Millennials SEE 2010

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Millennials SEE 2010

  1. 1. Connecting with Your Millennial Members Text SEE 2010 Nashville Jeff Kallay, VP Consulting “Apostle of Authenticity”
  2. 2. Manage the Expectations 15 American Generations 4 Cycles = 4 Stage/2 Stroke Generation X Millennials Chase the goal not the technology Discussion and Media Resources
  3. 3. Disclaimers
  4. 4. “In America, each generation is a new people.” Alec de Tocqueville, 1830
  5. 5. 4 Number of books by Howe and Strauss Generations, 13th Gen, The Fourth Turning and Millennials Rising LifeCourse Associates www.lifecourse.com
  6. 6. 4 - Number of books by Howe and Strauss Generations, 13th Gen, The Fourth Turning and Millennials Rising LifeCourse Associates www.lifecourse.com
  7. 7. 3 Number of books by Howe and Strauss Millennials Rising, Millennials Go to College and Millennials and the Pop Culture LifeCourse Associates www.lifecourse.com
  8. 8. 3 - Number of books by Howe and Strauss Millennials Rising, Millennials Go to College and Millennials and the Pop Culture LifeCourse Associates www.lifecourse.com
  9. 9. 4 Number of Generations Colliding in the Workplace Silent, Boomers, Xers and Millennials LifeCourse Associates www.lifecourse.com
  10. 10. 23.4 Average Number of Years of American Generations Howe and Strauss
  11. 11. 15 American Generations (19 New World) Howe and Strauss
  12. 12. 4 Number of Generational Cycles and Number of Generations Per Cycle Howe and Strauss
  13. 13. Revolutionary Cycle Name + Birth Years Awakening + 1701-1723 Liberty + 1724-1741 Republican + 1742-1766 Compromise + 1767-1791
  14. 14. Civil War Cycle Name + Birth Years Transcendental + 1792-1821 Gilded + 1822-1842 Progressive + 1843-1859
  15. 15. Great Power Cycle Name + Birth Years Missionary + 1860-1882 Lost + 1883-1900 G.I. + 1901-1924 Silent + 1925-1942
  16. 16. Millennial Cycle Name + Birth Years Boomer + 1943-1960 X + 1961-1981 Millennials + 1982-2000/01 15th (Homeland or iGeneration) + 2000/01-20??
  17. 17. 4/2 4 Stage/2 Stroke Per Cycle The Fourth Turning Howe and Strauss
  18. 18. Revolutionary Cycle Name + Birth Years = Description Awakening + 1701-1723 = Idealist Liberty + 1724-1741 = Reactive Republican + 1742-1766 = Civic Compromise + 1767-1791 = Adaptive
  19. 19. Civil War Cycle Name + Birth Years = Description Transcendental + 1792-1821 = Idealist Gilded + 1822-1842 = Reactive Progressive + 1843-1859 = Adaptive
  20. 20. Great Power Cycle Name + Birth Years = Description Missionary + 1860-1882 = Idealist Lost + 1883-1900 = Reactive G.I. + 1901-1924 = Civic Silent + 1925-1942 = Adaptive
  21. 21. Millennial Cycle Name + Birth Years = Description Boomer + 1943-1960 = Idealist X + 1961-1981 = Reactive Millennials + 1982-2000/01 = Civic 15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive
  22. 22. 4 Stage / 2 Stroke Idealist Idealist birth Civic Reactive Reactive birth Adaptive Civic Civic birth Idealist Adaptive Adaptive birth Reactive Repeat
  23. 23. Each Generation Rebels against the elder-built world and against the generation before it. (Think X>Boomer and Millennial>X) Redirects society towards its own inclinations.
  24. 24. Each Generation 1. Solves the problems facing the prior youth generation (Millennial>X) 2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer) 3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
  25. 25. Each Generation Is shaped by their surroundings and by the generations with which they interact. While being born becomes history, and as they age they make history.
  26. 26. Types of History Social Moment - a brief period of time when people perceive historical events to radically alter their social environments. 1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior. 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior.
  27. 27. Repeating in America 1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood. 2. Reactive - encounters a spiritual awakening entering youth, and a secular crisis entering midlife. 3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood. 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife.
  28. 28. “A generation that can sneakily trump boomer X narcissism and millennial entitlement.” Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
  29. 29. About Generation X Born and raised as independent latch-key kids. Sexual Revolution, Watergate, Vietnam, Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth. Demonized by Hollywood: Rosemary’s Baby, The Exorcist, Taxi Driver, Pretty Baby and The Omen.
  30. 30. About Generation X Playing to win by half expecting to lose. Accepting wide gaps between personal outcomes and sex roles. Proud of their ability to cut through the hype.
  31. 31. About Generation X Becoming cautious in family life and gradually mellowing in personality. Dedicated to starting and maintaining stable families, something their Silent generation parents did not.
  32. 32. Mommy Many Generation X women are chosing not to return to work after they have children. ABC News Special Report “The Mommy Wars”
  33. 33. 1988 2004
