3/11

Gen Y Changing ALcohoLic Beverage MarketpLace MiLLenniaLs Want Downsized City Life

Reagan Leaves An Enduring Mark On Gen X

Carpetzz Transforms Kids' Artwork Into Custom Rugs Younger Boomers Lead ALL Demos In E-Readership

And more

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GENY

NEWS & VIEWS

3/11

GENERATION EARN DISHES REAL-WORLD FINANCIAL ADVICE FOR 20-S0METHINGS

GEN Y CHANGING ALCOHOLIC BEVERAGE MARKETPLACE

In January 2011, Kimberly Palmer's Generation Earn: A Young Professional's Guide to Spending, Investing and Giving Back climbed Amazon's rankings, outrunning Suze Orman's venerable titles about personal finance.

Palmer rejects the Millennial sobriquet "Generation Debt" and instead empowers peers to take control of their finances and, in the process, make positive change in the world.

The author hits make-or-break themes for people facing the bounty of their first real income stream, like the difference between "need" and "want," and how to set up a household [marriage, kids, mortgage) or face the alternative - dealing with parents as landlords. Frugality [where it counts) is a recurring theme.

Young moneymakers want a financial approach that has more dimension than get-and-spend. For example: Get. Spend. And give back.

Younger Gen Xers and older Millennials are notoriously skeptical of institutional financial advisors. A trusted peer can help them overcome their reluctance to get more financially literate.

Source: Iconoculture

Millennials are already redefining the alcoholic beverages marketplace, and their distinctive behaviors and attitudes will have an even more pronounced impact going forward, confirms Nielsen's Millennial Study.

These consumers will make up fully 40% of Americans 21 and older within 10 years, making it increasingly critical for alcoholic beverage marketers to understand their tastes and buying preferences.

One key differentiator: Compared to the general population, Millennials are more open to exploring new and different alcoholic beverage products.

While the majority still prefer beer, they purchase relatively more wine and spirits than older generations did at a comparable age. Thus, while consumers traditionally have tended to show a relative shift from beer to wine and spirits as they age and their lifestyles change, Millennials' future consumption patterns are less predictable. Learn more here.

Source: Mediapost.com

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GENY

NEWS & VIEWS

3/11

DENNY~S EYES YOUNGER DINERS WITH VIDEO SERIES

Family-dining chain Denny's recently introduced an online video series, joining a growing number of restaurant brands that are using online tools such as "webisodes" and pod casts as marketing tools.

"Always Open," which plays off Denny's new advertising tagline, "America's diner is always open," is an unscripted series of three-minute interviews that take place in a booth of a real Denny's restaurant.

The spots feature comedian David Koechner, best known for playing Champ Kind in the movie Anchorman. The debut episode shows Koechner and actor Jason Bateman of Arrested Development fame eating Denny's food and discussing such topics as primal-scream therapy, claustrophobia and magic elves.

John Dillon, vice president of marketing for Denny's, sees the new series as "a way to further our goal of reminding guests that we're open to all types of guests at all hours and to all the natural conversation that happens at any time in our diners." Learn more here.

MORE THAN HALF OF BOOMERANGERS SAY, "I WANT IT NOW"

According to a by

Luminosity Marketing, almost twothirds of Boomerang consumers make independent decisions about their needs. In addition, the findings show that 56% buy on impulse or plan to get it "today." Boomerangers are college graduates, between the ages of 22 and 29 who are single, have full-time jobs and live at home with their parents.

The Boomerang Generation is a subset of the Millennial Generation. This Boomerang segment has become more prevalent recently given changing economic conditions, the growth in multi-generational households and evolving relationship dynamics between today's young adults and their parents. 13% of parents with grown children say that

at least one child has moved back home in the past year. Learn more

MILLENNIALS WANT DOWNSIZED CITY LIFE

Formal living rooms? Boring. Manicured lawns? Who needs 'em? And why drive when you can walk? Millennials are spurning their parents McMansions and fleeing the suburbs for the city, according to research presented at the recent National Association of Home Builders conference.

A whopping 88% of young adults want to live in urban areas, and one-third are willing to pay more for pedestrian-friendly enclaves. If big cities are too pricey, they'll settle for close-in suburbs with mass transit and walkingdistance amenities.

Source: mediapost.com

Size matters in showers [Millennials like 'em big). But 350 square feet is ample space for a studio in a complex with common areas to congregate.

Millennials are driving the "new small" movement, and they just keep thinking smaller: 500 square feet was the norm for digs last time we checked. What's an apartment but a pit stop if you've got clubrooms with kitchens and rooftop swimming pools?

Source: Iconoculture

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GENX

NEWS & VIEWS

3/11

REAGAN LEAVES AN ENDURING MARK ON GEN X

They got a bad rap as slackers, but Generation X was shaped as much by Ronald Reagan as it was by Douglas Coupland. In the 1984 elections, younger voters strongly favored Reagan, who became an avuncular figure to Xers who grew up during his two terms.

The Great Communicator continues to shape Gen X political views. In a 2009 Gallup poll, voters in their 30s and early 40s were predominantly Democrat, but Republican more often than any other age group except seniors.

GOP or Oem, Xers' self-mocking irony makes them less likely to rail against The Man than the Boomers of yore or today's Millennials.

Disaffected? Maybe. Cynical? Sure. But scratch a cynic and you'll find a romantic - or a Reaganite. As Gen Xers become fully vested adults with children of their own, certain aspects of The Gippers worldview may influence their purchases as well as their votes.

Source: Iconoculture

Here's some advice to brands putting the onus on loyalty to drive sales: "Be afraid ...

be very afraid." AMP Agency, a Boston-based branding firm, has just completed a study of consumers, "Inside the Buy," that suggests that very few consumers between the ages of 25 and 49 are moved to purchase by habit or sentimental considerations for a brand.

