Demographic Changes in Society Production Consultants Research 2009-2011
“ People resemble their times and their peers more than they resemble their parents.” Alan Foote
“ Each generation imagines itself to be more intelligent than the one that went before it and wiser than the one that come...
“ Don’t insult our intelligence. Tell us what it is. Tell us what it does, and don’t play the national anthem while you do...
2009 - Four generations at work & play Traditionalists Born 1932-1945 Baby Boomers Born 1946-1965 Generation X Born 1965-1...
1990 Age Split Source: U.S. Census Bureau, International Data Base.
2000 Age Split Source: U.S. Census Bureau, International Data Base.
2005 Age Split Source: U.S. Census Bureau, International Data Base.
2010 Age Split Source: U.S. Census Bureau, International Data Base.
2015 Age Split Source: U.S. Census Bureau, International Data Base.
2020 Age Split Source: U.S. Census Bureau, International Data Base.  Source: U.S. Census Bureau, International Data Base.
2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years Baby Boomers Born 1946-1965 Millennials Born 19...
2011 - Four generations at work & play <ul><li>Millennials </li></ul><ul><li>Loyal to their group </li></ul><ul><li>Casual...
2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years <ul><li>Baby Boomers </li></ul><ul><li>Can push...
2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years <ul><li>Baby Boomers </li></ul><ul><li>May go b...
Audience Strengths Learn Act On Involvement Listen Communication Willingness Creativity Bringing Everyone Along Storytelli...
Audience Strengths Trust and act on everyone’s message Don’t/won’t share Filtered messages Looking for the Right message C...
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Generation X, Y or Z

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Social tends in demographics, bridging the generation gaps with targeted social media.

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Generation X, Y or Z

  1. 1. Demographic Changes in Society Production Consultants Research 2009-2011
  2. 2. “ People resemble their times and their peers more than they resemble their parents.” Alan Foote
  3. 3. “ Each generation imagines itself to be more intelligent than the one that went before it and wiser than the one that comes after it.” George Orwell (1945)
  4. 4. “ Don’t insult our intelligence. Tell us what it is. Tell us what it does, and don’t play the national anthem while you do it.” Nike on behalf of Generation X
  5. 5. 2009 - Four generations at work & play Traditionalists Born 1932-1945 Baby Boomers Born 1946-1965 Generation X Born 1965-1978 Millennials Born 1979-1998
  6. 6. 1990 Age Split Source: U.S. Census Bureau, International Data Base.
  7. 7. 2000 Age Split Source: U.S. Census Bureau, International Data Base.
  8. 8. 2005 Age Split Source: U.S. Census Bureau, International Data Base.
  9. 9. 2010 Age Split Source: U.S. Census Bureau, International Data Base.
  10. 10. 2015 Age Split Source: U.S. Census Bureau, International Data Base.
  11. 11. 2020 Age Split Source: U.S. Census Bureau, International Data Base. Source: U.S. Census Bureau, International Data Base.
