The Transformer Generation

Understanding Gen Y Narrative: The Transformer Generation THE CONSUMER INSIGHTS THINK TANK

Understanding generations Getting a clear picture on what contrasts and unites generations helps track how trends manifest as part of the cultural narrative GI Silent Baby Generation Generation Boomers Gen X Gen Y 1901-1924 1925-1945 1945-1964 1965-1981 1981-2001 Industrial Era Mass Media Era Micro Market Era Manufacturing WW2 Interstate Highways Cable TV Global resources Internet TV Advertising Scientific advances Social Networks THE CONSUMER INSIGHTS THINK TANK

The Generational Codes GI Silents Boomers CODE > > optimistic cautious rebellious emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK

The Generational Codes Gen X Gen Y CODE > > innovative empowered emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK

Assimilation/Differentiation Assimilation/Differentiation Parents GI Silents Boomer Kids Boomer Gen X Gen Y Establishing difference is a natural part of the maturation process - it becomes critical in understanding how each generation defines their own cultural narrative THE CONSUMER INSIGHTS THINK TANK

Assimilation/Differentiation Gen Y has joined their Boomer parents in their commercialism - but with a more global perspective and greater ambiguity. Parents Boomer Kids Gen Y Assimilation: Materialism Differentiation: Global Gen Y kids were raised in the Gen Y most disconnects from context of Boomer’s embrace Boomers in the way they see of materialism and status as culture beyond demographic they matured. boundaries - beyond suburb - beyond nation - a global view. THE CONSUMER INSIGHTS THINK TANK

What shaped Boomer code? childhood maturation Progress/Freedom + Fear imprint rite of Disillusionment passage Vietnam Civil Rights imprint Struggle DNA Independence/Rebellion THE CONSUMER INSIGHTS THINK TANK

Boomer maturation realigns code Disillusionment Vietnam War THE CONSUMER INSIGHTS THINK TANK

Boomer maturation realigns code Disillusionment Civil Rights Struggle THE CONSUMER INSIGHTS THINK TANK

Boomer Rite of Passage Archetypes THE CONSUMER INSIGHTS THINK TANK

What will shape Gen Y code? childhood maturation Fame Privacy imprint + rite of Disillusionment passage 9/11 Economic imprint Meltdown DNA Empowerment Gen Y is at their point of maturation as a generation THE CONSUMER INSIGHTS THINK TANK

Post-9/11 Zeitgeist 9/11 Attack Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK

Beyond the Boomer Fear Narrative War of the Worlds Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK

New Rules of War and Boundaries guantanamo bay Ambiguous Enemies THE CONSUMER INSIGHTS THINK TANK

Internet Terror Messages Technology of Fear THE CONSUMER INSIGHTS THINK TANK

The Era of Commercial Snuff Films Saw Movie Series Transformation and Redemption THE CONSUMER INSIGHTS THINK TANK

The Generational Network Forces that shape the code Boomer Gen Y The emotional narrative of each The generation is The Road shaped in different ways Internet In search of In search of individuality empowerment THE CONSUMER INSIGHTS THINK TANK

The Generational Network Defining the emotional code Boomer Gen Y The emotional narrative of each generation is shaped in different ways Push Button Open Source/ Expressive THE CONSUMER INSIGHTS THINK TANK

Gen Y defined by consumption  Grew up with Cable TV (MTV).  Grew up with computers and the internet.  Cameras everywhere.  Influence of Asia (Anime & Comics)  Collector Culture (eBay)  Hip-hop & Mash-up Culture  Hi-Lo Culture THE CONSUMER INSIGHTS THINK TANK

Gen Y Codes Fame Privacy social surveillance currency ambiguity THE CONSUMER INSIGHTS THINK TANK

Surveillance Culture Technology affords a multiplication of views THE CONSUMER INSIGHTS THINK TANK

The Amateur Videographer The Birth of Consumer Content THE CONSUMER INSIGHTS THINK TANK

The News Spectacle (OJ Simpson) Now car chases fueled by what they have seen on TV THE CONSUMER INSIGHTS THINK TANK

Surveillance as Entertainment Birth of reality TV with MTV’s Real World in 1991 Nobody Superstar The “nothing” narrative THE CONSUMER INSIGHTS THINK TANK

