Meet the Centennials Infographic
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connecting with centennials Created by The Futures Company DESIGNED BY JACLYN SALEM www.thefuturescompany.com The Futures Company. TRU Youth MONITOR February 2015 SOURCE: 1 2 3 68% 60% BORN 1997–Present CENTENNIALS WE EXPECT CENTENNIALS TO BE A GENERATION SMALLER THE MILLENNIALS HAVE LEFT THE BUILDING: INTRODUCING A NEW GENERATION OF YOUTH (IN 2015) AGES 0–18 NON-HISPANIC WHITE HISPANIC AFRICAN AMERICAN ASIAN AMERICAN OTHER 52% 24% 14% 5% 5% WHAT’S THEIR ETHNIC MAKEUP ? WHO ARE THEIR PARENTS? 42% 42% 14% 2% BOOMERS CENTENNIALS (TEEN PARENTS) MILLENNIALS XERS 2 3 % UNITED STATES POPULATION OVERALL ARE BEING BORN AT THE TURN OF THE CENTURY THAN THEIR PREDECESSORS IN 2 KEY AREAS Lower Birth Rates Grounded Expectations 19.4 15.6 14.6 14.2 13.9 16.7 BIRTH RATE OVER THE YEARS BIRTHS PER 1,000 POPULATION XERS MILLENNIALS CENTENNIALS *U.S. Census Bureau At the Millennial generation’s peak in 1990, the U.S. birth rate hit 16.7 per 1,000 population. In 2002, 5 years into the Centennial generation, the U.S. birth rate fell to just 13.9 per 1,000 population. Since Centennials are being born in a time of trials and traumas, their parents have begun to shift from the Millennial-era emphasis on self-esteem and self-expression to a focus on resilience and integrity. Centennials are being taught to plan for the future and tend to avoid frivolity and unnecessary risk. As children, Millennials dreamed big dreams of wealth and fame. Early data suggest Centennials are adopting a more tempered outlook and smaller, more manageable expectations. Although Centennials will drive many of the changes we see going forward in the new century, they aren’t saddled with impossible dreams. Millennials were taught to value communication, cooperation and collaboration. As young people, they tended to aim for alignment with their peers, showcasing individual strengths as a way to stand out slightly from the crowd. The Centennials’ world has always been fragmented, and they feel less compelled to conform. of Centennials agree that “having new stuff is overrated when what I have already is good enough”. *U.S. Census Bureau *U.S. Census Bureau 72% 1. VIGILANT OUTLOOK, TEMPERED EXPECTATIONS OF CENTENNIALS SAY THEY WORRY ABOUT NOT BEING PREPARED FOR THE FUTURE RATHER THAN SAYING THEY’RE TOO YOUNG TO WORRY ABOUT IT OF CENTENNIALS WOULD PREFER TO HAVE THE GUARANTEE THAT THEY WOULD NEVER BECOME POOR OVER THE POSSIBILITY OF BECOMING RICH 65% 47% 1999 2014 (AMONG 12- TO 17-YEAR-OLDS) “I LIKE TO DO THINGS OTHERS CONSIDER RISKY OR DANGEROUS” EXPECT EMBOLDENMENT INVITE THEM IN ANTICIPATE EMPOWERMENT 2000 52% 2014 26% (AMONG 12- TO 17- YEAR-OLDS) “WE’RE ABOUT FUN” Much of the exciting technological progress that mobile-native Centennials see has come at a cost to the traditional market. If Millennials were savvy consumers expert at working the system, look for Centennials to be bold consumers ready to change it. Millennials were largely respectful of institutions and the marketplace, but Centennials may be less patient. An ever-growing number of tools allow them to create their own workarounds if your brand doesn’t spot and eliminate friction before they do. Centennials may not even give you a warning sign before they identify a solution—potentially one that doesn’t involve you. Be ready to give up some control and work with this generation to drive your strategies and tactics—or risk them taking you out of the equation. Centennials are growing up with a less idealistic and more pragmatic edge. They’re facing situations that the Millennials didn’t have to deal with until early adulthood, and as a result, Centennials are growing up more savvy, in graver times when everybody doesn’t win and when choices are limited and success is harder to come by. –ERIK MEDINA, Vice President and Head of the TRU Youth MONITOR, The Futures Company FACEBOOK: HAVE AN ACCOUNT AND VISIT REGULARLY 77% 52% MILLENNIALS CENTENNIALS 2002 1997 1990 1979 1975 1969 centennials’ mindset why “centennials”? who are they? millennials vs. centennials 2. LESS SELF-ABSORBED, MORE SELF-ASSURED AMONG 12- TO 17-YEAR-OLDS I CARE A LOT WHETHER MY CLOTHES ARE IN STYLE 2004 2014 30% 47% “CENT” < “MILL” { } 1. 2.