  12. 12. 2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years Baby Boomers Born 1946-1965 Millennials Born 1979-1998 Generation X Born 1965-1978 Traditionalists Born 1932-1945 OVERLAP & MESSAGE POINTERS
  13. 13. 2011 - Four generations at work & play <ul><li>Millennials </li></ul><ul><li>Loyal to their group </li></ul><ul><li>Casual Relationship to work </li></ul><ul><li>Multitasking </li></ul><ul><li>Fun & Flexible </li></ul><ul><li>Expect Constant Connection </li></ul><ul><li>Open Access to information </li></ul>77 Years 63 Years 44 Years 30 Years <ul><li>Baby Boomers </li></ul><ul><li>“ I am my job” </li></ul><ul><li>Live to Work </li></ul><ul><li>Loyal </li></ul><ul><li>Connected </li></ul><ul><li>Challenge the Rules </li></ul><ul><li>Push to Change </li></ul><ul><li>Process over Results </li></ul><ul><li>Conflict-Adverse </li></ul><ul><li>Generation X </li></ul><ul><li>Loyal to good leadership </li></ul><ul><li>Promotion based on results </li></ul><ul><li>Get to the point </li></ul><ul><li>Independent working </li></ul><ul><li>Competency Driven </li></ul><ul><li>Traditionalists </li></ul><ul><li>Comfortable with Control Leadership </li></ul><ul><li>Separate work/family </li></ul><ul><li>Advancement based on tenure ladder </li></ul><ul><li>Uniformity </li></ul><ul><li>The Future is an extension of the past </li></ul><ul><li>Conformity </li></ul>
  14. 14. 2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years <ul><li>Baby Boomers </li></ul><ul><li>Can push aggressive new directions </li></ul><ul><li>Direction can exceed current capabilities </li></ul><ul><li>Strategy connected to their agenda </li></ul><ul><li>Millennials </li></ul><ul><li>Attracted to mission and vision connected to global responsibility </li></ul><ul><li>Must see values in action </li></ul><ul><li>Want to be included in shaping ongoing strategy </li></ul><ul><li>Generation X </li></ul><ul><li>Connected to priorities that support them </li></ul><ul><li>Impatient with direction if it is an extension of past </li></ul><ul><li>Strong support for a major organizational shift </li></ul><ul><li>Traditionalists </li></ul><ul><li>Trust senior leaders to have it right </li></ul><ul><li>Little need to be involved in shaping it </li></ul><ul><li>Trust direction forward as extension of past </li></ul>
  15. 15. 2011 - Four generations at work & play 77 Years 63 Years 44 Years 30 Years <ul><li>Baby Boomers </li></ul><ul><li>May go back to the old ways if personal benefit unclear </li></ul><ul><li>See themselves as vital to success </li></ul><ul><li>Information is power </li></ul><ul><li>Millennials </li></ul><ul><li>Have limited if any sense of the old way of doing things </li></ul><ul><li>Require lots of coaching and feedback </li></ul><ul><li>Lots of reward and recognition so they know they are heard and </li></ul><ul><li>appreciated in the new world </li></ul><ul><li>No tolerance for being excluded </li></ul><ul><li>Likely to share everything </li></ul><ul><li>Want ongoing contact </li></ul><ul><li>Fast, often & clear </li></ul><ul><li>Generation X </li></ul><ul><li>Need guidance from experts </li></ul><ul><li>Learning needs to be on their terms </li></ul><ul><li>Looking for results which meet desired outcomes </li></ul><ul><li>Want it quick & simple </li></ul><ul><li>Information=results </li></ul><ul><li>Source must be knowledgeable </li></ul><ul><li>Multitude of connections </li></ul><ul><li>Traditionalists </li></ul><ul><li>Require clear direction of what is over </li></ul><ul><li>Appreciate reorientation programs </li></ul><ul><li>They expect a place in the new world </li></ul>
  16. 16. Audience Strengths Learn Act On Involvement Listen Communication Willingness Creativity Bringing Everyone Along Storytelling Transition Participation Project Excellence Ideas Follow Requests Change Support Applicability Visionary Acceptance Strategy Millennials Gen X Baby Boomers Traditionalists
