1 DYG “The Time Crunch Convergence” ©Copyright DYG, Inc. 2003 Prepared for: World Golf Foundation October 20 th, 2003.

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DYGDYG

“The Time Crunch Convergence”“The Time Crunch Convergence”

DYGDYG

“The Time Crunch Convergence”“The Time Crunch Convergence”

©Copyright DYG, Inc. 2003

Prepared for: World Golf Foundation

October 20th, 2003

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Presentation will cover:

A Word About DYG SCAN®

7 Trends Creating A “Time Crunch Convergence”

3 Generations Impacted by Time Crunch

Baby Boomers, Gen. X, Gen Y

Summary

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A Word About DYG SCAN

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DYG SCAN

Syndicated research program since 1987

Mission:

Provide insight into the US culture

Analyze their impact on business, marketing, communications, HR management, strategic planning, public policy

Identify critical social, lifestyle and consumer trends

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DYG SCAN

Tracks social values

Hopes, dreams, fears, beliefs about right and wrong, personal and social priorities

Also studies:

Attitudes Lifestyles

Self Image Demographic Trends

TechnologyAdaptation

Behaviors

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DYG SCAN

On-going series of focus groups

Drilling down on key topics

“Early warning system”

Secondary source research

Demographics, social indicators

National teen survey

650+ on-line interviews

National annual tracking survey

3,000 telephone interviews

Since 1987

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The most powerful social change occurs when different types of trends

converge…

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The Birth Control Pill(Technology Trend)

Reduced Social Conformity

(Social/Cultural Trend)

The 1960s Sexual

Revolution

Example: 1960s

Large Youth Cohort – Boomers

(Demographic Trend)

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7 Trends Creating a “Time Crunch Convergence”

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The Technology Trap ofEndless Improvements

The more empowered technology makes you, the more you are expected to do

Time Crunch Trend #1

(US Census)

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Strongly Agree

“These days, companies expect workers to get more done and get it done faster”

76%76%

Raised Expectations at work

(DYG SCAN)

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Not Just Expectations – the Real Deal(Worker Productivity up 24% since ’92)

Source: Bureau of Labor 1992 - 2002

Business Output Per Hour – Indexed to 1992

Source: Bureau of Labor 1992 - 2002

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Update Mandate

Compelled to constantly update:

Our devices

Phones, computers, software, TV, cameras, cars, etc.

Our knowledge

Current events, education, skills

Our values

Towards tolerance, risk, work, etc.

Key Requirement

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Time Crunch Implications

Endlessly raising expectations about what you should accomplish at work… and at home

Technological improvements are constantly out-pacing your ability to use/maximize them

Leaves you feeling guilty, that you should do more, do it better, and do it faster

Double-edge sword

Less ability to get away, take a break…

…yet greater demand & desire for relief

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The age of endless updates requires constant monitoring – thereby using up more time than before

The Media Trap Of Endless Updates#2Time Crunch

Trend #2

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Always Updating

(DYG SCAN)

44% 45%

51%54%

2000 2001 2002 2003

% Strongly Agree

I pay a lot of attention to national and global events

+10+10

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Time Crunch Implications

A good chunk of today is spent catching up on yesterday’s

E-mails

Voice-mails

Articles

News

Events

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The 500 channel universe (used to describe cable TV) now applies to almost all categories – from videos to vegetables, from cameras to cars

The Marketplace Trap of Endless Choice#2Time Crunch

Trend #3

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Want a Car?(47 Manufacturers, Hundreds of Models,

Thousands of Choices)

AcuraAston MartinAudiBentleyBMWBuickCadillacChevroletChryslerDodgeFerrariFord

GMC HondaHUMMERHyundai Infiniti IsuzuJaguarJeepKiaLamborghiniLand RoverLexus

LincolnMaseratiMaybachMazdaMercedes-Benz

MercuryMINI MitsubishiNissanOldsmobilePanozPontiac

PorscheRolls-RoyceSaabSaturnScionSubaruSuzukiToyotaVolkswagenVolvo

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Time Crunch Implications

Shopping takes a lot more energy, thought and time when you have so many choices

And we have more things/services to shop for as new categories are constantly created

15 years ago, no one shopped for cell phones, PDAs, internet provider, sports channels, etc.

