Current Issues in Marketing

Lecture Outline:

The Emerging PsychoSphere:

Psychospheric ShiftsGenerational Marketing Generational Theory Generations Defined:

Values & Lifestyles Marketing Implications….

SocioSphere= inter-relationships among social institutions, associations, reference & affinity groups

PsychoSphere= Identity, personal- perspective

<<<Weltanshaung >>>

The New Psycho-Sphere

“A new civilization is forming. But where do we fit in?”

page 365

The New Psycho-Sphere

“It is though a bomb went off in our communal Psycho-Sphere.

We are, in fact, experiencing not merely the breakup of the Techno, Info & Socio-Sphere but the crackup of the Psycho-Sphere as well.”

page 365

For Senior Generations Fully developed 2nd wave Psyche

before 3rd Wave

The 2nd Wave Psyche

A Nuclear Family

Work- 9-5

Well Defined Roles Clear lines

of Status

Clear lines of Authority

•Sense of Community• Structure• Meaning to/of

Life

Values & Lifestyle

The 2nd Wave Psycho BreakdownThe 2nd Wave Psycho Breakdown

1. “The sudden shift of social ground rules

2. The smudging of roles, status distinctions & lines of authority

3. The immersion in blip culture

4. Above all the break-up of indust-reality

Have shattered the world Have shattered the world image most of us carry image most of us carry around in our skulls”around in our skulls”

Toffler, 3rd Wave, p.374

Here Yesterday-Gone TomorrowHere Yesterday-Gone Tomorrow

“In industrial era: Americans had layers of belonging- Nuclear & extended family;

union, associations; church, charity & community service; thethe jobjob…

-- much of this is in decline…

So much of what we cherish, what Americans like to call

"the good life" has been stripped away at the end of

the industrial age”

“With increased mobility & job turnover there is:

A loss of A loss of “Place” –“Place” –losing ties to family & community…

A fear of losing losing the sense of the sense of selfself, the tie to job and work”

A loss of A loss of “Place” –“Place” –losing ties to family & community…

A fear of losing losing the sense of the sense of selfself, the tie to job and work”

The Demise of the Job

The Loss of IdentityThe Loss of Identity

In 2nd wave society- Identity very much tied

to job-title.

“Company marques &

hierarchy pegs tell us who we

are & where we belong”

In 2nd wave society- Identity very much tied

to job-title.

“Company marques &

hierarchy pegs tell us who we

are & where we belong”

2nd W

ave

Where is identity in an American job job that was torn up … by multinationals… seeking efficiency

Where is identity in an American job job that was torn up … by multinationals… seeking efficiency

instead of the town town squaresquare… all life gravitates to a consumer temple-city we call the shopping mallshopping mall?

instead of the town town squaresquare… all life gravitates to a consumer temple-city we call the shopping mallshopping mall?

1925 1955 20001965 19751935 198519601945

GI

Boomer

SilentGen X

Washed up –rode the Last Wave

Caught Between Waves

Millennial

Grows Up w/ New Wave

Riding the wave

Generations Variously Named & Dated:

1. Matures – < 1946 2. Baby Boomer – 1946-1953 3. Generation Jones – 1954-1964 4. Generation Rerun – 1965-1975 5. Generation Xceptional – 1976-1986 6. Generation M – 1987-1995 7. Millennials – 1996 and beyond

1. Matures – < 1946 2. Baby Boomer – 1946-1953 3. Generation Jones – 1954-1964 4. Generation Rerun – 1965-1975 5. Generation Xceptional – 1976-1986 6. Generation M – 1987-1995 7. Millennials – 1996 and beyond

Depression cohort (1912 to 1921) WWII cohort (1922 to 1927) Post-war cohort (1928 to 1945) Baby Boomer cohort #1 (1946 to 1954) Baby Boomer cohort #2 1955 to 1965) Generation X cohort (1965 to 1976) N Generation cohort (1977 to date)

