Generational Marketing 101

1. GENERATIONAL MARKETING 101 An approach to creating more meaningful and effective communication for specific age groups FOR INTERNAL USE ONLY Data gathered from online sources. Broadly indicative of the developed world. Illustrations created by Freepik. BABY BOOMERS GEN X MILLENNIAL GEN Z

2. THE DEMOGRAPHIC COHORTS Groups of subjects who share defining characteristics over a selected time period FOR INTERNAL USE ONLY Conflicting information exists regarding the date ranges for each generation. Timeline depicted here is for indicative purposes only. BABY BOOMERS 1945 GEN X 1965 MILLENNIAL 1980 GEN Z 2000 Were a result of the post-World War II baby boom. “X” is an unknown variable or to a desire not to be defined. Many of them graduated high school at the turn of the millennium. In alphabetical order, as they followed Gen Y (or Millennials).

3. AKA Other names, monikers and sub-segments FOR INTERNAL USE ONLY BABY BOOMERS GEN X MILLENNIAL GEN Z • GENERATION JONES • ALPHA BOOMERS • HIPPIES • YUPPIES • MTV GENERATION • LATCH-KEY KIDS • LOST GENERATION • JILTED GENERATION • GEN Y • ME ME ME GENERATION • GEN NEXT • GEN WE • POST-MILLENNIALS • PLURALS • LINKSTERS • iGEN

4. KEY EVENTS & INFLUENCES That shaped their values and personality FOR INTERNAL USE ONLY Events not listed in chronological order and may span across generations. BABY BOOMERS GEN X MILLENNIAL GEN Z • THE COLD WAR • ASSASSINATIONS OF JFK & • MLK JR. • MOON LANDING • VIETNAM WAR • ROCK-N-ROLL MUSIC • OIL CRISIS • CIVIL RIGHTS MOVEMENT • INCREASE IN DIVORCE RATES • WOMEN EMPOWERMENT • ENERGY CRISIS, UNEMPLOYMENT • FALL OF THE BERLIN WALL • BIRTH CONTROL PILL, HIV • COMPUTERS & THE INTERNET • TERRORISM, 9/11 • OPERATION DESERT STORM • STARTUPS • BROADBAND, SMART PHONES, GOOGLE • CONSUMERISM • 9/11 & THE GREAT RECESSION • WOMEN EMPOWERMENT • ENVIRONMENTAL AWARENESS • STUDENT DEBT & UNEMPLOYMENT • STARTUPS • SOCIAL MEDIA, SELFIES • THE GREAT RECESSION • GADGETS, GAME CONSOLES, WEARABLES • GLOBAL TERRORISM & THREAT OF WAR • STUDENT DEBT & UNEMPLOYMENT • INTERRACIAL, SAME-SEX MARRIAGES • MARIJUANA LEGALIZATION • STARTUPS

5. PERSONALITY TRAITS As a result of world events and influences FOR INTERNAL USE ONLY BABY BOOMERS GEN X MILLENNIAL GEN Z BELIEVE THEY CAN CHANGE THE WORLD. ATTRACTED TO MIDLIFE CRISIS PRODUCTS. ROCK-N-ROLL MUSIC IS AN EXPRESSION OF IDENTITY. EXPERIMENTAL, INDIVIDUALISTIC, FREE SPIRITED. SOCIAL CAUSE ORIENTED. LESS OPTIMISTIC, DISTRUST OF GOVERNMENT AND GENERAL CYNICISM. CONFIDENT, INDEPENDENT AND SELF-RELIANT. ANTI-WAR, BELIEVE IN EQUAL RIGHTS AND OPPORTUNITIES. SLACKERS, CYNICAL, ALIENATED DUE TO LACK OF PARENTAL SUPERVISION. INDEPENDENT, ACTIVE, HAPPY AND ACHIEVING A WORK-LIFE BALANCE. SELF-INVOLVED, AIMLESS, RELUCTANT TO GROW UP, DISDAINFUL OF EARNEST ACTION BUT FUN. APATHETIC, PRAGMATIC, SELF- CONFIDENT AND OPTIMISITIC. HIGHEST BRAND LOYALTY. OPEN TO DIVERSITY. RESILIENT. DISPLAY ‘STEALTH-FIGHTER’ PARENTING TRAITS. SOCIAL-CAUSE ORIENTED. LIBERAL APPROACH TO POLITICS, ECONOMICS & CULTURES. OPEN TO CHANGE. STRONG SENSE OF COMMUNITY. DEEP DESIRE TO MAKE THE WORLD A BETTER PLACE. STRONG SENSE OF ENTITLEMENT, NARCISSISTIC, ATTENTION-SEEKING, DEFENSIVE. CONFIDENT, TOLERANT, PRAGMATIC IDEALISM. DETACHED FROM INSTITUTIONS AND NETWORKED WITH FRIENDS. FEELING OF UNSETTLEMENT AND INSECURITY DUE TO THE GREAT RECESSION. TAKE MULTI-TASKING TO A NEW LEVEL. RISK-AVERSE. INDEPENDENT. STAY LOYAL TO BRANDS. LOW TEEN PREGNANCY RATES, LESS SUBSTANCE ABUSE. EAGER TO BE INVOLVED IN THEIR COMMUNITY AND THEIR FUTURES. SOCIAL CONSCIOUSNESS, VERY LIBERAL & OPEN-MINDED, COMPASSIONATE, THOUGHTFUL, CURIOUS AND DETERMINED.

