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Meet the Centennials Infographic

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Centennials are growing up with a less idealistic and more pragmatic edge. They’re facing situations that the Millennials didn’t have to deal with until early adulthood, and as a result, Centennials are growing up more savvy, in graver times when everybody doesn’t win and when choices are limited and success is harder to come by. This infographic details critical insights as to what makes this new generation of youth who they are today.

Published in: Marketing

Meet the Centennials Infographic

  1. 1. connecting with centennials Created by The Futures Company DESIGNED BY JACLYN SALEM www.thefuturescompany.com The Futures Company. TRU Youth MONITOR February 2015 SOURCE: 1 2 3 68% 60% BORN 1997–Present CENTENNIALS WE EXPECT CENTENNIALS TO BE A GENERATION SMALLER THE MILLENNIALS HAVE LEFT THE BUILDING: INTRODUCING A NEW GENERATION OF YO U TH (IN 2015) AGES 0–18 NON-HISPANIC WHITE HISPANIC AFRICAN AMERICAN ASIAN AMERICAN OTHER 52% 24% 14% 5% 5% WHAT ’S THEIR ETHNIC MAKEUP? WHO ARE THEIR PARENTS? 42% 42% 14% 2% BOOMERS CENTENNIALS (TEEN PARENTS) MILLENNIALS XERS 23% UNITED STATES POPULATION OVERALL ARE BEING BORN AT THE T U R N O F T H E C E N T U R Y THAN THEIR PREDECESSORS IN 2 KEY AREAS Lower Birth Rates Grounded Expectations 19.4 15.614.6 14.2 13.9 16.7 B I R T H R AT E OVER THE YEARS BIRTHS PER 1,000 POPULATION X E R S M I L L E N N I A L S C E N T E N N I A L S *U.S. Census Bureau At the Millennial generation’s peak in 1990, the U.S. birth rate hit 16.7 per 1,000 population. In 2002, 5 years into the Centennial generation, the U.S. birth rate fell to just 13.9 per 1,000 population. Since Centennials are being born in a time of trials and traumas, their parents have begun to shift from the Millennial-era emphasis on self-esteem and self-expression to a focus on resilience and integrity. Centennials are being taught to plan for the future and tend to avoid frivolity and unnecessary risk. As children, Millennials dreamed big dreams of wealth and fame. Early data suggest Centennials are adopting a more tempered outlook and smaller, more manageable expectations. Although Centennials will drive many of the changes we see going forward in the new century, they aren’t saddled with impossible dreams. Millennials were taught to value communication, cooperation and collaboration. As young people, they tended to aim for alignment with their peers, showcasing individual strengths as a way to stand out slightly from the crowd. The Centennials’ world has always been fragmented, and they feel less compelled to conform. of Centennials agree that “having new stuff is overrated when what I have already is good enough”. *U.S. Census Bureau *U.S. Census Bureau 72% 1. VIGILANT OUTLOOK, TEMPERED EXPECTATIONS OF CENTENNIALS SAY THEY WORRY ABOUT NOT BEING PREPARED FOR THE FUTURE RATHER THAN SAYING THEY’RE TOO YOUNG TO WORRY ABOUT IT OF CENTENNIALS WOULD PREFER TO HAVE THE GUARANTEE THAT THEY WOULD NEVER BECOME POOR OVER THE POSSIBILITY OF BECOMING RICH 65% 47% 1999 2014 (AMONG 12- TO 17-YEAR-OLDS) “ I LI KE TO DO THINGS OT HERS CON S IDER RISKY O R DAN GER OUS” EXPECT EMBOLDENMENT INVITE THEM IN ANTICIPATE EMPOWERMENT 2000 52% 2014 26% (AMONG 12- TO 17- YEAR-OLDS) “ WE’RE ABOUT FUN” Much of the exciting technological progress that mobile-native Centennials see has come at a cost to the traditional market. If Millennials were savvy consumers expert at working the system, look for Centennials to be bold consumers ready to change it. Millennials were largely respectful of institutions and the marketplace, but Centennials may be less patient. An ever-growing number of tools allow them to create their own workarounds if your brand doesn’t spot and eliminate friction before they do. Centennials may not even give you a warning sign before they identify a solution—potentially one that doesn’t involve you. Be ready to give up some control and work with this generation to drive your strategies and tactics—or risk them taking you out of the equation. Centennials are growing up with a less idealistic and more pragmatic edge. They’re facing situations that the Millennials didn’t have to deal with until early adulthood, and as a result, Centennials are growing up more savvy, in graver times when everybody doesn’t win and when choices are limited and success is harder to come by. –ERIK MEDINA, Vice President and Head of the TRU Youth MONITOR, The Futures Company FACEBOOK: HAVE AN ACCOUNT AND VISIT REGULARLY 77% 52% MILLENNIALS CENTENNIALS 200219971990197919751969 centennials’ mindset why “centennials”? who are they? millennials vs. centennials 2. LESS SELF-ABSORBED, MORE SELF-ASSURED AMONG 12- TO 17-YEAR-OLDS I CARE A LOT WHETHE R MY CLOTHES ARE IN STYLE 2004 2014 30% 47% “CENT” < “MILL” { }1. 2.

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