  17. 17. Audience Strengths Trust and act on everyone’s message Don’t/won’t share Filtered messages Looking for the Right message Communication Need for feedback Disregarding of experience Holding on to old ways Unsure what to stop doing Transition No clear alignment of change No experts Taking on too much Not getting involved Change Lack of corporate social responsibility Too ethereal Lack of involvement Lack of understanding Strategy Millennials Gen X Baby Boomers Traditionalists
  18. 18. Our Audience <ul><li>We are not our target audience… </li></ul><ul><ul><li>They are shifting with age, living and working longer </li></ul></ul><ul><ul><li>They are redefining their skill sets </li></ul></ul><ul><ul><li>They are global both in friendships and workspace </li></ul></ul><ul><ul><li>They share knowledge, concerns and motivations </li></ul></ul><ul><ul><li>They can be reached through similar media, organisational or interpersonal channels. </li></ul></ul><ul><ul><li>We must know what they want, before they know it </li></ul></ul><ul><ul><ul><li>Their needs </li></ul></ul></ul><ul><ul><ul><li>Their wants </li></ul></ul></ul><ul><ul><ul><li>Their desires </li></ul></ul></ul><ul><ul><li>We must adapt style and content of communication to the idiosyncrasies of our audience </li></ul></ul><ul><li>What is appropriate for one, is normally not appropriate for another </li></ul>
  19. 19. Ownership <ul><li>The three most powerful words in designing campaigns </li></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Me </li></ul></ul><ul><ul><li>New </li></ul></ul><ul><li>Message Focus </li></ul><ul><ul><li>Repetition </li></ul></ul><ul><ul><li>Believability </li></ul></ul><ul><ul><li>Acceptability </li></ul></ul><ul><ul><li>Feasibility </li></ul></ul><ul><li>We need to change </li></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Styling </li></ul></ul><ul><ul><li>Performance </li></ul></ul>
  20. 20. Our Audience <ul><li>Questions </li></ul><ul><li>What impact will this have on their lives? </li></ul><ul><li>How will the message be spread most effectively? </li></ul><ul><li>Who is most willing to change or listen to our message? </li></ul><ul><li>Do we want to spend time (and money) on audience segments that are not ready to change their behaviour or are not willing to make a voluntary behavioural change? </li></ul><ul><li>Do we really need to reach everyone? </li></ul><ul><li>How do we access the innovators and early adopters? </li></ul>
  21. 21. Our Channels <ul><li>Facebook has had its day! </li></ul><ul><li>Facebook ‘ IS’ for the older generation </li></ul><ul><li>Adult tools for the Alt generation </li></ul><ul><ul><li>Huge rise in teen Blackberry ownership </li></ul></ul><ul><ul><ul><li>IM for the under 18’s </li></ul></ul></ul><ul><ul><ul><li>The social device for the ‘social generation’ </li></ul></ul></ul><ul><ul><li>‘ Youtube gives us the answers to our questions’ </li></ul></ul><ul><ul><li>Watch it, digest it, bin it, what’s next… </li></ul></ul><ul><ul><li>I want more! </li></ul></ul><ul><li>Teen talk </li></ul><ul><ul><li>‘ Be me, but be yourself..’ </li></ul></ul><ul><ul><li>‘ I don’t care what it is, but what it does…’ </li></ul></ul><ul><ul><li>‘ Keep out, it’s ours’ </li></ul></ul><ul><ul><li>‘ Trust us, we know what we are doing’ </li></ul></ul>
  22. 22. Our Channels <ul><li>Facebook has had its day! </li></ul><ul><li>Facebook ‘ IS’ for the older generation </li></ul><ul><li>Adult tools for the Alt generation </li></ul><ul><ul><li>Huge rise in teen Blackberry ownership </li></ul></ul><ul><ul><ul><li>IM for the under 18’s </li></ul></ul></ul><ul><ul><ul><li>The social device for the ‘social generation’ </li></ul></ul></ul><ul><ul><li>‘ Youtube gives us the answers to our questions’ </li></ul></ul><ul><ul><li>Watch it, digest it, bin it, what’s next… </li></ul></ul><ul><ul><li>I want more! </li></ul></ul><ul><li>Teen talk </li></ul><ul><ul><li>‘ Be me, but be yourself..’ </li></ul></ul><ul><ul><li>‘ I don’t care what it is, but what it does…’ </li></ul></ul><ul><ul><li>‘ Keep out, it’s ours’ </li></ul></ul><ul><ul><li>‘ Give us what we want’ </li></ul></ul>
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