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Why do they act so weird ?
Generational Trends Impacting Marketing
Annimac
Futuristwww.annimac.com.au
Anni Macbeth / Annimac
Futurist & Principal
Annimac Consultants
Perth f Western Australia
Rate of Change
15 minutes - new technology
15 days - new product / service
every day - 15 million web pages
Amount of change now in one day
Grandparents had in one year
Younger means faster
Driving all Drivers of Change
Technology
by 2020
70 % of job types do not exist now
because
80 % technology not thought of yet
Likely jobs in next 10 years :
• Director of Emerging Thought
• Chief Zookeeper - of people
• Creative Undertaker
• Thought Jockey
• Chief Imagination Officer
• Hacker Relations Manager
• Valuer of Intangible Assets *
• Human Interface Manager * * Exists 2003
Changing Nature of WorkFrom competitive capitalism to co opitalism
From commodification to sustainability
Project based Team based
Relationships
One off alliances - consortia
Globally networked
Fast flat skill decision making
Value driven
Changing Nature of Employment
From
full time permanent to Casualisation
Contract - Part time
Self employment - options Five Career changes Multi skilled employees Small businesses
Increase in low income jobs
SOHO : small office home office
Global networks - local identity
With such rapid change
How do different age groups
• make sense of their world• value their world• impact their world
GenerationsBaby Boomers b 1945 – 60 age 45 - 60 fewer males
Generation X 1960 – 75 30 - 45 largest number
DotComs 1975 – 90 15 – 30 first wired gen
Ferals 1990 – 05 0 - 15 fewest - ½ GenX
Baby Boomers 45 - 60Downsizing lives Empty nestersRetired or part time workersSense of community
Material status Male Identity from job
Seek new safe experiencesSecurity conscious Health
conscious
Defer to authority Love / hate change
Impact for Marketing Baby Boomers 45 - 60
Winding down : leisure indulgence Downsizing everything : minimalising Make own decisions – think edge Respect rank : professionalism Steady relationships loyalty Need
relationship continuity organising : options safe familiar experiences positive group identity
Single Childless Net Dating Single Childless Net Dating Varied lifestyles Varied workstylesVaried lifestyles Varied workstylesSOHOSOHO
Risk takers Fast decisionsRisk takers Fast decisionsMaterialism assumed Materialism assumed Environmental valuesEnvironmental values
Personal journeyPersonal journeyExpect & accept changeExpect & accept change
Generation Xers 30 – 45
Impact for Marketing Generation X 30 - 45
Individual attention Fast action Short term pitch - staging pitch Results oriented Need
choices short term immediacy complete – stand alone skills oriented demand quality of experience
DotComs 15 – 30Own path Temporary
pairing Group socialising Internet relationships
No careers No home I.d. from activity Wired
Immediacy Multi channeled Multi actionsPlanetary group mission
Cluetrain Manifesto www.cluetrainmanifesto.com
Temporary deference Need change
Impact for Marketing DotComs 15 - 30
Passionate involvement – value driven Team oriented + personal relationship Personal commitment Short term fast involvement Multi channel activities & options Results oriented - no spin Need
choices transparency mutability build for change flexibility innovation real positive outcomes
Ferals 0 – 15Wild Child No limits No boundariesWild Child No limits No boundaries
Planetary mission create sustainable world Planetary mission create sustainable world
Parallel universes Wired Parallel universes Wired
Unlimited mind channelsUnlimited mind channels
Global i.d. from self valuesGlobal i.d. from self values
Future jobs unimportant Non consumersFuture jobs unimportant Non consumers
No deference Respect when neededNo deference Respect when needed
Live change & ignore barriersLive change & ignore barriers
Impact for Marketing Ferals 0 - 15
Influencing marketplace Committed to healthy sustainable world Expect freedom to create Creating new relationships & patterns Virtual world Need
personal power - demand trust clear values - spin detectors no rules no hindrance ICT resource access multi channel everything
Trends Forecast Summary exponential rate of change younger generations drive change personal communication → telepathy paradigm shift in values → feminine QBL - how things are done = profit relationships key for all success open options for Work / Life styles less governance more community power individual responsibility
! Virtual world emerging !