Why do they act so weird ? Generational Trends Impacting Marketing Annimac Futurist Anni Macbeth / Annimac Futurist & Principal Annimac.

Why do they act so weird ?

Generational Trends Impacting Marketing

Annimac

Futuristwww.annimac.com.au

Anni Macbeth / Annimac

Futurist & Principal

Annimac Consultants

Perth f Western Australia

Rate of Change

15 minutes - new technology

15 days - new product / service

every day - 15 million web pages

Amount of change now in one day

Grandparents had in one year

Younger means faster

Driving all Drivers of Change

Technology

by 2020

70 % of job types do not exist now

because

80 % technology not thought of yet

Likely jobs in next 10 years :

• Director of Emerging Thought

• Chief Zookeeper - of people

• Creative Undertaker

• Thought Jockey

• Chief Imagination Officer

• Hacker Relations Manager

• Valuer of Intangible Assets *

• Human Interface Manager * * Exists 2003

Running Out of Oil Supplies debate : The Big Rollover

Changing Nature of WorkFrom competitive capitalism to co opitalism

From commodification to sustainability

Project based Team based

Relationships

One off alliances - consortia

Globally networked

Fast flat skill decision making

Value driven

Changing Nature of Employment

From

full time permanent to Casualisation

Contract - Part time

Self employment - options Five Career changes Multi skilled employees Small businesses

Increase in low income jobs

SOHO : small office home office

Global networks - local identity

With such rapid change

How do different age groups

• make sense of their world• value their world• impact their world

GenerationsBaby Boomers b 1945 – 60 age 45 - 60 fewer males

Generation X 1960 – 75 30 - 45 largest number

DotComs 1975 – 90 15 – 30 first wired gen

Ferals 1990 – 05 0 - 15 fewest - ½ GenX

Baby Boomers 45 - 60Downsizing lives Empty nestersRetired or part time workersSense of community

Material status Male Identity from job

Seek new safe experiencesSecurity conscious Health

conscious

Defer to authority Love / hate change

Impact for Marketing Baby Boomers 45 - 60

Winding down : leisure indulgence Downsizing everything : minimalising Make own decisions – think edge Respect rank : professionalism Steady relationships loyalty Need

relationship continuity organising : options safe familiar experiences positive group identity

Single Childless Net Dating Single Childless Net Dating Varied lifestyles Varied workstylesVaried lifestyles Varied workstylesSOHOSOHO

Risk takers Fast decisionsRisk takers Fast decisionsMaterialism assumed Materialism assumed Environmental valuesEnvironmental values

Personal journeyPersonal journeyExpect & accept changeExpect & accept change

Generation Xers 30 – 45

Impact for Marketing Generation X 30 - 45

Individual attention Fast action Short term pitch - staging pitch Results oriented Need

choices short term immediacy complete – stand alone skills oriented demand quality of experience

DotComs 15 – 30Own path Temporary

pairing Group socialising Internet relationships

No careers No home I.d. from activity Wired

Immediacy Multi channeled Multi actionsPlanetary group mission

Cluetrain Manifesto www.cluetrainmanifesto.com

Temporary deference Need change

Impact for Marketing DotComs 15 - 30

Passionate involvement – value driven Team oriented + personal relationship Personal commitment Short term fast involvement Multi channel activities & options Results oriented - no spin Need

choices transparency mutability build for change flexibility innovation real positive outcomes

Ferals 0 – 15Wild Child No limits No boundariesWild Child No limits No boundaries

Planetary mission create sustainable world Planetary mission create sustainable world

Parallel universes Wired Parallel universes Wired

Unlimited mind channelsUnlimited mind channels

Global i.d. from self valuesGlobal i.d. from self values

Future jobs unimportant Non consumersFuture jobs unimportant Non consumers

No deference Respect when neededNo deference Respect when needed

Live change & ignore barriersLive change & ignore barriers

Impact for Marketing Ferals 0 - 15

Influencing marketplace Committed to healthy sustainable world Expect freedom to create Creating new relationships & patterns Virtual world Need

personal power - demand trust clear values - spin detectors no rules no hindrance ICT resource access multi channel everything

Trends Forecast Summary exponential rate of change younger generations drive change personal communication → telepathy paradigm shift in values → feminine QBL - how things are done = profit relationships key for all success open options for Work / Life styles less governance more community power individual responsibility

! Virtual world emerging !

Thriving into the future :

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