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Current Issues in Marketing Current Issues in Marketing

Lecture Outline: The Emerging Psycho. Sphere: Psychospheric Shifts l Generational l Marketing Ø Generational Lecture Outline: The Emerging Psycho. Sphere: Psychospheric Shifts l Generational l Marketing Ø Generational Theory Ø Generations Defined: Ø Values & Lifestyles

Socio. Sphere= inter-relationships among social institutions, associations, reference & affinity groups Psycho. Sphere= Identity, Socio. Sphere= inter-relationships among social institutions, associations, reference & affinity groups Psycho. Sphere= Identity, personal- perspective <<>>

The New Psycho. Sphere page 365 ¡“A new civilization is forming. But where do The New Psycho. Sphere page 365 ¡“A new civilization is forming. But where do we fit in? ”

The New Psycho. Sphere page 365 ¡“It is though a bomb went off in The New Psycho. Sphere page 365 ¡“It is though a bomb went off in our communal Psycho-Sphere. ¡We are, in fact, experiencing not merely the breakup of the Techno, Info & Socio-Sphere but the crackup of the Psycho-Sphere as well. ”

For Senior Generations Fully developed 2 nd wave Psyche before 3 rd Wave For Senior Generations Fully developed 2 nd wave Psyche before 3 rd Wave

The 2 nd Wave Psyche Well Defined Roles Work- 9 -5 A Nuclear Family The 2 nd Wave Psyche Well Defined Roles Work- 9 -5 A Nuclear Family Clear lines of Status • Sense of Community • Structure • Meaning to/of Life Values & Lifestyle Clear lines of Authority

The 2 nd Wave Psycho Breakdown 1. “The sudden shift of social ground rules The 2 nd Wave Psycho Breakdown 1. “The sudden shift of social ground rules 2. The smudging of roles, status distinctions & lines of authority 3. The immersion in blip culture 4. Above all the break-up of indust-reality Have shattered the world image most of us carry around in our skulls” Toffler, 3 rd Wave, p. 374

Here Yesterday-Gone Tomorrow “In industrial era: Americans had l layers of belonging. Nuclear & Here Yesterday-Gone Tomorrow “In industrial era: Americans had l layers of belonging. Nuclear & extended family; union, associations; church, charity & community service; the job… job -- much of this is in decline… So much of what we cherish, what Americans like to call "the good life" has been stripped away at the end of the industrial age”

“With increased mobility & job turnover there is: l. A loss of “Place” – “With increased mobility & job turnover there is: l. A loss of “Place” – losing ties to family & community… l A fear of losing the sense of self, self the tie to job and work”

The Demise of the Job The Demise of the Job

e v a The Loss of Identity W nd 2 In 2 nd wave e v a The Loss of Identity W nd 2 In 2 nd wave society - Identity very much tied to jobtitle. “Company marques & hierarchy pegs tell us who we are & where we belong”

l Where is identity in an American job that was torn up … by l Where is identity in an American job that was torn up … by multinationals… seeking efficiency l instead of the town square… all life square gravitates to a consumer temple-city we call the shopping mall? mall

Washed up –rode the Last Wave Caught Between GI Waves Silent Grows Up w/ Washed up –rode the Last Wave Caught Between GI Waves Silent Grows Up w/ New Wave Gen X Riding the wave Millennial Boomer 1925 1935 1945 1955 1960 1965 1975 1985 2000

Generations Variously Named & Dated: 1. 2. 3. 4. 5. Matures – < 1946 Generations Variously Named & Dated: 1. 2. 3. 4. 5. Matures – < 1946 Baby Boomer – 1946 -1953 Generation Jones – 1954 -1964 Generation Rerun – 1965 -1975 Generation Xceptional – 19761986 6. Generation M – 1987 -1995 7. Millennials – 1996 and beyond l l l THE GI GENERATION: 19011924 THE SILENT GENERATION: l l 1925 -1942 l BABY BOOMERS: 1943 -1960 GENERATION X: 1961 -1981 GENERATION Y: 1982 - l Depression cohort (1912 to 1921) WWII cohort (1922 to 1927) Post-war cohort (1928 to 1945) Baby Boomer cohort #1 (1946 to 1954) Baby Boomer cohort #2 1955 to 1965)

U. S. Generations: Millions Baby Boom 1946 to 1964 2010 - 46 to 65 U. S. Generations: Millions Baby Boom 1946 to 1964 2010 - 46 to 65 Gen. Y Senior/Silent 1984 to 2002 2010 - 8 to 27 < 1945 2010 – 65+ Gen. X 1965 to 1983 2010 - 28 to 45 1927 1946 Source: U. S. Bureau of the Census 1965 1984 2002

