Just because your audience is old, that doesn't mean they're uncool. They're just cool in a way that you might not expect. The generations live in different cultures, and this presentation schools younger marketers in the culture in which older consumers live. And perhaps teaches us all some lessons about our own cultural assumptions.
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfFitzroy BV
Right now, there is a new generation of people on the threshold from an innocent thoughtless existence to the real deal. Gen Z is growing up and this grown-up reality involves money. Young adults seem
torn and almost schizophrenic in their stance on this. On one hand, they have a childlike optimistic outlook on life yet, on the other hand, they’re hyper-aware of the unstable context they’re living in. Some prioritise security and stability, while a cohort of entrepreneurial spirits claim they will never work for a boss in a nine-to-five job.
We dug deeper and found several other tensions around money. We call these tensions, The Money Paradox.
It’s a simple fact that the key to Supervison is understanding people. It’s also true that understanding people is not simple. This module focuses on some of the key concepts of understanding people. Do not try to decide which is the one best way to understand people. All of these concepts have value and none is predominate. Note that the last page of this is instructive.
Think Millennials and Gen Z are the Same? Think Again. Amy Snow
Gen Z is just being defined, but for some reason marketers and journalists often conflate them with Millennials. But this new cohort is different in some really critical ways. Learn everything you need to know about both.
Generation Y - A New Identity in the English Teaching Community Evania Netto
Generation Y is the fastest growing segment of today’s workforce. However, what is the difference between this and the previous generation? What should professionals know to understand this new identity that has emerged in the teaching world? In this presentation, presenters talk about the characteristics of different generations and how they can be prepared to achieve common results.
The document discusses the author's personal mission to educate individuals about retirement planning based on his experience helping his mother. It provides statistics on baby boomers and common retirement concerns. The author aims to debunk myths about aging and help churches address the needs of retiring congregants through a series of seminars on topics like social security, Medicare, estate planning, and dealing with change.
This document provides an ethics module on the relationship between globalization, religion, and ethics. It discusses key concepts like moral pluralism and challenges of different generations. It examines characteristics of Millennials and Generation Z. It also discusses the role of virtues and vices, and reasons for educating in virtue. The document is an ethics lesson that aims to help learners recognize the role of religion in globalization, identify ethical challenges of pluralism, and understand the importance of cultivating virtues.
1. The document describes a study conducted by Chenling Zhang to understand the values and aspirations of youth in Europe.
2. Over 800 hours were spent with 102 young people online to understand their values and create a model called "Youthtopia" representing their ideal world.
3. Youthtopia was then used to survey 7,000 young Europeans to understand their priorities in life and how they view 180 brands. This provides a new way for brands to understand their image and appeal to youth.
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfFitzroy BV
Right now, there is a new generation of people on the threshold from an innocent thoughtless existence to the real deal. Gen Z is growing up and this grown-up reality involves money. Young adults seem
torn and almost schizophrenic in their stance on this. On one hand, they have a childlike optimistic outlook on life yet, on the other hand, they’re hyper-aware of the unstable context they’re living in. Some prioritise security and stability, while a cohort of entrepreneurial spirits claim they will never work for a boss in a nine-to-five job.
We dug deeper and found several other tensions around money. We call these tensions, The Money Paradox.
It’s a simple fact that the key to Supervison is understanding people. It’s also true that understanding people is not simple. This module focuses on some of the key concepts of understanding people. Do not try to decide which is the one best way to understand people. All of these concepts have value and none is predominate. Note that the last page of this is instructive.
Think Millennials and Gen Z are the Same? Think Again. Amy Snow
Gen Z is just being defined, but for some reason marketers and journalists often conflate them with Millennials. But this new cohort is different in some really critical ways. Learn everything you need to know about both.
Generation Y - A New Identity in the English Teaching Community Evania Netto
Generation Y is the fastest growing segment of today’s workforce. However, what is the difference between this and the previous generation? What should professionals know to understand this new identity that has emerged in the teaching world? In this presentation, presenters talk about the characteristics of different generations and how they can be prepared to achieve common results.
The document discusses the author's personal mission to educate individuals about retirement planning based on his experience helping his mother. It provides statistics on baby boomers and common retirement concerns. The author aims to debunk myths about aging and help churches address the needs of retiring congregants through a series of seminars on topics like social security, Medicare, estate planning, and dealing with change.
This document provides an ethics module on the relationship between globalization, religion, and ethics. It discusses key concepts like moral pluralism and challenges of different generations. It examines characteristics of Millennials and Generation Z. It also discusses the role of virtues and vices, and reasons for educating in virtue. The document is an ethics lesson that aims to help learners recognize the role of religion in globalization, identify ethical challenges of pluralism, and understand the importance of cultivating virtues.
1. The document describes a study conducted by Chenling Zhang to understand the values and aspirations of youth in Europe.