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We have come to expect an experience to accompany - or replace - any product purchase

The Experience Economy#2Time Crunch Trend #4

From the doughnut - watching experience at Krispy Kreme …

… to the TV watching experience on Jet Blue

… to weekend gatherings when we buy a Harley

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“I often feel that there is not enough time in the day to do all the things I need to do”

The Experience Economy Takes Up Time

63%

69%

All Americans

Baby Boomers (age 39-57)

(Strongly agree = top 2 box on a 6-point scale)

(% strongly agree)

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Time Crunch Implications

As experiences push out mere products, there are more competitors for the consumer’s time

As more and different experiences are offered

Less consumer time is available

As consumers make more room for different experiences, each slice of the “experience pie” gets smaller

Businesses have to create smaller slices of the experiences they are selling (vacation stays, lessons, events, etc.) or increase the value of their larger slice

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Integration of all aspects of life; reduced compartmentalization

Efficiency

Generation X

Definition:

Key Value:

TrendLeaders:

Lifestyle IntegrationTime Crunch Trend #5

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24 Hour Daily “Fluidity”

At HomeAt Home

At WorkAt Work

In The CarIn The Car

Day care at work

Dry cleaning at work

Home office

“Playing”at work

Home spa

In-vehicle entertainment

Cell Phone

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Portability Becomes a SolutionKey

Theme

Work

Communication

Entertainment

Food

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Time Crunch Implications

With Fluidity and portability comes no “down” time

Experiences get chopped into smaller bits

Creates a double-edged sword

Consumers accustomed to “bite-size” relaxation

But hunger for longer, fuller “chunks” of pleasure (when they can make time for it)

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An increased focus on the wants, needs, and desires of children

Social status attached to “child-first” attitude

Parental Guilt attached to “me-first” attitude

Particularly among Generation X parents

This is a significant shift from prior generations

Child Centeredness#2Time Crunch Trend #6

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% Strongly Agree

Source: DYG SCAN® 2003Source: DYG SCAN® 2003

10+10+

65%70%

75%

200319921987

“Once You Have a Child, Your Own Needs Come Second”

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Child-centeredness in the Marketplace

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Time Crunch Implications

Parents are serving more time masters than ever before

Feelings of Guilt over time spent on self

New rationale needed to market time-intensive pleasures

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Showing off by how busy you are and by how many activities you do

Conspicuous Activation#2Time Crunch Trend #7

Signals that… I’m Young (or young at

heart)

I’m Healthy

I’m Interesting

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… how much you can do

(activities, hobbies, events)

Status has moved from purely how much you have

(money, stuff) to…

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% Strongly Agree

(Source: DYG SCAN® 2003)

My way of relaxing is doing My way of relaxing is doing as little as possibleas little as possible

In my spare time, I like to In my spare time, I like to be active and do different be active and do different

thingsthings

75%

27%48 pt. 48 pt.

differencedifference

Nothing Leisurely About Our Leisure

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Time Crunch Implications

The number – rather than the depth – of activities means less time spent on each activity

Maintaining one’s status as active, busy and involved uses up lots of time

This shift in status will most dramatically alter how Boomers spend their empty-nest years

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The Experience Economy

Technology Trap of Endless Improvements

Conspicuous Activation

The Marketplace Trap of Endless Choice

The Media Trap of 24-7

Life style IntegrationChild Centered-ness

Time Time CrunchCrunch

Summary of Time Crunch Trends

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3 Generations Impacted By Time Crunch

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Baby Boomers

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Life Stage Information

Born: 1946 to 1964(The years of very high birth rates)

Current Age: 39 to 57

Size: 78 million

BabyBoomers

Baby Boomers are turning age 50 at the rate of

10,000 a day!