Origins of our identity Our individuality = result of Nature Nurture & l l Origins of our identity Our individuality = result of Nature Nurture & l l Our commonality = results from our shared culture & experience l l War; civil unrest; social movements Political persons & events; economic swings Scientific/Technologic al discoveries & advances Tragedies: Natural & Man-made Entertainment: Movies, TV, Music; artists, celebrities Clothing styles;

Come of age- Imprint on “Your. World” l l Each generation molded by world Come of age- Imprint on “Your. World” l l Each generation molded by world events that occur during its formative years. … distinct historical experiences create characteristics that stay w/ people thruout rest of their lives Generational Marketing: Reaching the Hearts and Minds of Consumers Ann A. Fishman, Circulation Management, Jul 1, 1998 http: //circman. com/ar/marketing_generational_marketing_reaching/

Values are shaped by: Generational Life Experiences Called “Markers” Events l Culture l Politics Values are shaped by: Generational Life Experiences Called “Markers” Events l Culture l Politics l Economy l Technology l Personalities l

Some Defining Events. Senior Generations Born: <1945 Depression cohort (born from 1912 to 1921) Some Defining Events. Senior Generations Born: <1945 Depression cohort (born from 1912 to 1921) l Lived thru- The Great Depression, high levels unemployment, poverty, lack of creature comforts, financial uncertainty WWII cohort/ GI Gen. (born from 1922 to 1927) l Lived thru- : men leaving to war - many not returning, -- women working in factories, focus on defeating a common enemy Post-war cohort/ Silent Gen. (born from 1928 to 1945) l Lived thru- : sustained economic growth, social tranquility, The Cold War,

Values Values

Born: 1945 ~1964 78 million Baby Boomer cohort #1 (born 1946 to 1954) Lived Born: 1945 ~1964 78 million Baby Boomer cohort #1 (born 1946 to 1954) Lived thru- : assassination of JFK, RFK, and MLK, political unrest, walk on moon, Vietnam War, anti-war protests, sexual freedom, civil rights – environmental- hippie & women’s movement, protests and riots, experimentation w/ drugs Baby Boomer cohort #2 (born 1955 to 1964) Lived thru- : Watergate, defeat in Vietnam, the oil embargo, raging inflation, gasoline shortages Cultural Icons & Memorabilia “The Ed Sullivan Show”, Fallout Shelters, Poodle Skirts and Pop Beads, Slinkies, TV Dinners, Hula Hoops, The Peace Sign, “Laugh In”, Clinton, Midler, Leno, IDEALIST – Prophet: Innerdriven, moralistic generation - Streisand, Gates comes of age during a period of spiritual awakening

Values Values

Gen X Born: 1965~1983 48 million Initial Impact Events: • Challenger explosion • Iran-Contra Gen X Born: 1965~1983 48 million Initial Impact Events: • Challenger explosion • Iran-Contra • social malaise • Reaganomics • AIDs • fall of Berlin Wall • Predom. of single parent families Cultural Memorabilia “The Brady Bunch”, Pet Rocks, Platform Shoes, “The Simpsons”, “Dynasty”, ET, Cabbage Patch Dolls, Brad Pitt, Cameron Diaz, Carrot Top, TV-Friends, Brady Bunch, Ninja turtles ADAPTIVE- Nomad: A hypocritical generation- coasts along on accomplishments of civics, lay the groundwork for new idealist era.

Values Values

Born: 1984 ~2002 first wired gen… Initial Impact Events: : Cultural Icons? • Xena Born: 1984 ~2002 first wired gen… Initial Impact Events: : Cultural Icons? • Xena Warrior Princess • Buffy The Vampire Slayer • cell phones laptops/ CIVIC– Hero: Outer-driven, morally complacent generation -institutionalizes ipods ideals of previous generations. . • Rise of the Internet • 9 -11 • Cultural diversity • 2 wars in Iraq

Values Values

The Next Generation- Ferals? Born: 2002+ Predicted to be. REACTIVE – (Artist. Generation): Alienated, The Next Generation- Ferals? Born: 2002+ Predicted to be. REACTIVE – (Artist. Generation): Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, risk-taking adults. .

