Using A Generational Lens - Transportation Research...

Using A Generational Lens to Advance Non-Drive Alone

Alternatives in America

Transportation Research BoardOctober 27, 2008



Transportation Research BoardOctober 27, 2008

The Next 15 MinutesThe Next 15 Minutes

Generations 101

Using Generational Marketing To Advance Ridesharing

Who’s Leading The TDM Revolution Now?

Applying Generational Marketing

Generations 101




AgendaAgenda

Generations 101

Who’s Using Generational Marketing To Advance Ridesharing



Generations 101




Age cohort: 15-to-20 year span

Big events create the “bookends”

Today, American society is made up of 5 generations

Age cohort: 15-to-20 year span

Big events create the “bookends”

Today, American society is made up of 5 generations

What’s A Generation?

Today’s Generations (Live U.S. Birth Born In Year Range. Does Not

Include Immigration)

Today’s Generations (Live U.S. Birth Born In Year Range. Does Not

Include Immigration)

GI Generation 1909-28

58,000,000

Silent Generation 1929-45

44,000,000

Baby Boomers

1946-64

76,000,000

Generation X 1965-82

62,000,000

Generation Y* 1983-01

80,000,000

*Millennials or Echo Boomers

GI Generation 1909-28

58,000,000

Silent Generation 1929-45

44,000,000

Baby Boomers

1946-64

76,000,000

Generation X 1965-82

62,000,000

Generation Y* 1983-01

80,000,000

*Millennials or Echo BoomersSource: National Center for Health Statistics

AgendaAgenda

Generations 101




Generations 101




Survey of Association of

Commuter Transportation (ACT)

Members

Survey of Association of

Commuter Transportation (ACT)

Members

National Study of ACT MembersNational Study of ACT Members

“When it comes to consumer marketing in general, do you think it’s important to customize marketing

messages for each generation?”

AgreedAgreed

Pre-conference survey, February 2006

National Study of ACT MembersNational Study of ACT Members

“When it comes to TDM marketing specifically, do you think it’s important to customize marketing

messages for each generation?”

AgreedAgreed


“Do you currently customize your communication materials in

targeting different generations?”


Survey Says …

4%Survey Says …

4%

Do you currently customize your communication materials in targeting different generations? For example, do you market to Baby Boomers in a

separate and different way then how you market to Gen Xers?

79% 4%NoYes

11%

No, but I plan on developing more


So, Is Generational Marketing Worth It?

So, Is Generational Marketing Worth It?

http://www.ntaonline.com/

http://www.mdrt.org/

http://www.prudential.com/index

Conclusion #1:Conclusion #1:Not a TDM Not a TDM

Best Practice TodayBest Practice Today

AgendaAgenda

Generations 101




Generations 101




Gas Prices -

NationalGas Prices -

National

Source: AAA and Oil Price Information Service

Jan. 05

Sept. 08

Oct. 22: National average: $2.86

Billion fewer highway miles June 2008 compared to June 2007

Source: Department of Transportation, June 2008

Billion fewer highway miles June 2008 compared to June 2007

Source: Department of Transportation, June 2008

Transit Use Transit Use

140 million more trips

In the second quarter of 2008, compared with the same period last year.

Source: APTA

140 million more trips

In the second quarter of 2008, compared with the same period last year.

Source: APTA

All Generations Say They Intend To Drive Less, and a Decrease Has Already Occurred

All Generations Say They Intend To Drive Less, and a Decrease Has Already Occurred

Source: BIG Research American Pulse

% who say they are driving less

(as a percent of each generation)

Gen Y Leading the Way in Increased Use of Carpooling

Gen Y Leading the Way in Increased Use of Carpooling

BIG Research: How have fluctuating gas prices impacted you. . . Increased carpooling

(Based on Adults 18+ who are currently working)

Percent who say they have increased use of carpooling due to gas prices:

GI Generation and Silent Generation 3%

Boomers 6%

Gen Xers 10%

Gen Ys 19%

Conclusion #2:Conclusion #2:Gen Ys Are Gen Ys Are

Leading the Way! Leading the Way!