2. Over 800 hours were spent with 102 young people online to understand their values and create a model called "Youthtopia" representing their ideal world.
3. Youthtopia was then used to survey 7,000 young Europeans to understand their priorities in life and how they view 180 brands. This provides a new way for brands to understand their image and appeal to youth.
I find Generation Theory fascinating & prepared this presentation for my colleagues. I used many sources, some of which I reference under recommended reading, all images were sources from the Internet.
Lisa is a 49-year-old nurse and mother of three who wakes up at 6am to make breakfast for her family before driving her sons to school and heading to work. She has a busy daily routine as the person her family relies on. After work, she enjoys relaxing at home with her family and staying active in her community by volunteering. Modern Influentials like Lisa value spending quality time with family and maintaining an active lifestyle despite their busy schedules.
This document discusses views from the "middle" on technology and its role. It notes that American business and culture have chased extremes, and that the middle has been lost. It advocates focusing on "what really matters" through responsible innovation, community involvement, and pursuing what changes people's lives rather than just new inventions. The document suggests knowing one's identity and purpose, and having the courage to work on what matters through partnerships and conversations.
This document discusses the need for corporations to change their leadership norms and structures to be more inclusive of different cultural norms when operating globally. It argues that the traditional hierarchical corporate structure violates cultural norms in emerging markets and fails to embrace diversity. Instead, it advocates for a multinational structure that allows local cultures to work with, not against or for, the corporation. Key leaders in emerging markets should manage local operations while collaborating with global managers to ensure success.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
The document discusses ageism and stereotypes about older people, noting that ageism is unfairly limiting opportunities based on age. It explores common myths and stereotypes about older people, such as that they are frail or incapable, and how these can negatively impact older individuals and their care. The document advocates combating ageism through actively working to change stereotypes, learning about each older person as an individual, and promoting their participation in the community.
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
This document introduces the concept of generational intelligence as a new way to understand audiences and build brands. It argues that demographics are no longer relevant, and that generations can be understood through their shared experiences and behaviors. The document segments audiences into generations based on defining historical moments, and describes each generation's attributes, likes/dislikes, and roles over their lifespan. It suggests brands should communicate using the language, visual style, colors, and motivations that match each generation's DNA in order to build relevance and followership. The goal is to give brands meaning for each generation so they will support the brand loyally.
My presentation at Regenesys on 29 April 2010Bomba40
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
Generational values in organizationa behaviorMilton Kumar
Generational values in Organizational behavior, Different generations like Traditional, baby boomers, generation X, generation Y, Similarities and dissimilarities of different generational values.
Culture is increasingly an important element in the tourism workplaces in which it creates distinctiveness and authenticity of diversity and cultural differences does not matters. In this lesson, you will learn about the culture and its impact in the multicultural diversity in workplaces of tourism sectors.
Your analysis should comprise the following Score on each.pdfabhijitmaskey
Your analysis should comprise the following: Score on each dimension Significance of the score
and in-depth analysis Your own experience in the Canadian culture highlighting any one of the
given cultural dimensions WHAT ABOUT CANADA? If we explore the Canadian culture through
the lens of the 6-D Model, we can get a good overview of the deep drivers of Canadian culture
relative to other world cultures.
POWER DISTANCE
This dimension deals with the fact that all individuals in societies are not equal it expresses the
attitude of the culture towards these inequalities amongst us. Power Distance is defined as the
extent to which the less powerful members of institutions and organisations within a
country expect and accept that power is distributed unequally. It has to do with the fact that a
societys inequality is endorsed by the followers as much as by the leaders.
With a score of 39 on this dimension, Canadian culture is marked by interdependence among its
inhabitants and there is value placed on egalitarianism. This is also reflected by the lack of overt
status and/or class distinctions in society. Typical of other cultures with a low score on this
dimension, hierarchy in Canadian organisations is established for convenience, superiors are
always accessible and managers rely on individual employees and teams for their expertise. It is
customary for managers and staff members to consult one another and to share information freely.
With respect to communication, Canadians value a straightforward exchange of information.
INDIVIDUALISM
The fundamental issue addressed by this dimension is the degree of interdependence a society
maintains among its members. It has to do with whether peoples self-image is defined in terms
of I or We. In Individualist societies people are supposed to look after themselves and their direct
family only. In Collectivist societies people belong to in groups that take care of them in exchange
for loyalty.
Canada scores 80 on this dimension (its highest dimension score) and can be characterized as an
Individualist culture. Similar to its American neighbor to the south, this translates into a loosely-knit
society in which the expectation is that people look after themselves and their immediate families.
Similarly, in the business world, employees are expected to be self-reliant and display initiative.
Also, within the exchange-based world of work, hiring and promotion decisions are based merit or
evidence of what one has done or can do.