Theory Advanced by: Strauss & Howe - most popular writers on generations l l Theory Advanced by: Strauss & Howe - most popular writers on generations l l l ’ 92 - Generations ’ 97 - The Fourth Turning ‘ 00 -Millennials Rising: The Next Great Generation FYI : http: //www. fourthturning. com/

l Turnings = Generational shifts in zeitgeist – occur every ~20 - 25 years l Turnings = Generational shifts in zeitgeist – occur every ~20 - 25 years l At start of each turning, people change how feel abt. themselves, culture, nation, future… l Turnings follow stages of human life cycle (childhood, young adulthood, midlife, and elderhood ) l 4 turnings= ~1 human life (80 to 100 years) a unit of time- ancients called the saeculum

The Pattern of Human Revolutions Predicted in 1990 • www. fourthturni ng. com/html/cult ure_wars. The Pattern of Human Revolutions Predicted in 1990 • www. fourthturni ng. com/html/cult ure_wars. html America’s Unraveling into competing camps • politics would become moralistic & mean • “family values” would become a focal pt. • emergence of “We are now entering A decisive era of secular upheaval… l Old Artists (Silent Gen) disappear Old Artists l Prophets (Boomers) enter Prophets elderhood l Nomads (X’ers) enter midlife Nomads l Heroes (Y’s) enter young adulthood Heroes l A new generation of Artists is born Artists is

REACTIVE – Artist: Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, REACTIVE – Artist: Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, risk-taking adults. . ADAPTIVE- Nomad: A hypocritical generation- coasts along on accomplishments of civics, lay the groundwork for new idealist era. CIVIC– Hero: Outerdriven, morally complacent generation institutionalizes ideals of previous generations. . IDEALIST – Prophet: Inner-driven, moralistic generation - comes of age during a period of spiritual awakening 1980 1960 1940 1920 1900 1880

1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) For past 5 centuries, 1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) For past 5 centuries, Anglo-American society has followed a recurrent pattern of temperament & consequence

1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) 2 nd : Reactive 1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) 2 nd : Reactive Era - spiritual agendas/ social ideals (60 -70’s)

1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) 2 nd : Reactive 1 st: Upbeat era- strengthening institutions/ weakening individualism(‘ 40 -50’s) 2 nd : Reactive Era - spiritual agendas/ social ideals (60 -70’s) 3 rd: Upheaval- strengthening individuals/ weakening institutions(‘ 80 -90’s)

l Popular trust in virtually every American institution—from businesses & governments to churches & l Popular trust in virtually every American institution—from businesses & governments to churches & newspapers—keeps falling to new lows. l Public debts soar, the middle class shrinks, welfare dependencies deepen, -- cultural wars worsen by the year.

4 th: Crisis: Estab. new order- public consensus, aggressive institutions, personal sacrifice. (2000 -2020) 4 th: Crisis: Estab. new order- public consensus, aggressive institutions, personal sacrifice. (2000 -2020) For past 5 centuries, Anglo-American society has followed a recurrent pattern of temperament & consequence

l Government governs, community obstacles are removed - laws & customs that resisted change l Government governs, community obstacles are removed - laws & customs that resisted change for decades are swiftly shunted aside. l People support new efforts to wield public authority, whose perceived successes soon justify more of the same.

Waves of Change may have constant interval but amplitude/magnitude of change is increasing Waves of Change may have constant interval but amplitude/magnitude of change is increasing

Generations Ago 100, 000 Technological Speech The nature & 750 Agriculture magnitude 500 Writing Generations Ago 100, 000 Technological Speech The nature & 750 Agriculture magnitude 500 Writing 400 Libraries 40 Universities 24 Printing 16 Accurate Clocks 5 Telephone 4 Radio 3 Television 2 Computer 1 Internet/e-Mail 0 AI & Nano-tech of change between GENERATIONS is increasing

There is– Something Curious Going On… There is– Something Curious Going On…

The Law of Accelerating Returns technology & evolutionary processes progressing in exponential fashion The Law of Accelerating Returns technology & evolutionary processes progressing in exponential fashion

IDENTITY ANCHORS PEOPLE, PLACES & THINGS… MORALS, PRINCIPLES, HEROS UP-Rooted by increased Choice & IDENTITY ANCHORS PEOPLE, PLACES & THINGS… MORALS, PRINCIPLES, HEROS UP-Rooted by increased Choice & Conflict & Challenge Disposable… Mobile…Transitory… Ambiguous… Androgynous… Fragmenting…Society

