Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006


                 ...
Silents - 1927 – 1945, age 61-79 (2006):
   •     37 million alive today (May 10, 2006 US Census estimate)
   •     12% of...
Boomers - 1946 – 1964, age 42-60 (2006):
   •     78 million alive today (May 10, 2006 US Census estimate)
   •     26% of...
GenXers - 1965 – 1981, age 25-41 (2006):
   •     64 million alive today (May 10, 2006 US Census estimate)
   •     21% of...
Millennials - 1982 – 2001, age 4-24 (2006):
    •     91 million alive today (May 10, 2006 US Census estimate)
    •     3...
The Next Generation – 2001 to today, age 0-3 (2006):
   •     12 million alive today (May 10, 2006 US Census estimate)
   ...
Upcoming SlideShare
Loading in...5
×

06 15 06 Ad Club Of Evansville Workshop Handout

416

Published on

Market study done by Arthur Associates for the Ad Club of Evansville.

Published in: Business, Economy & Finance
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
416
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "06 15 06 Ad Club Of Evansville Workshop Handout"

  1. 1. Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 America’s Generations - 2006 GI/s Born: 1901 – 1926 Age: 80+ today Silents Born: 1927 – 1945 Age: 61 – 79 Boomers Born: 1946 – 1964 Age: 42 - 60 Gen X Born: 1965 – 1981 Age: 25 - 41 Millennials Born: 1982 – 2001 Age: 4 - 24 Next Gen? Born: 2002 – present Age: 0-3 • What generation are you? • What generation makes up the majority of your employees? • What generation makes up the majority of your customers? Judy: 1932 – early Silent Neil: 1951 - second-wave Boomer Tera: 1960 – late Boomer Nathan: 1979 - trailing edge Gen X Anya: 1981 - last year Gen X Erica: 1984 - leading edge Millennial Generation breaks defined by major event and/or parenting change GI/s – turn of century Silents – stock market crash Boomers – WWII Gen X – Vietnam & parenting Millennials – stock market & parenting (will next generation be defined by 9/11/2001?) Use and value of Generational strategies: • Human Resources • Research • Product Development • Marketing • Advertising: creative / planning / buying • Public Relations • Customer Service • One-on-one Selling Bibliography • Generations – The History of America’s Future 1584 to 2069, Strauss & Howe; 1991 William Morrow • Rocking the Ages – The Yankelovich Report on Generational Marketing, Smith & Clurman; 1997 HarperBusiness • Generations at Work, Zemke, Raines, Filipczak; 2000 AMACOM – American Management Association 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466
  2. 2. Silents - 1927 – 1945, age 61-79 (2006): • 37 million alive today (May 10, 2006 US Census estimate) • 12% of US population Defining moment • Stock Market crash and economic depression Formative years / core values • Family strength and values • Economic uncertainty • Governmental paternalism • Community support / trust • People connected Attitudes / choices • Frugal – economizers • Patriotic, politically active • News reading • NOT risk-takers • Open to new products / services • Hungry to learn • Grandchildren important to them • Value family stability • Pent up drive to “grab” life • Economically disadvantaged blacks / single women • Social Connecting • Talk to them, face-to-face • Develop relationships • Personal service • Nostalgia connects to certain past • Recognize how far they have come • Offer “safe” first-time experiences / growth • Be more formal – manners and courtesy count • Get to the point but tell the whole story, they take the time to read • Don’t ‘change’ the pattern, say ‘improve’ • Loyalty works • Use experiential learning, hands-on • Make memorable, visual clues critical, messages simple and explicit • Consider lifestyle changes – retirement, loss of spouse, health, etc. Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 Neil Arthur, Arthur Associates LLC 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466
  3. 3. Boomers - 1946 – 1964, age 42-60 (2006): • 78 million alive today (May 10, 2006 US Census estimate) • 26% of US population Defining moment • End of WWII and post-war economic recovery Formative years / core values • Leading edge nuclear family intact, trailing not • Financially stable • Economic expansion beyond any prior • Opportunities abound • Live life to the fullest • Limitless possibilities Attitudes / choices • Career driven • Disproportionate wealth • Free spending • Forever young • Receptive to advertising • Feel ambushed • Face fierce competition • Have great expectations • Face layoffs • Age discrimination • Eldercare / childcare • Moralistic • Distrust authority • Workaholic • Aging is mandatory…growing old is optional Connecting • Receptive to advertising & marketing messages • Multigenerational messages work • Don’t make any age sound like a marker • Do not ever use the words: o Senior Citizen o Aging o Elderly o Mature o Retiree/retiring o Slow down o Golden years • Women respond to empathy not rivalry • Applaud women’s achievements despite stress Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 Neil Arthur, Arthur Associates LLC 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466