6. WORKPLACE ATTITUDE General approach towards career and future goals FOR INTERNAL USE ONLY BABY BOOMERS GEN X MILLENNIAL GEN Z WORKAHOLICS. RELISH LONG WORK WEEKS. MOTIVATED BY POSITION, PERKS, AND PRESTIGE. CRITICIZE YOUNGER GENERATIONS FOR A LACK OF WORK ETHIC AND COMMITMENT. QUESTION AUTHORITY AND CHALLENGE THE STATUS QUO. CLEVER, RESOURCEFUL & GOAL-ORIENTED. STRIVE TO WIN. ARE IN A STATE OF DENIAL REGARDING THEIR OWN AGING AND ARE DELAYING THEIR RETIREMENT. ENTREPRENEURIAL TENDENCIES. TECH SAVVY, INDEPENDENT, RESOURCEFUL, ADAPTABLE AND RESILIENT. SKEPTICAL OF AUTHORITY. DESIRE FOR FLEXIBILITY AND FULFILLMENT AT WORK. ALWAYS SEEKING A WORK LIFE BALANCE. STRONGEST WORK ETHIC, MOST HELPFUL, MOST SKILLED, BEST TROUBLESHOOTERS. PLAN TO WORK PAST AGE 65 OR DO NOT PLAN TO RETIRE. LOYALTY, WORK ETHIC, CONFIDENT, TEAM- ORIENTED, PRESSURED, AND ACHIEVING. FLAT CORPORATE CULTURE. SEEK WORK-LIFE BALANCE. SOCIAL CONSCIOUSNESS. DIVERSE WORKPLACE. STABILITY, JOB SATISFACTION AND COMPENSATION. SEEK A CREATIVE OUTLET AND DESIRE IMMEDIATE FEEDBACK. SWITCH JOBS FREQUENTLY. SHOW ENTREPRENEURSHIP. MULTI-TASKING, HELPFUL, ACCEPTANCE OF NEW IDEAS, WELL PREPARED FOR A GLOBAL WORKPLACE. SEEK MORE THAN JUST A JOB. THEY WANT A FEELING OF FULFILLMENT AND EXCITEMENT IN THEIR JOB THAT HELPS MOVE THE WORLD FORWARD. PREFER CORPORATE OFFICES. ASPIRE TO BE A LEADER. SEEK FLEXIBILITY, HEALTHCARE COVERAGE AND TRAINING. DISPLAY ENTREPRENEURIAL DESIRE.

7. FINANCIAL HEALTH & OUTLOOK Wealth, income and general approach to saving and investing FOR INTERNAL USE ONLY Data reflects US markets only. Source: danschawbel.com BABY BOOMERS GEN X MILLENNIAL GEN Z • 70% OF THE DISPOSABLE INCOME • 80% OF ALL LUXURY TRAVEL SPEND • 45% HAVE NO RETIREMENT • SAVINGS • 65% TURN TO A FINANCIAL • ADVISOR FOR INVESTMENT TIPS • OVER 30% WOULD PASS ON THEIR INHERITANCE TO CHARITIES THAN TO THEIR CHILDREN • 50% ARE HOME OWNERS • 36% ARE LIKELY TO DIP INTO THEIR RETIREMENT SAVINGS • 48% HAVE A RETIREMENT SAVINGS PLAN • 49% OWN A MUTUAL FUND • 46% DELEGATE INVESTMENT DECISION-MAKING TO THEIR FINANCIAL ADVISOR • $1 TRILLION IN STUDENT DEBT • ONLY 60% HAVE JOBS • 54% WANT TO START A BUSINESS • 46% COUNT ON SOCIAL MEDIA WHEN BUYING ONLINE • 57% WILL CHANGE FINANCIAL ADVISORS FOR A TECH SETTING • 61% WANT VIDEO MEETINGS WITH ADVISORS • RECEIVE $16.90 PER WEEK IN ALLOWANCE • 93% OF THEIR PARENTS SAY THEY INFLUENCE SPENDING DECISIONS • 57% WOULD RATHER SAVE MONEY THAN SPEND IT • BUYING A CAR, PAYING FOR EDUCATION & BUYING A HOUSE ARE THEIR TOP 3 FINANCIAL GOALS

