Generational Marketing
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Presented at FPRA's Annual Conference (Aug 2013), this presentation to PR pros shared the understanding of who the generations are, what motivates them, and how to market them and work together.
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Generational Marketing
- 2. 2 why?
- 3. there are distinct even within the same group ifferences
- 4. a lens you never knew you had imagine finally seeing who me?
- 5. 5
- 9. 9 civics
- 10. largest economy world’s the greatest generation is the 68+ traditional masters of the american dream born prior to 1945
- 11. 11 taglines masters of the american dream doing something on the behalf of others is what it’s all about original community builders ‘save for a rainy day’ ‘a penny saved is a penny earned’
- 12. world’sis the “the american dream” dating marriage children traditional family roles civics life path
- 13. 13 high school trade school - or - military –or - college build a career at a single profession or company; or be at home a known plan civics work path
- 15. 15 civics Boomers Gen X Millennials outlook practical Optimistic Skeptical Hopeful work ethic dedicated Driven Balanced Determined authority respectful Love/hate Unimpressed Polite lead by hierarchy Consensus Competence Pulling Together relationships personal sacrifice Personal Gratification Reluctant to Commit Inclusive turnoffs vulgarity Political Incorrectnes s Hype, cliché Waiting provide stability Personal Challenge Feedback Structure
- 16. 16 motivateit’s your duty and responsibility. it’s valuable to hear what has and hasn’t worked in the past. you’re making a difference for tomorrow’s generation.
- 17. 17 boomer s
- 18. largest economy world’s the rule breakers (who love the rules) is the 49- 67 75 million broke with all forms of tradition not monolithic born 1946-1964
- 19. 19 taglines we’ll do it our way never trust anyone over 30 i’m okay, you’re okay keep up with the jones’ he who dies with the most toys - wins
- 20. world’sis the dating live together (maybe) marriage (multiple) children (maybe) nontraditional roles second childhood boomers life path
- 21. 21 attentive boomers work path middle school high school college or trade school minimum co changes second careers (or third)
- 23. 23 world’sis the coming of age – ‘70s irony lbj, carter, reagan less prepared for retirement residual 60s idealism + materialism of the 80s early boomers late boomers coming of age – ‘60’s rebellion jfk, nixon, lbj benefited from ’99 idealism + materialism
- 24. 24 civics boomers Gen X Millennials outlook practical optimistic Skeptical Hopeful work ethic dedicated driven Balanced Determined authority respectful love/hate Unimpressed Polite lead by hierarchy consensus Competence Pulling Together relationships personal sacrifice personal gratification Reluctant to Commit Inclusive turnoffs vulgarity political incorrectnes s Hype, cliché Waiting provide stability personal challenge Feedback Structure
- 25. 25 motivateyou’re important to our success. we need you. this will make you popular and in demand.. your neighbors… a second childhood.