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Transcript of Meet the Centennials Infographic
connecting with centennials
Created by The Futures CompanyDESIGNED BY JACLYN SALEM
www.thefuturescompany.com
The Futures Company. TRU Youth MONITORFebruary 2015
SOURCE:
1 2 3
68% 60%
BORN1997–Present
CENTENNIALS
WE EXPECT CENTENNIALS TO BE A GENERATION SMALLER
THE MILLENNIALS HAVE LEFT THE BUILDING:I N T R O D U C I N G A N E W G E N E R AT I O N O F YO U T H
(IN 2015)
AGES0–18
NON-HISPANIC WHITE
HISPANIC
AFRICAN AMERICAN
ASIAN AMERICAN
OTHER
52%
24%
14%
5%5%
W H AT ’ ST H E I RE T H N I C M A K E U P?
W H OA R E
T H E I RPA R E N T S ?
42%
42%
14%
2%BOOMERS
CENTENNIALS
(TEEN PARENTS)
MILLENNIALS
XERS
23% UNITED STATES POPULATIONOVERALL
ARE BEING BORN AT THET U R N O F T H E C E N T U R Y
THAN THEIR PREDECESSORS IN 2 KEY AREAS
Lower Birth Rates
Grounded Expectations
19.415.614.6 14.2 13.9
16.7
B I R T H R A T EOVER THE YEARS
BIRTHS PER 1,000 POPULATION
X E R S M I L L E N N I A L S C E N T E N N I A L S
*U.S. Census Bureau
At the Millennial generation’s peak in 1990, the U.S. birth rate hit 16.7 per 1,000 population. In 2002, 5 years into the Centennial generation, the U.S. birth rate fell to just 13.9 per 1,000 population.
Since Centennials are being born in a time of trials and traumas, their parents have
begun to shift from the Millennial-era emphasis on
self-esteem and self-expression to a focus on resilience and
integrity. Centennials are being taught to plan for the future and
tend to avoid frivolity and unnecessary risk.
As children, Millennials dreamed big dreams of wealth and fame. Early data suggest Centennials are adopting a more tempered outlook and smaller, more manageable expectations. Although Centennials will drive many of the changes we see going forward in the new century, they aren’t saddled with impossible dreams.
Millennials were taught to value communication, cooperation and collaboration. As young people, they tended to aim for alignment with their peers, showcasing individual strengths as a way to stand out slightly from the crowd. The Centennials’ world has always been fragmented, and they feel less compelled to conform.
of Centennials agree that “having new stuff is overrated when what I have already is good enough”.
*U.S. Census Bureau
*U.S. Census Bureau
72%
1. VIGILANT OUTLOOK, TEMPERED EXPECTATIONS
OF CENTENNIALS SAY THEYWORRY ABOUT NOT BEING PREPAREDFOR THE FUTURE RATHER THAN SAYINGTHEY’RE TOO YOUNG TO WORRY ABOUT IT
OF CENTENNIALS WOULD PREFER
TO HAVE THE GUARANTEE THAT THEYWOULD NEVER BECOME POOR OVER
THE POSSIBILITY OF BECOMING RICH
65%47%
1999
2014
(AMONG 12- TO 17-YEAR-OLDS)
“ I L I K E TO D O T H I N G SOT H E R S C O N S I D E R R I S K Y O R D A N G E R O U S ”
EXPECT EMBOLDENMENT
INVITETHEM IN
ANTICIPATEEMPOWERMENT
200052%
201426%
(AMONG 12- TO 17- YEAR-OLDS)“ W E ’ R E A B O U T F U N ”
Much of the exciting technological progress that mobile-native Centennials see has come at a cost to the traditional market. If Millennials were savvy consumers expert at working the system, look for Centennials to be bold consumers ready to change it.
Millennials were largely respectful of institutions and the marketplace, but Centennials may be less patient. An ever-growing number of tools allow them to create their own workarounds if your brand doesn’t spot and eliminate friction before they do.
Centennials may not even give you a warning sign before they identify a solution—potentially one that doesn’t involve you. Be ready to give up some control and work with this generation to drive your strategies and tactics—or risk them taking you out of the equation.
Centennials are growing up with a less idealistic and more pragmatic edge. They’re facing situations that the Millennials didn’t have to deal with until early adulthood, and as a result, Centennials are growing up more savvy, in graver times when everybody doesn’t win and when choices are limited and success is harder to come by.
–ERIK MEDINA, Vice President and Head of the TRU Youth MONITOR, The Futures Company
FA C E B O O K : H AV E A N A C C O U N T A N D V I S I T R E G U L A R LY
77%
52%
MILLENNIALS
CENTENNIALS
200219971990197919751969
centennials’ mindset
why “centennials”?
who are they?
millennials vs. centennials
2. LESS SELF-ABSORBED, MORE SELF-ASSURED
AMONG 12- TO 17-YEAR-OLDS
I C A R EA LOT W H E T H E RM Y C LOT H E SA R E I N S T Y L E
2004 2014
30%47%
“CENT” < “MILL”
{ }1.
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