions?
56
*caveat.
57
source
s
pew american life
gallup
cisco
us religious landscape survey
general survey services
univ of michigan
nih/nimh
58
thank you.
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Generational Marketing

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Presented at FPRA's Annual Conference (Aug 2013), this presentation to PR pros shared the understanding of who the generations are, what motivates them, and how to market them and work together.

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  • Typically we segment by lifestage… or basic demographics Go further, apply psychographics of generational lenses
  • No such thing as job security, considered responsible for surge in entrepreneurship that resulted in the dot com boom Lack of commitment results from rapid changes growing up Comfortable in unstructured environments Economic/social pressures forced new family dynamics Few assets or savings – delayed own home effect Need for dual income Married later, babies later Will carry the burden of their parents retirement Charity, volunteer work and person health all matter greatly This generation is about finding balance and meaning
  • most are philosophical about the problems they are inheriting. Sometimes called the “me” generation because of focus on themselves The original “latch-key kids”, parents were focused on careers, social gains First generation who will not ‘do better’ than the previous generations First generation to experience the rise of “entertainment culture” First generation to have “NC-17” movies, People magazine, E! Entertainment Network, and 24/7 access First generation after Roe v. Wade The missing ‘Roe Babies’ (45 million of them since 1973)
  • Most educated Most medicated (ADHD, ADD, learning disability are part of their lexicon) Most indulged (most available $$$, 1 in 9 high schoolers have a credit card) Most techno-savvy – 78% have access to the Internet Most diverse – 1 in 3 is Caucasian in 4 lives in a single-parent household 3 of 4 have working mothers Raised by “Do As I Say, Not As I Did" generation of parents Heavily influenced by their peers and brand names Prefer directness over subtlety, action over observation and cool over all else
  • Approx 50% raised by divorced parents
  • Media, audiences, customers, clients, team counterpoints, budget people, my family.
  • What is a generation 20 years Common location in time and history Shared values and beliefs
  • What is a generation 20 years Common location in time and history Shared values and beliefs
  • What is a generation 20 years Common location in time and history Shared values and beliefs
  • What is a generation 20 years Common location in time and history Shared values and beliefs
  • Generational Marketing