Gen Y Workers: The Poster Child For TDM

Current Modal Split by Generation –

U.S. Census

Gen Y Workers: The Poster Child For TDM

Current Modal Split by Generation –

U.S. Census

SilentBoomerGen XGen Y

Note: US Census does not perfectly match the generational breaks

So Target Gen Ys?

So Target Gen Ys?

Number in Generation who are

US Residents 18+

% of generation (18+) who are in US

labor force

Total Max Rideshare Market Opportunity

by Generation

Gen Y

18 plus34 Million 49% 17 Million

Gen X 74 Million (62 million born) 71% 53 million

Boomers80 Million(76 million)

62% 48 million

Silent/GI 44 Million 18% 8 million

U.S Rideshare Market PotentialU.S Rideshare Market Potential

Source: US Census, August 2008.

Conclusion #3:Conclusion #3:Prioritize Generations Prioritize Generations Based on the MarketBased on the Market’’s s

Demographics & Demographics & Potential Potential PenetrationPenetration! !

AgendaAgenda

Generations 101




Generations 101




3 Keys -

Understanding Generations:3 Keys -

Understanding Generations:

PsychologyPsychology Season of LifeSeason of Life

SociologySociology Life Stages and Styles

Life Stages and Styles

AnthropologyAnthropology Cultural Experiences

Cultural Experiences

3 Keys -








Needs and Propensities Change with Age

Needs and Propensities Change with Age

Cognitive development across the “seasons”

of life:

Cognitive development across the “seasons”

of life:

Age:Age: Birth-20Birth-20 20-4020-40 40-6040-60 60-80+60-80+

SpringSpring SummerSummer AutumnAutumn WinterWinter

What’s important to us changes over time…

What’s important to us changes over time…

PsychologyPsychology

Different Seasons, Different ReasonsDifferent Seasons, Different Reasons

Social/ vocational development


20-4020-40Work (becoming somebody)

Work (becoming somebody)

Romantic: the world is my oyster; I can make anything work my way


Inner self/ spiritual development


40-6040-60Work-Play (search for meaning)

Work-Play (search for meaning)

Reality: Not as good as I thought; who am I, what’s my life purpose?


Climax of personal development


60-80+60-80+Reconcilia- tion (making sense of life)

Reconcilia- tion (making sense of life)

Ironic: There’s some good in every bad, some bad in every good – c’est la vie!


Stage:Stage:

Initial personal development


Age:Age:

Birth-20Birth-20

Life Focus:Life Focus:

Play (learning) Play (learning)

Modus Operandi:Modus Operandi:

Fantasy: Everything will generally work out in my favor


SummerSummer

AutumnAutumn

WinterWinter

SpringSpring

Source: Ageless Marketing

SummerSummer

AutumnAutumn

WinterWinter

SpringSpring



20-4020-40Work (becoming somebody)

Work (becoming somebody)





40-6040-60Work-Play (search for meaning)

Work-Play (search for meaning)





60-80+60-80+Reconcilia- tion (making sense of life)

Reconcilia- tion (making sense of life)



Stage:Stage:



Age:Age:

Birth-20Birth-20

Life Focus:Life Focus:

Play (learning) Play (learning)

Modus Operandi:Modus Operandi:


Fantasy: Everything will generally work out in my favorBehavior oriented to

needs of the social

self

Behavior oriented to needs of the social

self

Behavior oriented to needs of the inner

self

Behavior oriented to needs of the inner

self

Different Seasons, Different ReasonsDifferent Seasons, Different Reasons

PsychologyPsychologyBoomers Are in “Autumn”

– But Feel Younger

Boomers Are in “Autumn” – But Feel Younger

Gap of 14 years

Gap of 14 years

5454actual ageactual age

4040perceived ageperceived age

Boomers 50+Boomers 50+Questions:

In what year were you born? They say you are as old as you feel.

In your mind, how old do you feel you are?

