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
