Demographics & Trends MKT 750 Dr. West

Agenda Demographic Presentations Snapshot of Important Demographic and Social Trends Time to Work With Your Team

Demographic Profiles How long should your presentation be? Plan a 15 minute presentation, then there will 5 minutes for Q & A What kind of information should your presentation include? Size and Concentrated Pockets Focus on what makes this segment unique in terms of needs, values, and lifestyle Identify brands that connect well with this segment and discuss why Provide insights into how this segment can be better served and how to best communicate with them Be sure to include a reference list of resources used

Evaluation: Content & Style Score: Characterization of segment Value system Lifestyle Attitudes Decision-making style Spending habits Serving this segment Resources Organization of the talk Summary & takeaways Overall Analysis Score: Articulate Entertaining Persuasive Pace Professional Visually Appealing Well Rehearsed Overall Analysis

Demographic Groups Why are we studying various generational and cultural groups? Both directly influence marketplace behavior

Generational Influence Marketing Communications Life Cohort Current Stage Experiences Conditions Values Preferences Marketplace Behaviors Culture/ Upbringing Culture/ Upbringing

Cultural Influence Values Preferences Market Behaviors Market Behaviors Marketing Communications Symbols/ Language Symbols/ Language Heroes/ Infuencers Heroes/ Infuencers Lifestyle/ Customs Lifestyle/ Customs

Other-Oriented values Individual/Collective: Does the culture emphasize and reward individual initiative or cooperation and conformity to a group? Youth/Age: Do family activities focus on the children or adults? Extended/Limited Family: To what extent does one have lifelong obligations to family members? Masculine/Feminine: Are rank, prestige, and important social roles assigned primarily to men? Competitive/Cooperative: Does one obtain success by excelling over or cooperating with others? Diversity/Uniformity: Does the culture embrace variation in religious belief, ethnic backgrounds, political views, etc…?

Environment-Oriented Values Cleanliness To what extent is cleanliness emphasized? Performance/Status Is one rewarded based on performance or inherited position? Tradition/Change Is things valued for the sake of tradition or is progress pursued? Risk Taking/Security Are the societies heroes ones who have met and overcome obstacles? Problem Solving/Fatalistic “We can do it” versus “What will be will be” Nature Is nature admired or viewed as something to overcome?

Self-Oriented Values Active/Passive Lifestyle Sensual gratification/Abstinence Material/Nonmaterial Hard Work/Leisure Postponed/Immediate Gratification Religious/Secular

Other-Oriented IndividualT CE*Collective Limited familyTECExtended family DiversityECTUniformity CompetitionT C ECooperation YouthT CEAge MasculineTCEFeminine * T = Traditional, E = Emerging, and C = Current American Culture

Environmental-Oriented Max Cleanliness TC EMin Cleanliness PerformanceTE CStatus TraditionECTChange Risk TakingT E C Security Problem SolvingTCEFatalistic Admire NatureECTOvercome Nature * T = Traditional, E = Emerging, and C = Current American Culture

Self-Oriented ActiveECTPassive MaterialTC ENonmaterial Hard WorkTC ELeisure Sensual C E TAbstinence ReligiousTECSecular PostponedTECImmediateGratification * T = Traditional, E = Emerging, and C = Current American Culture

Snapshot of Demographic Trends The US population more than tripled from 76 million in 1900 to 281 million in Growth of 32.7 million in the 1990s represents the largest numerical increase in any decade in history

Snapshot of Demographic Trends

The US population grew increasingly metropolitan, from 28 percent in 1910 to 80 percent in The suburbs, rather than central cities accounted for most of the growth By 2000 half of the population lived in suburban areas.

Snapshot of Demographic Trends

In 1900 half of the US population was less than 22.9 years old. By 2000, half of the population was more than 35.3 years old. The population age 65 and over increased tenfold, from 3.1 million in 1900 to 35 million in 2000.

Snapshot of Demographic Trends

In 1900, 7 out of 8 Americans was classified as white/not-Hispanic. At the of the century, the ratio was 3 out of 4. From 1980 to 2000, the Hispanic population more than doubled By 2000, the percentage of minority populations ranged from 16 percent for people over age 65 and 39 percent for those under age 25.

Snapshot of Demographic Trends National Trends & Projections