MASCULINITY
A high score (Masculine) on this dimension indicates that the society will be driven by competition,
achievement and success, with success being defined by the winner or best-in-the-field. This
value system starts in school and continues throughout ones life both in work and leisure pursuits.
A low score (Feminine) on the dimension means that the dominant values in society are caring for
others and quality of life. A Feminine society is one where quality of life is the sign of succ.
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
They think about maximizing social impact over profits.
How Do Social Entrepreneurs
Think Differently?
In summary, social entrepreneurs think differently than traditional entrepreneurs in the following key ways:
- They prioritize social/environmental mission over profits. Impact is the bottom line.
- They see markets primarily as a means to scale impact, not maximize income/returns. Price and value are determined based on benefiting stakeholders, not maximizing profits.
- Success is measured by social/environmental outcomes like lives improved, not just financial returns. Metrics track multiple bottom lines of people, planet and profits.
- Stakeholders include those benefiting from as well as investing in the venture
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding between people of different backgrounds requires open-mindedness, appreciation of differences, and a shared recognition of our common humanity.
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding between people of different backgrounds requires open-mindedness, appreciation of differences, and a shared recognition of our common humanity.
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding across cultures requires open-mindedness, treating all people with respect, and recognizing our shared humanity.
1. The document discusses the concept of "Ulyssean living" which refers to seniors who continue seeking new adventures and opportunities in their later years.
2. It provides statistics on the aging population in Canada, which is growing rapidly and becoming more diverse.
3. Common stereotypes about seniors are debunked, and challenges they face related to socializing, mental/physical abilities, and finances are outlined.
4. Practical suggestions are made for improving interactions with seniors, such as being patient and inclusive of their abilities in leisure activities.
Best Marketing 2018 - Adina Vlad, Unlock Market ResearchRevistaBiz
This document discusses consumer trends and pressures that people face in today's world. It notes that people feel pressure from a lack of time, too much information to process, pressure to have new experiences, and losing real human connections. This leads people to seek simplicity, focus on self-development and responsibility for their own well-being. The document outlines 14 consumer trends in Romania related to self-betterment, learning across generations, finding simple pleasures, taking time, gender partnership, vulnerability, beauty, national identity, youthfulness, authenticity, limiting excess, environmentalism, empathy, common purpose, and disconnecting from technology. It analyzes these trends and their growth potential, noting some are already widespread while others have more room to
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Contenu connexe
Similaire à The Culture Code of the Cool Old Guy: What the Generations Don't Understand About Each Other
I find Generation Theory fascinating & prepared this presentation for my colleagues. I used many sources, some of which I reference under recommended reading, all images were sources from the Internet.
Lisa is a 49-year-old nurse and mother of three who wakes up at 6am to make breakfast for her family before driving her sons to school and heading to work. She has a busy daily routine as the person her family relies on. After work, she enjoys relaxing at home with her family and staying active in her community by volunteering. Modern Influentials like Lisa value spending quality time with family and maintaining an active lifestyle despite their busy schedules.
This document discusses views from the "middle" on technology and its role. It notes that American business and culture have chased extremes, and that the middle has been lost. It advocates focusing on "what really matters" through responsible innovation, community involvement, and pursuing what changes people's lives rather than just new inventions. The document suggests knowing one's identity and purpose, and having the courage to work on what matters through partnerships and conversations.
This document discusses the need for corporations to change their leadership norms and structures to be more inclusive of different cultural norms when operating globally. It argues that the traditional hierarchical corporate structure violates cultural norms in emerging markets and fails to embrace diversity. Instead, it advocates for a multinational structure that allows local cultures to work with, not against or for, the corporation. Key leaders in emerging markets should manage local operations while collaborating with global managers to ensure success.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
The document discusses ageism and stereotypes about older people, noting that ageism is unfairly limiting opportunities based on age. It explores common myths and stereotypes about older people, such as that they are frail or incapable, and how these can negatively impact older individuals and their care. The document advocates combating ageism through actively working to change stereotypes, learning about each older person as an individual, and promoting their participation in the community.
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
This document introduces the concept of generational intelligence as a new way to understand audiences and build brands. It argues that demographics are no longer relevant, and that generations can be understood through their shared experiences and behaviors. The document segments audiences into generations based on defining historical moments, and describes each generation's attributes, likes/dislikes, and roles over their lifespan. It suggests brands should communicate using the language, visual style, colors, and motivations that match each generation's DNA in order to build relevance and followership. The goal is to give brands meaning for each generation so they will support the brand loyally.
My presentation at Regenesys on 29 April 2010Bomba40
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
Generational values in organizationa behaviorMilton Kumar
Generational values in Organizational behavior, Different generations like Traditional, baby boomers, generation X, generation Y, Similarities and dissimilarities of different generational values.
