Why do they act so weird ? Generational Trends Impacting Marketing Anni Macbeth / Annimac Futurist & Principal Annimac Consultants Perth f Western Australia     Why do they act so weird ? Generational Trends Impacting Marketing Annimac Futurist www.annimac.com.au 1

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

Running Out of Oil Supplies debate : The Big Rollover

Changing Nature of Work From competitive capitalism to co opitalism 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

How do different age groups make sense of their world With such rapid change How do different age groups make sense of their world value their world impact their world

Generations Baby 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 - 60 Downsizing lives Empty nesters Retired or part time workers Sense of community Material status Male Identity from job Seek new safe experiences Security 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

Generation Xers 30 – 45 Single Childless Net Dating Varied lifestyles Varied workstyles SOHO Risk takers Fast decisions Materialism assumed Environmental values Personal journey Expect & accept change

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

Own path Temporary pairing Group socialising Internet relationships DotComs 15 – 30 Own path Temporary pairing Group socialising Internet relationships No careers No home I.d. from activity Wired Immediacy Multi channeled Multi actions Planetary 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

Wild Child No limits No boundaries Ferals 0 – 15 Wild Child No limits No boundaries Planetary mission create sustainable world Parallel universes Wired Unlimited mind channels Global i.d. from self values Future jobs unimportant Non consumers No deference Respect when needed Live 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 !

Thriving into the future :

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