How to Connect with Others,
Regardless of Age, Wage or Lifestage
May 8,May 8, 20132013
We’ve Changed
No Longer a Melting Pot, but a Salad Bowl
OLD NEW
1 in 3 is not White
Source: 2010 U.S. Census
The Census Diversity Index Has Been
Increasing Consistently
• The probability that two people chosen at random would
be of...
4 States &The District of Columbia have
Minority Majority PopulationsMinority Majority Populations
• Minorities account fo...
States with Majority Minority
Among Childreng
• In 10 states, the share of children who are
i iti h l d d 50 tminorities h...
Not Just in Select Places…
• Across every major market in the U.S. the
majority of the child population is nonwhitemajorit...
Non-Hispanic Whites
• Whites share of the total
U.S. population dropped
over the last decade
from 69% to 64%
• Whites are ...
Multiracial Americans
• Multiracial
Americans nowAmericans now
number 8.7 million
• 3% of the
population
• 25% increase in...
The Browning of America
A Country within a Country
• 50.5 million Latinos in U.S.
• Mexico 108.7 MM
• U.S. 50.5 MMU.S. 50.5 MM
• Colombia 44.4 MM
...
50.5 Million Hispanics
One in six U.S. residents is Latino
Source: 2010 U.S. Census
Among ChildrenAmong Children,
1 in 4 is1 in 4 is
HispanicHispanic
Every 30 seconds, a LatinoEvery 30 seconds, a Latino
turns 18 in America
Source: NPR, Latino Mayor May Be A Glimpse Of Thi...
Latino Growth from 2000 - 2010
“Bright Flight”
• Young, educated people moving to cities
• The draw:
– Knowledge based jobs, public transportation
and ci...
Young People Postpone Marriage
• Married 25-34 yr olds dropped from 55% in
2000 to 45% in 20102000 to 45% in 2010
• Lowest...
Reasons Why
• Focusing on their personal goals
Fi i hi h l– Finishing school
– Establishing a career
• Don’t feel “economi...
“Marriage is ideal, but parenthood is a priority”
Family Composition Is Changing
"The iconic
American familyAmerican family
-- married couple
with childrenwith children –
a...
“Family” Becomes Redefined
• A generation that was raised
by blended or mergedby blended or merged
families
• “Grandfamili...
Implications for theImplications for the
Destination Marketing Business
Changing customer base
Recruiting & retention of y...
Changing Customer Base
• More minority business execs
– may appreciate cultural nuancesmay appreciate cultural nuances
• L...
Adapt to Differences
• Latin American sweets not as sugared,
more subtle flavors
– Westin Hotel in San Antonio serves Mexi...
Wants Differ by Generation
• Older tourists
Tend to want no– Tend to want no
hassles with language,
currencies, unfamiliar...
Baby Boomers
• Want:
– extensive information
on everything there is
to see and do, then
the freedom to explorep
on their o...
Recognize Different Needs
• Young vs. Oldg
– Online vs. face-to-face
interaction
M W• Men vs. Women
– Men want choices sim...
Tap into Values
• Example: Hispanics often merge business and
leisure travel, bringing family/groups along toleisure trave...
Gen Y Saved Amtrak from Extinction
Recruiting & Retention
• Your competition for young talent is fierce
• Not just other companies / organizations
• Large ci...
Recruiting & Retention
• Bilingual and multilingual staff will become
a mandatory for survivala mandatory for survival
• S...
What Gen Y Wants & Expects
• A demonstrated commitment to
diversitydiversity
– Women and minorities in
senior positionssen...
Marketing Must Adapt
• Not just advertising efforts and messaging
C i i l• Community involvement
• “Social” is everything
...
Ensure that You Can Walk the Walk
Human Resources
• Progressive views on family and benefits
• Continuous skill training
Train for Cultural Sensitivity
• Law firm partner took young associate out to lunchp y g
as part of mentoring program. Par...
Business Evolution
• Your communities are changing
• Your customers and suppliers are changing
• Your workforce is changin...
My New Book Can Help!
Praise from Major Business Press
On the Business Book Bestseller List!
