OACAC Millennials Rebooted

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Millennials Text (and their parents) Rebooted OACAC 2011 Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”

Transcript of OACAC Millennials Rebooted

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MillennialsText

(and their parents)Rebooted

OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”

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15 American Generations 4 Cycles = 4 Stage/2 Stroke

Generation XMillennials

Millennials RebootedWhat does it all mean?

Discussion and Media Resources

Manage the Expectations

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Disclaimers

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“In America, each generation is a new people.”Alec de Tocqueville, 1830

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LifeCourse Associates www.lifecourse.com

4Number of books by Howe and Strauss

Generations, 13th Gen, The Fourth Turning and Millennials Rising

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LifeCourse Associates www.lifecourse.com

4 - Number of books by Howe and StraussGenerations, 13th Gen, The Fourth Turning

and Millennials Rising

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LifeCourse Associates www.lifecourse.com

4Number of Generations Colliding

in the WorkplaceSilent, Boomers, Xers and Millennials

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Howe and Strauss

23.4Average Number of Years of

American Generations

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Howe and Strauss

15American Generations (19 New World)

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Howe and Strauss

4Number of Generational Cycles and

Number of Generations Per Cycle

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Name + Birth YearsAwakening + 1701-1723

Liberty + 1724-1741Republican + 1742-1766

Compromise + 1767-1791

Revolutionary Cycle

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Name + Birth YearsTranscendental + 1792-1821

Gilded + 1822-1842Progressive + 1843-1859

Civil War Cycle

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Name + Birth YearsMissionary + 1860-1882

Lost + 1883-1900G.I. + 1901-1924

Silent + 1925-1942

Great Power Cycle

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Name + Birth YearsBoomer + 1943-1960

X + 1961-1981Millennials + 1982-2000/01

15th (Homeland or iGeneration) + 2000/01-20??

Millennial Cycle

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Howe and Strauss

4/24 Stage/2 Stroke Per Cycle

The Fourth Turning

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Name + Birth Years = Description Awakening + 1701-1723 = Idealist

Liberty + 1724-1741 = ReactiveRepublican + 1742-1766 = Civic

Compromise + 1767-1791 = Adaptive

Revolutionary Cycle

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Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist

Gilded + 1822-1842 = ReactiveProgressive + 1843-1859 = Adaptive

Civil War Cycle

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Name + Birth Years = DescriptionMissionary + 1860-1882 = Idealist

Lost + 1883-1900 = ReactiveG.I. + 1901-1924 = Civic

Silent + 1925-1942 = Adaptive

Great Power Cycle

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Name + Birth Years = DescriptionBoomer + 1943-1960 = Idealist

X + 1961-1981 = ReactiveMillennials + 1982-2000/01 = Civic

15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive

Millennial Cycle

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Idealist birth CivicReactive birth Adaptive

Civic birth IdealistAdaptive birth Reactive

Repeat

4 Stage / 2 StrokeIdealist Reactive

CivicAdaptive

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Rebels against the elder-built world and against the generation before it.

(Think X>Boomer and Millennial>X)

Redirects society towards its own inclinations.

Each Generation

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1. Solves the problems facing the prior youth generation (Millennial>X)

2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer)

3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)

Each Generation

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Is shaped by their surroundings and by the generations with which they interact.

While being born becomes history, and as they age they make history.

Each Generation

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Social Moment - a brief period of time when people perceive historical events to radically alter their social environments.

1. Secular Crisis - when society focuses on reordering the outerworld of institutions and social behavior.

2. Spiritual Awakening - when society focuses on changingthe inner world of values and personal behavior.

Types of History

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1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood.

2. Reactive - encounters a spiritual awakening entering youth,and a secular crisis entering midlife.

3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood.

4. Adaptive - encounters a secular crisis entering youth,and a spiritual awakening entering midlife.

Repeating in America

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Five Surprising Facts Marketers Should Know About 2010 Census Stats

Advertising Age April 4, 2011

http://adage.com/article/news/census-2010-surprising-facts-marketers/149692/

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“Applications and yield numbers are down”NACAC Study, October 2010

“Loan crisis goes to college.”CNN Money.com, May 2010

“College loans are the new subprime crisis”New York Times, June 2010

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vs.XMillennial

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X“A generation that can sneakily trump boomer

narcissism and millennial entitlement.”

Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”

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Born and raised as independent latch-key kids.Sexual Revolution, Watergate, Vietnam,

Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.

Demonized by Hollywood: Rosemary’s Baby, The Exorcist, Taxi Driver, Pretty Baby and The Omen.

About Generation X

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Playing to win by half expecting to lose.

Accepting wide gaps between personal outcomes and sex roles.

Proud of their ability to cut through the hype.

About Generation X

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Becoming cautious in family life and gradually mellowing in personality.

Dedicated to starting and maintaining stable families, something their Silent generation

parents did not.

About Generation X

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MillennialLargest, most wanted, most watched over and most diverse generation in American history.

Howe and Strauss “Millennials Rising”

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The Three “Kaitlins”

Kaitlin Caitlin Kate Lynn

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3.6Average birthrate of Millennials

(in millions)

Howe and Strauss “Millennials Rising”

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76Million Millennials

(vs. 72 million Boomers and 42 million Xers)

Howe and Strauss “Millennials Rising”

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$50kParents willing to pay for an ovum from an

attractive, high IQ, female at a top university

Howe and Strauss “Millennials Rising”

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50%Increase in amount of stuff in weight in

average American homes vs. 20 years ago

US News and World Report, 2008

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87%College freshmen who have never shared

a room with a sibling

Chronicle of Higher Education, November 2009

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35% are non-white (and Latino).

1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.

Largest separation in wealth in American history.

About Millennials

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Celebrated, cherished and protected.

Celebrated by Hollywood: Three Men and Baby,Baby Boom, Mr. Mom and Disney princesses.

Empowered females.

Bike helmets, car seats, nanny cams and more.

About Millennials

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Raised by attached parents.Freakishly close to their “Helicopter Parents” or

“Blackhawks” transitioning to “Stealth.”

Parents are “Best Friends” and co-purchasing.

Conservative. Or Conventional?

About Millennials

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Team Oriented.Task Oriented.

Civic Oriented. (not in march on D.C. way)

Want to achieve high standards set for them.Feel that they have already “paid their dues.”

About Millennials

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Eliminate Ambiguity.Think of Time as 24/7 Resource.

Combine Work with Play.Make it Worthwhile.Handle with Care.

Play to Their Strengths.Group Think.

Reaching Millennials

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5000Marketing messages your members are

assaulted by each day

Adweek November 2006

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90%Consumers who trust word of mouth,

vs. traditional advertising

Adweek November 2006

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Regonize 2nd Cohort.Post Great Recession.

Shift from Boomer Helicopter to Xer Stealth.Parents want ROI.

Financial Aid knowledge is key!Cut through the hype.

Online and In-Person support work in tandem.

Millennials Rebooted

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Who is Next?

15thHomeland or iGeneration

2000/2001-?

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Your Bookshelf

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Download Session PDF

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Free On Friday Webcasts

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iThink Online

www.targetx.com/ithink

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MillennialsText

(and their parents)Rebooted

OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”