The Demographic Environment Demography: The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics The changing age structure of the U.S. population is a significant demographic trend 3-1

Baby Boomers 78 million people born between 1946 and 1964 Wealthiest generation in history Account for 50% of consumer spending Hold ¾ of the nation’s financial assets Recession hit baby boomers hard, eating into savings and retirement prospects Represent strong targets for financial services 3-2

Generation X 49 million, born from 1965 to 1976 Most educated generation to date Less materialistic than other groups Skeptical of marketing Careful spenders Virginia tourism now aims its well-known “Virginia is for Lovers” campaign at Gen Xer families, who want new experiences close to home 3-3

Millennials 83 million, born between 1977 and 2000 $733 billion in purchasing power Ethnically diverse Fluent with digital technology Personalization and product customization are key to marketing success 3-4

Millennials The Keds campaign—“How Do You Do?”— engages Millennials through print ads, a micro Web site, YouTube videos, Twitter, Facebook, brand ambassadors, artists, and a mobile campus tour 3-5

Fuel for Thought Do marketers need to create separate products and marketing programs for each generation? Discuss products or services for which generational marketing will be effective and those for which other types of segmentation are more appropriate. 3-6

Baby Boomers Baby Boomers with Tom Brokaw Baby Boomers - Tom Brokaw DROP BOX ASSIGNMENT – Marketing to the GENERATIONS 3-7