The April Business Book Bestseller List
For more information about
Consumer trends and marketing, contact
Kelly McDonald at
214-880-1717 or kelly@mcdonaldmarketin...
Keynote Presentation: How to Connect With Others Regardless of Age, Wage, or Life Stage
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Building and Fostering Relationships that Grow Conferences, Revenue, and Profit

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Keynote Presentation: How to Connect With Others Regardless of Age, Wage, or Life Stage

  1. 1. How to Connect with Others, Regardless of Age, Wage or Lifestage May 8,May 8, 20132013
  2. 2. We’ve Changed No Longer a Melting Pot, but a Salad Bowl OLD NEW
  3. 3. 1 in 3 is not White Source: 2010 U.S. Census
  4. 4. The Census Diversity Index Has Been Increasing Consistently • The probability that two people chosen at random would be of a different race and ethnicity on a 0-100 scale. The scale ranges from 0 (no diversity) to 100. Source: U.S.A Today, Minority births drive growth in U.S. diversity , 6/22/10
  5. 5. 4 States &The District of Columbia have Minority Majority PopulationsMinority Majority Populations • Minorities account for more than 50% of the population in California, Hawaii, New Mexico, Texas and DC, , , Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
  6. 6. States with Majority Minority Among Childreng • In 10 states, the share of children who are i iti h l d d 50 tminorities has already passed 50 percent, up from five states in 2000: Mississippi Nevada Georgia Maryland Florida Texas California N M iFlorida Arizona New Mexico Hawaii
  7. 7. Not Just in Select Places… • Across every major market in the U.S. the majority of the child population is nonwhitemajority of the child population is nonwhite
  8. 8. Non-Hispanic Whites • Whites share of the total U.S. population dropped over the last decade from 69% to 64% • Whites are aging fast: median age is now 41 (up from 38.6 in the 2000 Census)2000 Census) Will b i it b 2041• Will be minority by 2041
  9. 9. Multiracial Americans • Multiracial Americans nowAmericans now number 8.7 million • 3% of the population • 25% increase in last decadelast decade
  10. 10. The Browning of America
  11. 11. A Country within a Country • 50.5 million Latinos in U.S. • Mexico 108.7 MM • U.S. 50.5 MMU.S. 50.5 MM • Colombia 44.4 MM • Spain 40.4 MM • Argentina 40.3 MM • Peru 28.7 MM Venezuela 26 0 MM• Venezuela 26.0 MM • Chile 16.3 MM Source: Synovate 2010, CIA World Factbook, 2010 Census
  12. 12. 50.5 Million Hispanics One in six U.S. residents is Latino Source: 2010 U.S. Census
  13. 13. Among ChildrenAmong Children, 1 in 4 is1 in 4 is HispanicHispanic
  14. 14. Every 30 seconds, a LatinoEvery 30 seconds, a Latino turns 18 in America Source: NPR, Latino Mayor May Be A Glimpse Of Things To Come, December 12, 2010
  15. 15. Latino Growth from 2000 - 2010
  16. 16. “Bright Flight” • Young, educated people moving to cities • The draw: – Knowledge based jobs, public transportation and city ambiance
  17. 17. Young People Postpone Marriage • Married 25-34 yr olds dropped from 55% in 2000 to 45% in 20102000 to 45% in 2010 • Lowest level since 1862 • In the 1960’s, more than 80% were married
  18. 18. Reasons Why • Focusing on their personal goals Fi i hi h l– Finishing school – Establishing a career • Don’t feel “economically ready” • Skeptical • “Look how that turned out for my parents”Look how that turned out for my parents • Yet they’re not willing to wait to have a kid• Yet they re not willing to wait to have a kid, so they have one
  19. 19. “Marriage is ideal, but parenthood is a priority”
  20. 20. Family Composition Is Changing "The iconic American familyAmerican family -- married couple with childrenwith children – accounts for a mere 22% ofmere 22% of households." Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
  21. 21. “Family” Becomes Redefined • A generation that was raised by blended or mergedby blended or merged families • “Grandfamilies” • No stigma in having ag g baby outside of marriage – “Just because my boyfriendy y and I aren’t married doesn’t mean we’re not a family”
  22. 22. Implications for theImplications for the Destination Marketing Business Changing customer base Recruiting & retention of young talent M k tiMarketing HR