Culture is increasingly an important element in the tourism workplaces in which it creates distinctiveness and authenticity of diversity and cultural differences does not matters. In this lesson, you will learn about the culture and its impact in the multicultural diversity in workplaces of tourism sectors.
Your analysis should comprise the following Score on each.pdfabhijitmaskey
Your analysis should comprise the following: Score on each dimension Significance of the score
and in-depth analysis Your own experience in the Canadian culture highlighting any one of the
given cultural dimensions WHAT ABOUT CANADA? If we explore the Canadian culture through
the lens of the 6-D Model, we can get a good overview of the deep drivers of Canadian culture
relative to other world cultures.
POWER DISTANCE
This dimension deals with the fact that all individuals in societies are not equal it expresses the
attitude of the culture towards these inequalities amongst us. Power Distance is defined as the
extent to which the less powerful members of institutions and organisations within a
country expect and accept that power is distributed unequally. It has to do with the fact that a
societys inequality is endorsed by the followers as much as by the leaders.
With a score of 39 on this dimension, Canadian culture is marked by interdependence among its
inhabitants and there is value placed on egalitarianism. This is also reflected by the lack of overt
status and/or class distinctions in society. Typical of other cultures with a low score on this
dimension, hierarchy in Canadian organisations is established for convenience, superiors are
always accessible and managers rely on individual employees and teams for their expertise. It is
customary for managers and staff members to consult one another and to share information freely.
With respect to communication, Canadians value a straightforward exchange of information.
INDIVIDUALISM
The fundamental issue addressed by this dimension is the degree of interdependence a society
maintains among its members. It has to do with whether peoples self-image is defined in terms
of I or We. In Individualist societies people are supposed to look after themselves and their direct
family only. In Collectivist societies people belong to in groups that take care of them in exchange
for loyalty.
Canada scores 80 on this dimension (its highest dimension score) and can be characterized as an
Individualist culture. Similar to its American neighbor to the south, this translates into a loosely-knit
society in which the expectation is that people look after themselves and their immediate families.
Similarly, in the business world, employees are expected to be self-reliant and display initiative.
Also, within the exchange-based world of work, hiring and promotion decisions are based merit or
evidence of what one has done or can do.
MASCULINITY
A high score (Masculine) on this dimension indicates that the society will be driven by competition,
achievement and success, with success being defined by the winner or best-in-the-field. This
value system starts in school and continues throughout ones life both in work and leisure pursuits.
A low score (Feminine) on the dimension means that the dominant values in society are caring for
others and quality of life. A Feminine society is one where quality of life is the sign of succ.
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
They think about maximizing social impact over profits.
How Do Social Entrepreneurs
Think Differently?
In summary, social entrepreneurs think differently than traditional entrepreneurs in the following key ways:
- They prioritize social/environmental mission over profits. Impact is the bottom line.
- They see markets primarily as a means to scale impact, not maximize income/returns. Price and value are determined based on benefiting stakeholders, not maximizing profits.
- Success is measured by social/environmental outcomes like lives improved, not just financial returns. Metrics track multiple bottom lines of people, planet and profits.
- Stakeholders include those benefiting from as well as investing in the venture
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding between people of different backgrounds requires open-mindedness, appreciation of differences, and a shared recognition of our common humanity.
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding between people of different backgrounds requires open-mindedness, appreciation of differences, and a shared recognition of our common humanity.
The document discusses creating a culturally aware and diverse workplace. It emphasizes the importance of cultural awareness training to help multicultural workplaces identify differences and problems. Employees should get to know their coworkers as individuals, set aside assumptions, and avoid blaming others. Building understanding across cultures requires open-mindedness, treating all people with respect, and recognizing our shared humanity.
1. The document discusses the concept of "Ulyssean living" which refers to seniors who continue seeking new adventures and opportunities in their later years.
2. It provides statistics on the aging population in Canada, which is growing rapidly and becoming more diverse.
3. Common stereotypes about seniors are debunked, and challenges they face related to socializing, mental/physical abilities, and finances are outlined.
4. Practical suggestions are made for improving interactions with seniors, such as being patient and inclusive of their abilities in leisure activities.
Best Marketing 2018 - Adina Vlad, Unlock Market ResearchRevistaBiz
This document discusses consumer trends and pressures that people face in today's world. It notes that people feel pressure from a lack of time, too much information to process, pressure to have new experiences, and losing real human connections. This leads people to seek simplicity, focus on self-development and responsibility for their own well-being. The document outlines 14 consumer trends in Romania related to self-betterment, learning across generations, finding simple pleasures, taking time, gender partnership, vulnerability, beauty, national identity, youthfulness, authenticity, limiting excess, environmentalism, empathy, common purpose, and disconnecting from technology. It analyzes these trends and their growth potential, noting some are already widespread while others have more room to
Similaire à The Culture Code of the Cool Old Guy: What the Generations Don't Understand About Each Other (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
The Culture Code of the Cool Old Guy: What the Generations Don't Understand About Each Other
1. OF THE
COOL OLD
GUY
How to talk to cool old guys, and why brands need to
reinvent their narratives around age.
