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The Transformer Generation Presentation Transcript

  • 1. Understanding Gen Y Narrative: The Transformer Generation THE CONSUMER INSIGHTS THINK TANK
  • 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. The Generational Codes GI Silents Boomers CODE > > optimistic cautious rebellious emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK
  • 4. The Generational Codes Gen X Gen Y CODE > > innovative empowered emotional rational social/economic forces THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. Boomer maturation realigns code Disillusionment Vietnam War THE CONSUMER INSIGHTS THINK TANK
  • 9. Boomer maturation realigns code Disillusionment Civil Rights Struggle THE CONSUMER INSIGHTS THINK TANK
  • 10. Boomer Rite of Passage Archetypes THE CONSUMER INSIGHTS THINK TANK
  • 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. Post-9/11 Zeitgeist 9/11 Attack Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK
  • 13. Beyond the Boomer Fear Narrative War of the Worlds Ambiguous Invasion THE CONSUMER INSIGHTS THINK TANK
  • 14. New Rules of War and Boundaries guantanamo bay Ambiguous Enemies THE CONSUMER INSIGHTS THINK TANK
  • 15. Internet Terror Messages Technology of Fear THE CONSUMER INSIGHTS THINK TANK
  • 16. The Era of Commercial Snuff Films Saw Movie Series Transformation and Redemption THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. Gen Y Codes Fame Privacy social surveillance currency ambiguity THE CONSUMER INSIGHTS THINK TANK
  • 21. Surveillance Culture Technology affords a multiplication of views THE CONSUMER INSIGHTS THINK TANK
  • 22. The Amateur Videographer The Birth of Consumer Content THE CONSUMER INSIGHTS THINK TANK
  • 23. The News Spectacle (OJ Simpson) Now car chases fueled by what they have seen on TV THE CONSUMER INSIGHTS THINK TANK
  • 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. Process as Entertainment Nobody Superstar Making the process transparent and faster THE CONSUMER INSIGHTS THINK TANK
  • 26. Consumer Interaction with Celebrity Celebrity is the New Joneses..interacting with narrative Nobody Superstar THE CONSUMER INSIGHTS THINK TANK
  • 27. Auction Economics Culture and Identity as CURRENCY Fueled by a generation raised on merchandising THE CONSUMER INSIGHTS THINK TANK
  • 28. Paparazzi & the Currency of Celebrity New measures of valuation….(some begin to opt-out) THE CONSUMER INSIGHTS THINK TANK
  • 29. Credit Cards & Trade Up Culture Access to anything - shopping defining identity THE CONSUMER INSIGHTS THINK TANK
  • 30. Economic ambiguity growing up Rich Not Became harder to distinguish status and hierarchy THE CONSUMER INSIGHTS THINK TANK
  • 31. Y Tween Female Archetypes: Sex & the City “I shop therefore I am” THE CONSUMER INSIGHTS THINK TANK
  • 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. Y Male Archetypes: The Metrosexual The layering of male consumer identities Male personal care product growth outpaces female THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. Gender Ambiguity Female Male American Apparel as Gen Y gender narrative THE CONSUMER INSIGHTS THINK TANK
  • 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. Interface Ambiguity Push Expressive Button Interface Beyond the push button paradigm of Boomer interaction THE CONSUMER INSIGHTS THINK TANK
  • 39. Interface Ambiguity Push Expressive Button Interface …for Y technology is an extension of them. THE CONSUMER INSIGHTS THINK TANK
  • 40. Identity as Currency What ID you see… …determines how important you are to me THE CONSUMER INSIGHTS THINK TANK
  • 41. Influence Ambiguity The friend request as social distortion Stranger Friend THE CONSUMER INSIGHTS THINK TANK
  • 42. Intelligence Ambiguity Dumb Smart Knowledge transformed from destination to journey THE CONSUMER INSIGHTS THINK TANK
  • 43. Culture Playlists Influencer Influenced New social pecking order..how good is your culture mix? THE CONSUMER INSIGHTS THINK TANK
  • 44. The Currency of Culture Hip-Hop goes mainstream as Gen Y grows up. THE CONSUMER INSIGHTS THINK TANK
  • 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. The Currency of Culture Hip-Hop goes to the suburbs via Cable TV. THE CONSUMER INSIGHTS THINK TANK
  • 47. Culture Co-opting Culture Street Business Suburbia flashing gang signs THE CONSUMER INSIGHTS THINK TANK
  • 48. Y Male Archetypes: The Gangsta A narrative about turf & getting paid THE CONSUMER INSIGHTS THINK TANK
  • 49. Culture Co-opting Culture Hip-hop evolves as universal language of rebellion. Street Business THE CONSUMER INSIGHTS THINK TANK
  • 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. Global Culture & Asia Rising West East THE CONSUMER INSIGHTS THINK TANK
  • 52. The Globalization of Food Exotic Staple Sushi represents the speed of exotic shift to ordinary THE CONSUMER INSIGHTS THINK TANK
  • 53. Global Culture Co-Option Global Local Cities become global mirrors and harder to distinguish local identity THE CONSUMER INSIGHTS THINK TANK
  • 54. Thank you To request a pdf of this presentation please email marielena@scenariodna.com THE CONSUMER INSIGHTS THINK TANK