Buyographics - Presented to Waubonsee Community College, 2014

BuyographicsMatt Carmichael@buyographics

America is an aging nation Many Boomers have $ Sell to customers with $

Black

Hispanic

Asian

All Minoriti

es

Single

Women

Under 30

0%10%20%30%40%50%60%70%80%90%

100%Demographics win in the long term

Demographics, personified

Location: Teton County, Mt.Generation: BoomerRace/Ethnicity: White, non-HispanicHousehold: Married, 3 kids

Location: Los Angeles CountyGeneration: BoomerRace/Ethnicity: White, HispanicHousehold: Married, 2 kids

Location: New York CountyGeneration: MillennialRace/Ethnicity: BlackHousehold: Boyfriend + roommate

Ten stories? Or two?

A nice, middle-class home

The middle class today

The freedom to make some choices without the pressure to make others.

The most important problem that we are facing today is rising inequality. Robert Shiller, Nobel-winning economist

Location: Champaign, ILGeneration: MillennialRace/Ethnicity: White, non-HispanicHousehold: Unmarried partner

#amiright?!?

#letsdance

How Journalists Count

1… 2

T R E N D

Mobile tech Married later

Woman

Living at home

Helicopter parentsUrban

Renter

Driving less

twenty-something

Bi-racial couple Full-time worker

middle-class

Entitled

“The Monocle Returns”

“In a New Trend in Hair Removal, Women Prefer the Natural Look”

“Baby Boomers Are Drawn to Green and Eco-Friendly Funerals”

We have reached Peak___ Auto/Beard/Oil

_______ is the future

“Online Merchants Home In on Imbibing Consumers”

“It’s Hip to Be Round – Potbellies are in”

Decline in Detroit

Detroit's decline has been going on for a long while. In the face of growing foreign and domestic competition, auto companies merged, or quit, or moved out of town to get closer to markets. Automation began replacing workers in the plants that remained. In the past seven years, Chrysler, the city's biggest employer, has dropped from 130,000 to 50,000 workers. The U.S. Government lists Detroit as an area of "substantial and persistent unemployment.''

Time Magazine

Millennials are buying fewer homes than previous generations

Home ownership rates have dropped

Home ownership changes: economic + demographic

Delayed household formation: The student loan equation

Credit is harder to get. So who’s buying?

Where are the Millennials?

Driving

Why today’s youth driving less

• Demographics– Living in different kinds of households

• Economic– Cars cost money. Gas prices fluctuate.

• Technological– People can connect virtually

• Location– People live where there are options

• Legal– Every state passed new GDL laws since 1995

Cultural shift: Lost the lovin feeling

Cultural shift: Lost the lovin feeling

Technology: Options

Unemployment – 6 million

Education is the single most important determinate of income potential

Why we need alternatives to Private Universities

Loan debt isn’t just growing, it is changing

Job TypeChange, 2012-22

Median wageNumber Percent

Registered nurses 526.8 19.4 65,470

Secretaries and administrative assistants, except legal, medical, and executive 307.8 13.2 32,410

Customer service representatives 298.7 12.6 30,580

Construction laborers 259.8 24.3 29,990

General and operations managers 244.1 12.4 95,440

Carpenters 218.2 24.2 39,940

Bookkeeping, accounting, and auditing clerks 204.6 11.4 35,170

Heavy and tractor-trailer truck drivers 192.6 11.3 38,200

Medical secretaries 189.2 36.0 31,350

Licensed practical and licensed vocational nurses 182.9 24.8 41,540

First-line supervisors of office and administrative support workers 171.5 12.1 49,330

Elementary school teachers, except special education 167.9 12.3 53,400

Accountants and auditors 166.7 13.1 63,550

Medical assistants 162.9 29.0 29,370

Software developers, applications 139.9 22.8 90,060

Management analysts 133.8 18.6 78,600

Sales representatives 132.0 8.9 54,230

Job TypeChange, 2012-22

Median wageNumber Percent

Personal care aides 580.8 48.8 19,910

Retail salespersons 434.7 9.8 21,110

Home health aides 424.2 48.5 20,820

Combined food preparation and serving workers, including fast food 421.9 14.2 18,260

Nursing assistants 312.2 21.1 24,420

Janitors and cleaners, except maids and housekeeping cleaners 280.0 12.1 22,320

Laborers and freight, stock, and material movers, hand 241.9 11.0 23,890

Childcare workers 184.1 14.0 19,510

Office clerks, general 184.1 6.2 27,470

Maids and housekeeping cleaners 183.4 12.8 19,570

Cooks, restaurant 150.1 14.7 22,030

Landscaping and groundskeeping workers 139.2 12.4 23,570

Receptionists and information clerks 135.9 13.5 25,990

Advertising used to be easy

Agency execs worked hard

Sometimes it is Just Re-Packaging

…or Just the Right Message

Profound changes in just 40 years.

Thanks!

Matt [email protected]

@mcarmichael @buyographics