Generational Insights, A Talk for the Ages

a talk for the ages* your advantage is in knowing

your audience at a personal level

*in 30 minutes

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it’s not all about content

blasphemy!

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audience + content + channel + timing

the formula

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audience shifts go deeper than demographics

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target audience women ages 55+ in augusta who own homes

310 million us

9.2 million ga

290,00 region

197,872 augusta

100,914 females 51,466 homeowners

9,779 in our age group

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ALL YOU HAVE IS A NUMBER

psychographics

personalize with more confidence

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target audience women ages 55+ in augusta who own homes

9,779

baby boomers social profiles

news consumption

church affiliation

empty nesters

better personalization

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the generational lens

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36% of the nation’s young adults ages 18 to 31—millennials – live in their parents’ home, the highest share in at least four decades.

a record 40% of all households w/ children <18 include mothers who are either the sole or primary source of income for the family.

did you know?

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civics

“masters of the american dream”

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currently ages 69-88

traditional

original community builders – kiwanis, rotary, wives’ clubs

sacrifice, save, plan

rural to suburban to urban

‘save for a rainy day’ ‘a penny saved is a penny earned’

demographics - civics

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courting

engagement

marriage

children

traditional family roles

life path

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high school

trade, military, or college

work your way up the ladder

few, if any, work changes

work path

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experienced and committed

traditional

affirming

respectful

know their legacy

doing something on the behalf of others is what it’s all about

civics - psychographics

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boomers

“rule breakers. who love the rules.”

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currently ages 50-68

75 million (biggest ever!)

two-parent traditional families

broke all forms of tradition

not monolithic

“never trust anyone over 30.”

“he who dies with the most toys, wins.”

demographics - baby boomers

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dating

live together/ engagement

marriage/s

children (maybe)

new family roles

life path

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middle school

high school

college, maybe trade or military

work your way up the ladder

unexpected work changes

work path

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driven to rewards (second childhood)

comparison consistent “-er or –est”

want recognition

p.c.- and fairness-obsessed

consensus builders

“i’m okay, you’re okay”

in denial

psychographics - boomers

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gen x

the tribe of peers

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currently ages 35-49

~43 million

most misunderstood, most abused, most forgotten generation in american history

latch-key kids in a shifting culture

underemployed, overeducated and intensely private

demographics – gen x

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dating

live together (maybe)

marriage (later)

children (later)

redefining family roles

life path

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middle school

jr and sr high school

college, grad school

multiple jobs

multiple careers

work path

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independent, works is a means

tech-savvy

individual recognition

reluctant to commit (but highly loyal once they do)

realistic

empathetic

comfortable in unstructured environments

psychographics - gen xers

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millennials

“traditional with a modern twist”

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currently ages 14-34

100 million (behemoth!)

two working parents (50% have divorced parents)

most diverse, most educated, most medicated, most indulged, most cared for

no failing grades and no losing teams

overscheduled and over-managed

demographics – millennials

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hanging out, group experiences

live together (maybe)

children (later)

marriage (later)

modern family roles

life path

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preschool

k-12

college

grad school

the hustle

work path

work must have meaning

tech flexible, yet tech dependent

fomo

group-oriented

delayed adulthood

know the expectations on them

psychographics – millennials

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31

civics boomers gen x millennials

outlook practical optimistic skeptical hopeful

work ethic dedicated driven balanced determined

authority respectful love/hate unimpressed polite

lead by hierarchy consensus competence pulling

together

relationships personal

sacrifice

personal

gratification

reluctant to

commit inclusive

turnoffs vulgarity political

incorrectness hype, cliché waiting

provide stability personal

challenge feedback structure

v.a.b.b. differences

go past the numbers

your competitive advantage is knowing your audience at a more personal level

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be smarter pew.org

poynter.org

toprank.com

u.s. census

gallup

your own surveys

use the data

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i might just answer

ask me anything

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thank you.

jenny schmitt @cloudspark

jschmitt(at)cloudspark(dot)com linkedin.com/in/jennyrebeccaschmitt