8. AS CONSUMERS Media consumption habits & influencers on purchase decisions FOR INTERNAL USE ONLY Data reflects US markets only. Source: danschawbel.com BABY BOOMERS GEN X MILLENNIAL GEN Z • 59% READ NEWSPAPERS AND MAGAZINES FOR CONSUMER PRODUCT SEARCH • SPEND THE MOST ACROSS ALL PRODUCT CATEGORIES BUT ARE TARGETED BY JUST 5-10% OF MARKETING • 62% PREFER MAKING PURCHASES AT THE STORE • ONLY 19% PREFER ONLINE • 74% USE INTERNET BANKING • 72% USE THE INTERNET FOR PRODUCT RESEARCH • 81% HAVE MADE PURCHASES ONLINE • 62% READ NEWSPAPERS • 48% LISTEN TO RADIO & READ MAGAZINES • 45% WATCH TV ONLINE • 63% STAY UPDATED ON BRANDS THROUGH SOCIAL NETWORKS • 46% RELY ON SOCIAL MEDIA WHEN BUYING ONLINE • 55% SHARE BAD EXPERIENCES • 48% TRUST WORD-OF-MOUTH MORE THAN TV ADS • 41% PURCHASE ON THEIR MOBILES • 32% DON’T LIKE ADVERTISING • 64% TRUST MOBILE APP CONTENT AND TEXT MESSAGES FROM BRANDS • 22% TRUST SOCIAL NETWORK POSTS BY BRANDS • 34% WANT BRANDS TO REACH THEM ON SOCIAL MEDIA, 33% BY EMAIL, 28% BY ONLINE ADS, 13% BY POST • 27% WANT ADVERTISING TO INCLUDE CELEBRITIES OR ATHLETES

9. SOCIAL MEDIA Usage statistics FOR INTERNAL USE ONLY Data reflects US markets only. Source: personalmoneyservice.com BABY BOOMERS GEN X MILLENNIAL GEN Z • SPEND 27 HRS PER WEEK ONLINE • 11+ HRS A WEEK ON FACEBOOK • 45% AGED 65+ USE FACEBOOK • 60% AGED 50-64 ARE ON FACEBOOK • 13% USE LINKEDIN • 76% ACCESS SOCIAL MEDIA • 80% ARE ON FACEBOOK AND TWITTER, BUT ONLY HALF ARE ACTIVE USERS • 68% MAKE PURCHASE DECISIONS BASED ON REVIEWS • SPEND 8 HOURS A DAY ONLINE • 70% USE FACEBOOK • 63% WATCH VIDEOS ON YOUTUBE • WOMEN SPEND MORE TIME ON FACEBOOK, MEN USE YOUTUBE MORE • 50% USE INSTAGRAM • 26% USE FACEBOOK • 23% USE SNAPCHAT • 8 SECONDS IS THEIR AVERAGE ATTENTION SPAN

10. COMMUNICATION STRATEGIES List of dos and don’ts to engage with and appeal to generational sensibilities FOR INTERNAL USE ONLY Source: AIG report on Generational Marketing Tactics, ideasindigital.com, mayecreate.com, inc.com. BABY BOOMERS GEN X MILLENNIAL GEN Z • SHOW OPTIMISM • FEATURE BRAND NAMES • IN PERSON INTERACTION • FOCUS ON CUSTOMER SERVICE • PROVIDE A SENSE OF TEAMWORK • OFFER CUSTOMIZED SOLUTIONS • DON’T MAKE THEM FEEL OLD • BE DIRECT & KEEP YOUR PROMISES • JUST THE FACTS WITH FULL DISCLOSURE • DO NOT USE AN AUTHORITATIVE TONE • BE AUTHENTIC • PROVIDE PROOF OF ACCOMPLISHMENTS • FOCUS ON REVIEWS, RATINGS & REFERRALS • PROVIDE SHORT-TERM SOLUTIONS ALONG WITH LONG-TERM • GO ONLINE & USE SOCIAL MEDIA • MAKE IT QUICK AND EASY • BE GENUINE & UPFRONT • DON’T FAKE WHO YOU ARE, BE YOURSELF • OFFER INSTANT ACCESS • OFFER INSTANT GRATIFICATION AND GIVE AWAY FREEBIES • GO HIGH TECH AND ENGAGE THROUGH SOCIAL MEDIA • DO NOT DISCRIMINATE • COMMUNICATE ACROSS MULTIPLE PLATFORMS • CONNECT THROUGH VISUALS - IMAGES. SYMBOLS, EMOJIS OR VIDEOS • BITE-SIZED CONTENT • APPEAL TO THEIR DIVERSITY • DON’T TALK DOWN, TREAT THEM AS ADULTS • FEED THEIR CURIOSITY • GO HI-TECH TO CAPTURE THEIR ATTENTION

