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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.

Published in: Business, Education, Career

Generational Marketing

  1. 1. 1 motivate me generations @cloudspark #fpraac
  2. 2. 2 why?
  3. 3. there are distinct even within the same group ifferences
  4. 4. a lens you never knew you had imagine finally seeing who me?
  5. 5. 5
  6. 6. 6 how different we are*
  7. 7. 7 generations
  8. 8. 8 > 4 civics boomers x-ers millennials
  9. 9. 9 civics
  10. 10. largest economy world’s the greatest generation is the 68+ traditional masters of the american dream born prior to 1945
  11. 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. 12. world’sis the “the american dream” dating marriage children traditional family roles civics life path
  13. 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
  14. 14. traditional affirming respectful patient experienced, committed civics at work
  15. 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. 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. 17 boomer s
  18. 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. 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. 20. world’sis the dating live together (maybe) marriage (multiple) children (maybe) nontraditional roles second childhood boomers life path
  21. 21. 21 attentive boomers work path middle school high school college or trade school minimum co changes second careers (or third)
  22. 22. identity boomers at work inclusive permissive want consensus recognized rewarded
  23. 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. 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. 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. 26 xers
  27. 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. 28 underemployed, over educated, intensely private and unpredictable
  29. 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. 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. 31. dating live together (maybe) marriage (later) children (later) nontraditional roles xers life path new family dynamics
  32. 32. 32 junior high high school college multiple jobs multiple companies multiple career choices follow the steps xers work path
  33. 33. independent tech savvy individual recognition feedback no initial commitment means xers at work
  34. 34. 34 comfortable in unstructured environments
  35. 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. 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. 37 millennial s
  38. 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. 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. 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. 41
  42. 42. 42
  43. 43. world’sis the hanging out live together (buy a house) children marriage nontraditional roles millennials life path
  44. 44. 44 pre-k high school college grad school work delay multiple jobs multiple companies multiple careers more millennials work path
  45. 45. meaningful group oriented access required digitally available need structure matter millennials at work
  46. 46. 46 require structure, guidance and opportunity
  47. 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. 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. 49 building it for better (and kinder) results
  50. 50. 50 build a profile
  51. 51. 51 build it beyond the traditional
  52. 52. 52 tell them why, not just how
  53. 53. 53 encourage an active understanding
  54. 54. 54 measure, respond, learn
  55. 55. any questions?
  56. 56. 56 *caveat.
  57. 57. 57 source s pew american life gallup cisco us religious landscape survey general survey services univ of michigan nih/nimh
  58. 58. 58 thank you.

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