Depression cohort (1912 to 1921) WWII cohort (1922 to 1927) Post-war cohort (1928 to 1945) Baby Boomer cohort #1 (1946 to 1954) Baby Boomer cohort #2 1955 to 1965) Generation X cohort (1965 to 1976) N Generation cohort (1977 to date)

THE GI GENERATION: 1901-1924 THE SILENT GENERATION: 1925-1942 BABY BOOMERS: 1943-1960 GENERATION X: 1961-1981 GENERATION Y: 1982-PRESENT

THE GI GENERATION: 1901-1924 THE SILENT GENERATION: 1925-1942 BABY BOOMERS: 1943-1960 GENERATION X: 1961-1981 GENERATION Y: 1982-PRESENT

2

3

4

5

1927 20021946 1965 1984

Millions

Senior/Silent

< 19452010 – 65+

Baby Boom

1946 to 19642010- 46 to 65

Gen.X

1965 to 19832010 - 28 to 45

Gen.Y

1984 to 20022010- 8 to 27

Source: U.S. Bureau of the Census

U.S. Generations:

Origins of our identity

Our individualityindividuality = result of Nature & Nurture

Our commonalitycommonality = results from our shared culture & experience

War; civil unrest; social movements

Political persons & events; economic swings

Scientific/Technological discoveries & advances

Tragedies: Natural & Man-made

Entertainment: Movies, TV, Music; artists, celebrities

Clothing styles; Lifestyle trends, Fads

Come of age- Imprint on “Your-World”

Each generation molded by world events that occur during its formative years.

… distinct historical experiences create characteristics that stay w/ people thruout rest of their lives

Each generation molded by world events that occur during its formative years.

… distinct historical experiences create characteristics that stay w/ people thruout rest of their lives

Generational Marketing: Reaching the Hearts and Minds of ConsumersAnn A. Fishman, Circulation Management, Jul 1, 1998 http://circman.com/ar/marketing_generational_marketing_reaching/

Generational Marketing: Reaching the Hearts and Minds of ConsumersAnn A. Fishman, Circulation Management, Jul 1, 1998 http://circman.com/ar/marketing_generational_marketing_reaching/

Generational Life ExperiencesCalled “Markers”

Values are shaped by:

EventsCulturePoliticsEconomyTechnologyPersonalities

EventsCulturePoliticsEconomyTechnologyPersonalities

Some Defining Events-Senior GenerationsSome Defining Events-Senior Generations

Depression cohort (born from 1912 to 1921) Lived thru- The Great Depression, high levels

unemployment, poverty, lack of creature comforts, financial uncertainty

WWII cohort/ GI Gen. (born from 1922 to 1927) Lived thru- : men leaving to war - many not

returning, -- women working in factories, focus on defeating a common enemy

Post-war cohort/ Silent Gen. (born from 1928 to 1945) Lived thru- : sustained economic growth, social

tranquility, The Cold War, McCarthyism

Born: <1945

Values

Born: 1945 ~196478 million

“The Ed Sullivan Show”, Fallout Shelters, Poodle Skirts and Pop Beads, Slinkies, TV Dinners, Hula Hoops,The Peace Sign, “Laugh In”, Clinton, Midler, Leno, Streisand, Gates

“The Ed Sullivan Show”, Fallout Shelters, Poodle Skirts and Pop Beads, Slinkies, TV Dinners, Hula Hoops,The Peace Sign, “Laugh In”, Clinton, Midler, Leno, Streisand, Gates

Cultural Icons & Memorabilia

Cultural Icons & Memorabilia

Baby Boomer cohort #1 (born 1946 to 1954)

Lived thru- : assassination of JFK, RFK, and MLK, political unrest, walk on moon, Vietnam War, anti-war protests, sexual freedom, civil rights – environmental- hippie & women’s movement, protests and riots, experimentation w/ drugs

