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...
The Generational Codes



              GI                     Silents             Boomers
CODE > >   optimistic          ...
The Generational Codes



                         Gen X                    Gen Y
CODE > >                   innovative   ...
Assimilation/Differentiation

   Assimilation/Differentiation

     Parents               GI                  Silents     ...
Assimilation/Differentiation
Gen Y has joined their Boomer parents in their
commercialism - but with a more global
perspec...
What shaped Boomer code?
 childhood
 maturation        Progress/Freedom                     +        Fear
 imprint


 rite...
Boomer maturation realigns code
 Disillusionment




                                          Vietnam War
       THE CONS...
Boomer maturation realigns code
 Disillusionment




                             Civil Rights Struggle
       THE CONSUME...
Boomer Rite of Passage Archetypes




      THE CONSUMER INSIGHTS THINK TANK
What will shape Gen Y code?
   childhood
   maturation                   Fame                   Privacy
   imprint
       ...
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
      ...
New Rules of War and Boundaries
                                         guantanamo bay




Ambiguous Enemies
      THE CO...
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...
The Generational Network
Forces that shape the code


        Boomer                                 Gen Y
               ...
The Generational Network
Defining the emotional code

        Boomer                                  Gen Y


            ...
Gen Y defined by consumption
                                Grew up with Cable TV
                               (MTV).
...
Gen Y Codes



             Fame Privacy
                  social             surveillance

              currency        ...
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 THI...
Surveillance as Entertainment
Birth of reality TV with MTV’s Real World in 1991




        Nobody                        ...
Process as Entertainment




        Nobody                               Superstar




Making the process transparent and...
Consumer Interaction with Celebrity

Celebrity is the New Joneses..interacting with narrative




        Nobody          ...
Auction Economics
Culture and Identity as CURRENCY




     Fueled by a generation raised on merchandising


       THE CO...
Paparazzi & the Currency of Celebrity




New measures of valuation….(some begin to opt-out)

         THE CONSUMER INSIGH...
Credit Cards & Trade Up Culture




Access to anything - shopping defining identity

          THE CONSUMER INSIGHTS THINK...
Economic ambiguity growing up




          Rich                               Not




Became harder to distinguish status...
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 ...
Y Male Archetypes: The Metrosexual
The layering of male consumer identities




Male personal care product growth outpaces...
Y Male Archetypes: The Male Bimbo




As the mirror to the 50s female bimbo of Marilyn Monroe

An equalizing of gender’s l...
Y Tween Female Archetypes: Spice Girls




“Girl Power” - feminism as slogan

Media dilutes the old messages of Boomer fem...
Gender Ambiguity




      Female                                Male




American Apparel as Gen Y gender narrative

    ...
Digital Ambiguity

        Online                              Offline




Gen Y is not just “online”…it is more complex t...
Interface Ambiguity

       Push                                 Expressive
       Button                                I...
Interface Ambiguity

       Push                                  Expressive
       Button                                ...
Identity as Currency
What ID you see…




…determines how important you are to me

         THE CONSUMER INSIGHTS THINK TA...
Influence Ambiguity
The friend request as social distortion




      Stranger                               Friend


    ...
Intelligence Ambiguity




        Dumb                                 Smart



Knowledge transformed from destination to...
Culture Playlists




     Influencer                              Influenced


New social pecking order..how good is your...
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 ...
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

    ...
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                          ...
Culture Co-opting Culture




          Rich                               Poor


Hip-Hop flashing luxury signs

Brands as...
Global Culture & Asia Rising

       West                               East




       THE CONSUMER INSIGHTS THINK TANK
The Globalization of Food




           Exotic                            Staple
Sushi represents the speed of exotic shi...
Global Culture Co-Option




          Global                             Local


Cities become global mirrors and harder ...
Thank you

To request a pdf of this presentation please email
marielena@scenariodna.com


          THE CONSUMER INSIGHTS ...
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The Transformer Generation

