1. 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 1

2. Rate of Change 15 minutes - new technology
15 days new product / service
every day million web pages
Amount of change now in one day
Grandparents had in one year
Younger means faster

5. Driving all Drivers of Change
Technology by
70 % of job types do not exist now
because
80 % technology not thought of yet

7. 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

8. Running Out of Oil Supplies debate : The Big Rollover

9. 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

10. 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

12. 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

14. Generations Baby Boomers b 1945 – 60 age 45 - 60 fewer males
Generation X
1960 – largest number
DotComs
1975 – – first wired gen
Ferals
1990 – fewest - ½ GenX

16. 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

17. 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

19. 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

20. 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

22. Own path Temporary pairing Group socialising Internet relationships
DotComs – 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
Temporary deference Need change

23. 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

25. Wild Child No limits No boundaries
Ferals – 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

26. 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

28. 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 !

29. Thriving into the future :

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