Baby Boomer cohort #2 (born 1955 to 1964)

Lived thru- : Watergate, defeat in Vietnam, the oil embargo, raging inflation, gasoline shortages

IDEALIST – Prophet: Inner-driven, moralistic generation - comes of age during a period of spiritual awakening

IDEALIST – Prophet: Inner-driven, moralistic generation - comes of age during a period of spiritual awakening

Values

“The Brady Bunch”, Pet Rocks, Platform Shoes, “The Simpsons”, “Dynasty”, ET, Cabbage Patch Dolls, Brad Pitt, Cameron Diaz, Carrot Top, TV-Friends, Brady Bunch, Ninja turtles

“The Brady Bunch”, Pet Rocks, Platform Shoes, “The Simpsons”, “Dynasty”, ET, Cabbage Patch Dolls, Brad Pitt, Cameron Diaz, Carrot Top, TV-Friends, Brady Bunch, Ninja turtles

Born: 1965~198348 millionGen X

Initial Impact Events: •Challenger explosion• Iran-Contra• social malaise• Reaganomics• AIDs• fall of Berlin Wall•Predom. of single parent families

Cultural MemorabiliaCultural Memorabilia

ADAPTIVE- Nomad: A hypocritical generation- coasts along on accomplishments of civics, lay the groundwork for new idealist era. 

ADAPTIVE- Nomad: A hypocritical generation- coasts along on accomplishments of civics, lay the groundwork for new idealist era. 

Values

Cultural Icons?• Xena Warrior Princess• Buffy The Vampire Slayer• cell phones laptops/ ipods

Cultural Icons?• Xena Warrior Princess• Buffy The Vampire Slayer• cell phones laptops/ ipods

Born: 1984 ~2002

first wired gen…Initial Impact Events:: • Rise of the Internet• 9-11 • Cultural diversity• 2 wars in Iraq

CIVIC– Hero: Outer-driven, morally complacent generation -institutionalizes ideals of previous generations. .

CIVIC– Hero: Outer-driven, morally complacent generation -institutionalizes ideals of previous generations. .

Values

The Next Generation-Ferals?

Born: 2002+

Predicted to be-REACTIVE – (Artist-Generation): Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, risk-taking adults..

Theory Advanced by:Strauss & Howe - most

popular writers on generations ’92 - Generations ’97- The Fourth Turning ‘00 -Millennials Rising:

The Next Great Generation

FYI : http://www.fourthturning.com/

Turnings = Generational shifts in zeitgeist – occur every ~20- 25 years

At start of each turning, people change how feel abt. themselves, culture, nation, future…

Turnings follow stages of human life cycle (childhood, young adulthood, midlife, and elderhood )

4 turnings= ~1 human life (80 to 100 years) a unit of time- ancients called the saeculumsaeculum

The Pattern of Human Revolutions

“We are now entering A decisive era of secular upheaval…

Old ArtistsOld Artists (Silent Gen) disappear ProphetsProphets (Boomers) enter

elderhood NomadsNomads (X’ers) enter midlife HeroesHeroes (Y’s) enter young adulthood A new generation of Artists isArtists is born

“We are now entering A decisive era of secular upheaval…

Old ArtistsOld Artists (Silent Gen) disappear ProphetsProphets (Boomers) enter

elderhood NomadsNomads (X’ers) enter midlife HeroesHeroes (Y’s) enter young adulthood A new generation of Artists isArtists is born

Predicted in 1990 • The Culture wars America’s Unraveling into competing camps•politics would become moralistic & mean• “family values” would become a focal pt. •emergence of hardened - alienated youth Gen-X

ADAPTIVE- Nomad: A hypocritical generation- coasts along on

accomplishments of civics, lay the groundwork for new idealist era. 

ADAPTIVE- Nomad: A hypocritical generation- coasts along on

accomplishments of civics, lay the groundwork for new idealist era. 

18801980 1960 1940 1920 1900

REACTIVE – Artist: Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, risk-taking adults..