  4. 4. GenXers - 1965 – 1981, age 25-41 (2006): • 64 million alive today (May 10, 2006 US Census estimate) • 21% of US population Defining moment Viet Nam generation begins parenting…and divorce Formative years / core values • All about survival • Divorce • Career moms • Parents as buddies • Marriage is disposable • Us against them • Independence • Distance from older generations • Premature wealth • Refined tastes • Self-reliant • Strong FEMALE generation • Males seek identity / masculinity Attitudes / choices • They are a generation but don’t feel like it • Distrustful of major institutions • Sense of disempowerment • Unimpressed with authority • Save the neighborhood / volunteer • No ideology / pragmatic • Make marriage work • Be there for children • Work hard / make money • Local / local / local • Appreciate parents hard work • Attitude! Attitude! Attitude! -Edgy -Cynical -Fun -Retro • Buy car for warranty relationship over time – search for ‘family’ Connecting • Convince their peers – a la “Friends” • Tap into their self-focus • Video-gaming – part of DNA • Tell a story • Poke fun at their POP culture • Use ‘retro’ – the ‘70/s • Multi-generational appeal works • Take racial diversity for granted • Understand men’s resentment of women Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 Neil Arthur, Arthur Associates LLC 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466
  5. 5. Millennials - 1982 – 2001, age 4-24 (2006): • 91 million alive today (May 10, 2006 US Census estimate) • 31% of US population Defining moment Shift in parenting / teachings…helicopter parents Iraq War I Formative years / core values • Adult micro-supervised • Grade pressure • Time pressure • Team players • Diversity acceptance • Community active - High School community service o 1984: 900,000 US students o 2003: 6,200,000 US students • Technologically hardwired Attitudes / choices • Feel very much like a generation • “DON’T call us Generation Y”, we are more than the next letter • We are not ‘echo-Boomers’, we have our own identity • Optimistic and enthusiastic • Respectful of authority • Focused on education • Nurtured • Close relationship with parents o Over-parented? o Left-brainers only? o Over-stressed? o Lack of play time? o Over-structured? • Drug use – down but not out • Sex bombardment by/ through many mediums • Disdain adult-world ethical failures • Millennial boys: the second sex? Girls on a tear…boys falling behind • Spirituality rising – “Young people want to know something bigger than themselves,” -Marcus Robinson, college senior; Time Magazine • Millennials are gender bending…males cooking and females home-improvement • Have’s and have-nots gap widening…be sensitive • Millennials view older people positively and look up to them for wisdom • Great expectations of themselves Connecting • Peer-to-peer recommendations and approval are enormously important…win over their friends • Millennials support causes • Recognize generational hot button changes…these are NOT GenXers • Tap into renewed enthusiasm for reading print Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 Neil Arthur, Arthur Associates LLC 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466
  6. 6. The Next Generation – 2001 to today, age 0-3 (2006): • 12 million alive today (May 10, 2006 US Census estimate) • 4% of US population Defining moment • Terrorism on US soil Formative years / core values • New globalism • Heightened security consciousness • ‘big brother’ concerns grow? Attitudes / choices • Demanding • We shall see what else develops Connecting • Cuddling • Security may become major concern • Just as receptive to advertising as prior generations Ad Club of Evansville, How to Annoy a Millennial, Bore a GenXer and Trivialize a Boomer! June 15, 2006 Neil Arthur, Arthur Associates LLC 2568 Glen Echo Drive • Columbus, Ohio 43202-2421 • www.arthurbiz.com • 614-447-2780 • 877-447-2780 • FAX: 866-722-9466

×