Millennials vs. Gen-X

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

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