One third of the adult U.S. population

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BabyBoomers

Age-less-ness

Defined: Desire to reject the traditional path of aging and be “forever young”

Obsession with youth

Desire to never be defined or limited by their age

Accelerated by Terrorism Environment

Core Values and Life Stage Interaction

(Shared by both Boomer Men and Women)

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BabyBoomers

Sandwiched

Defined: Feel they are facing multiple pressures – often coming from opposite sides

Home: Between kids and aging parents

Work: Between rising GenXer and retirement (w/o enough savings)

Culture: Between Youth domination and G.I. nostalgia (The “Greatest” Generation)

Core Values and Life Stage Interaction

(Shared by both Boomer Men and Women)

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Boomer Goals

Stay Young

Stay Healthy

Stay Relevant

Stay Active

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Boomer Retirement?

For the first time in decades, the age of retirement has started to go up instead of down

In just the last 5 years, the percent of men aged 60-64 that are working went from 45% to 50%

The percent of women age 60-64 that are working went from 19% to 27%

(Source: Bureau of Labor Statistics 2003)

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Time Implications

Less free time than anticipated for next life stage

As retirement is becoming less of an option ($$$) or less of a goal

More Competition for their time

As they experiment with many activities

Potentially more “active” activities

As they strive to look young, stay fit

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Generation X

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Born: 1965 to 1975(The years of lower birth rates)

Current Age: 28 to 38

Size: 46 million

Gen X

Busiest life stage (work, career, kids)

17% of the adult U.S. population

Life Stage Information

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Intense life period (“life building”)

Young children

Career building

New and significant responsibilities

Home ownership

Financial planning

Gen X Life Stage

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Gen X

Family

Defined: The majority of Gen Xers are focused on family issues – balancing demands of career, home and children; finding family

Their kid-focus makes this their most important life stage to date

Strong emphasis on “protecting” the kids from a dangerous world – accelerated since 9/11

The growing “Singles” minority are looking to establish their social “family”

Intersection of Core Values & Life Stage

(Shared by both Gen X Men and Women)

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Child-Centeredness

2003 1987% %

% strongly agree 77 63

Generation Xers are more child-centered than Boomers were at their age

“Once you have a child, your own needs come second”

GenX in this age group

Boomers in thisage group

Among Americansaged 25 to 29

(DYG SCAN)

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Time Implications

Less free time

As work demands more from them

Even if economy picks up, so will expenses (as their kids approach college)

More Guilt

As they feel deep obligation to family and children

More “non-traditional” activities

First generation to embrace “extreme” sports, but now with older bodies

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Today’s Young Adults

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Born: 1976 to 1985

Current Age: 18 to 27

Education: More likely to go on to college than any previous generation

Just under half of today’s HS

seniors go immediately to college

Ethnicity: Roughly one-third non-white

Young Adults

Life Stage Information

Leading edge of next generation

Most diverse

generation ever

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Starting out

Have gone from protected childhood to young adulthood

Leaving college and launching careers

Young Adults

Young Adult Life Stage: Summing Up

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Young Adults

Entitlement

Defined: A belief since childhood that they can, will, and should get the best of everything

Intersection of Core Values & Life Stage(Shared by both Young Adult Men and Women)

Optimistic view of life (glass not just half full – it’s overflowing)

Focus on fun, fame and fortune

But with little effort or risk

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Time Implications

Spend time on “Lifestyles” not just Activities

Need activities that can spill over into their fashion, language and attitude

How can Golf be bigger than just a game?

Social time a big part of “free time”

Need activities that allow easy connection of different people to come together

How can Golf best accommodate this “mixer” mindset?

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Time Implications

Less free time

As reality of adulthood takes hold

But likely to fight hard against loss of freedom

Greater Diversity to how they spend time

Generation “Whatever” always experimenting

Is your product positioned to be part of their experiment?

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Summary

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Summary

Time crunch is real

From work, home, kids, commute, life

Time crunch is also attitudinal

We accept, expect, even attempt to be busy

But, what to limit “busy-ness” to what we care about

Time crunch is LONG TERM

Structural changes in society make it so Technology, Economy, Media, Marketplace

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Time Crunch Equation

Lower the Time Commitment Consumers Must Make…

…Raise the Value Consumers Get From their Time Investment

OR

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For more information, contact DYG’s Main Office:For more information, contact DYG’s Main Office:

Phone #: 203-744-9008Phone #: 203-744-9008

[email protected]@DYG.com