Presidents Reports - fully ¼ of Commission US citizens suffer on Mental from some Presidents Reports - fully ¼ of Commission US citizens suffer on Mental from some form of Health severe stress declares National “psychological Institute of turbulence” is Mental Health rampant in American researcher. . society-is divided & anxious

FUTURE SHOCK A state of “shattering stress & disorientation resulting from too much change FUTURE SHOCK A state of “shattering stress & disorientation resulting from too much change in too short a period of time”

Too much Information Too Much Choice Giga’s. . Tera’s. . Peta’s. . Exa’s…Zeta’s…. . Too much Information Too Much Choice Giga’s. . Tera’s. . Peta’s. . Exa’s…Zeta’s…. . 1 zebibyte = 270 bytes = 1180591620717411303424 bytes = 1, 024 exibytes

Information Overload!? Information Overload!?

Attention Deficit Disorder Attention Deficit Disorder

But- perhaps Information Overload only problem- for some But- perhaps Information Overload only problem- for some

2 nd wave world = 1 thing at a time 2 nd wave world = 1 thing at a time

 “w/ so many of our habits, values, routines & responses called into question, “w/ so many of our habits, values, routines & responses called into question, it’s hardly surprising - we feel like people of the past---relics of 2 nd wave Civilization

Not ADD but CPA Continuous Partial Attention Not ADD but CPA Continuous Partial Attention

Multi-tasking becomes the Norm Multi-tasking becomes the Norm

Old Adage = “A lone baboon is a dead Baboon” New Adage = “A Old Adage = “A lone baboon is a dead Baboon” New Adage = “A non-networked person is … a lone baboon”

Generational Differences l if ask somebody 50+, they think it's probably a bad thing… Generational Differences l if ask somebody 50+, they think it's probably a bad thing… l 15 -year-olds think it's awesome to always be connected… getting text & instant messages & cell calls… l . . ask somebody 35 -50, they're ambivalent. Howard Rheingold The Next Revolution: Smart Mobs

new generation gap. . New gen using technologies to change the world, mobilize their new generation gap. . New gen using technologies to change the world, mobilize their social network, get information they need, broadcast information they want to broadcast. “I think we're going to see a real generational cohort, who will have a shared Zeitgeist that will be shaped by this alwayson world” Howard Rheingold-2003 The Next Revolution: Smart Mobs

Generational Marketing Considerations Generational Marketing Considerations

Key Problem for Gen. marketing practitioners -Communicating between generations Key Problem for Gen. marketing practitioners -Communicating between generations

 • Generational mindsets … are major factors in determining what & how consumers • Generational mindsets … are major factors in determining what & how consumers buy… Common Experienc es Common AIO’s, values, tastes, style. . . l. The notion a group of people bound together by sharing experience of common historical events 1 st introduced by Karl Mannheim - early 1920 s Common responses to marketing mix variables

Generational Value Differences: GI Silent Boomer X Y l Optimist l Helper l Right Generational Value Differences: GI Silent Boomer X Y l Optimist l Helper l Right vs. l Me, l. Suspicious s l Sacrifi ce l “For the children ” Wrong l Resentf ul l “I’ve earned it” l Do the right thing l Dis- me, me l Foreve r young l Choice s lprivileg es l “It’s all about me” ic enfranchised l Strong l Nonl. Empower confrontatio ed nal l Care for l Waste not others l Facts - l Care for family environme fundamental nt s l Realism

Comparative Work Ethic Across Generations: Seniors: Boomers: Gen X’ers: Work Style: Team Player Self-absorbed Comparative Work Ethic Across Generations: Seniors: Boomers: Gen X’ers: Work Style: Team Player Self-absorbed Entrepreneur Rewards: You’ve earned it You deserve it You need it Work is: An obligation An Adventure A challenge What can I do How will this What’s in Major make me it for me? Leisure: Reward The point to life Question: for good of organization? feel? Relief/fun Life: Sacrifice Prosperity Risks

Characteristics of Generations View of Feedback Seniors Boomers X Y No news is good Characteristics of Generations View of Feedback Seniors Boomers X Y No news is good news Buying Style On Homes Quality first, buy American Buy a decent house Once a year with documentation Prestige first foreign is better Buy the most house you can Interrupts & asks how they’re doing Cheap: value added Reclaim the inner city Wants feedback at touch of a button Get it anyway/ anywhere u want Livin’ with the parents- as long as necessary

Gen. Marketing Strategy Not a key behavior driver for all product categories- but is Gen. Marketing Strategy Not a key behavior driver for all product categories- but is particularly appropriate for: l l l Food Music Apparel Automotive Financial & Insurance as well as entertainment products.

