Meet generation edge
-
Upload
the-sound-strategic-research-and-brand-consultancy -
Category
Marketing
-
view
813 -
download
0
Transcript of Meet generation edge
UNDERSTANDING A NEW GENERATION
WWW.THESOUNDRESEARCH.COM
Strategic Research & Brand Consultancy
THE WORLD IS ABOUT TO GET GENERATION
LIVING IN A MILLENNIAL
WORLD
WHAT MAKES
THE SOUND HEADED TO UK, CANADA, AND USA TO EXPLORE THE NEXT GENERATION OF
CONSUMERS…
THE YOUNGEST EVER MILLENNIAL IS NOW 19... A NEW GENERATION ARE COMING AND
WE NEED TO UNDERSTAND THEM
MILLENNIALS RULED THE WORLD...
A LARGE & INFLUENTIAL GENERATIONAL COHORT, MILLENNIALS ARE DEFINED BY CRISES AND OPPORTUNITY... AND BOOMER PARENTS
OPTIMISTIC
CONFORMIST ACHIEVEMENT
OBSESSED
TECHNOLOGYASPIRANTS
IDEALISTIC FUTURE FOCUSED
COLLABORATIVEEXTENDED
ADOLESCENCE
BORN BETWEEN 1980 AND 1994& 76 MILLION STRONG
BORN FROM 1995 TO PRESENT
75 MILLION& COUNTING
BUYING POWER OF $312.3 BILLION & INFLUENCE $600 BILLION IN FAMILY
SPENDING
AND A GENERATION VERY DIFFERENT TO MILLENNIALS...
THE WORLD OF MARKETING, INNOVATION & RESEARCH IS
ABOUT TO CHANGE.
INTRODUCINGGENERATION EDGE...
1. WILLIAMS K. (2010) MARKETING TO THE GENERATIONS
1
WHAT’S GIVEN THIS GENERATION EDGE?
ECONOMY SOCIAL
POLITICS
CONTEXT SHAPED A NEW GENERATIONS VALUES AND ASPIRATIONS
A GENERATION BORN INTO A WORLD ON THE EDGE OF COLLAPSE... THEY IN TURN NEED EDGE TO SURVIVE TECHNOLOGY
IT’S THE ECONOMY, STUPID
GENERATION EDGE TEENS HAVE ONLY KNOWN RECESSION & BLEAK GROWTH...
1987 1990 1995
REAL GDP GROWTH // US ECONOMY
SOURCE: IMF
-2
0
2
4
-4
2000 2005 2010
NEGATIVE GROWTH
POSITIVE GROWTH
MILLENNIAL FORMATIVE YEARS GENERATION EDGE FORMATIVE YEARSVS.
“IT’S REALLY HARD FOR PEOPLE IN MY GENERATION NOT TO FEEL COMPLETELY DEFEATED BY THIS ECONOMY.”
UNEMPLOYED COLLEGE GRAD// BLOGGER LANCE FULLER, 26 NEW YORK TIMES // 18 DECEMBER 2012
IT’S THE ECONOMY, STUPID
A COFFEE SHOP IN THE UK RECEIVED 1,700 APPLICANTSFOR EIGHT JOB OPENINGS — OR 212 APPLICATIONS
FOR EACH POSTDAILY MAIL // FEBRUARY 19, 2012
GENERATION EDGE ARE HAVING TO GROW UP FAST AND BE REALISTIC ABOUT THEIR FUTURE
"AFTER 16 YEARS OF ECONOMIC PROSPERITY, THEPROBABILITY IS THIS GENERATION WILL HAVE EXPERIENCED QUITE SIGNIFICANT ECONOMIC TURMOIL BEFORE THEY GETTO ADULTHOOD AND IT’S GOING TO MAKE THEM A LITTLE
MORE MEASURED, RESERVED AND CONSERVATIVE."BERNARD SALT, KPMG DEMOGRAPHER
ECONOMIC IMPACT ON EDGE
UNLIKE MILLENNIALS, GENERATION EDGE ARE BEING FORCED TO THINK OF ALTERNATIVE WAYS OF MAKING IT IN THE WORLD... MAKING THEM RESOURCEFUL
“WHERE PREVIOUS GENERATIONS HAD TO RELY ON A PARENT OR TEACHER OR SUPERVISOR TO EXPLAIN
SOMETHING, THIS GENERATION ISN'T BOUND BY THOSE CONSTRAINTS AND CAN ACCESS THE INFO THEY NEED
WHEN THEY NEED IT AND GET TO WORK.”MARKETING TO THE GENERATIONS // K.WILLIAMS // 2010
PARENTING MATTERS
BOOMERPARENTS AREOPTIMISTIC
EMPOWERINGHELICOPTERING
“I WANT MY CHILDREN TO BELIEVE IN THEMSELVES,
ACHIEVE GREAT THINGS... AND I’LL BE THERE TO HELP
THEM ALL THE WAY”
BOOMER PARENT
“I DON’T EXPECT LIFE TO BE EASY FOR HIM, BUT I THINK I’VE GIVEN HIM THE TOOLS;
THE REST IS UP TO HIM”
GEN X PARENT
GEN-XPARENTS ARE
CYNICALCHALLENGING
PREPARING
VS.