REACTIVE – Artist: Alienated, cynical generation-challenges the ideals of parents & develops into pragmatic, risk-taking adults..

CIVIC– Hero: Outer-driven, morally complacent generation -institutionalizes ideals of previous generations. .

CIVIC– Hero: Outer-driven, morally complacent generation -institutionalizes ideals of previous generations. .

IDEALIST – Prophet: Inner-driven, moralistic generation - comes of age during a period of spiritual awakening

IDEALIST – Prophet: Inner-driven, moralistic generation - comes of age during a period of spiritual awakening

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

For past 5 centuries, Anglo-American

society has followed a recurrent pattern of temperament &

consequence

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

2nd : Reactive Era - spiritual agendas/ social ideals (60-70’s)

2nd : Reactive Era - spiritual agendas/ social ideals (60-70’s)

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

1st: Upbeat era- strengthening institutions/weakening individualism(‘40-50’s)

2nd : Reactive Era - spiritual agendas/ social ideals (60-70’s)

2nd : Reactive Era - spiritual agendas/ social ideals (60-70’s)

3rd: Upheaval- strengthening individuals/weakening institutions(‘80-90’s)

3rd: Upheaval- strengthening individuals/weakening institutions(‘80-90’s)

  Popular trust in virtually every American institution—from businesses & governments to churches & newspapers—keeps falling to new lows. 

Public debts soar, the middle class shrinks, welfare dependencies deepen, -- cultural wars worsen by the year. 

For past 5 centuries, Anglo-American

society has followed a recurrent pattern of temperament &

consequence

4th: Crisis: Estab. new order- public consensus, aggressive institutions, personal sacrifice.

(2000-2020)

4th: Crisis: Estab. new order- public consensus, aggressive institutions, personal sacrifice.

(2000-2020)

Government governs, community obstacles are removed - laws & customs that resisted change for decades are swiftly shunted aside. 

People support new efforts to wield public authority, whose perceived successes soon justify more of the same. 

Waves of Change may have Waves of Change may have constant interval butconstant interval but

amplitude/magnitude of amplitude/magnitude of change is increasing change is increasing

Generations Ago

100,000 Speech

750 Agriculture

500 Writing

400 Libraries

40 Universities

24 Printing

16 Accurate Clocks

5 Telephone

4 Radio

3 Television

2 Computer

1 Internet/e-Mail

0 AI & Nano-tech

Technological

The nature & magnitude

of change between

GENERATIONS is increasing 

There is– Something Curious Going On…

The

Law of Accelerating Returns

technology & evolutionary processes

progressing in exponential fashion

PEOPLE, PLACES & THINGS… MORALS, PRINCIPLES, HEROS

Disposable… Mobile…Transitory… Ambiguous… Androgynous… Fragmenting…Society

UP-Rooted by increased Choice & Conflict &

Challenge

IDENTITY ANCHORS

Presidents Commission on Mental Health

Reports - fully ¼ of US citizens suffer from

some form of severe stress

National Institute of Mental Health

researcher..

declares “psychological turbulence” is rampant in

American society-

-is divided & anxious about the future..

A state of “shattering stress & disorientation

resulting from too muchchange in too short a

period of time”

FUTURE SHOCK

Too much Information

Too Much Choice

1 zebibyte = 270 bytes = 1180591620717411303424bytes = 1,024 exibytes

Giga’s..Tera’s..Peta’s..Exa’s…Zeta’s…..

Information Overload!?

Attention Deficit Disorder

But- perhaps Information Overload only problem- for some

2nd wave world = 1 thing at a time

“w/ so many of our habits, values, routines & responses called

into question,

it’s hardly surprising - we feel like people of the past---relics of 2nd wave

Civilization

Not ADD but CPAContinuous Partial Attention

Multi-tasking becomes the Norm

Old Adage = “A lone baboon is a dead Baboon”

New Adage = “A non-networked person

is … a lone baboon”

Generational Differences

if ask somebody 50+, they think it's probably a bad thing…

15-year-olds think it's awesome to always be connected… getting text & instant messages & cell calls…

.. ask somebody 35-50, they're ambivalent.