G. I. ’s & Silents – How to market to them l l Emphasize G. I. ’s & Silents – How to market to them l l Emphasize experience and wisdom Base decision making on established institutions and authority figures Key messages should focus on values such as frugality, responsibility and caution Like to spend money on grandchildren

Boomers: caught in cross current of waves- sensed “The times they were a Changing” Boomers: caught in cross current of waves- sensed “The times they were a Changing”

Washed up –rode the Last Wave Caught Between GI Waves Silent Depression War Baby Washed up –rode the Last Wave Caught Between GI Waves Silent Depression War Baby 1925 1935 1945 Boomer 1955 1960 1965 1975 1985 2000

Create products/messages that address boomers “identity crises” To Re/Define Oneself Create products/messages that address boomers “identity crises” To Re/Define Oneself

Marketing to Boomers “The generation that dropped acid to escape reality… is generation that Marketing to Boomers “The generation that dropped acid to escape reality… is generation that drops antacid to cope w/ it” The Music The Values

Boomers: Marketing Considerations Focus on themselves- early ideals, present predicament & future well-being l Boomers: Marketing Considerations Focus on themselves- early ideals, present predicament & future well-being l Many won’t retire l l l l Will begin second careers Retirement as work style, not lifestyle Won’t have enough money to retire (saving rates are low) Looking for meaning and fulfillment Want products that keep them healthy and sustain energy and activity levels Will remain dominant consumer group in marketplace for years to come - continue to expect to be center of attention

The The "Graying" of the Baby Boomers Generation X

Emerging Gray $ Power l l Represent 50% of purchasing power (discretionary income) They Emerging Gray $ Power l l Represent 50% of purchasing power (discretionary income) They are wealthier and healthier (mentally & physically) l Major market forl l l Exercise facilities Cruises and tourism Cosmetic surgery, and skin treatments, Education gifts for family members (especially grandchildren)

Don’t call ‘em Geezers Can’t play on stereotypes: l “ 1/3 of consumers over Don’t call ‘em Geezers Can’t play on stereotypes: l “ 1/3 of consumers over 55 deliberately did not buy a product because of the outdated images of mature consumers. ”

Key Trends Relating to The Key Trends Relating to The "Graying" of the Baby Boom Down-Aging Being Alive

Down-Aging l l The tendency for older people to act and feel younger than Down-Aging l l The tendency for older people to act and feel younger than their age. Examples l l l More youthful looking clothes Hair coloring / hair implants Adult camps and adventure vacations

Down-Aging - Examples · TV shows starring cartoon characters: Down-Aging - Examples · TV shows starring cartoon characters: "The Simpsons, " "King of the Hill, " "South Park, " "Daria, " "Dr. Katz, " "The PJ’s, " "Futurama, " and "The Family Guy. " · Disney & Warner Brothers stores; 80% of their sales are to adultsfor adults. · e. Bay, posts 1000’s of hits for Pez The median age Harley customer 42; ten years ago was 34. ·

Being Alive The desire to lead longer and more enjoyable lives Examples l l Being Alive The desire to lead longer and more enjoyable lives Examples l l l Vegetarianism holistic medicine (herbs, naturals, etc. ) Meditation

For the X &Y generations: Increasingly weaned in & imprinted on post-industrial society For the X &Y generations: Increasingly weaned in & imprinted on post-industrial society

For X+ generations… it’s all about the rate of change 1 month = new For X+ generations… it’s all about the rate of change 1 month = new technology 1 day = new product / service 1 minute = new blog & web -site Change we now experience in one year… Our Grandparents experienced in one lifetime.

Ø Definitive acceleration of change brought on by 3 rd wave– increased diversity, mobility Ø Definitive acceleration of change brought on by 3 rd wave– increased diversity, mobility & innovation… Ø Ø Clear break in continuity, predictability & naivety of the past More & faster turnover of everything People, relationships, residences, jobs, products…

Jobs in Lifetime l 2 nd Wavers: 1 job & 1 Gold Watch l Jobs in Lifetime l 2 nd Wavers: 1 job & 1 Gold Watch l Millennials: How many jobs do you think you will hold in your lifetime? l 1 -3 35. 7% l 4 -6 41. 5% l 7 -10 16. 5% 6. 2% l 10+

Who are You l 3 rd Wave individuals much more likely to ID themselves Who are You l 3 rd Wave individuals much more likely to ID themselves according to their avocation l … as opposed to 2 nd wavers – whose ID was derived primarily by their vocation

Nicknamed -- Nicknamed -- "The Street-Savvy Generation" because endured: Generation" • Divorce • one-parent families, step families • working parents, latch-key lives • violence on television, violence in the streets l& breaking down of traditional values & sources of

Generation X They've grown up in a world in which sex can kill you Generation X They've grown up in a world in which sex can kill you & government entitlement programs for older generations will make their taxes go sky-high. l Address tough & unsettled economic & personal circumstances….