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The Transformer Generation

  1. 1. Understanding Gen Y Narrative: The Transformer Generation THE CONSUMER INSIGHTS THINK TANK
  2. 2. 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
  3. 3. The Generational Codes GI Silents Boomers CODE > > optimistic cautious rebellious emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK
  4. 4. The Generational Codes Gen X Gen Y CODE > > innovative empowered emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Boomer maturation realigns code Disillusionment Vietnam War THE CONSUMER INSIGHTS THINK TANK
  9. 9. Boomer maturation realigns code Disillusionment Civil Rights Struggle THE CONSUMER INSIGHTS THINK TANK
  10. 10. Boomer Rite of Passage Archetypes THE CONSUMER INSIGHTS THINK TANK
  11. 11. 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
  12. 12. Post-9/11 Zeitgeist 9/11 Attack Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK
  13. 13. Beyond the Boomer Fear Narrative War of the Worlds Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK
  14. 14. New Rules of War and Boundaries guantanamo bay Ambiguous Enemies THE CONSUMER INSIGHTS THINK TANK
  15. 15. Internet Terror Messages Technology of Fear THE CONSUMER INSIGHTS THINK TANK
  16. 16. The Era of Commercial Snuff Films Saw Movie Series Transformation and Redemption THE CONSUMER INSIGHTS THINK TANK
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Gen Y Codes Fame Privacy social surveillance currency ambiguity THE CONSUMER INSIGHTS THINK TANK
  21. 21. Surveillance Culture Technology affords a multiplication of views THE CONSUMER INSIGHTS THINK TANK
  22. 22. The Amateur Videographer The Birth of Consumer Content THE CONSUMER INSIGHTS THINK TANK
  23. 23. The News Spectacle (OJ Simpson) Now car chases fueled by what they have seen on TV THE CONSUMER INSIGHTS THINK TANK
  24. 24. Surveillance as Entertainment Birth of reality TV with MTV’s Real World in 1991 Nobody Superstar The “nothing” narrative THE CONSUMER INSIGHTS THINK TANK
  25. 25. Process as Entertainment Nobody Superstar Making the process transparent and faster THE CONSUMER INSIGHTS THINK TANK
  26. 26. Consumer Interaction with Celebrity Celebrity is the New Joneses..interacting with narrative Nobody Superstar THE CONSUMER INSIGHTS THINK TANK
  27. 27. Auction Economics Culture and Identity as CURRENCY Fueled by a generation raised on merchandising THE CONSUMER INSIGHTS THINK TANK
  28. 28. Paparazzi & the Currency of Celebrity New measures of valuation….(some begin to opt-out) THE CONSUMER INSIGHTS THINK TANK
  29. 29. Credit Cards & Trade Up Culture Access to anything - shopping defining identity THE CONSUMER INSIGHTS THINK TANK
  30. 30. Economic ambiguity growing up Rich Not Became harder to distinguish status and hierarchy THE CONSUMER INSIGHTS THINK TANK
  31. 31. Y Tween Female Archetypes: Sex & the City “I shop therefore I am” THE CONSUMER INSIGHTS THINK TANK
  32. 32. 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
  33. 33. Y Male Archetypes: The Metrosexual The layering of male consumer identities Male personal care product growth outpaces female THE CONSUMER INSIGHTS THINK TANK
  34. 34. 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
  35. 35. Y Tween Female Archetypes: Spice Girls “Girl Power” - feminism as slogan Media dilutes the old messages of Boomer feminism THE CONSUMER INSIGHTS THINK TANK
  36. 36. Gender Ambiguity Female Male American Apparel as Gen Y gender narrative THE CONSUMER INSIGHTS THINK TANK
  37. 37. 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
  38. 38. Interface Ambiguity Push Expressive Button Interface Beyond the push button paradigm of Boomer interaction THE CONSUMER INSIGHTS THINK TANK
  39. 39. Interface Ambiguity Push Expressive Button Interface …for Y technology is an extension of them. THE CONSUMER INSIGHTS THINK TANK
  40. 40. Identity as Currency What ID you see… …determines how important you are to me THE CONSUMER INSIGHTS THINK TANK
  41. 41. Influence Ambiguity The friend request as social distortion Stranger Friend THE CONSUMER INSIGHTS THINK TANK
  42. 42. Intelligence Ambiguity Dumb Smart Knowledge transformed from destination to journey THE CONSUMER INSIGHTS THINK TANK
  43. 43. Culture Playlists Influencer Influenced New social pecking order..how good is your culture mix? THE CONSUMER INSIGHTS THINK TANK
  44. 44. The Currency of Culture Hip-Hop goes mainstream as Gen Y grows up. THE CONSUMER INSIGHTS THINK TANK
  45. 45. The Currency of Culture Suburb City Distance eroded by the power of media The beginnings of culture over demographics THE CONSUMER INSIGHTS THINK TANK
  46. 46. The Currency of Culture Hip-Hop goes to the suburbs via Cable TV. THE CONSUMER INSIGHTS THINK TANK
  47. 47. Culture Co-opting Culture Street Business Suburbia flashing gang signs THE CONSUMER INSIGHTS THINK TANK
  48. 48. Y Male Archetypes: The Gangsta A narrative about turf & getting paid THE CONSUMER INSIGHTS THINK TANK
  49. 49. Culture Co-opting Culture Hip-hop evolves as universal language of rebellion. Street Business THE CONSUMER INSIGHTS THINK TANK
  50. 50. Culture Co-opting Culture Rich Poor Hip-Hop flashing luxury signs Brands as badge and equalizer of class hierarchy THE CONSUMER INSIGHTS THINK TANK
  51. 51. Global Culture & Asia Rising West East THE CONSUMER INSIGHTS THINK TANK
  52. 52. The Globalization of Food Exotic Staple Sushi represents the speed of exotic shift to ordinary THE CONSUMER INSIGHTS THINK TANK
  53. 53. Global Culture Co-Option Global Local Cities become global mirrors and harder to distinguish local identity THE CONSUMER INSIGHTS THINK TANK
  54. 54. Thank you To request a pdf of this presentation please email marielena@scenariodna.com THE CONSUMER INSIGHTS THINK TANK

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