Howard Rheingold The Next Revolution: Smart Mobs

new generation gap ..

New gen using technologies to change the world, mobilize

their social network, get information they need,

broadcast information they want to broadcast.

New gen using technologies to change the world, mobilize

their social network, get information they need,

broadcast information they want to broadcast.

Howard Rheingold-2003 The Next Revolution: Smart Mobs

“I think we're going to see a

real generational

cohort, who will have a shared Zeitgeist that

will be shaped by this always-

on world”

Generational Marketing

Considerations

Key Problem for Gen. marketing practitioners --Communicating between generations

Common ExperiencesCommon

Experiences

Common AIO’s, values, tastes,

style...

Common AIO’s, values, tastes,

style...

Common responses to

marketing mix

variables

Common responses to

marketing mix

variables

•Generational mindsets … are major factors in

determining what & how consumers

buy…

The notion a group of people bound together by sharing experience of common historical events 1st introduced by Karl Mannheim - early 1920s

Generational Value Differences:GI Silent Boomer X Y

Helpers Sacrifice “For the children”

Right vs. Wrong Resentful “I’ve earned it” Do the right thing

Me, me, me Forever young Choicesprivileges “It’s all about me”

Suspicious Dis- enfranchised Non-confrontational Waste not Facts - family -fundamentals

Optimistic StrongEmpowered Care for others Care for environment Realism

Comparative Work Ethic Across Generations:

Comparative Work Ethic Across Generations:

Seniors: Boomers: Gen X’ers:

Work Style: Team Player Self-absorbed Entrepreneur

Rewards: You’ve earned it You deserve it You need it

Work is: An obligation An Adventure A challenge

Leisure: Reward The point to life Relief/fun

Life: Sacrifice Prosperity Risks

Seniors: Boomers: Gen X’ers:

Work Style: Team Player Self-absorbed Entrepreneur

Rewards: You’ve earned it You deserve it You need it

Work is: An obligation An Adventure A challenge

Leisure: Reward The point to life Relief/fun

Life: Sacrifice Prosperity Risks

What can I do for good of organization?

How will this make me feel?

What’s in it for me?

Major Question:

Seniors

Characteristics of Generations

Boomers

X

Y

No news isgood news

Once a year withdocumentation

Interrupts & asks how they’re doing

Wants feedback at touch of a button

Buying Style

Quality first,buy American

Prestige firstforeign is better

Cheap: value added

Get it anyway/anywhere u want

View ofFeedback

On Homes

Buy a decent house

Buy the mosthouse you can

Reclaim the inner city

Livin’ withthe parents- as long as necessary

Gen. Marketing Strategy

Not a key behavior driver for all product categories- but is particularly appropriate for:

Food Music Apparel Automotive Financial & Insurance as well as entertainment products.

G.I.’s & Silents – How to market to them Emphasize experience and

wisdom Base decision making on

established institutions and authority figures

Key messages should focus on values such as frugality, responsibility and caution

Like to spend money on grandchildren

Boomers: caught in cross current of waves- sensed

“The times they were a Changing”

Boomers: caught in cross current of waves- sensed

“The times they were a Changing”

1925 1955 20001965 19751935 198519601945

GI

Depression

Boomer

Silent

War Baby

Washed up –rode the Last Wave

Caught Between Waves

Create products/messages that address boomers

“identity crises”

To Re/Define Oneself

“The generation that dropped acid to escape reality… is generation that drops antacid to cope w/ it”“The generation that dropped acid to escape reality… is generation that drops antacid to cope w/ it”