With
Martin Karaffa for
2. Rock Hudson, 1953
Old guys used to set the rules
of cool.
We kinda invented the word.
3. Today, we don‘t set
the rules of cool.
And that‘s not a bad
thing.
4. E-TRADE
This is Getting Old, Super Bowl
2018
BUT That doesn’t
mean
we NOW SET the rules
of
uncoo
5.
6. The cost of being thought uncool is
paid in ageism and other stereotypes.
That means lost economic and social
opportunities.
Not to mention the cost in simple
human connection, decency, and
respect.
Need we remind
ourselves of
lost commercial
opportunities.
Especially in tech.
7. Many old guys will find themselves in the
workforce for longer than they expected, or
planned for.
Some by choice. Many will respond to
opportunities which increasing labor shortages
provide
Some by necessity. The wealthy, multi-housed
boomer is a stereotype. It’s expensive to be old.
8. Old is not a
four-letter
word.
Old is not an insult, young is not a
compliment.
—Nicole Urdang
Let's get this straight. If at 55, you feel
energetic, adventurous, ambitious, seek
new challenges, and embrace new ideas
which stimulate your brain, then that's what
it feels like to be old.
—Julian Harcourt, Founder of GreyAfro
I’m a filth elder.
—John Waters, Filmmaker
11. Daily decisions are too fast
to be rational.
We rely on our emotions to
navigate life.
Where a group of people
share an emotional
preference, that’s a culture.
WHAT’S COOL? IT’S A
FAST DECISION.
12. The common emotional preferences which shape a
culture come from our shared formative
experiences. They install our instincts.
Many formative experiences come from early in life;
family, young adulthood, parenthood
And many broadly relate to demographics
• Nation/Region
• Language
• Ethnicity
• Shared collective experiences, especially
traumatic ones.
• Generation/life stage
13. • CONSUMER CULTURE INTELLIGENCE
• IN COLLABORATION WITH MEDIACOM
• 60,000 CONSUMERS
• 51 COUNTRIES AND REGIONS
• SEGMENTABLE
• AGE & GENDER
• EDUCATION
• INCOME
• LANGUAGE & ETHNICITY
• UPDATED USA Q1 2023
INDIA, INDONESIA AND MORE Q4 2023
MEASURING SHARED EMOTIONS
14
14. OPTIMISER
VS GRATIFIER
Are we proud of who
we are? Or are we
dissatisfied with
ourselves, and strive
to be something
better?
ME VS WE
Are we strong because
of something in our
character? Do we take
strength in being part of
something bigger?
ANXIETY
How much do we
worry about
problems? Scan the
horizon for new
threats?
AMBITION
Status seeking or
contentment?
ABSTRACT
VS LITERAL
Head or heart
culture?
VANITY
Utilitarian shopping,
or retail therapy?
Does a purchase
make me feel
special?
PRACTICALITY
Do we take personal
responsibility for the
impact of our
consumption
decisions, or do we
rely on brands and
regulators?
INFO NEED
Low information
buyers, or high
information buyers?
BUZZ VS BENEFIT
Do we buy on buzz, or
do we assess benefits?
HOW TO MEASURE CULTURE
• STARBUCKS
PER HEAD
• BRAND
ARCHITECTURE
• COLOUR
• INFLUENCER
FAME OR OR
RELEVANCE?
• STORYTELLING:
PITCH, SUGGEST,
OR ENDORSE.
• REFURBISHED OR
UPCYCLED GOODS
• INSTAGRAM AND
TIK TOK ARE
ANXIOUS
• ANXIOUS CULTURES
CLICK MORE FB
ADS—FOMO
• LUXURY GOODS
• DON’T USE
SOCIAL MEDIA
FOR WORK
• LINKED IN IS AN
ABSTRACT ZONE
• MAGICAL
REALISM
• LESS CONCERN
ABOUT DATA
PRIVACY • VW MARKET
SHARE AFTER
EXHAUST
SCANDAL
• LOW INFO :
VOICE COMMANDS
• HIGH INFO:
FEWER AD BLOCKERS
• BUZZY
CULTURES
FEWER
FACEBOOK AD
CLICKS
GRATIFIER ME RELAXED MIXED
AMBITION
LITERAL UTILITARIAN PRACTICAL HIGH INFO LOW BUZZ
15. KEY CULTURAL DRIVERS AMONG GENERATIONS.
OPTIMISERS
VS GRATIFIERS
Are we comfortable with constant,
incremental change, or is change always
seen as painful and dramatic? Long term
optimisers vs short term gratifiers.