Boomers feel younger than they are:

Boomers feel younger than they are:

Source: Boomer Project National Research

4545actual ageactual age

3535perceived ageperceived age

Boomers 40-49Boomers 40-49

Gap of 10 years

Gap of 10 years

3 Keys -








Gen Y

“Silent” Generation

1928-194544 million


1928-194544 million

Source: Boomer Project Nov 04 Study

SociologySociology

Kids/CollegeKids/College

2020 3030 4040 5050 6060

StudentStudent

7070

MarriageMarriage

CareerCareer

First HouseFirst House

Children at HomeChildren at Home

Second HouseSecond House

RetireRetire

GI & Silent Generations Lived Linear Lives GI & Silent Generations Lived Linear Lives

Boomers 1946-1964

76 Million

Boomers 1946-1964

76 Million

The many life stages of Boomers over 50

The many life stages of Boomers over 50

ParentParent

RetiredRetired

Child at HomeChild at Home

Care-GiverCare-GiverGrandparentGrandparent

Empty-NesterEmpty-Nester

Child in CollegeChild in College

New JobNew Job

50%50%

41%41%

26%26%

20%20%

73%73%

28%28%

17%17%

27%27%Question: Which of these descriptors would you say relate to you and your life right now?

SociologySociology

Life Stages of BoomersLife Stages of Boomers

4040 4545 5050 5555 6060

GrandparentGrandparent

EntrepreneurEntrepreneur

Empty NesterEmpty Nester

Single AgainSingle Again

ParentParent

RetiredRetired

Care-GiverCare-Giver


SociologySociology

3 Keys -








Who We AreWho We Are

Generational Values

Generational Values

Culture’s ImpactCulture’s ImpactAnthropologyAnthropology

Defining Events

Defining Events

Gen Y


1928-194544 million


1928-194544 million

DedicatedLoyal

PracticalDependable

DedicatedLoyal

PracticalDependable

Generational ValuesDedication and Sacrifice

Hard workPatience

Respect for authorityDuty before pleasure

Honor

Generational ValuesDedication and Sacrifice

Hard workPatience

Respect for authorityDuty before pleasure

Honor

Culture’s Impact: Silent Generation

Culture’s Impact: Silent GenerationAnthropologyAnthropology

Defining EventsPost Great Depression

The New DealPearl Harbor

WWIIHiroshima

Defining EventsPost Great Depression

The New DealPearl Harbor

WWIIHiroshima

Boomers 1946-1964

44-62

Boomers 1946-1964

44-62

DrivenTransformational“Self”

Centered


Centered

Generational ValuesPersonal Gratification

EntitlementControl

Work Ethic“No”

to Status QuoOptimism


EntitlementControl

Work Ethic“No”


Defining EventsDr. Spock –

child’s ego

Birth of TVProsperitySpace race

Growth of Suburbia

Civil Rights

VietnamWatergate

Work, Work, Work


child’s ego

Birth of TVProsperitySpace race

Growth of Suburbia

Civil RightsVietnam

WatergateWork, Work, Work

Culture’s Impact: BoomersCulture’s Impact: Boomers

Gen X1965-8226-43

Gen X1965-8226-43

Risk-takersSkeptical

IndependentTask-driven



Generational ValuesTechnosavvy

Think GloballySelf-reliance

DiversityPragmatic



DiversityPragmatic

Culture’s Impact: Gen XCulture’s Impact: Gen X

Defining EventsSingle parents or 2

at work Latchkey kids

MTVComputers

Challenger DisasterRejection

Berlin Wall


at workLatchkey kids

MTVComputers


Berlin Wall

Gen Y1983-200175 million


OptimisticCommunity-family focusedOver-confident, Tenacious


Generational ValuesConfidence plus

Civic dutyAchievementStreet smarts

Multi-tasking on steroidsFearless




Culture’s Impact: Gen YCulture’s Impact: Gen Y

Defining EventsInternet Chat

Over-involved parentingMulti-culturalism

World Trade Center attacks

Gulf War & IraqHyper Connected

Community service





Community service

3 Keys -




SociologySociologyLife Stages and Styles




Insights for Marketing Non-Drive Alone Alternatives

Insights for Marketing Non-Drive Alone Alternatives



Associate your brand with Gen Y

generational values

Associate your brand with Gen Y

generational values









Culture’s Impact: Gen YCulture’s Impact: Gen Y





Community service





Community service

Showcase appreciation of diversityShowcase appreciation of diversity

One-third of all Gen Ys are from a minority group.