Process as Entertainment Nobody Superstar Making the process transparent and faster THE CONSUMER INSIGHTS THINK TANK

Consumer Interaction with Celebrity Celebrity is the New Joneses..interacting with narrative Nobody Superstar THE CONSUMER INSIGHTS THINK TANK

Auction Economics Culture and Identity as CURRENCY Fueled by a generation raised on merchandising THE CONSUMER INSIGHTS THINK TANK

Paparazzi & the Currency of Celebrity New measures of valuation….(some begin to opt-out) THE CONSUMER INSIGHTS THINK TANK

Credit Cards & Trade Up Culture Access to anything - shopping defining identity THE CONSUMER INSIGHTS THINK TANK

Economic ambiguity growing up Rich Not Became harder to distinguish status and hierarchy THE CONSUMER INSIGHTS THINK TANK

Y Tween Female Archetypes: Sex & the City “I shop therefore I am” THE CONSUMER INSIGHTS THINK TANK

Economic ambiguity as Y matures Credit Cash New economic reality may rewrite how narrative evolves from this point… back to cash and relative assets. THE CONSUMER INSIGHTS THINK TANK

Y Male Archetypes: The Metrosexual The layering of male consumer identities Male personal care product growth outpaces female THE CONSUMER INSIGHTS THINK TANK

Y Male Archetypes: The Male Bimbo As the mirror to the 50s female bimbo of Marilyn Monroe An equalizing of gender’s lowest common denominators THE CONSUMER INSIGHTS THINK TANK

Y Tween Female Archetypes: Spice Girls “Girl Power” - feminism as slogan Media dilutes the old messages of Boomer feminism THE CONSUMER INSIGHTS THINK TANK

Gender Ambiguity Female Male American Apparel as Gen Y gender narrative THE CONSUMER INSIGHTS THINK TANK

Digital Ambiguity Online Offline Gen Y is not just “online”…it is more complex than that… they switch ON and OFF - while X wear online more as a badge - Y is more skeptical THE CONSUMER INSIGHTS THINK TANK

Interface Ambiguity Push Expressive Button Interface Beyond the push button paradigm of Boomer interaction THE CONSUMER INSIGHTS THINK TANK

Interface Ambiguity Push Expressive Button Interface …for Y technology is an extension of them. THE CONSUMER INSIGHTS THINK TANK

Identity as Currency What ID you see… …determines how important you are to me THE CONSUMER INSIGHTS THINK TANK

Influence Ambiguity The friend request as social distortion Stranger Friend THE CONSUMER INSIGHTS THINK TANK

Intelligence Ambiguity Dumb Smart Knowledge transformed from destination to journey THE CONSUMER INSIGHTS THINK TANK

Culture Playlists Influencer Influenced New social pecking order..how good is your culture mix? THE CONSUMER INSIGHTS THINK TANK

The Currency of Culture Hip-Hop goes mainstream as Gen Y grows up. THE CONSUMER INSIGHTS THINK TANK

The Currency of Culture Suburb City Distance eroded by the power of media The beginnings of culture over demographics THE CONSUMER INSIGHTS THINK TANK

The Currency of Culture Hip-Hop goes to the suburbs via Cable TV. THE CONSUMER INSIGHTS THINK TANK

Culture Co-opting Culture Street Business Suburbia flashing gang signs THE CONSUMER INSIGHTS THINK TANK

Y Male Archetypes: The Gangsta A narrative about turf & getting paid THE CONSUMER INSIGHTS THINK TANK

Culture Co-opting Culture Hip-hop evolves as universal language of rebellion. Street Business THE CONSUMER INSIGHTS THINK TANK

Culture Co-opting Culture Rich Poor Hip-Hop flashing luxury signs Brands as badge and equalizer of class hierarchy THE CONSUMER INSIGHTS THINK TANK

Global Culture & Asia Rising West East THE CONSUMER INSIGHTS THINK TANK

The Globalization of Food Exotic Staple Sushi represents the speed of exotic shift to ordinary THE CONSUMER INSIGHTS THINK TANK

Global Culture Co-Option Global Local Cities become global mirrors and harder to distinguish local identity THE CONSUMER INSIGHTS THINK TANK

Thank you To request a pdf of this presentation please email marielena@scenariodna.com THE CONSUMER INSIGHTS THINK TANK

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The Transformer Generation

by Tim Stock

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