ME vs WE
How strong is the social fabric?
Do we stand out or fit in?
Technically, we can refer to this as
individualism vs collectivism.
ANXIOUS
VS RELAXED
Relaxed or uptight? There is an
epidemic of anxiety in younger
generations. But it affects different
cultures in unique ways.
WHAT IT DOES, VS
WHO IT’S FOR
THE VALUE OF
POPULARITY
CONTINUOUS
IMPROVEMENT VS
A SHORT-TERM FIX
DEFERRED
GRATIFICATION
SEARCHING FOR
NEW PROBLEMS
TO SOLVE, OR A
HAPPY END-
STATE?
1 2 3
GRATIFIER
ME RELAXED
18. ME-CULTURES
INDIVIDUALIST
LOW CONTEXT
WHAT DOES IT DO?
LONG TERM
OPTIMISERS
SHORT TERM
GRATIFIERS
THAILAND B+X
INDIA
CHINA B+X
SINGAPOR
E
VIETNAM B+X
KOREA
JAPAN
USA
CAUCASIAN
SWEDEN
USA
AFRICAN
AMERICAN
USA
HISPANIC
SPAIN
POLAND
CHILE
BRAZIL
MEXICO
FRANCE
GERMANY
FMR WEST
GERMANY
FMR EAST
NETHERLANDS
WE -CULTURES
COLLECTIVE
HIGH SOCIAL CONTEXT
WHO IS IT FOR?
AUSTRALIA
UK
ITALY
NIGERIA
ARGENTINA
PERU
TURKEY
BOOMERS
HAVE TENDED
TO THINK
SHORT-TERM
IMMEDIATE
PERSONAL
NEEDS
FAST
GRATIFICATIO
MART
Y
BOOMERS
19. LONG TERM
OPTIMISERS
SHORT TERM
GRATIFIERS
THAILAND Z
INDIA
CHINA Z
SINGAPOR
E
VIETNAM Z
KOREA
JAPAN Z
GEN Z
USA
CAUCASIAN
SWEDEN Y
USA
AFRICAN
AMERICAN
USA
HISPANIC Z SPAIN Y
POLAND
CHILE
EGYPT Z
BRAZIL
MEXICO
FRANCE
GERMANY
Z
NETHERLANDS
Y
CHINA Y
GERMANY Y/E
GERMANY Y/W
GEN Y
SELECTED
AUSTRALIA JAPAN Y
UK
EGYPT Y
ITALY Z
UK Y
NIGERIA
ARGENTINA
PERU
USA
HISPANIC Y
TURKEY
ANXIETY
GEN Z
VALUES
LONG-TERM,
INCREMENT
AL
IMPROVEME
NT
DEFER
GRATIFICATI
ON
AND IT
MAKES
THEM
MORE
ME-CULTURES
INDIVIDUALIST
LOW CONTEXT
WHAT DOES IT DO?
WE -CULTURES
COLLECTIVE
HIGH SOCIAL CONTEXT
WHO IS IT FOR?
21. THINK ABOUT
THE
SILENT
Insight from Dr. Bradley Schurman, Demographer and public intellectual
Author of The Super Age
• First two generations of the twentieth century
• Fought World War II
• Witnessed rampant inequality
• New tech adopters: radio, automotive, packaged goods natives.
• Optimism dashed quickly
• War
• Collapse of empires
• Global pandemic
• Hyperinflation
• Prolonged economic depression
22. WHO DID
THEY
BECOME?
Insight from Dr. Bradley Schurman, Demographer and public intellectual
Author of The Super Age
Stability Seekers
• Anxiety dominated their lives.
• Military security
• Economic security—especially through home
ownership
• The became more communitarian, with a belief in fairness.
• Government action
• Business responsibility
• Unions
• An eye for the future.
• They thought long-term, and valued staying flexible.
• Progress and tomorrow became magic words
• We need to make the future better. A duty to improve.
23. When Boomers
speak to Gen Z,
they‘re not
speaking to a
younger version
of themselves.
They‘re
• ANXIETY DOMINATES THEIR LIVES
• When nervous about the future, anxiety focuses them on money.
Does a product give me what I paid for?
• Other factors, however desirable, take a back seat.
• THEY BELIEVE IN FAIRNESS
(HiGHER SOCIAL CONTEXT, WE CULTURES)
• When members of a culture are under financial pressure, they tend to
become more communitarian.
• And they hold brands to account for unfair, immoral behaviour.
• They hold employers to account for unfair or immoral behaviour, too.
Quiet quitting (in China, lying flat) is seen as a legitimate response to
unfairness.
• THEY FOCUS ON THE LONG TERM FUTURE
(OPTIMISERS)
• Like the Silent generation, they learned to defer gratification. They
think long and hard to see how they can optimise their experience.
