The Generational Footprint on Lifestyle Preferences
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Each generation plays a role in shaping the way we live and how we see the world. The Baby Boomers, in their youth, rejected the status quo and challenged conventionality, while seeking greater meaning from within. They set the tone for dramatic shift is cultural norms, and established the “politics of meaning”, putting vision and values at the center of their lives. Generation X grew up in a time of hands-off parenting, and often fended for themselves with a survivor mentality in their youth. A generation largely ignored by the media, Xers bring a new sense of pragmatism to life and to the workplace, and produced the largest number of entrepreneurs. Millennials grew up in a time of rising parental involvement, overwhelming technology development, and a structured, regimented youth culture of service and achievement. Still in their youth, the Millennial story is still being written. Who are these Millennials and how do they differ from other generations? What is likely to be their lasting contribution to society? In this presentation, Warren Wright takes the audience through each generation’s life story, their contribution to how we live, and makes some surprising predictions about the future.
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The Generational Footprint on Lifestyle Preferences
- 1. 1 Millennial Footprint On Lifestyle and Consumer Preferences On Lifestyle Preferences Millennial Footprint www.CoachingMillennials.com
- 2. 2 “Generations are shaped by history, and then history is shaped by generations” Aristotle
- 3. 3 Number of Presidents in GI Genera?on 7
- 4. 4 Number of Presidents in Silent Genera?on 0
- 5. 5 SOCIAL GENERATION: A birth-year group whose length is about 18-22 years roughly the span of a phase of life
- 6. 6 Each Genera?on Shares in History: • Common Age • Common Location
- 7. 7 Each Genera1on Shares Common: • Attitudes • Behavior Traits • Collective Identity
- 8. 8 53% 45% 43% 43% 42% 38% 37% 25% 30% 35% 40% 45% 50% 55% My generation My income/social class My race/ethnicity My gender/sexual orientation My religion My political view/party My taste in music/fashion Source: Congressional Institute-LifeCourse survey (2014)
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- 11. 11 Baby Boomers Idealistic Individualistic Challenge Authority/Rules Work focused Generation X Ignored Self-Reliant Avoid the rules Pragmatic Millennials Special/ Confident Collaborative/Team-focused Civic-minded Protected
- 12. 12 Through the Genera?ons… • Exis?ng genera?ons view the incoming genera?on nega?vely. • They never live up to their expecta?ons.
- 13. 13 Even as I said it, I knew the phrase, “To make a living” could have absolutely no meaning to these children of the affluent society” - Earnest Fladell Life Magazine 1968
- 14. 14
- 15. 15 “Laid back, late blooming, or just lost? Overshadowed by the Baby Boomers, America’s next generation is a hard act to follow” -TIME 1990
- 16. 16 0% 10% 20% 30% 40% 50% 60% 70% 80% YES NO “I view them favorably” 32% 68% What Boomers Think of Millennials
- 17. 17 The Baby Boomer • 1943 – 1960 • 56 – 73 years old
- 18. 18 Coming of Age in 1960’s and 1970’s
- 19. 19 Boomers Traits • Challenge Rules/Authority • Individualistic • Idealistic • Work-Focused
- 20. 20 Boomers • Challenge Rules/Authority • Individualistic • Idealistic • Work Focused
- 21. 21 Boomers Traits • Challenge Rules/Authority • Individualistic • Idealistic • Work-Centric
- 22. 22 Boomers • Challenge Rules/Authority • Individualistic • Idealistic • Work-Focused https://www.youtube.com/ watch?v=cdtm8abRJ3w
- 23. 23 Boomers Traits • Challenge Rules/Authority • Individualistic • Idealistic • Work-Centric
- 24. 24 Boomers • Challenge Rules/Authority • Individualistic • Idealistic • Work-Focused
- 25. 25 Boomers Traits • Challenge Rules/Authority • Individualistic • Idealistic • Work-Centric
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- 27. 27 Boomers Traits • Challenge Rules/Authority • Individualistic • Idealistic • Work-Centric
- 28. 28 Boomer Slogan
- 29. 29 Alterna?ve Boomer Slogan
- 30. 30 Genera?on X • 1961 – 1981 • 35 – 55 years old
- 31. 31 Coming of Age in 1980’s and 1990’s
- 32. 32 GenX • Ignored • Self Reliant • Avoid the Rules • Pragmatic
- 33. 33 GenX • Ignored • Self Reliant • Avoid the Rules • Pragmatic
- 34. 34 1964 Children of the Damned 1968 Rosemary’s Baby 1973 The Exorcist 1974 It’s Alive! 1976 Look What’s Happened to Rosemary’s Baby 1976 The Omen 1976 Carrie 1977 Exorcist II: The Heretic 1978 It Lives Again 1978 Damien—Omen II 1978 Halloween 1980 The Children 1981 The Final Conflict 1981 Halloween II 1984 Firestarter 1984 Children of the Corn Brief Chronology of the “Evil-‐Child” Movie Era
- 35. 35 GenX • Ignored • Self Reliant • Avoid the Rules • Pragmatic
- 36. 36 GenX • Ignored • Self Reliant • Avoid the Rules • Pragmatic
- 37. 37 GenX • Ignored • Self Reliant • Avoid the Rules • Pragmatic