Marketing to Boomers

The Music

The Values

Focus on themselves- early ideals, present predicament & future well-being

Many won’t retire Will begin second careers Retirement as work style, not lifestyle Won’t have enough money to retire (saving rates are low) Looking for meaning and fulfillment

Want products that keep them healthy and sustain energy and activity levels

Will remain dominant consumer group in marketplace for years to come

- continue to expect to be center of attention

Boomers: Marketing Considerations

Boomers

The "Graying" of the Baby Boom

Boomers

Generation X

Emerging Gray $ PowerEmerging Gray $ Power

Represent 50% of purchasing power (discretionary income)

They are wealthier and healthier (mentally & physically)

Major market for-

Exercise facilities Cruises and tourism Cosmetic surgery, and skin

treatments, Education gifts for family members

(especially grandchildren)

Represent 50% of purchasing power (discretionary income)

They are wealthier and healthier (mentally & physically)

Major market for-

Exercise facilities Cruises and tourism Cosmetic surgery, and skin

treatments, Education gifts for family members

(especially grandchildren)

Can’t play on stereotypes: “1/3 of consumers over 55 deliberately did

not buy a product because of the outdated images of mature consumers.”

Don’t call ‘em GeezersDon’t call ‘em Geezers

Key Trends Relating to The "Graying" of the

Baby Boom

Key Trends Relating to The "Graying" of the

Baby Boom

Down-Aging

Being Alive

Down-AgingDown-Aging

The tendency for older people to act and feel younger than their age.

Examples More youthful looking

clothes Hair coloring / hair implants Adult camps and adventure

vacations

Down-Aging - ExamplesDown-Aging - Examples

TV shows starring cartoon characters: "The Simpsons," "King of the Hill," "South Park," "Daria," "Dr. Katz," "The PJ’s," "Futurama," and "The Family Guy."

Disney & Warner Brothers stores; 80% of their sales are to adults-for adults.

eBay, posts 1000’s of hits for Pez

The median age Harley customer 42; ten years ago was 34.

Being AliveBeing Alive

The desire to lead longer and more enjoyable lives

Examples Vegetarianism holistic medicine (herbs,

naturals, etc.) Meditation

For the X &Y generations: Increasingly weaned in & imprinted on post-industrial society

For the X &Y generations: Increasingly weaned in & imprinted on post-industrial society

1 month = new technology1 day = new product / service1 minute = new blog & web-site

Change we now experience in one year…

Our Grandparents experienced in one

lifetime.

For X+ generations… it’s all about the rate of changeFor X+ generations… it’s all about the rate of change

Definitive acceleration of change brought on by 3rd wave– increased diversity, mobility & innovation…

Clear break in continuity, predictability & naivety of the past

More & faster turnover of everything

People, relationships, residences, jobs, products…

Jobs in LifetimeJobs in Lifetime

2nd Wavers: 1 job & 1 Gold WatchMillennials: How many jobs do you think

you will hold in your lifetime?

1-3 35.7% 4-6 41.5% 7-10 16.5% 10+ 6.2%

Who are You

3rd Wave individuals much more likely to ID themselves according to their avocation

… as opposed to 2nd wavers – whose ID was derived primarily by their vocation

•Divorce•one-parent families, step families•working parents, latch-key lives•violence on television, violence in the streets& breaking down of traditional values & sources of comfort

Nicknamed -- "The Street-Savvy "The Street-Savvy Generation"Generation" because endured:

Generation XGeneration X

Address tough & unsettled economic & personal circumstances….

They've grown up in a world in which sex can kill you & government entitlement programs for older generations will make their taxes go sky-high.

