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Marketing to and Managing the Millennial Generation

Marketing to and Managing the Millennial Generation

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Published by: kannamarie on Aug 12, 2009
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05/01/2013

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Marketing to and Managing the

Millennial Generation
Pacific Northwest Apprenticeship Symposium 2009

Social?
Confident?

Coddled?
Tech savvy?

Sense of entitlement?

Diverse?

Poor work ethic?

Generations

Generation

Birth years

Ages in 2009

% of total adult population 26% 20% 33% 9% 9%

% of internetusing population 30% 23% 35% 7% 4%

Millennials

1977-1990

18-32 33-44 45-63 64-72 73+

Generation X 1965-1976 Baby Boomers Silent Generation G.I. Generation 1946-1964 1937-1945 1936

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%.

preBoomers 11%

Millennials 30%

Boomers 36% Gen X 23%

Generation

Birth years

Ages in 2009

% of total adult population 26% 20% 33% 9% 9%

% of internetusing population 30% 23% 35% 7% 4%

Millennials

1977-1990

18-32 33-44 45-63 64-72 73+

Generation X 1965-1976 Baby Boomers Silent Generation G.I. Generation 1946-1964 1937-1945 1936

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%.

Generation

Birth years

Ages in 2009

% of total adult population 26% 20% 33% 9% 9%

% of 111th U.S. Senators 0% 1% 51% 28% 20%

Millennials

1977-1990

18-32 33-44 45-63 64-72 73+

Generation X 1965-1976 Baby Boomers Silent Generation G.I. Generation 1946-1964 1937-1945 1936

Source: http://en.wikipedia.org/wiki/List_of_current_United_States_ Senators_by_age_and_generation

Average Household Net Worth 1983 to 1998

Increases in Pre-Tax Income 1979-2003

Generations
Boomers 1946-1964 Became institutions Gen X 1965-1976 Mistrust institutions Millennials 1977-1990 Irrelevance of institutions Web Assume technology Multi-task fast Nurtured

TV Have technology Task-focused Ozzie and Harriet

PC Use technology Multi-task Latch-key kids

Percent of population age 25+ with Bachelor’s degree or more
30 25 20 15 10 5 0 1940 1950 1960 1970 1980 1990 2000 Men Women

U.S. Census Bureau, 2000

Demographic Growth in Washington 2000-2006

Percent of California Youth Ages 5-25 with Access to Home Computers and the Internet (2003)

Center for Justice, Tolerance & Community, University of California, Santa Cruz, 2006

Adolescence

Emerging adulthood

Young adulthood

Adulthood

Median Age at First Marriage
28 27 26 25 24 23 22 21 20 1950 1960 1970 1980 1990 2000 2006 Men Women

Living with Parents, age 19-24
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Men Women 1960 1980 2000

Teens say…

Assuming your salary was the same, would you rather…

Have a good job in a large corporation Be your own boss in a small company

Source: 2003 Gallup Youth Survey (Teens, ages 13-17)

U.S. Working Age Population

Millennial Employment Trends

Millennial Goals

Source: August 2004 Gallup Youth Survey

Teens say…

As of right now, what kind of work do you think you will do for a career?
Female • • • • • 13% teacher 11% medical field 8% veterinarian 6% lawyer 3% music

Male • • • • • 9% computer field 8% athlete 6% medical field 4% mechanic 4% military

Source: 2003 Gallup Youth Survey (Teens, ages 13-17)

Interests and talents Familial influences

Awareness and opportunity

Vocational Choices

Life of a Millennial, born in 1985
Birth: PCs are 10 years old Age 16: Wikipedia and iPod Age 19: Facebook

Age 5: World Wide Web

Age 14: Napster

Age 20: YouTube

Age 11: Google

Age 12: Blogs

Age 24 (current): ?

Generation

Birth years

Ages in 2009

% of total adult population 26% 20% 33% 9% 9%

% of internetusing population 30% 23% 35% 7% 4%

Millennials

1977-1990

18-32 33-44 45-63 64-72 73+

Generation X 1965-1976 Baby Boomers Silent Generation G.I. Generation 1946-1964 1937-1945 1936

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%.

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