the generational footprint on lifestyle preferences

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Millennial  Footprint      

On  Lifestyle  and  Consumer  Preferences  

On  Lifestyle  Preferences    

Millennial  Footprint  

www.CoachingMillennials.com

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“Generations are shaped by history, and then history is

shaped by generations” Aristotle

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Number  of  Presidents  in  GI  Genera?on  

7

4  

Number  of  Presidents  in  Silent  Genera?on  

0

5  

SOCIAL GENERATION: A birth-year group whose length is

about 18-22 years roughly the span of a phase of life

6  

Each  Genera?on  Shares in History: •  Common Age •  Common Location  

7  

Each  Genera1on  

Shares Common: • Attitudes • Behavior Traits • Collective Identity  

8  

53%

45%

43%

43%

42%

38%

37%

25% 30% 35% 40% 45% 50% 55%

My generation

My income/social class

My race/ethnicity

My gender/sexual orientation

My religion

My political view/party

My taste in music/fashion

Source: Congressional Institute-LifeCourse survey (2014)

9  

10  

11  

Baby Boomers

Idealistic

Individualistic

Challenge Authority/Rules

Work focused

Generation X

Ignored

Self-Reliant

Avoid the rules

Pragmatic

Millennials

Special/ Confident

Collaborative/Team-focused

Civic-minded

Protected

12  

Through  the  Genera?ons…  •  Exis?ng  genera?ons  view  the  incoming  genera?on  nega?vely.    

•  They  never  live  up  to  their  expecta?ons.      

13  

Even as I said it, I knew the phrase, “To make a living” could have absolutely no meaning to these children of the affluent society”

- Earnest Fladell Life Magazine

1968

14  

15  

“Laid back, late blooming, or just lost? Overshadowed by the Baby Boomers, America’s next generation is a hard act to follow”

-TIME 1990

16  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

YES   NO  

“I view them favorably”

32%

68%

What  Boomers  Think  of  Millennials  

17  

The  Baby  Boomer  

•  1943 – 1960 •  56 – 73 years old

18  

Coming  of  Age  in  1960’s  and  1970’s  

19  

Boomers  Traits  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Focused

20  

Boomers  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work Focused

21  

Boomers  Traits  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Centric

Change Agents http://www.youtube.com/watch?v=Og2kQifwe-A

22  

Boomers  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Focused

https://www.youtube.com/watch?v=cdtm8abRJ3w

23  

Boomers  Traits  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Centric

24  

Boomers  •  Challenge Rules/Authority •  Individualistic

•  Idealistic

•  Work-Focused

25  

Boomers  Traits  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Centric

26  

27  

Boomers  Traits  

•  Challenge Rules/Authority

•  Individualistic

•  Idealistic

•  Work-Centric

28  

Boomer  Slogan  

29  

Alterna?ve  Boomer  Slogan  

30  

Genera?on  X  

•  1961 – 1981 •  35 – 55 years old

31  

Coming  of  Age  in  1980’s  and  1990’s  

32  

GenX  

•  Ignored

•  Self Reliant

•  Avoid the Rules •  Pragmatic

33  

GenX  

•  Ignored

•  Self Reliant

•  Avoid the Rules •  Pragmatic

34  

1964 Children of the Damned 1968 Rosemary’s Baby 1973 The Exorcist 1974 It’s Alive! 1976 Look What’s Happened to Rosemary’s Baby 1976 The Omen 1976 Carrie 1977 Exorcist II: The Heretic 1978 It Lives Again 1978 Damien—Omen II 1978 Halloween 1980 The Children 1981 The Final Conflict 1981 Halloween II 1984 Firestarter 1984 Children of the Corn

Brief  Chronology  of  the    “Evil-­‐Child”  Movie  Era  

35  

GenX  

•  Ignored

•  Self Reliant

•  Avoid the Rules •  Pragmatic

36  

GenX  

•  Ignored

•  Self Reliant

•  Avoid the Rules •  Pragmatic

37  

GenX  

•  Ignored

•  Self Reliant

•  Avoid the Rules •  Pragmatic

38  

39  

GenX  

https://www.youtube.com/watch?v=Ammy-ZxuF8Y

40  

GenX  Slogan  

41  

The  Millennials  

•  1982 – 2004 •  12-34 years old

42  

Millennials  by  the  Numbers  

•  Born  in  the  1980’s  and  1990’s  •  U.S.  Popula?on  =  100  million  •  35%  of  U.S.  popula?on/  33%  of  workforce  •  Most  ethnically  diverse  genera?on  •  Most  educa?on  genera?on  in  U.S.  history  •  Risk  behaviors  lowest  on  record  

43  

Coming  of  age  in  the  2000’s  

44  

45  

46  

47  

Millennials  

•  Special/Confident

•  Collaborative/Team-oriented

•  Civic-minded

•  Protected

48  

Special/Confident  

49  

Special/Confident  

Confident http://www.youtube.com/watch?v=42E2fAWM6rA

50  

52% 44% 41%

0%

20%

40%

60%

Millennials Gen Xers Boomers Source: Congressional Institute-LifeCourse survey (2014)

“How optimistic are you about the future of America?” Percent optimistic

Special/Confident  

51  

Millennials  

•  Special/Confident

•  Collaborative/Team-oriented

•  Civic-minded

•  Protected

52  

Team/Collabora?on  

53  

54  

Millennials  •  Special/

Confident

•  Collaborative/Team-oriented

•  Civic-minded

•  Protected

55  

Civic-­‐minded  

56  

College  Senior  List  of  “Ideal  Employers”  