    1. 1. 1 motivate me generations @cloudspark #fpraac
    2. 2. 2 why?
    3. 3. there are distinct even within the same group ifferences
    4. 4. a lens you never knew you had imagine finally seeing who me?
    5. 5. 5
    6. 6. 6 how different we are*
    7. 7. 7 generations
    8. 8. 8 > 4 civics boomers x-ers millennials
    9. 9. 9 civics
    10. 10. largest economy world’s the greatest generation is the 68+ traditional masters of the american dream born prior to 1945
    11. 11. 11 taglines masters of the american dream doing something on the behalf of others is what it’s all about original community builders ‘save for a rainy day’ ‘a penny saved is a penny earned’
    12. 12. world’sis the “the american dream” dating marriage children traditional family roles civics life path
    13. 13. 13 high school trade school - or - military –or - college build a career at a single profession or company; or be at home a known plan civics work path
    14. 14. traditional affirming respectful patient experienced, committed civics at work
    15. 15. 15 civics Boomers Gen X Millennials outlook practical Optimistic Skeptical Hopeful work ethic dedicated Driven Balanced Determined authority respectful Love/hate Unimpressed Polite lead by hierarchy Consensus Competence Pulling Together relationships personal sacrifice Personal Gratification Reluctant to Commit Inclusive turnoffs vulgarity Political Incorrectnes s Hype, cliché Waiting provide stability Personal Challenge Feedback Structure
    16. 16. 16 motivateit’s your duty and responsibility. it’s valuable to hear what has and hasn’t worked in the past. you’re making a difference for tomorrow’s generation.
    17. 17. 17 boomer s
    18. 18. largest economy world’s the rule breakers (who love the rules) is the 49- 67 75 million broke with all forms of tradition not monolithic born 1946-1964
    19. 19. 19 taglines we’ll do it our way never trust anyone over 30 i’m okay, you’re okay keep up with the jones’ he who dies with the most toys - wins
    20. 20. world’sis the dating live together (maybe) marriage (multiple) children (maybe) nontraditional roles second childhood boomers life path
    21. 21. 21 attentive boomers work path middle school high school college or trade school minimum co changes second careers (or third)
    22. 22. identity boomers at work inclusive permissive want consensus recognized rewarded
    23. 23. 23 world’sis the coming of age – ‘70s irony lbj, carter, reagan less prepared for retirement residual 60s idealism + materialism of the 80s early boomers late boomers coming of age – ‘60’s rebellion jfk, nixon, lbj benefited from ’99 idealism + materialism
    24. 24. 24 civics boomers Gen X Millennials outlook practical optimistic Skeptical Hopeful work ethic dedicated driven Balanced Determined authority respectful love/hate Unimpressed Polite lead by hierarchy consensus Competence Pulling Together relationships personal sacrifice personal gratification Reluctant to Commit Inclusive turnoffs vulgarity political incorrectnes s Hype, cliché Waiting provide stability personal challenge Feedback Structure
    25. 25. 25 motivateyou’re important to our success. we need you. this will make you popular and in demand.. your neighbors… a second childhood.
    26. 26. 26 xers
    27. 27. largest economy world’s the forgotten generation is the 34- 48 ~40 million smallest most ignored most abused most misunderstood born 1965-1980
    28. 28. 28 underemployed, over educated, intensely private and unpredictable
    29. 29. 29 look further grew up in two-career families with rising divorce rates latch-key kids downsizing academic comparison the dawning of the high-tech age the information age the entertainment culture responsible for surge in entrepreneurship
    30. 30. 30 in the ‘50s, young homeowners could make the monthly mortgage payment by using 14% of their income; today it takes nearly 40% and today, folks 60+ will get back about $200 for every $100 they put into social security; gen x will lose more than $100 for every $450 they contribute first generation that will not do better (financially) than their parents
    31. 31. dating live together (maybe) marriage (later) children (later) nontraditional roles xers life path new family dynamics
    32. 32. 32 junior high high school college multiple jobs multiple companies multiple career choices follow the steps xers work path
    33. 33. independent tech savvy individual recognition feedback no initial commitment means xers at work
    34. 34. 34 comfortable in unstructured environments
    35. 35. 35 civics boomers gen x Millennials outlook practical optimistic skeptical Hopeful work ethic dedicated driven balanced Determined authority respectful love/hate unimpressed Polite lead by hierarchy consensus competence Pulling Together relationships personal sacrifice personal gratification reluctant to commit Inclusive turnoffs vulgarity political incorrectnes s hype/cliché Waiting provide stability personal challenge feedback Structure
    36. 36. 36 motivate do it your way and decide where things go. you’re going to be able to see your impact quickly. we’re pretty flexible, the focus is on the results. you tell us… opt in? your peers…
    37. 37. 37 millennial s
    38. 38. largest economy world’s traditional with a modern twist is the 13- 33 100 million most diverse most educated most medicated most indulged and most cared for born 1981-2000
    39. 39. 39 look further two working parents *50% have divorced parents no failing grades no losing teams group matters google it instant information never miss anything real-time stunted adult development
    40. 40. 40 in 1993, 90% of fathers attended the births of their children, versus only 10% in 1975 today’s kids cost their parents about twice as much as they cost their own parents (adjusted for inflation)
    41. 41. 41
    42. 42. 42
    43. 43. world’sis the hanging out live together (buy a house) children marriage nontraditional roles millennials life path
    44. 44. 44 pre-k high school college grad school work delay multiple jobs multiple companies multiple careers more millennials work path
    45. 45. meaningful group oriented access required digitally available need structure matter millennials at work
    46. 46. 46 require structure, guidance and opportunity
    47. 47. 47 civics boomers gen x millennials outlook practical optimistic skeptical hopeful work ethic dedicated driven balanced determined authority respectful love/hate unimpressed polite lead by hierarchy consensus competence pulling together relationships personal sacrifice personal gratification reluctant to commit inclusive turnoffs vulgarity political incorrectnes s hype, cliché waiting provide stability personal challenge feedback structure
    48. 48. 48 motivateyou’ll work with very diverse, bright, highly motivated people you can be part of a group making a change. your manager? think of her as your mentor.
    49. 49. 49 building it for better (and kinder) results
    50. 50. 50 build a profile
    51. 51. 51 build it beyond the traditional
    52. 52. 52 tell them why, not just how
    53. 53. 53 encourage an active understanding
    54. 54. 54 measure, respond, learn
    55. 55. any questions?
    56. 56. 56 *caveat.
    57. 57. 57 source s pew american life gallup cisco us religious landscape survey general survey services univ of michigan nih/nimh
    58. 58. 58 thank you.

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