The Me Generation Meets Generation Me

THE ME GENERATION MEETS

GENERATION MEMILLENNIALS, BOOMERS AND YOUR ADVERTISING

BETH BRADY

WHO ARE THEY?

WHERE ARE THEY DIFFERENT?

WHERE ARE THEY SIMILAR?

HOW DO THEY THINK?

WHAT WORKS?

And What doesn’t.

MEET JAKE

WHO ARE THEY?

Age: 51 – 69 yearsTotal in US: 76.3 MM

Fastest-growing demo

BOOMERS MILLENNIALSAge: 20 – 37 years

Total in US: 76.5 MMMost educated

Less likely to be married

30% Millennials17% Boomers

BRAZIL INDIA30% Millennials

14% Boomers

CHINA28% Millennials

21% Boomers

BOOMERS CONTROL 70%OF DISPOSABLE INCOME

16% UNEMPLOYED UNDER 25

80% OF LEISURE TRAVEL SPENDING

$5,689 MORE DEBT THAN THEIR PARENTS AT SAME AGE

SPEND 82%OF THEIR INCOME

ALMOST 50% OF ALL FMCG SALES

ARE THEY IN THE SAME PLACES?DOING THE SAME THINGS?

In the same way…or not?

HARDWIREDUNTETHERED

50% HAVE 3 OR MORE TVS

ALMOST HALF OF ZERO-TV HOMES

ARE UNDER AGE 35

76%OWN A

SMARTPHONE

WATCH

174HOURS OF TV PER MONTH

#1BOOMER SHOW NOT EVEN IN TOP 30

FOR MILLENNIALS

BY APPOINTMENT2x more likely

to read a newspaperALWAYS ON

32% TWEET ON THE TOILET

LISTENERSHARER

36%HAVE NEVER

UPDATED

3xMORE

FRIENDS

PHYSICALVIRTUAL4x

MORE LIKELYTO BELONG TO A CLUB

MAKE UP HALF OF

BLOGGERS

HARDWIRED UNTETHERED

BY APPOINTMENT ALWAYS ON

LISTENERS SHARERS

PHYSICAL VIRTUAL

DO THEY LIKE AND RESPOND TO THE SAME THINGS?

WHERE SCIENCE MEETS ART

THE BOOMER

BRAIN

LIKES REPETITION

IS EASILY DISTRACTED

DOESN’T PROCESS THE NEGATIVE

IS MORE OPEN TO INFORMATION

HIGH EMOTIONAL RESILIENCE

THE MILLENNIAL

BRAIN

LIKES DYNAMIC STIMULI AND BRIGHT COLOR

HAS A GOOD SHORT-TERM

MEMORY

BLEEDING OVERCOMMUNICATION

IS GOOD ATMULTI-SENSORY

PROCESSING

SO HOW DOES THIS AFFECT COMMUNICATIONS AND

ADVERTISING?

NOSTALGIC RELATABLE POSITIVEFRIENDLY LIGHTHEARTED

CONNECTED APPROACHABLE

TOO COOL MEAN-SPIRITED DIRECTIVEANIMATED SARCASTIC FAST-PACEDIMMATURE WEIRD INTRUSIVE

A SUCCESSFUL BOOMER AD

M&MS “I’M SEXY AND I KNOW IT”

TOYOTA VENZA – SOCIAL NETWORK

RELATABLE SARCASTICINTENSE OFFBEAT EXTREME

ASPIRATIONAL SLAPSTICK

TOO DETAILED PASSIVEUNRELATABLE TOO OLD

STATIC STIMULI SOFT/SAFE MUSIC

A SUCCESSFUL BOOMER AD

A SUCCESSFUL MILLENNIAL AD

A SUCCESSFUL BOOMER AD

HEINEKEN "WALK-IN FRIDGE"

GATORADE: SWEAT IT TO GET IT

A SUCCESSFUL BOOMER ADGATORADE: DEREK JETER “MY WAY”

REDEFINING HOW WE AGE

REDEFINING HOW WE

COMMUNICATE