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MillennialMarketing to and Managing the

Generation

Pacific Northwest Apprenticeship Symposium 2009

Confident?Social? Coddled?

Tech

Sense ofentitlement?

Poor work

ethic?

Diverse?

savvy?

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Generations

Generation Birth years Ages in 2009

% of total

adult

population

% of

internet-using

population

Millennials 1977-1990 18-32 26% 30%

Generation X 1965-1976 33-44 20% 23%

Baby

Boomers

1946-1964 45-63 33% 35%

Silent

Generation

1937-1945 64-72 9% 7%

G.I.

Generation

1936 73+ 9% 4%

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and

margin of error is 2%. N=1,650 total internet users, and margin of error is 3%.

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Millennials

30%

pre-

Boomers

11%

Gen X

23%

Boomers

36%

Generation Birth years Ages in 2009

% of total

adult

population

% of

internet-using

population

Millennials 1977-1990 18-32 26% 30%

Generation X 1965-1976 33-44 20% 23%

Baby

Boomers

1946-1964 45-63 33% 35%

Silent

Generation

1937-1945 64-72 9% 7%

G.I.

Generation

1936 73+ 9% 4%

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and

margin of error is 2%. N=1,650 total internet users, and margin of error is 3%.

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Generation Birth years Ages in 2009

% of total

adult

population

% of 111th

U.S.

Senators

Millennials 1977-1990 18-32 26% 0%

Generation X 1965-1976 33-44 20% 1%

Baby

Boomers

1946-1964 45-63 33% 51%

Silent

Generation

1937-1945 64-72 9% 28%

G.I.

Generation

1936 73+ 9% 20%

Source: http://en.wikipedia.org/wiki/List_of_current_United_States_

Senators_by_age_and_generation

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Average Household Net Worth 1983 to 1998

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Increases in Pre- Tax Income1979-2003

Generations

Boomers Gen X Millennials

1946-1964 1965-1976 1977-1990

Became institutions Mistrust institutions Irrelevance of

institutions

TV PC Web

Have technology Use technology Assume technology

Task-focused Multi-task Multi-task fast

Ozzie and Harriet Latch-key kids Nurtured

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Percent of population age 25+ withBachelor s degree or more

20

25

30

0

5

10

15

1940 1950 1960 1970 1980 1990 2000

Men

Women

U.S. Census Bureau, 2000

Demographic Growth in

Washington2000-2006

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Percent of California Youth Ages 5- 25 with Access ( )to Home Computers and the Internet 2003

Center for Justice, Tolerance & Community, University of California, Santa Cruz, 2006

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Emerging Young

adulthood adulthood

Median Age at First Marriage

25

26

27

28

20

21

22

23

24

1950 1960 1970 1980 1990 2000 2006

MenWomen

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, Living with Parents age 19-24

30%

35%

40%

45%

0%

5%

10%

15%

20%

Men Women

1960

1980

2000

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Assuming your salary

was the same,

would you ratherTeens say

Have a good job in a

Source: 2003 Gallup Youth Survey (Teens, ages 13-17)

large corporation

Be your own boss in

a small company

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U.S. Working Age Population

Millennial Employment Trends

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Millennial Goals

Source: August 2004 Gallup Youth Survey

As of right now, whatkind of work do you

think you will do for a

career?

Male Female

Teens say

Source: 2003 Gallup Youth Survey (Teens, ages 13-17)

9% computer field

8% athlete

6% medical field

4% mechanic

4% military

13% teacher

11% medical field

8% veterinarian

6% lawyer

3% music

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Awareness

and

opportunity

Familial

influences

Interests and

talents

Vocational Choices

, Life of a Millennial born in 1985

Birth: PCs are10 years old

Age 16:Wikipedia and

iPod

Age 19:Facebook

Age 5: WorldWide Web

Age 11: Google Age 12: Blogs

Age 14:Napster Age 20:YouTube

Age 24(current): ?

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Generation Birth years Ages in 2009

% of total

adult

population

% of

internet-

using

population

Millennials 1977-1990 18-32 26% 30%

Generation X 1965-1976 33-44 20% 23%

Baby

Boomers

1946-1964 45-63 33% 35%

Silent

Generation

1937-1945 64-72 9% 7%

G.I.

Generation

1936 73+ 9% 4%

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and

margin of error is 2%. N=1,650 total internet users, and margin of error is 3%.