• Their long-term outlook gives them a keen awareness of sustainability.
Sustainability = stability.
• But price and product performance come first.
• They believe constant, incremental change is everyone‘s duty. To use
an old fashioned phrase, they believe in progress.
1
2
3
24. If Gen Z thinks
long-term,
why aren’t they
1. They’re broke
2. They’re not idiots
3. Scrimp/Splurge
Seth Fowler
25. Photo Credit: Evert F Baumgardnner, via Wikimedia Commons
Dullsville
, Daddy-
o.
26. LONG TERM
OPTIMISERS
SHORT TERM
GRATIFIERS
THAILAND Z
INDIA
CHINA Z
SINGAPOR
E
VIETNAM Z
KOREA
JAPAN Z
GEN Z
USA
CAUCASIAN
USA
AFRICAN
AMERICAN
USA
HISPANIC Z SPAIN Y
POLAND
CHILE
EGYPT Z
BRAZIL
MEXICO
FRANCE
GERMANY
Z
AUSTRALIA
UK
INDIVIDUALIST
LOW CONTEXT
WHAT DOES IT DO?
COLLECTIVE
HIGH SOCIAL CONTEXT
WHO IS IT FOR?
ITALY Z
NIGERIA
ARGENTINA
PERU
USA
HISPANIC Y
TURKEY
ANXIETY
How do
Millennial
and Gen Z
marketers
connect with
COOL OLD
GUYS?
28. Short term
gratifiers:
Impulsivity
• Open to change and innovation.
But don‘t call it self-improvement
• Disinhibition is a superpower.
• If it feels good, do it.
Sensory rewards.
29. LONG TERM OPTIMISER
ITSETUNTO
OFTEN IN ENGLISH
ALSO TRANSLATED AS
EGO
ULKONÄKÖPAINEET
(APPEARANCE ISSUES)
DEPRESSION
PROBLEM NOT
OPPORTUNITY
SELF ESTEEM
LOVE YOURSELF MORE IMPROVE SELF-
ESTEEM
STARTS AS A KID
(GENDERED)
WHY DO WE HAVE SO MUCH
DIFFICULTY VALUING WHAT WE
ALREADY HAVE. I‘LL NEVER
UNDERSTAND HUMANS WHO ONLY
MISS WHAT‘S GONE
CHANGE. BUT
CHANGE FOR
YOU AND NOT
FOR OTHERS
I AM. I CAN.
RULES: YOU CAN SAY YES OR
NO JUST ONCE.
ARE YOU BEAUTIFUL?
WHO ARE YOU LYING TO?
SHORT TERM GRATIFIER
AUTO-ESTIMA
INNER STRENGTH
COOL OLD GUYS THE SNOWFLAKE TROPE
BOOMERS GEN Z
30. Because I‘m Worth It Because You‘re Worth It
BOOMERS
GRATIFIER
ME
GEN Z
OPTIMISE
R
WE
CYBILL SHEPHERD
Lesson of Worth
4 x I’m Worth It
1 x You’re Worth It
19 x I
1 x me, to me
Criticism makes me angry
Helen Mirren, 78
Lesson of Worth
1 x I’m Worth It
4 x You’re Worth It
2 x I
10 x me, to me
Criticism makes me doubt myself
Camila Cabello, 26
A LESSON FROM A MARKETER TO COOL
WOMEN
1988 2023
31. “When I imagined the perfect world for Cool
Old Guys, I saw them all sitting around
gambling, playing poker. They were partying,
laughing, they were really loud, cracking
jokes.”
Elle Park
Head of Experience
Design and GenZ
Expert
Ronin House, Los
Christion Banks
Head of Strategy
and GenZ Expert
Ronin House, Los
Angeles
“The world I imagined was really loud and rowdy,
too. I didn’t even hear any music because they
were shouting and cheering, and arguing about
the Kansas City Chiefs’ game on the TV. My guys
were gambling, too…playing dominoes. But I joined
them, and won!”
FOR
GRATIFIERS,
LOUD ROCKS
33. IF IT FEELS GOOD, DO IT.
IMPULSIVITY ROCKS
BOOMERS
GRATIFIERM
E
34. • Royal Enfield
• For a motorbike, relatively gentle
sensations
• Beetles, flowers, raindrops
• Modest suggestion of speed and
engine noise
• Be Reborn: Change in yourself vs be
who you are
GEN Z
OPTIMISER
WE
38. BOOMERS
GRATIFIER
GEN Z
OPTIMISER
Cultural preferences affect tech usage
more than technophobia
DIGITAL BOOMERS
REPORT 2023
• Early adopters‘
mindset
• Only 10% cite font
size as a barrier
• Only 14% need to ask
for help regularly.