  23. 23. Changing Customer Base • More minority business execs – may appreciate cultural nuancesmay appreciate cultural nuances • Local foods, events, history • More women business owners hi h t i t d d– high customer service standards – vocal, will express pleasure or di l ithdispleasure with you – place strong trust in other women
  24. 24. Adapt to Differences • Latin American sweets not as sugared, more subtle flavors – Westin Hotel in San Antonio serves Mexican cookies during their afternoon tea service • Chinese tourists expect to find hot boiled water in hotels for tea and/or dried noodleswater in hotels for tea and/or dried noodles – Unlimited green tea at no charge – Chopsticks provided with meals (evenp p ( Western meals) – Adapters for Chinese electronics Chi t i t d– Chinese tourists spend more on shopping than any other consumer group
  25. 25. Wants Differ by Generation • Older tourists Tend to want no– Tend to want no hassles with language, currencies, unfamiliar ffoods and lodging Solution: English– Solution: English- speaking tour operators, pre-planned itineraries with every detail taken care of, food, utensils and, environments that look familiar
  26. 26. Baby Boomers • Want: – extensive information on everything there is to see and do, then the freedom to explorep on their own • Solution: – Tout numerous options and work withoptions and work with meeting planners to build in free time for Boomers to choose their own activity
  27. 27. Recognize Different Needs • Young vs. Oldg – Online vs. face-to-face interaction M W• Men vs. Women – Men want choices simplified W t i h i– Women want expansive choices
  28. 28. Tap into Values • Example: Hispanics often merge business and leisure travel, bringing family/groups along toleisure travel, bringing family/groups along to meetings and conferences • Acknowledge this and encourage this: e.g. “Turn your conference into family fun!e.g. Turn your conference into family fun! Bring the kids, abuelita and explore the Art Institute of Chicago! • Gen Y: FOMO • “Fear of Missing Out”
  29. 29. Gen Y Saved Amtrak from Extinction
  30. 30. Recruiting & Retention • Your competition for young talent is fierce • Not just other companies / organizations • Large cities and “progressive” workLarge cities and progressive work environments
  31. 31. Recruiting & Retention • Bilingual and multilingual staff will become a mandatory for survivala mandatory for survival • Staff to reflect the community you serve • Beware: do not hire the wrong person because they have a skill set you needbecause they have a skill set you need
  32. 32. What Gen Y Wants & Expects • A demonstrated commitment to diversitydiversity – Women and minorities in senior positionssenior positions • Flexibility• Flexibility – – “freedom is the best reward” • A “progressive organization”g g
  33. 33. Marketing Must Adapt • Not just advertising efforts and messaging C i i l• Community involvement • “Social” is everything • Mobile is hot
  34. 34. Ensure that You Can Walk the Walk
  35. 35. Human Resources • Progressive views on family and benefits • Continuous skill training
  36. 36. Train for Cultural Sensitivity • Law firm partner took young associate out to lunchp y g as part of mentoring program. Partner is older White gentleman, associate is African-American. • “Where are your people from?” • “Talking louder does not make me bilingual”g g
  37. 37. Business Evolution • Your communities are changing • Your customers and suppliers are changing • Your workforce is changingYour workforce is changing
  38. 38. My New Book Can Help!
  39. 39. Praise from Major Business Press
  40. 40. On the Business Book Bestseller List!
  41. 41. The April Business Book Bestseller List
  42. 42. For more information about Consumer trends and marketing, contact Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing com ©2013 McDonald Marketing 214-880-1717 or kelly@mcdonaldmarketing.com ©2013 McDonald Marketing 2700 Thomas Avenue Dallas, TX 75204 214-880-1717, Fax 214-880-7596 www.mcdonaldmarketing.com All rights reserved. No part of this material may be reproduced In any form without permission by the author.In any form without permission by the author.

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