2001  1.  3M  2.  Amazon  3.  Accenture  4.  IBM  5.  Walt  Disney  6.  Microsob  7.  Cisco  Systems  8.  BMW  9.  Abbot  Labs  10.  Dreamworks  

2015  1.  Google  2.  Walt  Disney  3.  Apple  4.  U.S.  Dept.  of  State  5.  FBI  6.  Teach  for  America  7.  Peace  Corps  8.  NASA  9.  PricewaterhouseCoopers  10.  Ernst  &  Young  

57  

Millennials  •  Special/

Confident

•  Collaborative/Team-oriented

•  Civic-minded

•  Protected

Sheltered http://www.youtube.com/watch?v=VCq1Hg2OlJg

58  

Examples  of  Child  Protec?on  Policies  Since  1982     •  child  restraint  &  helmet  rules  

•  “child-­‐proof”  homes  •  blanket  Medicaid  coverage  •  school  vaccina?on  checks  •  “youth  rules”  in  the  workplace    •  V  Chips  •  Zero  Tolerance  rules  at  school  •  video  game  ra?ngs  

•  Megan  laws    •  Amber  Alerts  •  “graduated”  auto  licenses  •  “cops  in  shops”  •   dragnets  for  “dead-­‐beat”  dads  •  urban  curfews  •  “safe  place”  havens  for  kid  •    drug-­‐free  zones  near  schools  

59  

Lifestyle Preferences Peering into the Future

60  

Four  Millennial  Lifestyle  Themes  

•  Posi?ve  Pro-­‐social  •  First  Life/Second  Life  Blend  •  Civicality  •  The  Maker  Movement  

61  

Positive Pro-Social

62  

I  Love  Everybody  

63  

Rela?onship  with  Authority  

Teens  that  say,  I  have  “no  problem”  with  my  parents  

                 *Source:  Na?onal  Associa?on  of  Secondary  School  Principals  (2015)  

2013   82% 1983 75%

1974 48%

64  

I  Love  My  Friends  “My friends are the most important thing in my life”

Millennials 55%

GenXers 44% Boomers

40%

*Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014

65  

I  Love  My  Community(Trust)  

66  

I  Trust  My  Community  

67  

The  Sharing  Economy  

68  

First Life/Second Life Blend

69  

First  Life/Second  Life  Blend  

70  

In  Real  Life  

“He’s the site’s worst troll, but IRL he’s a lawyer”

71  

First  Life/Second  Life  Blend  

10hrs

8hrs

7hrs

MILLENNIAL BOOMER GENXER

Average hours a day in front of a screen.

72  

First  Life/Second  Life  Blend  

73  

First  Life/Second  Life  Blend  

“I know it’s not real, but I think it is”

74  

First  Life/Second  Life  Blend  

75  

First  Life/Second  Life  Blend  

76  

Augmented  Reality  

77  

78  

First  Life/Second  Life  Blend  

Sometimes, I think Life

is like a video game

52%

79  

Learn RULES of the game

Identify the PROBLEM

Provide the SOLUTION

Get the REWARD

Gamifica?on  

80  

Civicality

81  

Civicality–  Be  Nice,  Be  Fair  

Source: CNN/ORC poll, Feb 2014

"The government should work to substantially reduce the income gap between the rich and the poor."

72% of Millennials

Agree

82  

83% 74%

69%

0%

30%

60%

90%

Millennials Gen Xers Boomers Source: Congressional Institute-LifeCourse survey (2014)

“Helping others in need is a strong priority for me.” Percent agree

Serving  Others  

83  

Community  vs.  Self-­‐Reliance  

50%  60%  

71%  

50%  40%  

29%  

0%

20%

40%

60%

80%

Boomers   Gen  Xers   Millennials  Source: Congressional Institute-LifeCourse survey (2014)

Government  should  promote  the  principle  of  community  

Government  should  promote  the  principle  of  self  reliance  

84  

Socially  Conscious  “It is important to me the company I buy products from supports social causes.”

*Source: LifeCourse survey, 2014

Percent Agree

Millennials 54%

GenXers 46%

Boomers 48%

85  

Equity/Fairness  

70% of Millennials agree with the statement “If a company is unfair with me, I’ll figure out how to make things fair.”

Nick Shore. “Millennials Are Playing with You.” Harvard Business Review. December 12, 2011.

86  

Par?cipa?on  

87  

The Maker Movement

88  

The  Maker  Movement  

89  

The  Maker  Movement  30% of Millennial’s Media time is spent with User Generated Content (UGC)*

*Content created and curated by their peers

90  

Maker  Movement  

91  

Maker  Movement  

92  

Maker  Movement  

93  

Maker  Movement  

Where players create and creators play

94  

Avo-­‐tainment  

95  

Edu-­‐tainment  

96  

SUMMARY

97  

Ques?ons  1  

How are you customizing the experience of the Millennial airman?

98  

Ques?ons  2  

How are you helping them continue their journey for mission and purpose?

99  

Ques?ons  3  

How are you feeding the need for family, friend, and community connection?

100  

Millennial  Footprint      

On  Lifestyle  and  Consumer  Preferences  

On  Lifestyle  Preferences    

Millennial  Footprint  

www.CoachingMillennials.com