the generational footprint on lifestyle preferences

1

Millennial Footprint

On Lifestyle and Consumer Preferences

On Lifestyle Preferences


www.CoachingMillennials.com

2

“Generations are shaped by history, and then history is

shaped by generations” Aristotle

3

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)

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

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



•  Idealistic

•  Work Focused

21

Boomers Traits



•  Idealistic

•  Work-Centric

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

22

Boomers



•  Idealistic

•  Work-Focused

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

23

Boomers Traits



•  Idealistic

•  Work-Centric

24

Boomers •  Challenge Rules/Authority •  Individualistic

•  Idealistic

•  Work-Focused

25

Boomers Traits



•  Idealistic

•  Work-Centric

27

Boomers Traits



•  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


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


36

GenX

•  Ignored

•  Self Reliant


37

GenX

•  Ignored

•  Self Reliant


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

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


•  Civic-minded

•  Protected

52

Team/Collabora?on

54

Millennials •  Special/

Confident


•  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


•  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


70

In Real Life

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

71


10hrs

8hrs

7hrs

MILLENNIAL BOOMER GENXER

Average hours a day in front of a screen.

72


73


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

74


75


76

Augmented Reality

78


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


On Lifestyle and Consumer Preferences

On Lifestyle Preferences


www.CoachingMillennials.com

the generational footprint on lifestyle preferences

Presentations & Public Speaking