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Realize!
Michelle Kreinbrook, Unity Healthcare
Allison Meadows, Mulberry Health & Retirement
Generational Timelines
• Greatest Generation
   – born prior to 1946 (65 + years of age in 2010)
• Boomers
   – 1946 – 196...
Source: Nielsenwire
Source: Nielsenwire
Source: Nielsenwire
GEN X
• Individualistic: Generation X came of age in an era of two-income families,
  rising divorce rates and a faltering...
MEET MELISSA
•   Gen X’er
•   Mom
•   Professional
•   Facebooks (a lot!)
•   How do you reach her?
BABY BOOMERS
• The emotional factor is critical. Emotional connection has been proven
  to be the one common denominator i...
Meet Jan
•   Mom/Grandmother
•   Empty Nester
•   Professional
•   Motorcyclist???
•   How do you reach her?
SENIORS
• Senior consumers don’t process negative
  messages.
• Seniors rely on their “gut” more than any
  other age grou...
Meet Coralee
•   Retired
•   Mom and Grandma
•   World Traveler
•   Definitely doesn’t look her age
•   How do you reach h...
RESOURCES
• Boomer Consumer by Matt Thornhill and John Martin. They
  also own a company and website: boomerproject.com
• ...
Let’s take a closer look at

TIPPECANOE COUNTY
Population according to U.S.
            Census Bureau
•   2008 Estimate - 164,347
•   Persons under 5 – 6.7%
•   Persons ...
Population according to U.S.
            Census Bureau
•   White persons – 89.6%
•   Black persons – 3.6%
•   American Ind...
When compared to the general population, on average…


TOPLINE MULTICULTURAL BUYING
INSIGHTS
Hispanic Shoppers

• Tend to spend more on categories for babies
  and children — (Hispanic households
  represent 11.8% o...
African American Shoppers

Tend to spend more on health and beauty
products, like fragrance (African Americans
represent 1...
African American Shoppers - cont

Tend to spend more on ingredients used to
cook from scratch
Tend to buy fewer items on d...
Asian American Shoppers

Tend to spend more in club stores (Asian
Americans represent 3.0% of CPG total
spending, but 5.5%...
When compared to the general population, on average…


TOPLINE MULTICULTURAL MEDIA
INSIGHTS
Hispanic Media Consumers

Strong following of Telenovelas
On average, watch more broadcast and satellite
TV
Display higher...
African American Media Consumers

 Have the highest TV usage of any
 demographic at nearly 80 hours a week per
 household
...
Asian American Media Consumers

More likely to have newer technology (DVD,
HD, Digital Cable)
Tend to watch less TV
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Presentation given as third in series for Free Brown Bag Presentations. Presented by Allison Meadows and Michelle Kreinbrook

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AAF-NCI Brown Bag Presentation

