Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Meet generation edge

4,735 views

Published on

Meet the post-Millennials, Generation Edge—the children of Gen-X parents who’ve only known a world teetering on the brink of economic, political and environmental collapse. The Edge is reactionary, it’s the result of being forced to carve an identity out of uncertainty and complexity. Unlike their Millennial cousins, Generation Edge is more realistic, resilient and resourceful and these characteristics will have a huge impact on your business going forward.

The Sound Research, www.thesoundresearch.com, a strategic research and brand consultancy, has coined the term for those born from 1995 until now – Generation Edge (www.generationedge.com). This newest group of consumers to come of age are the children of Generation X and grandchildren of Boomers. Gen-Edge stands on the edge of political and economic collapse, and the days of the self-entitlement of their older cousins, The Millennials, are no more.

Gen-Edge goals and aspirations are being anchored in a new reality. These young men and women are wise beyond their years to give themselves the edge they need to face the world’s uncertain future.

The Sound experts found that with parents living through a recession and no guarantee of higher education, when it comes to making it, Gen-Edge is not expecting it to be easy. They don’t mind sparing a little elbow grease to make things happen. They are stepping up to the plate and forming a unique identity out of uncertainty and complexity. They have seen 9/11, war, serial natural disasters, foreclosures, celebrity public meltdowns – all live, then again on video on demand – and lived to tweet about it.

Gen-Edge ‘coolness’ comes from their ability to roll with the punches from the get-go. This new generation has got a lot of character – they are realistic, resilient and resourceful. Millennials grew up believing they were going to be the next billionaire or social media founder. Whereas, the world Gen-Edge is growing up in … well, let’s just say optimism is in short supply.

Using a methodology of online engagement, video diaries and experts, The Sound determined that Gen-Edge is fast-tracking their lives – putting them well on their way to becoming one of the largest (*74 million and counting) and most influential group of consumers ever. What does this mean for advertisers and marketers? A specialist in understanding “growing up” at whatever age that happens, Ian Pierpoint of The Sound will tell you.