Rely on electronic media for communication -

texting

Rely on electronic media for communication -

texting

http://images.google.com/imgres?imgurl=http://blog.mlive.com/chronicle/2007/11/TextMessage.jpg&imgrefurl=http://blog.mlive.com/chronicle/2007/11/the_text_generation_r_u_1.html&h=1423&w=1282&sz=849&hl=en&start=2&tbnid=5dH4hoR0rKE0gM:&tbnh=150&tbnw=135&prev=/images%3Fq%3Dtext%2Bmessaging%26imgsz%3Dxxlarge%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN

Gen X1965-8262 million

Gen X1965-8262 million

Associate your brand with Gen X

generational values

Associate your brand with Gen X

generational values







DiversityPragmatic



DiversityPragmatic

Culture’s Impact: Gen XCulture’s Impact: Gen X


at work Latchkey kids

MTVComputers


Berlin Wall


at workLatchkey kids

MTVComputers


Berlin Wall

ACCS Take The “Car Free Diet”

Challenge

Deliver

smart, simple, edgy messages . . . focus on

the

individual, not the community.

Deliver

smart, simple, edgy messages . . . focus on

the

individual, not the community.

Gen X consumers are Gen X consumers are more cynical more cynical about advertising.about advertising.

Invest heavily in Invest heavily in

an online presence.an online presence.

Boomers 1946-1964

76 Million

Boomers 1946-1964

76 Million

Associate your brand with Boomer generational values

Associate your brand with Boomer generational values


Centered


Centered


EntitlementControl

Work Ethic“No”



EntitlementControl

Work Ethic“No”



child’s ego

Birth of TVProsperity

Space RaceGrowth of Suburbia

Civil Rights

VietnamWatergate

Work, Work, Work


child’s ego

Birth of TVProsperity

Space RaceGrowth of Suburbia

Civil RightsVietnam

WatergateWork, Work, Work

Culture’s Impact: BoomersCulture’s Impact: Boomers

511 Virginia511 Virginia

Use life stage, not ageUse life stage, not age

Life Stages of BoomersLife Stages of Boomers

4040 5050 6060 7070 8080

GrandparentGrandparent

EntrepreneurEntrepreneur

Empty NesterEmpty Nester

Single AgainSingle Again

ParentParent

RetiredRetired

Care-GiverCare-Giver


SociologySociology

BART

Use lifestyle

as wellUse lifestyle

as well

If you must show a Baby Boomer person,

use younger models

If you must show a Baby Boomer person,

use younger models

“Play In the Gray” Offer Boomers Choices & Solutions

“Play In the Gray” Offer Boomers Choices & Solutions

Boomer Minds: Play in the GrayBoomer Minds: Play in the Gray

“It Depends”“It Depends”AbsolutesAbsolutes AbsolutesAbsolutes

Absolute PositioningAbsolute Positioning Conditional PositioningConditional Positioning

Product-centric

Rational

Product-centric

Rational

Customer-centric

Emotional

Customer-centric

Emotional

The Ultimate Driving Machine The Ultimate

Driving MachineDrivers wantedDrivers wanted

Play in the GrayPlay in the Gray

Downplay social benefits and focus on internal benefits –

personal benefits

Downplay social benefits and focus on internal benefits –

personal benefits

Aim InwardlyAim Inwardly

Foothill Transit“We All Want to be Happy”

Use Traditional MediaUse Traditional Media





$5.99

Karen S. Smith, Ph.D.Ksmith

@ Sir Research . Com804-358-8981

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