44. Why so uptight, kids?
BOOMERS
Looser bodies, spontaneous moves, more expressive, less
uptight
More controlled, more deliberate, co-ordinated and
rehearsed moves, less random.
BOOMERS
RELAXED
GEN Z
ANXIOOUS
GEN Z
SOUL TRAIN 1973
BEST OF TIK TOK
2021
45. Harley
reache
s out to
Gen Z
The Campus Agency
Learn the ins and outs of safe
motorcycling
GEN Z
ANXIOUS
47. Nine CULTURAL
CODES FOR COOL
OLD GUYS
1. Respect his impulsivity
2. High self esteem. The “snowflake”
conundrum
3. Loud, strong sensations
4. Drop-down menus vs arrayed choice. I
know what I want.
5. Loners are winners. No need to be always
on for the social media.
6. No need for elaborate stories to establish
context
7. Free body language
8. Don’t give me new problems
49. And a word from our sponsor
Detailed data integrations
MDS (e.g. Beach)
MRI Simmons
Regional and geospatial
Omnibus data
Consumer Insights and social trends
Semiotic analysis
Brand strategy
Campaign architecture
Campaign diagnosis
Custom segmentation
Think about the so-called Silent Generations. Those born in the first quarter of the 20th century, who went on to fight World War II.
Their formative years saw increasing prosperity—from the remnants of the Gilded Age, to the growing industrial wealth of the Grunderzeit, to the reforms of Atatürk, to the Roaring Twenties. They witnessed the birth of enormous fortunes—and rampant inequality.
They embraced a cascade of new technologies. They were the first radio natives. Telephone natives. Automotive natives. Packaged-goods natives. And home-appliance natives.
But their optimism got dashed pretty quickly. They spent their formative years facing challenge after challenge, largely left by previous generations.
Wars, collapse of empires, a global pandemic, inflation, and a seemingly endless economic depression scarred their outlook.
It made them a generation that longed for stability. They strove to make the future safer, happier, and different from the past. They took constant, incremental improvement for granted. And created the first generation of television natives, the Boomers.
They became more anxious; concerned with security, and especially economic security. This longing for stability would influence the 1950s emphasis on creating financial stability through comfortable homes, often owned.
They became more communitarian. Still strong individualists, they nonetheless supported workers‘ organizations and fairness from the powerful—especially from employers. Unions thrived.
Some were so anxious about unpredictability and economic unfairness, that they embraced authoritarianism. Especially the young men among them.
But for the most part, it gave them an eye for the future. They thought long-term, and valued staying flexible. In many parts of the world, they grew to understand that home ownership gave them not just safety and security, but financial flexibility. Home ownership greatly expanded. but for many, it remained a struggle.
Like their great grandparents, a youth of instability has led to a quest for stability.
<a href="https://commons.wikimedia.org/wiki/File:Family_watching_television_1958.jpg">Evert F. Baumgardner</a>, Public domain, via Wikimedia Commons
https://www.cosmeticsdesign-europe.com/Article/2014/11/21/The-pro-ageing-movement-the-beauty-of-being-old
https://youtu.be/6PhTaugrPYw?si=HUGbncaKsxNW-TgN CYBILL SHEPHERD Preference 1980s.
https://youtu.be/XjdW6QPWO5M?si=Bv02c8xQBnMGf7rk CYBILL SHEPHERD trashing natural ingredients! 1987
https://www.youtube.com/watch?v=ElShI5Inknw. Cybill shepherd I can look any way I like, and I’m beautiful.
https://youtu.be/H43MIqqEiqI?si=FhHELCZIs1IjFZm4 eva Longoria—much more gratifier
https://youtu.be/8VpmUCoPMSw?si=nQQF0Hb7xslyPMEx Helen Mirren “I’m worth it, thiose words jkust get better with age, don’t they? She only says You’re worth it, once.
https://youtu.be/vsJCMKD4fL8?si=Ikaq3nzNmqfBG1ej Camila Cabalo You, tone of criticism.
https://www.imdb.com/title/tt0690798/. Monkees on Laugh In Oct 6 1969.
https://youtu.be/8klQpbr8hGs?si=cPJO3z4SA-PjU82m
https://thecampusagency.com/harley-reaches-gen-z/
https://youtu.be/8iXZxo4prtw?si=-ZtBgI1V_QPN6nq_ Shampoo conditioner
https://youtu.be/unFxhCZC9Nk?si=T3z82oUiLM2KklzH anti perspirant
4 min master https://youtu.be/x1TtIt5tdP8?si=H_a5xRp8q7p7o2mz
Soap Like Old spice but Dr Sqautsch. https://youtu.be/cjEK7qQKRDY?si=hPiKnxVxVjnLsWzU
https://youtu.be/U3xz1-KPrXA?si=3o09I-4n82MEcJmu Toothpaste.