UNLIKE MILLENNIALS AND THEIR OPTIMISTIC BOOMER PARENTS, GENERATION EDGE ARE BEING RAISED BY GEN-X
SCHOOLING FOR LIFE
GEN-EDGE HAVE BEEN BROUGHT UP IN AN EDUCATIONAL SYSTEM THAT EMPHASIZES THE PRACTICAL VS. THEORETICAL. EXPECT CALLS FOR EVEN MORE REFORM TO READY THEM FOR THE ‘REAL’ WORLD…
“IT IS NO SECRET THIS SYSTEM OF STANDARDIZED TESTING IS TURNING US INTO MINDLESS DRONES. A STUDENT CAN BE VERY BOOK SMART AND PASS THEIR MCAT. BUT DOES THIS
MEAN THEY HAVE WHAT IT TAKES TO SAVE A LIFE?...AND NO, THROWING A FEW IPADS IN THE MIX ISN’T GOING
TO CUT ITBEHSHID BEHROUZI, GR. 10 STUDENT, TEDX WINCHESTER TEACHERS, 2013
INSTITUTIONAL TRUST COLLAPSE
THE TARP BILL SAW $475 BILLION PAID TO BANKS, INSURANCE COMPANIES
AND CORPORATIONS
US CAR INDUSTRY RECEIVED $24.9 BILLION DOLLAR BAILOUT
BILLIONS PAID IN BONUSES TO BANKERS SINCE BAILOUT
FACEBOOK PAID NO INCOME & FEDERAL TAXES IN 2012 DESPITE
HUGE PROFITS AND RECEIVED $429 MILLION REFUND
OVER 25 MILLION HOMES REPOSSESSED OR FORECLOSED
ON SINCE 2007
7 MILLION JOBS LOST DURING RECESSION (US)
MEDIAN HOUSEHOLD INCOME HAS DROPPED 8.2% SINCE 2009
GLOBAL INCOME TAX RATES HAVEBEEN INCREASING SINCE 2008
“I THINK WHAT PEOPLE OFTEN FORGET IS THIS ALL HAPPENED BEFORE. MY GENERATION [GEN-X] NEVER HAD IT EASY—WE GREW UP IN TOUGH TIMES TOO ... BUT WE SURVIVED AND SO
WILL OUR KIDS.”PARENT OF GEN-EDGE // CHICAGO // ETHNOGRAPHY INTERVIEW
“THEM” “US”VS.
UNLIKE MILLENNIALS, GENERATION EDGE AREN’T CONFORMIST AND ACTIVELY CHALLENGE INSTITUTIONS & BRANDS ... THEY’RE FOCUSED REFORMISTS
“DURING OCCUPY WALL STREET A BROOKLYN MOTHER ORGANIZED A SLEEPOVER FOR MORE THAN 80
PARENTS AND THEIR CHILDREN. A MAKESHIFT LIBRARY WITHIN THE PARK HAD A COLLECTION OF CHILDREN'S BOOKS FOR
PARENTS TO USE. MANY BELIEVED THEY MUST SEIZE THIS "TEACHABLE MOMENT" TO EDUCATE THEIR KIDS ON INCOME
EQUALITY AND THE RIGHT TO PROTEST.” CNN BLOG // APRIL, 2012
INSTITUTIONAL TRUST COLLAPSE IMPACT ON EDGE
TECHNOLOGY IS A TOOL
FOR GENERATION EDGE, TECHNOLOGY JUST IS— THEY’VE NEVER KNOWN A WORLD WITHOUT IT AND INNOVATION IS EXPECTED
"TECHNOLOGY DOESN'T MAKE ME WHO I AM, IT LETS ME BE WHO I AM."
JILL // 16, CHICAGO // SOUNDING BOARD PARTICIPANT
“I AM BETTING THAT THE POST-MILLENNIALS WILL NOT BEAS ENAMOURED WITH TECHNOLOGY, MULTI-TASKING,
COLLABORATION, SELF-PROMOTION AND OTHER TRAITSWE IDENTIFY WITH KIDS TODAY.”
ROB SALKOWITZ, AUTHOR OF GENERATION BLEND & YOUNG WORLD RISING
A NEW & DIFFERENT GENERATION
IDEALISTIC
CONFORMIST
ACHIEVEMENT OBSESSED
TECHNOLOGY ASPIRANTS
FUTURE FOCUSED
COLLABORATIVE
EXTENDED ADOLESCENCE
REALISTIC
REFORMIST
ACHIEVEMENT REDEFINED
TECHNOLOGY USERS
NOW FOCUSED
INDIVIDUAL
ACCELERATED ADULTHOOD
MILLENNIAL GENERATION EDGE
ENTITLED HARD WORKING
VS.
WHAT THIS MEANS FOR BRANDS
CONNECTING WITH GENERATION EDGE WILL BE VERY DIFFERENT TO MILLENNIALS...
“MARKETING TO MILLENNIALS RESULTED IN AN ENDLESS QUEST FOR BRAND AUTHENTICITY. GENERATION EDGE WILL BE ENGAGED BY ANOTHER ‘A’ WORD. THE ALTERNATIVE.”
IAN PIERPOINT, PRESIDENT THE SOUND
THE BRANDS THAT WILL THRIVE WILL BE THE BRANDS THAT APPLY EDGE TO THEIR STRATEGY...
THE WORLD IS ABOUT TO CHANGE.
DOES YOUR POSITIONING ALIGN WITH EDGE’S ALTERNATIVE ASPIRATIONS?
DOES YOUR INNOVATION STRATEGY MEET EDGE’S NEED TO SURVIVE?
DOES YOUR COMMUNICATION HAVE ENOUGH EDGE TO GET NOTICED?
UNDERSTANDING A NEW GENERATIONA THE SOUND PARTNERSHIP STUDY FEB 2013