11. CELEBRITIES Famous people from each generation FOR INTERNAL USE ONLY BABY BOOMERS GEN X MILLENNIAL GEN Z • STEVE JOBS • BILL GATES • SYLVESTER STALLONE • BONO • BARACK OBAMA • MICHAEL JORDAN • MADONNA • TOM HANKS • WILL SMITH • GORDON RAMSAY • DAVID BECKHAM • KURT COBAIN • UMA THURMAN • EMINEM • JENNIFER ANISTON • CRISTIANO ROLANDO • MARK ZUCKERBERG • SERENA WILLIAMS • TAYLOR SWIFT • LEBRON JAMES • BEYONCE KNOWLES • JUSTIN BIEBER • USAIN BOLT • MILEY CYRUS • MALALA YOUSUFZAI • SELAH MARLEY • MILLIE BOBBIE BROWN • TYLER LAMBERT • HAILEE STEINFELD • SURI CRUISE • BLUE IVY CARTER • APPLE MARTIN

12. POSITIONING People don’t buy your product. They buy better versions of themselves. FOR INTERNAL USE ONLY Source: useronboard.com POTENTIAL CUSTOMER YOUR PRODUCT AWESOME PERSON WHO CAN DO RAD SHIT!

13. POSITIONING People don’t buy your product. They buy better versions of themselves. FOR INTERNAL USE ONLY Source: useronboard.com POTENTIAL CUSTOMER YOUR PRODUCT AWESOME PERSON WHO CAN DO RAD SHIT! This isn’t what your business sells This is!

14. BEST GLOBAL BRANDS 2016 Interbrand Survey FOR INTERNAL USE ONLY Source: interbrand.com BEST GLOBAL BRANDS ACROSS ALL CATEGORIES FINANCIAL SERVICES BRANDS IN THE TOP 100

15. ADVERTISING EXAMPLES Can you guess which demographics this speaks to? FOR INTERNAL USE ONLY

16. ADVERTISING EXAMPLES Can you guess which demographics this speaks to? FOR INTERNAL USE ONLY BABY BOOMERS • ROCK AND ROLL MUSIC • LESS OPTIMISTIC • GENERAL CYNICISM • BELIEVES THAT GENERATION X AND GENERATION Y SHOULD PAY THEIR DUES • MAY CRITICIZE YOUNGER GENERATIONS FOR A LACK OF WORK ETHIC AND COMMITMENT TO THE WORKPLACE • 45% HAVE NO RETIREMENT • SAVINGS

18. ADVERTISING EXAMPLES Can you guess which demographics this speaks to? FOR INTERNAL USE ONLY • FIRST CHILDREN TO HAVE ACCESS TO ARCADE GAMES & COMPUTERS • AIMLESS • RELUCTANT TO GROW UP • ONLY 48% HAVE A RETIREMENT SAVINGS PLAN AND PRONE TO DIP INTO IT • DISDAINFUL OF EARNEST ACTION BUT FUN GEN X

20. ADVERTISING EXAMPLES Can you guess which demographics this speaks to? FOR INTERNAL USE ONLY • STRONG SENSE OF ENTITLEMENT, • NARCISSISTIC • ATTENTION-SEEKING • NETWORKED WITH FRIENDS • CONNECTED • CONSUMERIST LIFESTYLE • OPEN TO CHANGE MILLENNIALS

22. ADVERTISING EXAMPLES Can you guess which demographics this speaks to? FOR INTERNAL USE ONLY • THEY SEEK MORE THAN JUST A JOB/ EDUCATION • THEY WANT A FEELING OF FULFILLMENT AND EXCITEMENT IN THEIR JOB / EDUCATION THAT HELPS MOVE THE WORLD FORWARD • EAGER TO BE INVOLVED IN THEIR COMMUNITY AND THEIR FUTURES • ALL ABOUT THE GADGETS • SOCIAL CAUSES GEN Z

23. FOR INTERNAL USE ONLY

Generational Marketing 101

Kabir Malkani

Generational Marketing 101