This document provides information about different generations including Civics, Baby Boomers, Gen X, and Millennials. For each generation, it gives demographic details like current age ranges and numbers, as well as psychographic insights into their outlook, work ethic, attitudes towards authority, and differences. The document emphasizes going beyond numbers to understand audiences at a personal level in order to have a competitive advantage when targeting them.

1. a talk for the ages*
your advantage is in knowing
your audience at a personal level
*in 30 minutes
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2. it’s not all about content
blasphemy!
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3. audience + content + channel + timing
the formula
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4. audience shifts
go deeper than demographics
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5. 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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6. ALL YOU HAVE IS A NUMBER

7. psychographics
personalize with more confidence
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8. 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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9. the generational lens
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10.  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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11. civics
“masters of the american dream”
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12.  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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13. courting
engagement
marriage
children
traditional
family roles
life path
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14. high school
trade,
military, or
college
work your
way up the
ladder
few, if any, work
changes
work path
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15.  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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16. boomers
“rule breakers. who love the rules.”
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17.  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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18. dating
live together/ engagement
marriage/s
children
(maybe)
new family roles
life path
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19. middle
school
high
school
college,
maybe
trade or
military
work your
way up the
ladder
unexpected work
changes
work path
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20.  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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21. gen x
the tribe of peers
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22.  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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23. dating
live together
(maybe)
marriage
(later)
children
(later)
redefining family
roles
life path
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24. middle
school
jr and sr
high
school
college,
grad school
multiple
jobs
multiple
careers
work path
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25.  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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26. millennials
“traditional with a modern twist”
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27.  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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28. hanging out, group
experiences
live together
(maybe)
children
(later)
marriage
(later)
modern family
roles
life path
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29. preschool
k-12
college
grad school
the hustle
work path

30.  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. 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

32. go past the numbers
your competitive advantage is knowing
your audience at a more personal level
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33. be smarter
pew.org
poynter.org
toprank.com
u.s. census
gallup
your own surveys
use the data
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34. i might just answer
ask me anything
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35. thank you.
jenny schmitt
@cloudspark
jschmitt(at)cloudspark(dot)com
linkedin.com/in/jennyrebeccaschmitt