1.
MILLENNIALS
GENERATION X

2.
THE SOUND 2
THE SOUND
MILLENNIALS VS. GEN X
Millennials: the largest generation since the
Boomers - 9 million (Canada), 76 million (US)
‣ Cultural spotlight focused on the values and behaviors
that will shape culture for years to come...
‣ Highly diverse generation
‣ Celebrate diversity
Generation X: a relatively small generation -
5 million (Canada), 52 million (US)
‣ Less culturally important, had to make a lot of ‘noise’ to be
noticed.
‣ Generation that experienced America becoming diverse
‣ Diversity accepted
THE IMPACT OF DEMOGRAPHICS

3.
THE SOUND 3
THE SOUND
MILLENNIALS VS. GEN X
Born between 1981 and 1995
Identity shaped by a mix of crisis and opportunity
Born between 1961 and 1980
Identity shaped by a mix of disappointment
and fragmentation
COMING OF AGE
‣ Challenger
‣ Cable TV
‣ AIDs
‣ Video games
‣ 911
‣ Facebook
‣ Global warming
‣ American Idol

4.
THE SOUND 4
THE SOUND
MILLENNIALS VS. GEN X
Combination of disappointment and fragmentation
created a generation that consider themselves rebels
‣Means to be highly individual
‣Often left alone by often divorced parents
‣Strong desire to create new ‘rules’
Combination of crisis and opportunity creates a
generation that consider themselves heroes
‣Aware of issues facing the world
‣Highly empowered by technology
‣Highly empowered by parents and education system
HEROES REBELS

5.
THE SOUND 5
THE SOUND
MILLENNIALS VS. GEN X
Generation X: a relatively small generation -
5 million (Canada), 52 million (US)
‣ Less culturally important, had to make a lot of ‘noise’ to be
noticed.
‣ Generation that experienced America becoming diverse -
diversity was accepted
Millennials developing identity in longer youth context.
Psychologists are debating whether this has resulted in a
NEW developmental lifestage
20’s are now expected to be a time of exploration and deferred
responsibility
‣ Results in more uncertainty, but more sound decisions
‣ Results in compressed maturity experience
‣ Biological clock
‣ Guyological clock
LONG YOUTH SHORT YOUTH

6.
THE SOUND 6
THE SOUND
MILLENNIALS VS. GEN X
Generation X are now parents
Strong desire to remain youthful and connected to ‘cool’
Results in a sense of frustration with being old....messaging around
youthfulness resonates
‣ Mountain Dew
Millennials are highly motivated to achieve maturity
Long youth experience
Desire to be taken seriously and achieve their goals
Results in a sense of frustration with being young... messaging
around experience resonates
‣ Dos Equis
‣ Old Spice
MATURITY ASPIRING MATURITY ADJUSTING

7.
THE SOUND 7
THE SOUND
MILLENNIALS VS. GEN X
Gen X celebrated gender equality.
First generation for whom males and females were
becoming equal.
‣ Girl Power!
‣ New man!
‣ Unisex and androgyny were key trends: CK One
For Millennials, gender equality is a given.
To celebrate this seems almost pointless…
‣ Millennials are looking to differentiate
‣ Witness more traditional fashions and interests
‣ The Retrosexual a key trend
GENDER DIFFERENCE GENDER EQUALITY

8.
THE SOUND 8
THE SOUND
MILLENNIALS VS. GEN X
Gen X are jealous of Millennial hook up culture!
‣Dating and sex shaped by fear of AIDS
‣More likely to have settled relationships... or spent their
youth dancing instead!
Millennials have replaced dating with hooking up.
‣Casual and no commitment
‣“Friends with benefits” highly common
‣Technology allowed relationships to become intimate
before even meeting
Strong desire to return to more traditional dating as a result!
HOOK UP GET DOWN

9.
THE SOUND 9
THE SOUND
MILLENNIALS VS. GEN X
Gen X grew up intensely experiencing the tension
between belonging and individualism.
‣Grew up striving to be part of the popular cliques
Millennials embrace diversity in every aspect of
their lives.
‣Diverse group of friends seen as essential
‣Different skills strengthen the group
‣Adopt different roles in different friendship groups
NETWORKS CLIQUES