- 26. 26 xers
- 27. largest economy world’s the forgotten generation is the 34- 48 ~40 million smallest most ignored most abused most misunderstood born 1965-1980
- 28. 28 underemployed, over educated, intensely private and unpredictable
- 29. 29 look further grew up in two-career families with rising divorce rates latch-key kids downsizing academic comparison the dawning of the high-tech age the information age the entertainment culture responsible for surge in entrepreneurship
- 30. 30 in the ‘50s, young homeowners could make the monthly mortgage payment by using 14% of their income; today it takes nearly 40% and today, folks 60+ will get back about $200 for every $100 they put into social security; gen x will lose more than $100 for every $450 they contribute first generation that will not do better (financially) than their parents
- 31. dating live together (maybe) marriage (later) children (later) nontraditional roles xers life path new family dynamics
- 32. 32 junior high high school college multiple jobs multiple companies multiple career choices follow the steps xers work path
- 33. independent tech savvy individual recognition feedback no initial commitment means xers at work
- 34. 34 comfortable in unstructured environments
- 35. 35 civics boomers gen x Millennials outlook practical optimistic skeptical Hopeful work ethic dedicated driven balanced Determined authority respectful love/hate unimpressed Polite lead by hierarchy consensus competence Pulling Together relationships personal sacrifice personal gratification reluctant to commit Inclusive turnoffs vulgarity political incorrectnes s hype/cliché Waiting provide stability personal challenge feedback Structure
- 36. 36 motivate do it your way and decide where things go. you’re going to be able to see your impact quickly. we’re pretty flexible, the focus is on the results. you tell us… opt in? your peers…
- 37. 37 millennial s
- 38. largest economy world’s traditional with a modern twist is the 13- 33 100 million most diverse most educated most medicated most indulged and most cared for born 1981-2000
- 39. 39 look further two working parents *50% have divorced parents no failing grades no losing teams group matters google it instant information never miss anything real-time stunted adult development
- 40. 40 in 1993, 90% of fathers attended the births of their children, versus only 10% in 1975 today’s kids cost their parents about twice as much as they cost their own parents (adjusted for inflation)
- 41. 41
- 42. 42
- 43. world’sis the hanging out live together (buy a house) children marriage nontraditional roles millennials life path
- 44. 44 pre-k high school college grad school work delay multiple jobs multiple companies multiple careers more millennials work path
- 45. meaningful group oriented access required digitally available need structure matter millennials at work
- 46. 46 require structure, guidance and opportunity
- 47. 47 civics boomers gen x millennials outlook practical optimistic skeptical hopeful work ethic dedicated driven balanced determined authority respectful love/hate unimpressed polite lead by hierarchy consensus competence pulling together relationships personal sacrifice personal gratification reluctant to commit inclusive turnoffs vulgarity political incorrectnes s hype, cliché waiting provide stability personal challenge feedback structure
- 48. 48 motivateyou’ll work with very diverse, bright, highly motivated people you can be part of a group making a change. your manager? think of her as your mentor.
- 49. 49 building it for better (and kinder) results
- 51. 51 build it beyond the traditional
- 52. 52 tell them why, not just how
- 55. any questions?
- 56. 56 *caveat.
- 57. 57 source s pew american life gallup cisco us religious landscape survey general survey services univ of michigan nih/nimh
- 58. 58 thank you.
Editor's Notes
- Typically we segment by lifestage… or basic demographics Go further, apply psychographics of generational lenses
- No such thing as job security, considered responsible for surge in entrepreneurship that resulted in the dot com boom Lack of commitment results from rapid changes growing up Comfortable in unstructured environments Economic/social pressures forced new family dynamics Few assets or savings – delayed own home effect Need for dual income Married later, babies later Will carry the burden of their parents retirement Charity, volunteer work and person health all matter greatly This generation is about finding balance and meaning
- most are philosophical about the problems they are inheriting. Sometimes called the “me” generation because of focus on themselves The original “latch-key kids”, parents were focused on careers, social gains First generation who will not ‘do better’ than the previous generations First generation to experience the rise of “entertainment culture” First generation to have “NC-17” movies, People magazine, E! Entertainment Network, and 24/7 access First generation after Roe v. Wade The missing ‘Roe Babies’ (45 million of them since 1973)
- Most educated Most medicated (ADHD, ADD, learning disability are part of their lexicon) Most indulged (most available $$$, 1 in 9 high schoolers have a credit card) Most techno-savvy – 78% have access to the Internet Most diverse – 1 in 3 is Caucasian in 4 lives in a single-parent household 3 of 4 have working mothers Raised by “Do As I Say, Not As I Did" generation of parents Heavily influenced by their peers and brand names Prefer directness over subtlety, action over observation and cool over all else
- Approx 50% raised by divorced parents
- Media, audiences, customers, clients, team counterpoints, budget people, my family.
- What is a generation 20 years Common location in time and history Shared values and beliefs
- What is a generation 20 years Common location in time and history Shared values and beliefs
- What is a generation 20 years Common location in time and history Shared values and beliefs
- What is a generation 20 years Common location in time and history Shared values and beliefs