Published in: Marketing

Meet generation edge

  1. 1. UNDERSTANDING A NEW GENERATION WWW.THESOUNDRESEARCH.COM Strategic Research & Brand Consultancy THE WORLD IS ABOUT TO GETGENERATION
  2. 2. LIVING IN A MILLENNIAL WORLD WHAT MAKES THE SOUND HEADED TO UK, CANADA, AND USA TO EXPLORE THE NEXT GENERATION OF CONSUMERS… THE YOUNGEST EVER MILLENNIAL IS NOW 19... A NEW GENERATION ARE COMING AND WE NEED TO UNDERSTAND THEM
  3. 3. MILLENNIALS RULED THE WORLD... A LARGE & INFLUENTIAL GENERATIONAL COHORT, MILLENNIALS ARE DEFINED BY CRISES AND OPPORTUNITY... AND BOOMER PARENTS OPTIMISTIC CONFORMIST ACHIEVEMENT OBSESSED TECHNOLOGY ASPIRANTS IDEALISTICFUTURE FOCUSED COLLABORATIVE EXTENDED ADOLESCENCE BORN BETWEEN 1980 AND 1994 & 76 MILLION STRONG
  4. 4. BORN FROM 1995 TO PRESENT 75 MILLION & COUNTING BUYING POWER OF $312.3 BILLION & INFLUENCE $600 BILLION IN FAMILY SPENDING AND A GENERATION VERY DIFFERENT TO MILLENNIALS... THE WORLD OF MARKETING, INNOVATION & RESEARCH IS ABOUT TO CHANGE. INTRODUCING GENERATION EDGE... 1. WILLIAMS K. (2010) MARKETING TO THE GENERATIONS 1
  5. 5. WHAT’S GIVEN THIS GENERATION EDGE? ECONOMY SOCIAL POLITICS CONTEXT SHAPED A NEW GENERATIONS VALUES AND ASPIRATIONS A GENERATION BORN INTO A WORLD ON THE EDGE OF COLLAPSE... THEY IN TURN NEED EDGE TO SURVIVE TECHNOLOGY
  6. 6. WHAT MAKES EDGE? THE ECONOMY...
  7. 7. IT’S THE ECONOMY, STUPID GENERATION EDGE TEENS HAVE ONLY KNOWN RECESSION & BLEAK GROWTH... 1987 1990 1995 REAL GDP GROWTH // US ECONOMY SOURCE: IMF -2 0 2 4 -4 2000 2005 2010 NEGATIVE GROWTH POSITIVE GROWTH MILLENNIAL FORMATIVE YEARS GENERATION EDGE FORMATIVE YEARSVS. “IT’S REALLY HARD FOR PEOPLE IN MY GENERATION NOT TO FEEL COMPLETELY DEFEATED BY THIS ECONOMY.” UNEMPLOYED COLLEGE GRAD// BLOGGER LANCE FULLER, 26 NEW YORK TIMES // 18 DECEMBER 2012
  8. 8. IT’S THE ECONOMY, STUPID A COFFEE SHOP IN THE UK RECEIVED 1,700 APPLICANTS FOR EIGHT JOB OPENINGS — OR 212 APPLICATIONS FOR EACH POST DAILY MAIL // FEBRUARY 19, 2012 GENERATION EDGE ARE HAVING TO GROW UP FAST AND BE REALISTIC ABOUT THEIR FUTURE "AFTER 16 YEARS OF ECONOMIC PROSPERITY, THE PROBABILITY IS THIS GENERATION WILL HAVE EXPERIENCED QUITE SIGNIFICANT ECONOMIC TURMOIL BEFORE THEY GET TO ADULTHOOD AND IT’S GOING TO MAKE THEM A LITTLE MORE MEASURED, RESERVED AND CONSERVATIVE." BERNARD SALT, KPMG DEMOGRAPHER
  9. 9. ECONOMIC IMPACT ON EDGE UNLIKE MILLENNIALS, GENERATION EDGE ARE BEING FORCED TO THINK OF ALTERNATIVE WAYS OF MAKING IT IN THE WORLD... MAKING THEM RESOURCEFUL “WHERE PREVIOUS GENERATIONS HAD TO RELY ON A PARENT OR TEACHER OR SUPERVISOR TO EXPLAIN SOMETHING, THIS GENERATION ISN'T BOUND BY THOSE CONSTRAINTS AND CAN ACCESS THE INFO THEY NEED WHEN THEY NEED IT AND GET TO WORK.” MARKETING TO THE GENERATIONS // K.WILLIAMS // 2010
  10. 10. WHAT MAKES EDGE? UNIQUE PARENTING & EDUCATIONAL CONTEXT
  11. 11. PARENTING MATTERS BOOMER PARENTS ARE OPTIMISTIC EMPOWERING HELICOPTERING “I WANT MY CHILDREN TO BELIEVE IN THEMSELVES, ACHIEVE GREAT THINGS... AND I’LL BE THERE TO HELP THEM ALL THE WAY” BOOMER PARENT “I DON’T EXPECT LIFE TO BE EASY FOR HIM, BUT I THINK I’VE GIVEN HIM THE TOOLS; THE REST IS UP TO HIM” GEN X PARENT GEN-X PARENTS ARE CYNICAL CHALLENGING PREPARING VS. UNLIKE MILLENNIALS AND THEIR OPTIMISTIC BOOMER PARENTS, GENERATION EDGE ARE BEING RAISED BY GEN-X