10.
THE SOUND 10
THE SOUND
MILLENNIALS VS. GEN X
Gen X celebrated gender equality.
‣ Less opportunity and sense of entitlement than Millennials
Success more likely to be measured by $$$... or having a different
life to their parents
Millennials worry about their future and achieving
ambitions.
‣ And the only thing that can stop them is ‘themselves’
‣ Future far more important than being popular, having the latest things or
having sex etc.
Success defined by ‘doing something they love’
FUTURE PRESSURE PEER PRESSURE

11.
THE SOUND 11
THE SOUND
MILLENNIALS VS. GEN X
Generation X grew up as technology emerged,
learned how to use tech.
‣Digital Adapters
Able to talk about how technology has changed their world.
Nostalgic about times when technology wasn’t pervasive
Millennials have grown up during the internet
revolution, every aspect of their life is entwined with
tech.
‣Digital Natives
Find it almost impossible to talk about technology and the impact it
has on their lives
TECHNOLOGY OBLIVIOUS TECHNOLOGY ADOPTERS

12.
THE SOUND 12
THE SOUND
MILLENNIALS VS. GEN X
Gen X value the underground, sought to
keep their culture secret from the mainstream.
‣No Logos
‣Extreme sports
Developed their identity in more traditional ways
‣ Cliques
‣ Brands
Millennials have a curated identity.
‣Develop and manage their identity online
‣Friends, interests and aspirations all on social networks,
for all to see
Very happy to reveal almost all their secrets to almost anyone...
EXPRESSIVE SOCIETY SECRET SOCIETY

13.
THE SOUND 13
THE SOUND
MILLENNIALS VS. GEN X
Gen X were less aware about health when
they were young.
‣Less aware of impact of processed foods
Just becoming health concerned in mid-life
‣ Switching to low calorie products
‣ Actively looking for healthy, organic, natural options
Millennials are the most health aware
generation.
‣Best access to information: school + web
‣Highly concerned about sustainability issues
During the recession, they refused to compromise on supporting
brands with proven health benefits
HEALTH AWARE HEALTH CONCERN

14.
THE SOUND 14
THE SOUND
MILLENNIALS VS. GEN X
Gen X defined by pervading sense of cynicism.
‣ Question institutions
‣ Challenge brand involvement in their culture
Millennials value passions.
Highly positive generation, believe they can make a difference.
‣ Empowered
‣ Reject Gen X rebellion
‣ Combined sense of passion with irony
‣ Communication with ‘a knowing wink’ engages...
PASSIONATE IRONY JADED CYNICISM

15.
THE SOUND 15
THE SOUND
MILLENNIALS VS. GEN X
Gen X are more likely to be concerned with ‘cool’... a
quest for the next big thing.
‣ Exclusive
‣ Underground
‣ Rebellious
For Millennials authenticity is the new cool.
Authenticity = true to self.
Engage with brands that deliver a sense of authenticity
‣ Heritage
‣ Originality
‣ Imperfection
AUTHENTICITY COOL

16.
THE SOUND 16
THE SOUND
TARGETING
MILLENNIALS
& GEN X ?

17.
THE SOUND 17
THE SOUND
MILLENNIALS VS. GEN X
Generation X aspire to the youthfulness of Millennials
Generation X also aspire to the values of Millennials
‣ Passion
‣ Desire for change
Millennials aspire to the maturity of Generation X
Career | Relationship
Millennials do not aspire or relate with the values of Gen X
‣ Rebellion has no relevance
‣ Cynicism is rejected
TARGETING MILLENNIALS & GEN X
SUCCESSFULLY TARGETING GENERATION X VALUES MAY WELL
ALIENATE MILLENNIALS... AND PROBABLY BOOMERS TOO!

18.
THE SOUND 18
THE SOUND
GIVE US a SHOUT!
INFO@THESOUNDHQ.COM

19.
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20.
20THE SOUND
THE SOUND
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IMAGE REFERENCES