Generation X How to market to them l Live flexible lives l l l Generation X How to market to them l Live flexible lives l l l Resourceful…Confident…Ambitious l l Don’t buy a house and live in it forever Don’t graduate and get a job and work there until retirement Depend on themselves and their own capabilities to get things done Low to no - confidence in public institutions –

Generation X How to market to them l Emphasize pragmatism l l l Bottom Generation X How to market to them l Emphasize pragmatism l l l Bottom line is about survival, not about ideology or mission Focus on getting by, not bigger causes and movements Prepared to do what it takes l Financially conservative l Pragmatism has led to a back up plan / holding a little back l l Later marriages ILYA’s – Incompletely Launched Young Adults Women in 20’s living with parents rose to 24% in 1993 from 17% in 1977 Men in 20’s living with parents rose to 35% in 1993 from 30% in 1977 98

Generation X How to market to them l Abandon hard sell l l Get Generation X How to market to them l Abandon hard sell l l Get to the point and stick to the point Don’t drown message in warm and fuzzy or unrealistic promises l Get some attitude l Attitude, not brand, makes the sale l Have some fun l l l Xers are young people, full of energy and ready for fun Keep life in perspective Crusading is for Boomers, Sacrificing is for G. I. ’s and Silents

 Generation Y… Ø the cohort variously called : Echo Boom Gen- Y Millennials Generation Y… Ø the cohort variously called : Echo Boom Gen- Y Millennials Net Generation

Millennials live & Learn: With technology With each other Online Doing things that matter Millennials live & Learn: With technology With each other Online Doing things that matter Source: Achievement and the 21 st Century Learner

Y’s R Multicultural l Diversity prevails: - wide range of global viewpoints l Tolerant Y’s R Multicultural l Diversity prevails: - wide range of global viewpoints l Tolerant of cohabitation, single parenting & extended families; different sexual orientations • Attitudes reflect interest in & acceptance of diversity in all areas of life in private & public arena • 50% believed would be a black president & 58 % thought there would be a female president- in next 20 years ( 2001 Lifestyle and Media Monitor)

Y’s R Ambitious ü Most popular college majors: Engineering • Law & politics • Y’s R Ambitious ü Most popular college majors: Engineering • Law & politics • Computer science • Medicine • Education/teaching • Business & marketing • ü Most sought after qualities in careers: Responsibility • Independence • Creativity • ü Most • Idealistic & committed coworkers common job trends : Seek security & • Change Careers benefits • Stay with company that offers a challenge •

How to Market to Gen-Yer’s (Honda-example) How to Market to Gen-Yer’s (Honda-example)

POP QUIZ Match the Message GI Silent Boomer X Millennial l. Helpers l. Right POP QUIZ Match the Message GI Silent Boomer X Millennial l. Helpers l. Right vs. l. Me, me l. Suspicious l. Optimistic l. Sacrifice Wrong l. Resentful l“I’ve earned it” l. Do the right thing l. Forever l. Dis- l. Strong young l. Choices lprivileges l “It’s all about me” enfranchised l. Nonconfrontational l. Waste not l. Facts - family fundamentals l. Empowered l“For the children” l Care for others l Care for environment l. Realism

 • Your family would be proud! • The right choice • A good • Your family would be proud! • The right choice • A good investment • A good value nt • A responsible decision Sile • Plan now for your future comfort • Ensure your future independence • Tailored for you • No waiting/convenience • Expensive, but you are worth it • Better investment than the stock market ers • Forever young oom B – maintain your youth • Lifestyle enhancement (freedom) • Protecting what you have • Your legacy / immortality • Save $$$ • Provide for your children & grandchildren • Responsibility • Don’t be a burden to GI anyone • Wise use of money • Plan for your financial survival • You protected your family • A great value • make claims without problems Xers • You were not wasteful – you used your • resources wisely • You left things better than u found them • “just go on-line", interactive • Build your own plan/policy Millennia • Tailored to your need ls • Take care of others • Responsible decision • Plan for the future