Generation XHow to market to them

Live flexible lives Don’t buy a house and live in it forever Don’t graduate and get a job and work there until

retirement

Resourceful…Confident…Ambitious Depend on themselves and their own capabilities to

get things done

Low to no - confidence in public institutions –

98

Generation X How to market to them

Emphasize pragmatism Bottom line is about survival, not about ideology or mission Focus on getting by, not bigger causes and movements Prepared to do what it takes

Financially conservative Pragmatism has led to a back up plan /

holding a little back Later marriages ILYA’s – Incompletely Launched Young Adults Women in 20’s living with parents rose to 24% in 1993

from 17% in 1977 Men in 20’s living with parents rose to 35% in 1993

from 30% in 1977

Generation X How to market to them

Abandon hard sell Get to the point and stick to the point Don’t drown message in warm and fuzzy or

unrealistic promises

Get some attitude Attitude, not brand, makes the sale

Have some fun Xers are young people, full of energy and ready for fun Keep life in perspective Crusading is for Boomers, Sacrificing is for G.I.’s and Silents

Generation Y… the cohort variously called :

Gen- Y Echo Boom

Net GenerationMillennials

Millennials live & Learn:

With technology

With each other

Online

Doing things that matter

Source: Achievement and the 21st Century LearnerSource: Achievement and the 21st Century Learner

Y’s R Multicultural Diversity prevails: -

wide range of global viewpoints

Tolerant of cohabitation, single parenting & extended families; different sexual orientations

• Attitudes reflect interest in & acceptance of diversity in all areas of life in private & public arena

• 50% believed would be a black president & 58 % thought there would be a female president- in next 20 years

( 2001 Lifestyle and Media Monitor)

• Attitudes reflect interest in & acceptance of diversity in all areas of life in private & public arena

• 50% believed would be a black president & 58 % thought there would be a female president- in next 20 years

( 2001 Lifestyle and Media Monitor)

Y’s R AmbitiousY’s R Ambitious

Most popular college majors: • Medicine

• Education/teaching

• Business & marketing

Most sought after qualities in careers:

• Responsibility

• Independence

• Creativity

• Idealistic & committed co-workers

Most common job trends :

• Change Careers

• Seek security & benefits

• Stay with company that offers a challenge

• Engineering• Law & politics• Computer science

How to Market to Gen-Yer’s

(Honda-example)

POP QUIZ

GI Silent Boomer X MillennialHelpersSacrifice“For the children”

Right vs. WrongResentful“I’ve earned it”Do the right thing

Me, me, meForever youngChoicesprivileges “It’s all about me”

SuspiciousDis- enfranchised Non-confrontationalWaste not Facts - family -fundamentals

OptimisticStrongEmpowered Care for others Care for environmentRealism

Match the Message

• Save $$$• Provide for your children & grandchildren • Responsibility• Don’t be a burden to anyone• Wise use of money• Plan for your financial survival

• Save $$$• Provide for your children & grandchildren • Responsibility• Don’t be a burden to anyone• Wise use of money• Plan for your financial survival

• Your family would be proud!• The right choice• A good investment• A good value• A responsible decision• Plan now for your future comfort• Ensure your future independence

• Your family would be proud!• The right choice• A good investment• A good value• A responsible decision• Plan now for your future comfort• Ensure your future independence

•“just go on-line", interactive • Build your own plan/policy • Tailored to your need• Take care of others • Responsible decision • Plan for the future

•“just go on-line", interactive • Build your own plan/policy • Tailored to your need• Take care of others • Responsible decision • Plan for the future

•You protected your family•A great value•make claims without problems•You were not wasteful – you used your•resources wisely•You left things better than u found them

•You protected your family•A great value•make claims without problems•You were not wasteful – you used your•resources wisely•You left things better than u found them

•Tailored for you• No waiting/convenience • Expensive, but you are worth it • Better investment than the stock market • Forever young – maintain your youth • Lifestyle enhancement (freedom) • Protecting what you have• Your legacy / immortality

•Tailored for you• No waiting/convenience • Expensive, but you are worth it • Better investment than the stock market • Forever young – maintain your youth • Lifestyle enhancement (freedom) • Protecting what you have• Your legacy / immortality

Boomers

Millennials

Xers

GISilent