Realize!

Michelle Kreinbrook, Unity Healthcare

Allison Meadows, Mulberry Health & Retirement

Generational Timelines

• Greatest Generation– born prior to 1946 (65 + years of age in 2010)

• Boomers– 1946 – 1964 (46 to 64)

• Gen X– 1965 – 1976 (34 to 45)

• Millennials– 1977 – 1994 (16 to 33) Classics

• Gen Z– Do we care??

Source: Nielsenwire

Source: Nielsenwire

Source: Nielsenwire

GEN X • Individualistic: Generation X came of age in an era of two-income families,

rising divorce rates and a faltering economy. They are the latch-key children.

• Independent, resourceful and self sufficient: They may display a casual dislike of authority and structured work hours and hate to be micro-managed.

• Technologically Adept: They’re the first generation to grow up with computers and technology is woven into their lives. This generation is comfortable using PDAs, cellphones, e-mail, laptops and Blackberrys.

• Flexible: Generation X is less committed to one employer and more willing to change jobs to get ahead than previous generations. They adapt well to change and are tolerant of alternative lifestyles. Generation X is ambitious and eager to learn new skills but want to accomplish things on their own terms.

• Value Work/Life Balance: Unlike previous generations, Gen X’ers work to live rather than live to work.

MEET MELISSA

• Gen X’er

• Mom

• Professional

• Facebooks (a lot!)

• How do you reach her?

BABY BOOMERS• The emotional factor is critical. Emotional connection has been proven

to be the one common denominator in prompting decision making by boomers and seniors.

• Boomers are the wealthiest consumers with a buying power of $2.3 trillion annually for consumer goods and services. That’s $400 billion more than any other consumer demographic.

• Boomers want luxury and want things done for them. They are known as the “do-it-for-me” generation.

• Believe it or not, but Boomers spend more time online than watching television.

• Boomers are very likely to subscribe to online newsletters.

• Boomers want to be treated individually, not grouped in “herds.”

Meet Jan

• Mom/Grandmother

• Empty Nester

• Professional

• Motorcyclist???

• How do you reach her?

SENIORS

• Senior consumers don’t process negative messages.

• Seniors rely on their “gut” more than any other age group.

• Seniors, aged 65 and older, are the fastest growing group of Internet users. Right now, about 25% of them are already online. By 2015, that number is expected to grow to about 55%.

Meet Coralee

• Retired

• Mom and Grandma

• World Traveler

• Definitely doesn’t look her age

• How do you reach her?

RESOURCES

• Boomer Consumer by Matt Thornhill and John Martin. They also own a company and website: boomerproject.com

• Ageless Marketing by David Wolfe• MetLife Foundation/AARP Caregiving in the U.S. (access

complete report with extremely valuable info (I have one hard copy of the report that I’m happy to loan): http://www.caregiving.org/data/04finalreport.pdf)

• The Boomer Project theboomerproject.com • The TTN Care Collaborative was started by a group of women

who were concerned about care transition: http://www.thetransitionnetwork.org/ResourceSection.aspx?NewsTypeId=9

• http://blog.nielsen.com/nielsenwire/consumer/mining-the-u-s-generation-gaps/print/

TIPPECANOE COUNTYLet’s take a closer look at

Population according to U.S. Census Bureau

• 2008 Estimate - 164,347

• Persons under 5 – 6.7%

• Persons under 18 – 21.5%

• Persons 65 and over – 9.6

• Female – 48.3%

Population according to U.S. Census Bureau

• White persons – 89.6%

• Black persons – 3.6%

• American Indian and Alaska Native – 0.4%

• Hispanic or Latino – 7.3%

TOPLINE MULTICULTURAL BUYING INSIGHTS

When compared to the general population, on average…

Hispanic Shoppers

• Tend to spend more on categories for babies and children — (Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.)

• Tend to spend more in traditional mass merchandise and warehouse clubs

• Tend to spend more on food consumed at home

African American Shoppers

Tend to spend more on health and beauty

products, like fragrance (African Americans

represent 11.0% of CPG total spending, but

20.3% of dollars spent in beauty supply

stores.)

Tend to spend more in drug and dollar stores

African American Shoppers - cont

Tend to spend more on ingredients used to

cook from scratch

Tend to buy fewer items on deals or with

coupons

Tend to spend more on food consumed at

home

Asian American Shoppers

Tend to spend more in club stores (Asian

Americans represent 3.0% of CPG total

spending, but 5.5% of dollars spent in

warehouse clubs.)

Tend to spend more on categories for babies

and children

Are more likely to eat outside of the home

TOPLINE MULTICULTURAL MEDIA INSIGHTS

When compared to the general population, on average…

Hispanic Media Consumers

Strong following of Telenovelas

On average, watch more broadcast and satellite

TV

Display higher usage of mobile internet

African American Media Consumers

Have the highest TV usage of any

demographic at nearly 80 hours a week per

household

Have a higher percentage of multi-set

households

Display higher usage of mobile internet

Asian American Media Consumers

More likely to have newer technology (DVD,

HD, Digital Cable)

Tend to watch less TV