  1. 1. Realize! Michelle Kreinbrook, Unity Healthcare Allison Meadows, Mulberry Health & Retirement
  2. 2. Generational Timelines • Greatest Generation – born prior to 1946 (65 + years of age in 2010) • Boomers – 1946 – 1964 (46 to 64) • Gen X – 1965 – 1976 (34 to 45) • Millennials – 1977 – 1994 (16 to 33) Classics • Gen Z – Do we care??
  3. 3. Source: Nielsenwire
  4. 4. Source: Nielsenwire
  5. 5. Source: Nielsenwire
  6. 6. GEN X • Individualistic: Generation X came of age in an era of two-income families, rising divorce rates and a faltering economy. They are the latch-key children. • Independent, resourceful and self sufficient: They may display a casual dislike of authority and structured work hours and hate to be micro- managed. • Technologically Adept: They’re the first generation to grow up with computers and technology is woven into their lives. This generation is comfortable using PDAs, cellphones, e-mail, laptops and Blackberrys. • Flexible: Generation X is less committed to one employer and more willing to change jobs to get ahead than previous generations. They adapt well to change and are tolerant of alternative lifestyles. Generation X is ambitious and eager to learn new skills but want to accomplish things on their own terms. • Value Work/Life Balance: Unlike previous generations, Gen X’ers work to live rather than live to work.
  7. 7. MEET MELISSA • Gen X’er • Mom • Professional • Facebooks (a lot!) • How do you reach her?
  8. 8. BABY BOOMERS • The emotional factor is critical. Emotional connection has been proven to be the one common denominator in prompting decision making by boomers and seniors. • Boomers are the wealthiest consumers with a buying power of $2.3 trillion annually for consumer goods and services. That’s $400 billion more than any other consumer demographic. • Boomers want luxury and want things done for them. They are known as the “do-it-for-me” generation. • Believe it or not, but Boomers spend more time online than watching television. • Boomers are very likely to subscribe to online newsletters. • Boomers want to be treated individually, not grouped in “herds.”
  9. 9. Meet Jan • Mom/Grandmother • Empty Nester • Professional • Motorcyclist??? • How do you reach her?
  10. 10. SENIORS • Senior consumers don’t process negative messages. • Seniors rely on their “gut” more than any other age group. • Seniors, aged 65 and older, are the fastest growing group of Internet users. Right now, about 25% of them are already online. By 2015, that number is expected to grow to about 55%.
  11. 11. Meet Coralee • Retired • Mom and Grandma • World Traveler • Definitely doesn’t look her age • How do you reach her?
  12. 12. RESOURCES • Boomer Consumer by Matt Thornhill and John Martin. They also own a company and website: boomerproject.com • Ageless Marketing by David Wolfe • MetLife Foundation/AARP Caregiving in the U.S. (access complete report with extremely valuable info (I have one hard copy of the report that I’m happy to loan): http://www.caregiving.org/data/04finalreport.pdf) • The Boomer Project theboomerproject.com • The TTN Care Collaborative was started by a group of women who were concerned about care transition: http://www.thetransitionnetwork.org/ResourceSection.aspx? NewsTypeId=9 • http://blog.nielsen.com/nielsenwire/consumer/mining-the-u- s-generation-gaps/print/
  13. 13. Let’s take a closer look at TIPPECANOE COUNTY
  14. 14. Population according to U.S. Census Bureau • 2008 Estimate - 164,347 • Persons under 5 – 6.7% • Persons under 18 – 21.5% • Persons 65 and over – 9.6 • Female – 48.3%
  15. 15. Population according to U.S. Census Bureau • White persons – 89.6% • Black persons – 3.6% • American Indian and Alaska Native – 0.4% • Hispanic or Latino – 7.3%
  16. 16. When compared to the general population, on average… TOPLINE MULTICULTURAL BUYING INSIGHTS
  17. 17. Hispanic Shoppers • Tend to spend more on categories for babies and children — (Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.) • Tend to spend more in traditional mass merchandise and warehouse clubs • Tend to spend more on food consumed at home
  18. 18. African American Shoppers Tend to spend more on health and beauty products, like fragrance (African Americans represent 11.0% of CPG total spending, but 20.3% of dollars spent in beauty supply stores.) Tend to spend more in drug and dollar stores
  19. 19. African American Shoppers - cont Tend to spend more on ingredients used to cook from scratch Tend to buy fewer items on deals or with coupons Tend to spend more on food consumed at home
  20. 20. Asian American Shoppers Tend to spend more in club stores (Asian Americans represent 3.0% of CPG total spending, but 5.5% of dollars spent in warehouse clubs.) Tend to spend more on categories for babies and children Are more likely to eat outside of the home
  21. 21. When compared to the general population, on average… TOPLINE MULTICULTURAL MEDIA INSIGHTS
  22. 22. Hispanic Media Consumers Strong following of Telenovelas On average, watch more broadcast and satellite TV Display higher usage of mobile internet
  23. 23. African American Media Consumers Have the highest TV usage of any demographic at nearly 80 hours a week per household Have a higher percentage of multi-set households Display higher usage of mobile internet
  24. 24. Asian American Media Consumers More likely to have newer technology (DVD, HD, Digital Cable) Tend to watch less TV

Presentation given as third in series for Free Brown Bag Presentations. Presented by Allison Meadows and Michelle Kreinbrook

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