A presentation on demographic and consumer trends by Matt Carmichael, author of Buyographics. mattc@buyographics.com

1. Buyographics
Matt Carmichael
@buyographics

5. America is an aging nation Many Boomers have $ Sell to customers with $

7. Demographics win in the long term
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

12. Demographics, personified

15. Location: Los Angeles County
Generation: Boomer
Race/Ethnicity:White, Hispanic
Household: Married, 2 kids
Location: Teton County, Mt.
Generation: Boomer
Race/Ethnicity:White, non-Hispanic
Household: Married, 3 kids
Location: New York County
Generation: Millennial
Race/Ethnicity: Black
Household: Boyfriend + roommate

17. Ten stories? Or two?

19. A nice, middle-class home

22. The middle class today
The freedom to make some choices without the
pressure to make others.

24. The most important problem that we
are facing today is rising inequality.
Robert Shiller, Nobel-winning
economist

29. Location: Champaign, IL
Generation: Millennial
Race/Ethnicity:White, non-Hispanic
Household: Unmarried partner

32. #amiright?!?

34. #letsdance

37. How Journalists Count

38. TREND

39. Mobile tech Married later
We have reached Peak___ Auto/Beard/Oil
Woman
Living at home
Helicopter parents
Urban
Renter
Driving less
twenty-something
Bi-racial couple Full-time worker
middle-class
Entitled
“The Monocle Returns”
“In a New Trend in Hair Removal, Women Prefer
the Natural Look”
“Baby Boomers Are Drawn to Green and
Eco-Friendly Funerals”
_______ is the future
“Online Merchants Home In on Imbibing
Consumers”
“It’s Hip to Be Round – Potbellies are in”

40. Decline in Detroit
Detroit's decline has been going on for a long while. In the face of growing
foreign and domestic competition, auto companies merged, or quit, or moved
out of town to get closer to markets. Automation began replacing workers in the
plants that remained. In the past seven years, Chrysler, the city's biggest
employer, has dropped from 130,000 to 50,000 workers. The U.S. Government
lists Detroit as an area of "substantial and persistent unemployment.''
Time Magazine

42. Millennials are buying fewer homes than previous generations

43. Home ownership rates have dropped

44. Home ownership changes: economic + demographic

53. Delayed household formation: The student loan equation

54. Credit is harder to get. So who’s buying?

58. Where are the Millennials?

60. Driving

62. Why today’s youth driving less
• Demographics
– Living in different kinds of households
• Economic
– Cars cost money. Gas prices fluctuate.
• Technological
– People can connect virtually
• Location
– People live where there are options
• Legal
– Every state passed new GDL laws since 1995

63. ACHIEVE
Cultural shift: Lost the lovin feeling
Going to a party or social gathering
Having a family
IMPROVE ENJOY
Car alarm system
Mini -van
Flying
Moving out of your parents place and into your own place
Your own blog or twitter feed
Pursing a hobby or interest
The vehicle you wish you could drive
The very first vehicle you ever owned
Buying a house
Winning an award/being recognized for an accomplishment
Accessories/features that make your vehicle more versatile
Dating sites like match.com
Working out/getting physical exercise
An import car or truck
Accessories and features that make your vehicle function better
Air bags
A life coach
An network of extended friends and acquaintances
Facebook
Establishing family traditions
Getting married / being in a committed relationship
Life insurance
Onstar
Taking public transportation
Text messaging
Your doctor
Vehicle insurance
Lawyer
Your local government
Your religion or faith
A good wardrobe
A great sound system in your vehicle
A group of close friends
A hybrid car
A luxury car
A pick-up truck
An airline mileage or hotel rewards program
An American car or truck
An SUV
Private club membership
Custom car interior or exterior features / detailing
Linkedin
The vehicle you drive
Re-locating for a job
A polished resume
Being competitive
A team building seminar or experience
Getting a good education
Getting a promotion at work
Having ambition and determination
Starting your own business
The internet
A college or graduate school alumni network
A financial planner
Being a good communicator
A personal computer
A rotary club of business club
A smart phone
A strong work ethic
A therapist or counselor
Attending a conference on a work related- subject
Being a good listener
Career counseling
Cooperation
E-mail
Having a strong set of values
Having good leadership skills
Multi-tasking
Self-discipline Staying on top of the news
Office supplies
Things that help you stay organized
Space Travel
PROTECT

64. Cultural shift: Lost the lovin feeling

65. Technology: Options

66. Unemployment – 6 million

67. Education is the single most important
determinate of income potential

68. Why we need alternatives to
Private Universities

69. Loan debt isn’t just growing,
it is changing

71. Job Type
Change, 2012-22
Median wage
Number Percent
Registered nurses 526.8 19.4 65,470
Secretaries and administrative assistants, except legal, medical, and executive 307.8 13.2 32,410
Customer service representatives 298.7 12.6 30,580
Construction laborers 259.8 24.3 29,990
General and operations managers 244.1 12.4 95,440
Carpenters 218.2 24.2 39,940
Bookkeeping, accounting, and auditing clerks 204.6 11.4 35,170
Heavy and tractor-trailer truck drivers 192.6 11.3 38,200
Medical secretaries 189.2 36.0 31,350
Licensed practical and licensed vocational nurses 182.9 24.8 41,540
First-line supervisors of office and administrative support workers 171.5 12.1 49,330
Elementary school teachers, except special education 167.9 12.3 53,400
Accountants and auditors 166.7 13.1 63,550
Medical assistants 162.9 29.0 29,370
Software developers, applications 139.9 22.8 90,060
Management analysts 133.8 18.6 78,600
Sales representatives 132.0 8.9 54,230

72. Job Type
Change, 2012-22
Median wage
Number Percent
Personal care aides 580.8 48.8 19,910
Retail salespersons 434.7 9.8 21,110
Home health aides 424.2 48.5 20,820
Combined food preparation and serving workers, including fast food 421.9 14.2 18,260
Nursing assistants 312.2 21.1 24,420
Janitors and cleaners, except maids and housekeeping cleaners 280.0 12.1 22,320
Laborers and freight, stock, and material movers, hand 241.9 11.0 23,890
Childcare workers 184.1 14.0 19,510
Office clerks, general 184.1 6.2 27,470
Maids and housekeeping cleaners 183.4 12.8 19,570
Cooks, restaurant 150.1 14.7 22,030
Landscaping and groundskeeping workers 139.2 12.4 23,570
Receptionists and information clerks 135.9 13.5 25,990

76. Advertising used to be easy

77. Agency execs worked hard

82. Sometimes it is Just Re-Packaging

83. …or Just the Right Message

84. Profound changes in just 40 years.

86. Thanks!
Matt Carmichael
mattc@buyographics.com
@mcarmichael @buyographics