  12. 12. SCHOOLING FOR LIFE GEN-EDGE HAVE BEEN BROUGHT UP IN AN EDUCATIONAL SYSTEM THAT EMPHASIZES THE PRACTICAL VS. THEORETICAL. EXPECT CALLS FOR EVEN MORE REFORM TO READY THEM FOR THE ‘REAL’ WORLD… “IT IS NO SECRET THIS SYSTEM OF STANDARDIZED TESTING IS TURNING US INTO MINDLESS DRONES. A STUDENT CAN BE VERY BOOK SMART AND PASS THEIR MCAT. BUT DOES THIS MEAN THEY HAVE WHAT IT TAKES TO SAVE A LIFE? ...AND NO, THROWING A FEW IPADS IN THE MIX ISN’T GOING TO CUT IT BEHSHID BEHROUZI, GR. 10 STUDENT, TEDX WINCHESTER TEACHERS, 2013
  13. 13. WHAT MAKES EDGE? INSTITUTIONAL COLLAPSE
  14. 14. INSTITUTIONAL TRUST COLLAPSE THE TARP BILL SAW $475 BILLION PAID TO BANKS, INSURANCE COMPANIES AND CORPORATIONS US CAR INDUSTRY RECEIVED $24.9 BILLION DOLLAR BAILOUT BILLIONS PAID IN BONUSES TO BANKERS SINCE BAILOUT FACEBOOK PAID NO INCOME & FEDERAL TAXES IN 2012 DESPITE HUGE PROFITS AND RECEIVED $429 MILLION REFUND OVER 25 MILLION HOMES REPOSSESSED OR FORECLOSED ON SINCE 2007 7 MILLION JOBS LOST DURING RECESSION (US) MEDIAN HOUSEHOLD INCOME HAS DROPPED 8.2% SINCE 2009 GLOBAL INCOME TAX RATES HAVE BEEN INCREASING SINCE 2008 “I THINK WHAT PEOPLE OFTEN FORGET IS THIS ALL HAPPENED BEFORE. MY GENERATION [GEN-X] NEVER HAD IT EASY—WE GREW UP IN TOUGH TIMES TOO ... BUT WE SURVIVED AND SO WILL OUR KIDS.” PARENT OF GEN-EDGE // CHICAGO // ETHNOGRAPHY INTERVIEW “THEM” “US”VS.
  15. 15. UNLIKE MILLENNIALS, GENERATION EDGE AREN’T CONFORMIST AND ACTIVELY CHALLENGE INSTITUTIONS & BRANDS ... THEY’RE FOCUSED REFORMISTS “DURING OCCUPY WALL STREET A BROOKLYN MOTHER ORGANIZED A SLEEPOVER FOR MORE THAN 80 PARENTS AND THEIR CHILDREN. A MAKESHIFT LIBRARY WITHIN THE PARK HAD A COLLECTION OF CHILDREN'S BOOKS FOR PARENTS TO USE. MANY BELIEVED THEY MUST SEIZE THIS "TEACHABLE MOMENT" TO EDUCATE THEIR KIDS ON INCOME EQUALITY AND THE RIGHT TO PROTEST.” CNN BLOG // APRIL, 2012 INSTITUTIONAL TRUST COLLAPSE IMPACT ON EDGE
  16. 16. WHAT MAKES EDGE?TECHNOLOGY
  17. 17. TECHNOLOGY IS A TOOL FOR GENERATION EDGE, TECHNOLOGY JUST IS— THEY’VE NEVER KNOWN A WORLD WITHOUT IT AND INNOVATION IS EXPECTED "TECHNOLOGY DOESN'T MAKE ME WHO I AM, IT LETS ME BE WHO I AM." JILL // 16, CHICAGO // SOUNDING BOARD PARTICIPANT “I AM BETTING THAT THE POST-MILLENNIALS WILL NOT BE AS ENAMOURED WITH TECHNOLOGY, MULTI-TASKING, COLLABORATION, SELF-PROMOTION AND OTHER TRAITS WE IDENTIFY WITH KIDS TODAY.” ROB SALKOWITZ, AUTHOR OF GENERATION BLEND & YOUNG WORLD RISING
  18. 18. WHAT’S COMING?
  19. 19. A NEW & DIFFERENT GENERATION IDEALISTIC CONFORMIST ACHIEVEMENT OBSESSED TECHNOLOGY ASPIRANTS FUTURE FOCUSED COLLABORATIVE EXTENDED ADOLESCENCE REALISTIC REFORMIST ACHIEVEMENT REDEFINED TECHNOLOGY USERS NOW FOCUSED INDIVIDUAL ACCELERATED ADULTHOOD MILLENNIAL GENERATION EDGE ENTITLED HARD WORKING VS.
  20. 20. WHAT DOES THIS MEAN FOR BRANDS?
  21. 21. WHAT THIS MEANS FOR BRANDS CONNECTING WITH GENERATION EDGE WILL BE VERY DIFFERENT TO MILLENNIALS... “MARKETING TO MILLENNIALS RESULTED IN AN ENDLESS QUEST FOR BRAND AUTHENTICITY. GENERATION EDGE WILL BE ENGAGED BY ANOTHER ‘A’ WORD. THE ALTERNATIVE.” IAN PIERPOINT, PRESIDENT THE SOUND THE BRANDS THAT WILL THRIVE WILL BE THE BRANDS THAT APPLY EDGE TO THEIR STRATEGY... THE WORLD IS ABOUT TO CHANGE. DOES YOUR POSITIONING ALIGN WITH EDGE’S ALTERNATIVE ASPIRATIONS? DOES YOUR INNOVATION STRATEGY MEET EDGE’S NEED TO SURVIVE? DOES YOUR COMMUNICATION HAVE ENOUGH EDGE TO GET NOTICED?
  22. 22. UNDERSTANDING A NEW GENERATION A THE SOUND PARTNERSHIP STUDY FEB 2013 WWW.THESOUNDRESEARCH.COM ian@thesoundresearch.com

×