GEN X RELIES ON RESEARCH, LESS ON LOYALTY

The study, based on a fall 2010 poll of 865 Gen X and Y consumers, looks at what happens in the "consideration phase" of the purchase path, where the Web and what AMP found to be a "new/modern path" to purchase hold sway.

The quantitative and qualitative study also addressed a changing view of brand loyalty. The firm found that just 3% of consumers say they are loyal to a particular brand and never buy anything else. Learn more here.

Source: MediaPost.com

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GENX

NEWS & VIEWS

3/11

GARDEN STORES DRAWS GEN X FAMILIES WITH KID-RIFFIC AREAS

The way to a Gen X parent's heart? Through the kids, of course. To plant the gardening bug in a new generation, Gabalot Gardens in Strasbourg, VA, created three "kid-riffle" areas that draw I young families.

While Mom and Dad browse the greenhouse for heirloom tomato plants, youngsters play with rocks and pebbles or dig in the dirt. "We are now the place to come when kids are bored," says Gabalot owner Janet Heishman.

It's not news that kids' areas bring I families, just ask Mcflonald's and IKEA. But while large retailers have long used the ploy, smaller ma-and-pa stores are catching on. With their down-and-dirty sandbox attractions, gardening centers have the perfect hook.

And a little child shall lead them. Time-pressed Xers may not be natural gardeners, but if the kids develop a taste for planting seeds, rest assured the parents will follow suit.

Source: Iconoculture

GEN X CLOTHING TARGETS XERS' KIDS WITH VALUEPRICED CLOTHING

In 1998, a small urban streetwear store opened in Salt Lake City. Twelve years later, Gen X Clothing Inc. has grown into a thriving discount chain, with dozens of warehouse-sized outlets throughout the western U.S ..

The gen that gave the chain its name has long since outgrown the distressed jeans and hip-hop hoodies that cram the store's racks. But Gen X parents can dress their offspring in the latest trends at bargain prices.

Back in their whippersnapper days, no card-carrying member of Gen X would have been caught dead at a trendy outlet (except as an ironic gesture]. But as parents of tweens and teens, they appreciate one-stop discount shopping.

Source: Iconoculture

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BABY BOOMERS

NEWS & VIEWS

3/11

YOUNGER BOOMERS LEAD ALL DEMOS IN EREADERSHIP

Millennials and Xers may be plugged into their iPods, but when it comes to e-books, younger Boomers have them beat. According to a Pew survey, 7% of consumers from ages 47 to 56 own a device like Amazon's Kindle. That's more than any other demo.

Retirees are also early adopters: 6% of consumers age 66-74 own ereaders. Sandwiched in between are the print devotees: only 3% of older Boomers and younger Matures read their books electronically.

The advent of the iPad may change that equation. Both subsets of Boomers are catching up with Millennials and Xers in acquiring the Apple notepad.

Far from lagging behind, Boomers have been quick to adopt new tech, and have even jumped ahead of other demos in online purchases of packaged goods. E-readers let them pack an infinite amount of info into a briefcase, giving them a leg up in a tough job market.

Source: Iconoculture

SOMETIMES IT TAKES A VILLAGE TO LET SENIORS STAY HOME

"Hell, no, we won't qo!" That's the answer I hear most often from seasoned Baby Boomers when I ask if they're getting ready to move to retirement communities.

For starters, they don't plan to retire before 70. And most want no part of the elder islands where their parents retreated from the hustle of city life into a largely sedentary, age-segregated existence.

The Village Movement is a popular alternative. The drivers of this movement are feisty professional women in their 50s and 60s who are determined to change the experience of aging by empowering and enabling adults to remain in their own homes or apartments to the end of their lives.

The movement, launched eight years ago in Boston with Beacon Hill Village, has spread to Washington, Chicago, San Francisco and more than 50 other cities. Hundreds more are in formation. Learn more here.

Source: USAToday.com

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BOOMERS BREAK A SWEAT IN ~~AGE-APPROPRIATE"

CLASSES

BABY BOOMERS

NEWS & VIEWS

3/11

Having multiple grandchildren does not translate to more spending, however. In fact, grandparents in the survey with only one grandchild actually spend two times more than grandparents with 2-10 grandkids. Learn more here.

Source: CenterForMediaResearch.com

One size workout doesn't fit all. With a silver tsunami of Boomers hitting the gym, health clubs are fine-tuning their fitness programs to meet the needs of older adults.

"Age-appropriate" group classes are all the rage in 2011, reports the International Health, Racquet & Sportsclub Association. Topping the list? Fun dance-type workouts like Zumba and cardio striptease that "don't feel like exercise," says IHRSA spokeswoman Meredith Poppler.

As the fastest-growing demo on health club rolls, Boomers are driving the resurgence of group fitness classes, which fell out of favor in the '90s.

Zurnba's been around for a decade, but what began as a craze for young hotties found new life when clubs adapted the high-energy Latin routines to older bodies. Smart move.

Unlike Gen Xers, who are busy raising families and have been leaving the gym in droves, Boomers have a bit more time and plenty of motivation to break a sweat. Beyond boosting well-being, exercise can help blue collars compete with younger workers for physically demanding jobs.

Source: Iconoculture

ONE GRANDKID HOUSEHOLDS ARE BIG SPENDERS

According to new Nielsen research, grandparent households spend 4.4% more per year than all other households, which equates to an extra spend of more than $300 a year. And grandparent households represent a sizable target of 69.6 million, which will continue to grow another 11% between now and 2015.

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