Presented at FPRA's Annual Conference (Aug 2013), this presentation to PR pros shared the understanding of who the generations are, what motivates them, and how to market them and work together.
11. 11
taglines
masters of the american dream
doing something on the behalf of
others is what it’s all about
original community builders
‘save for a rainy day’
‘a penny saved is a penny
earned’
13. 13
high school
trade school - or - military
–or - college
build a career at a single
profession or company; or
be at home
a known plan
civics
work path
15. 15
civics Boomers Gen X Millennials
outlook practical Optimistic Skeptical Hopeful
work ethic dedicated Driven Balanced Determined
authority respectful Love/hate Unimpressed Polite
lead by hierarchy Consensus Competence
Pulling
Together
relationships
personal
sacrifice
Personal
Gratification
Reluctant to
Commit
Inclusive
turnoffs vulgarity
Political
Incorrectnes
s
Hype, cliché Waiting
provide stability
Personal
Challenge
Feedback Structure
16. 16
motivateit’s your duty and
responsibility.
it’s valuable to hear
what has and hasn’t
worked in the past.
you’re making a
difference for
tomorrow’s generation.
18. largest economy
world’s
the rule breakers
(who love the rules)
is the
49-
67
75 million
broke with all
forms of tradition
not monolithic
born 1946-1964
19. 19
taglines
we’ll do it our way
never trust anyone over 30
i’m okay, you’re okay
keep up with the jones’
he who dies with the most toys -
wins
23. 23
world’sis the
coming of age – ‘70s
irony
lbj, carter, reagan
less prepared for retirement
residual 60s idealism +
materialism of the 80s
early boomers late boomers
coming of age –
‘60’s
rebellion
jfk, nixon, lbj
benefited from ’99
idealism +
materialism
24. 24
civics boomers Gen X Millennials
outlook practical optimistic Skeptical Hopeful
work ethic dedicated driven Balanced Determined
authority respectful love/hate Unimpressed Polite
lead by hierarchy consensus Competence
Pulling
Together
relationships
personal
sacrifice
personal
gratification
Reluctant to
Commit
Inclusive
turnoffs vulgarity
political
incorrectnes
s
Hype, cliché Waiting
provide stability
personal
challenge
Feedback Structure
29. 29
look further
grew up in two-career families
with rising divorce rates
latch-key kids
downsizing
academic comparison
the dawning of the high-tech age
the information age
the entertainment culture
responsible for surge in
entrepreneurship
30. 30
in the ‘50s, young homeowners could make the
monthly mortgage payment by using 14% of their
income; today it takes nearly 40%
and today, folks 60+ will get back about $200 for
every $100 they put into social security; gen x will lose
more than $100 for every $450 they contribute
first generation that will not do better (financially) than
their parents
35. 35
civics boomers gen x Millennials
outlook practical optimistic skeptical Hopeful
work ethic dedicated driven balanced Determined
authority respectful love/hate unimpressed Polite
lead by hierarchy consensus competence
Pulling
Together
relationships
personal
sacrifice
personal
gratification
reluctant to
commit
Inclusive
turnoffs vulgarity
political
incorrectnes
s
hype/cliché Waiting
provide stability
personal
challenge
feedback Structure
36. 36
motivate
do it your way and
decide where
things go.
you’re going to be able
to see your impact
quickly.
we’re pretty flexible, the
focus is on the results.
you tell us… opt in?
your peers…
38. largest economy
world’s
traditional with a modern
twist
is the
13-
33
100 million
most diverse
most educated
most medicated
most indulged
and most cared for
born 1981-2000
39. 39
look further
two working parents
*50% have divorced parents
no failing grades
no losing teams
group matters
google it
instant information
never miss anything
real-time
stunted adult development
40. 40
in 1993, 90% of fathers attended the births of their
children, versus only 10% in 1975
today’s kids cost their parents about twice as much as
they cost their own parents (adjusted for inflation)
47. 47
civics boomers gen x millennials
outlook practical optimistic skeptical hopeful
work ethic dedicated driven balanced determined
authority respectful love/hate unimpressed polite
lead by hierarchy consensus competence
pulling
together
relationships
personal
sacrifice
personal
gratification
reluctant to
commit
inclusive
turnoffs vulgarity
political
incorrectnes
s
hype, cliché waiting
provide stability
personal
challenge
feedback structure
48. 48
motivateyou’ll work with
very diverse,
bright, highly
motivated people
you can be part of a
group making a
change.
your manager? think of
her as your mentor.
Typically we segment by lifestage… or basic demographics Go further, apply psychographics of generational lenses
No such thing as job security, considered responsible for surge in entrepreneurship that resulted in the dot com boom Lack of commitment results from rapid changes growing up Comfortable in unstructured environments Economic/social pressures forced new family dynamics Few assets or savings – delayed own home effect Need for dual income Married later, babies later Will carry the burden of their parents retirement Charity, volunteer work and person health all matter greatly This generation is about finding balance and meaning
most are philosophical about the problems they are inheriting. Sometimes called the “me” generation because of focus on themselves The original “latch-key kids”, parents were focused on careers, social gains First generation who will not ‘do better’ than the previous generations First generation to experience the rise of “entertainment culture” First generation to have “NC-17” movies, People magazine, E! Entertainment Network, and 24/7 access First generation after Roe v. Wade The missing ‘Roe Babies’ (45 million of them since 1973)
Most educated Most medicated (ADHD, ADD, learning disability are part of their lexicon) Most indulged (most available $$$, 1 in 9 high schoolers have a credit card) Most techno-savvy – 78% have access to the Internet Most diverse – 1 in 3 is Caucasian in 4 lives in a single-parent household 3 of 4 have working mothers Raised by “Do As I Say, Not As I Did" generation of parents Heavily influenced by their peers and brand names Prefer directness over subtlety, action over observation and cool over all else
Approx 50% raised by divorced parents
Media, audiences, customers, clients, team counterpoints, budget people, my family.
What is a generation 20 years Common location in time and history Shared values and beliefs
What is a generation 20 years Common location in time and history Shared values and beliefs
What is a generation 20 years Common location in time and history Shared values and beliefs
What is a generation 20 years Common location in time and history Shared values and beliefs