  34. 34. Millennial Largest, most wanted, most watched over and most diverse generation in American history. Howe and Strauss “Millennials Rising”
  35. 35. The Three “Kaitlins” Kaitlin Caitlin Kate Lynn
  36. 36. 3.6 Average birthrate of Millennials (in millions) Howe and Strauss “Millennials Rising”
  37. 37. 76 Million Millennials (vs. 72 million Boomers and 42 million Xers) Howe and Strauss “Millennials Rising”
  38. 38. $50k Parents willing to pay for an ovum from an attractive, high IQ, female at a top university Howe and Strauss “Millennials Rising”
  39. 39. 50% Increase in amount of stuff in weight in average American homes vs. 20 years ago US News and World Report, 2008
  40. 40. 87% College freshmen who have never shared a room with a sibling Chronicle of Higher Education, November 2009
  41. 41. About Millennials 35% are non-white (and Latino). 1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent. Largest separation in wealth in American history.
  42. 42. About Millennials Celebrated, cherished and protected. Celebrated by Hollywood: Three Men and Baby, Baby Boom, Mr. Mom and Disney princesses. Empowered females. Bike helmets, car seats, nanny cams and more.
  43. 43. About Millennials Raised by attached parents. “Helicopter Parents” or “Blackhawks” transitioning to “Stealth.” Parents are “Best Friends” and co-purchasing. Conservative. Or Conventional?
  44. 44. About Millennials Team Oriented. Task Oriented. Civic Oriented. (not in march on D.C. way) Want to achieve high standards set for them. Feel that they have already “paid their dues.”
  45. 45. X and Millennial You are no longer in control of message or media. They are in control. They want authenticity and simplicity. Stories render authenticity.
  46. 46. X and Millennial To connect with these generations you cannot talk at, you must talk with. You must give them the tools to create their own stories, memories and experiences.
  47. 47. Who is Next? 15th Homeland or iGeneration 2000/2001-?
  48. 48. 5000 Marketing messages your members are assaulted by each day Adweek November 2006
  49. 49. 90% Consumers who trust word of mouth, vs. traditional advertising Adweek November 2006
  50. 50. 400+ facebook Social Networks (in millions) USA Today February, 2010
  51. 51. 35+ 50% of facebook users USA Today February, 2010
  52. 52. :60 Amount of time 17-25 year olds spend on website OneStat 2008
  53. 53. 3 Number of clicks visitors will spend to find what they want on a website OneStat 2008
  54. 54. 95% 18-25 Year Olds who are “Big” texters (200+ text messages a day) Pew Internet and CNN Special Report
  55. 55. 4.1 Billion - Daily Text Messages Pew Internet
  56. 56. 85% Prefer email over phone Reachon.com 2008
  57. 57. 40% Check their email in bathroom using PDA Reachon.com 2009
  58. 58. 34% 50 years and older that use wireless Pew Internet 2010
  59. 59. 63% 30-49 year olds that use wireless Pew Internet 2010
  60. 60. 81% Millennials that use wireless Pew Internet 2010
  61. 61. Reaching Millennials Special. Paid their dues. Best friends with parents. Talk with, not at. Global. Conventional. Optimistic but pragmatic.
  62. 62. Reaching Millennials Eliminate Ambiguity. Think of Time as 24/7 Resource. Combine Work with Play. Make it Worthwhile. Handle with Care. Play to Their Strengths. Group Think.
  63. 63. “Our generation isn’t about sex, drugs or violence. It’s about technology, discovery and coming together as a nation.” Mikah Griffin, 17, 1999
  64. 64. Keep it Real Be Authentic - Friday 3:45pm Breakout
  65. 65. Connect Educate
  66. 66. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Email me kallay@targetx.com
  67. 67. Your Bookshelf
  68. 68. Media and Resources Did You Know? Video http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related Web 2.0 Video http://www.youtube.com/watch?v=6gmP4nkeOE0E Pew Internet Research http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
  69. 69. Mommy Tell My Professor He’s Not Nice http://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml A Generation Serves Notice; It's a Moving Target http://query.nytimes.com/gst/fullpage.html? res=9D0CE7D9123FF931A15752C0A9609C8B63 facebook grows up http://www.newsweek.com/id/32261/page/2
  70. 70. YouthQuake (Millennial Values in Work) http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm? chan=magazine+channel_top+stories Scenes From A Culture Clash http://www.fastcompany.com/magazine/102/culture-clash.html Get The Best Out Of Millennials http://www.adage.com/talentworks/article?article_id=124891
  71. 71. The Millennials are Coming http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml Employee Evolution - Millennials at Work http://www.employeeevolution.com/ TargetX iThink Blog http://.targetx.com/ithink
  72. 72. Want More? Read Our Blogs: TargetX Blog at www.targetx.com/ithink/
  73. 73. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  74. 74. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Email me kallay@targetx.com
  75. 75. ? So what does it all mean?
  76. 76. Connecting with Your Millennial Members Text SEE 2010 Nashville Jeff Kallay, VP Consulting “Apostle of Authenticity”

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