This document discusses generational trends in the United States population from 1900 to 2050. It notes that the population is growing older as life expectancy increases, and the proportion of children and youth is declining while the proportion of seniors is increasing rapidly. Specific generations discussed include Baby Boomers, Generation X, and Millennials. For each generation, key traits, values, and strategies for marketing and employment are outlined. The document emphasizes the importance of understanding new generations in order to stay current and avoid potential perils.

1. Understanding the New Generations
August 2010
Catch the Wave!
Central Texas

2. America is Growing
U.S. Population
1900 76 million
1950 151 million
2010 310 million
2050 420 million
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3. We are living longer
The year is . . . Life expectancy
– 1900 – 48 / 51 years
– 1950 – 66 / 71 years
– 2010 – 75 / 81 years
– 2050 – 81 / 87 years
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4. America is aging rapidly
 The year is... Seniors 65+
– 1900 – 4 percent
– 1950 – 7 percent
– 2010 – 13 percent
– 2050 – 21 percent
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5. Youth represent a smaller proportion . . .
The year is... Children <20 yrs
– 1900 – 44 percent
– 1950 – 34 percent
– 1965 – 39 percent
– 2010 – 27 percent
– 2050 – 26 percent
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6. America’s Generations
Awakening Generation 1701–1723 G.I. Generation 1900–1924
Greatest Generation 1911–1924
First Great Awakening 1727–1746 Jazz Age 1929–1956
Liberty Generation 1724–1741 Silent Generation 1925–1945
Republican Generation 1742–1766 Baby Boomers 1946–1964
Compromise Generation 1767–1791 Beat Generation 1948–1962
Generation Jones 1954–1965
Second Great Awakening 1790–1844
Consciousness Revolution 1964–1984
Transcendentalist Generation 1789–1819
Transcendental Generation 1792–1821 Baby Busters 1958–1968
Abolitionist Generation 1819–1842 Generation X 1961–1981
Gilded Generation 1822–1842 MTV Generation 1975–1985
Progressive Generation 1843–1859
Boomerang Generation 1981–1986
Third Great Awakening 1886–1908 Generation Y 1977–2003
Internet Generation 1986–1999
Missionary Generation 1860–1882 New Silent Generation 2001–
Lost Generation 1883–1900
Interbellum Generation 1900–1910
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7. Wait for it…

