This document discusses which demographic charities should focus on in the future - millennials or baby boomers. It notes that millennials are the largest generation but give the least to charities currently, though they trust brands to do good and individuals over institutions. It argues charities should embrace transparency and new technologies to attract millennials. Meanwhile, baby boomers have more time and money now in retirement, are socially active both online and offline, and will soon lose their core senior audience, so charities should also focus on this demographic. Ultimately, the document concludes demographics divide us but values unite us.

1. 1
Annie Moreton
Strategy Director
Baby Boomer
Pete Grant
Lead Planner
Millennial
#futurecomms @goodagencyldn

2. #futurecomms @goodagencyldn
In businesses with purpose.
In brands with human values.
In causes worth believing in.
In great places to work.
In better products to buy.
In a fair, thriving, sustainable world.
In you.

3. Motion:
Who should be the future focus for charities,
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Annie Moreton
Strategy Director
Baby Boomer
Pete Grant
Lead Planner
Millennial
#futurecomms @goodagencyldn

4. 4
#futurecomms @goodagencyldn
Pete Grant
Lead Planner
Millennial

5. An opportunity too big to miss
And one much misunderstood

6. The great gap of unlocked potential
The most ethical values, but giving the least

7. We trust brands to do good for us
So charities need to start collaborating

8. We trust individuals not institutions
Embrace a radical level of transparency

9. We were hit hardest by the economic downturn
Win our love now, expect payback much later

10. We’re addicted to instant gratification
Invest in new tech innovation

11. In conclusion, we’re the long game
But if you meet our needs, everyone benefits

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#futurecomms @goodagencyldn
Annie Moreton
Strategy Director
Baby Boomer

13. Rich pickings for charities
We have all the fun and all the money

14. We are social media mavens
Not natives, but digitally savvy and connected

15. We seek new skills and experiences
To make the most of our new lease of life

16. We have the busiest social calendars of all
And prefer quality time in the real world

17. They call us the squeezed sandwich
We have dependents on either side of us

18. We were born into a time of great change
Witnessing people stand up for what they believed in

19. In conclusion – we’ll soon lose our core audience of seniors,
why not focus now on this time and cash rich group?

22. DEMOGRAPHICS DIVIDE US
VALUES UNITE US

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Annie Moreton
Strategy Director
Baby Boomer
Pete Grant
Lead Planner
Millennial
#futurecomms @goodagencyldn