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- 40. 40 GenX Slogan
- 41. 41 The Millennials • 1982 – 2004 • 12-34 years old
- 42. 42 Millennials by the Numbers • Born in the 1980’s and 1990’s • U.S. Popula?on = 100 million • 35% of U.S. popula?on/ 33% of workforce • Most ethnically diverse genera?on • Most educa?on genera?on in U.S. history • Risk behaviors lowest on record
- 43. 43 Coming of age in the 2000’s
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- 47. 47 Millennials • Special/Confident • Collaborative/ Team-oriented • Civic-minded • Protected
- 50. 50 52% 44% 41% 0% 20% 40% 60% Millennials Gen Xers Boomers Source: Congressional Institute-LifeCourse survey (2014) “How optimistic are you about the future of America?” Percent optimistic Special/Confident
- 51. 51 Millennials • Special/ Confident • Collaborative/ Team-oriented • Civic-minded • Protected
- 53. 53
- 54. 54 Millennials • Special/ Confident • Collaborative/ Team-oriented • Civic-minded • Protected
- 56. 56 College Senior List of “Ideal Employers” 2001 1. 3M 2. Amazon 3. Accenture 4. IBM 5. Walt Disney 6. Microsob 7. Cisco Systems 8. BMW 9. Abbot Labs 10. Dreamworks 2015 1. Google 2. Walt Disney 3. Apple 4. U.S. Dept. of State 5. FBI 6. Teach for America 7. Peace Corps 8. NASA 9. PricewaterhouseCoopers 10. Ernst & Young
- 57. 57 Millennials • Special/ Confident • Collaborative/ Team-oriented • Civic-minded • Protected
- 58. 58 Examples of Child Protec?on Policies Since 1982 • child restraint & helmet rules • “child-‐proof” homes • blanket Medicaid coverage • school vaccina?on checks • “youth rules” in the workplace • V Chips • Zero Tolerance rules at school • video game ra?ngs • Megan laws • Amber Alerts • “graduated” auto licenses • “cops in shops” • dragnets for “dead-‐beat” dads • urban curfews • “safe place” havens for kid • drug-‐free zones near schools
- 59. 59 Lifestyle Preferences Peering into the Future
- 60. 60 Four Millennial Lifestyle Themes • Posi?ve Pro-‐social • First Life/Second Life Blend • Civicality • The Maker Movement
- 62. 62 I Love Everybody
- 63. 63 Rela?onship with Authority Teens that say, I have “no problem” with my parents *Source: Na?onal Associa?on of Secondary School Principals (2015) 2013 82% 1983 75% 1974 48%
- 64. 64 I Love My Friends “My friends are the most important thing in my life” Millennials 55% GenXers 44% Boomers 40% *Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014
- 65. 65 I Love My Community(Trust)
- 66. 66 I Trust My Community
- 67. 67 The Sharing Economy
- 68. 68 First Life/Second Life Blend
- 69. 69 First Life/Second Life Blend
- 70. 70 In Real Life “He’s the site’s worst troll, but IRL he’s a lawyer”
- 71. 71 First Life/Second Life Blend 10hrs 8hrs 7hrs MILLENNIAL BOOMER GENXER Average hours a day in front of a screen.
- 72. 72 First Life/Second Life Blend
- 73. 73 First Life/Second Life Blend “I know it’s not real, but I think it is”
- 74. 74 First Life/Second Life Blend
- 75. 75 First Life/Second Life Blend
- 77. 77
- 78. 78 First Life/Second Life Blend Sometimes, I think Life is like a video game 52%
- 79. 79 Learn RULES of the game Identify the PROBLEM Provide the SOLUTION Get the REWARD Gamifica?on
- 80. 80 Civicality
- 81. 81 Civicality– Be Nice, Be Fair Source: CNN/ORC poll, Feb 2014 "The government should work to substantially reduce the income gap between the rich and the poor." 72% of Millennials Agree
- 82. 82 83% 74% 69% 0% 30% 60% 90% Millennials Gen Xers Boomers Source: Congressional Institute-LifeCourse survey (2014) “Helping others in need is a strong priority for me.” Percent agree Serving Others
- 83. 83 Community vs. Self-‐Reliance 50% 60% 71% 50% 40% 29% 0% 20% 40% 60% 80% Boomers Gen Xers Millennials Source: Congressional Institute-LifeCourse survey (2014) Government should promote the principle of community Government should promote the principle of self reliance
- 84. 84 Socially Conscious “It is important to me the company I buy products from supports social causes.” *Source: LifeCourse survey, 2014 Percent Agree Millennials 54% GenXers 46% Boomers 48%
- 85. 85 Equity/Fairness 70% of Millennials agree with the statement “If a company is unfair with me, I’ll figure out how to make things fair.” Nick Shore. “Millennials Are Playing with You.” Harvard Business Review. December 12, 2011.
- 86. 86 Par?cipa?on
- 87. 87 The Maker Movement
- 88. 88 The Maker Movement
- 89. 89 The Maker Movement 30% of Millennial’s Media time is spent with User Generated Content (UGC)* *Content created and curated by their peers
- 93. 93 Maker Movement Where players create and creators play
- 96. 96 SUMMARY
- 97. 97 Ques?ons 1 How are you customizing the experience of the Millennial airman?
- 98. 98 Ques?ons 2 How are you helping them continue their journey for mission and purpose?
- 99. 99 Ques?ons 3 How are you feeding the need for family, friend, and community connection?
- 100. 100 Millennial Footprint On Lifestyle and Consumer Preferences On Lifestyle Preferences Millennial Footprint www.CoachingMillennials.com