8. Perils of NOT Staying Current…
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9. Generation X
32-44 years, born 1965 thru 1977
46 million, 17% of America
$190B purchasing power, $1.2T income
Think: focused on real issues, digital
revolution, visual, skeptical, highly
individual, insecure, pragmatic, highly-
motivated, need fun, fast-evolving,
forward-thinking, new music
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10. What’s with the name?
Billy Idol of Generation X (1976 – 1981)
Generation X by Robert Capa
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11. Gen-X: Traits
• Require real balance between
work and life / family /
personal time
• Deeply independent (save
16% of earnings)
• First “Information Age”
generation
• Seek workplaces that feel like
communities
• Well-adjusted, socially
responsible
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12. Attributes of an Information Age Mindset
• Computers aren’t technology
• The Internet beats TV
• Reality is no longer real
• Doing trumps knowing
• Learning is X-box, not logic
• Multitasking is a way of life
• Staying connected is essential
• Zero tolerance for delays
• Consumer and creator are
blurring
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13. Gen-X: Values
• 89% believe in God; 70% attend
church
• 90% say helping others >
helping self
• Would pay family debts if won
lottery
• 73% have volunteered (school,
charities, church)
• Say America’s education system
is nation’s top priority
• Will require two incomes and
long hours to achieve dream of
marriage, family, lifestyle
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14. Generational Work Priorities
Gen Y Gen X Boom Matures
Balance work/personal life 87 88 89 79
Try new things 94 87 85 81
Succeed at your job 79 83 86 75
Get more training / educ 87 80 66 44
Find work that pays better 86 75 66 52
Establish career path 93 80 63 28
Find more work opportunity 83 73 58 39
Find more fulfilling work 83 66 58 41
Source: Randstad North America
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15. Gen-X: Employer Strategies
• Common sense – what are
their wants and needs?
• Empowerment –
education, tools, authority
• Open-door policy –
elevates team spirit
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16. Gen-X: Strategies
• Use humor, self-awareness, diversity in message
• Easy-to-read, hi-impact messaging
• Provide individualized attention
• Clear, informative communications
• Sophisticated ‘Net presence
• Integrate communications across media
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17. Gen-X: Strategies
• It’s all about personal style: empower with “badge
value” items…use subtlety
• Believability: hip brands can push envelope; staid
brands cannot
• Avoid stereotyping – go for one-on-one relationships
• Recognize differences across key subsets: gender,
race, education, income, geography
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19. Millennials
10-32 years, born 1978-2000
76 million, 26.5% of America
$200T spending power,$61/day burn rate
Think: highly individual, ethnic, diverse,
mature, responsible, self-sufficient,
gender equality, curious, pragmatic,
communications junkies
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20. Millennials, aka…
• Echo Boomers
• Generation Y
• Net Generation / iGeneration
• Wired Generation
• Bling generation
• e-Generation (stands for "electronic generation")
• Trophy Generation (overprotective kids and parents)
• Generation me
• IM generation
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21. Generation X The Millennials
• PCs and Internet • Web-enabled cellphones
• Email • Text messaging
• Bars • Raves
• Bungee jumping • Skateboarding
• Cable TV • TiVo
• Fall of communism • Rise of terrorism
• Cynicism • Idealistic
• Distrust authority • Team players
• Julia Roberts • Sarah Michelle Gellar
• Tom Cruise • Ashton Kutcher
• Gap • Abercrombie & Fitch
• The Simpsons • South Park
• Talk shows • Reality TV
• Madonna • Avril Lavigne
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22. Core Values and Personality Traits
• Perpetually connected
• Multi-taskers extraordinaire
• Filter for immediacy and control
• Told all their lives they are special
• Confident, optimistic, sociable
• Socially involved, sense of civic duty
– Will repair the civic decay, social
detritus
– Stop degradation of environment
• Self expressive & assimilative
• Conventional/moral, like the silent
generation
• Achievers, under pressure
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23. It’s all about the connectivity
• 85% have cell phones, 30 min
mobile/day
• 67% text message
• 6-10x/day
• 35-40 txts by high schoolers daily
• Never known world without digital
access 24/7
• 50% use SM sites, download music
• Most spend 10-12 hrs/wk min
online
• 29% have/44% read blogs
• 69% (of students) have FB page
• Online as connective social function
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24. Millennial Language Online
Term: Pasta Rocket
Definition:
Italian sports car or motorcycle
Usage:
“My new 999 is a sweet pasta rocket.”
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25. Millennials: Education
• Parental influence
• Millies respect, highly regard parents
• Control own lives with parental help
• Irony: strive for independence even
as realizing dependence on them
• Kids welcome parental ‘hovering’
• Expecting it all
• High-dollar jobs, time for interests
• Not used to being let down, hearing
‘no’
• Education is path to dreams
• Crave approval; avoid criticism
• Far from fickle
• They convey excitement…or dismay
• Demand accountability from schools
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26. Millennial Language Online
Term: Schnasty
Definition:
When something is so nasty you don’t know
how else to describe it.
Usage:
“Oh, man. That garbage disposal smells
schnasty.”
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27. Millennials: Employer Strategies
• Think creatively about
reward strategies
• Consider global working
opportunities
• Clear statement on
corporate responsibility
• Use technology to engage
– think avatars, mobile
• Keep it fresh…really fresh
• Oh, and 4% want to wear
business clothing
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28. Millennials: Empowerment
• Rebels with boundaries
• Respectful of authority
• Extreme sports – master
(w/protection)
• Making wise choices
• Reasons for choices (TV dinners,
underage intimacy, urban tunes)
• Female leadership
• Higher percentage of college students
• Lead positive attitudes in learning
• The cool factor
• Big success d/n rely on top dog appeal
(H Potter, Am Idol, boy bands, Britney)
• “Want to be different, just like
everyone else”
• Diversity is the new norm
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29. Millennial Language Online
Term: Phail
Definition:
Internet speak to describe someone’s
extraordinary lack of ability
Usage:
“Did you hear about the guy who got demoted
for looking at porn at work on more than
100,000 occasions? That’s pure phail, dude.”
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30. Millennials: Marketing Strategies
• Understand what is important to
them
• Edgy, yet pragmatic advertising
• Build brand loyalty via
emotional bond
• Prove your honesty – be
believable
• Seek shared core values
• Blended marketing avenues let
them ‘discover’ - use 5 senses
• Respect their choices,
empower (online & offline)
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31. Millennials: Marketing Strategies
• Capitalize on preference for group settings with individual performance
opportunities
• Leverage the web and your marketing $ via viral campaigns
• Think psychographic rather than demographic
• Respond to cause consciousness, appeal to their green streak
• Use street marketing and guerrilla tactics
• Incorporate strong visual stimuli and interactive activities
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32. What do we know now?
• Personal empowerment
• Align values
• Create new spaces, new
paradigms
• Authenticity over bs
• Look to ALL media venues
• Don’t tell me; show me…
• Or, better, let me do it myself
• The world never stops its
movement – will you?
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34. Wanna Keep Up?
• YouthNoise.com • Watch the movies
• TrendWatching.com • Restaurant menus
• Buzzwhack.com • Concert gear/style
• TrendCentral.com • Detail, TeenPeople.com, US
• eMarketer.com • Trendspotting
• DailyCandy.com • Coolhunting
• Springwise.com • Teach a high school course or
• Cool-reads.co.uk class
• Street Trends (from • Google search terms for
Sputnik in NYC) millies, teens, youth
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35. Life Philosophy: Keep the Shiny Side Up!
Contact me at ssaurage@SaurageResearch.com or on Facebook or LinkedIn
Read my blog: www.RealitySpikes.com
http://twitter.com/RealitySpikes
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