The Great Debate: millennials or Boomers?
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Transcript of The Great Debate: millennials or Boomers?
The Great Debate: Millennials or Boomers?
JANUARY 19, 2016 || 3 – 4:30 PM
Presenter(s): Rachel Flint || Hubbell Homes, West Des Moines, IA
Mitch Levinson || mRelevance LLC, Arlington Heights, IL
Aldea Douglas || AARP, Washington, DC
Doug Van Lerberghe || KEPHART, Denver, CO
Moderator:Stephen Moore || BSB Design, West Des Moines, IA
Session Description
Will it be the Millennials or the Boomers who shape our cities and suburbs in the decades to come?
What will these places and spaces look like? Will the Millennials follow the same paths their parents did and move to the suburbs? Will empty nesters sell their single family homes and move to more urban, walkable locations? These questions have been the topic of many debates in cities around the country. In this session, watch the debate take shape and see if these great debaters can change your opinions about these two markets and their influence.
Learning Outcomes
Learn the positives and negatives of attracting each demographic group to your community.
Find out which demographic group to target based on your community characteristics.
Understand the generational differences that will inform price points, location and design.
Recognize that their interests in a community and home are similar and learn how to accommodate both generations in terms of design and amenities.
American Institute of Architects (AIA) Continuing Professional Education
Credit(s) earned on completion of this course will be reported to AIA CES for AIA members upon completion of the AIA/CES Session Participation Forms found in the back of this session room and online at www.BuildersShow.com. Certificates of Completion for both AIA members and non-AIA members are available upon request.
This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product.
Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
Survey Question 1
Who will shape our cities and suburbs in the decades to come?
a.Baby Boomersb.Millennialsc.Neither
Today’s Debate Team MembersTeam MillennialMitch LevinsonmRELEVANCE LLC
Rachel FlintHubbell Homes
Team BoomerAldea DouglasAARP
Doug Van LerbergheKEPHART
Debate “rules”
5 minute opening arguments – Aldea and Mitch
15 minute Rebuttal Q&A period - Aldea and Mitch
5 minute opening arguments – Doug and Rachel
15 minute Rebuttal Q&A period – Doug and Rachel
20 minutes of audience questions
3 minute closing argument
Audience vote on winner of the debate!
AldeaDouglas
Opening Argument: Boomers
Image
The boomers and millennials represent a combined total of
150 million people, the majority of whom
have expressed a preference for Livable
Communities.
By 2030 the U.S. will have twice as many people over the age of 65 as we have today
Every day, 10,000 boomers turn 65
76 million boomers in 2015!
Image Image
The BOOMERwill shape our cities
and suburbs in decades to
come….more then the millennial.
Trade shorter commute for a smaller home
Proximity to a mix of shops,
restaurants and offices
Source: Urban Land Institute, America in 2013, 2013.
Mix of homes Mix of Income
Public Transportation
Option
Image Image
The BOOMERis responsible for at least $7.1 trillion in annual economic
activity!
The LONGEVITY ECONOMY represents the sum of all economic activity serving the needs of Americans over 50.
Multigenerational Households
Multigenerational Households as a Percentage of All Households in the United States, 2000-2012
Source: Pew Research Center analysis of U.S. Decennial Census data, 1940-2000, and 2006-12 revised weight American Community Surveys (IPUMS)
Percentage of All H
ouseholds in the United States
The Boomeris still paying for the
Millennial!
Leave the house already!
13
Survey after survey finds that today’s older adults want to remain in their homes
Source: AARP Home and Community Preferences of the 45+ Population, 2014
But most houses haven’t been designed to adapt. American homes have traditionally been designed and built for able-bodied 35 year olds
78%of adults ages 45+ agree or strongly
agree with the statement: “What I’d
really like to do is stay in my current residence for as
long as possible.”
14
Survey after survey finds that today’s older
adults want to stay in their
community
Source: AARP Home and Community Preferences of the 45+ Population, 2014
For the past 50 years, communities have developed around cars and other motor vehicles as our principal form of transportation
80%of adults ages 45+ agree or strongly
agree with the statement: “What I’d
really like to do is stay in my current community for as long as possible.”
Image
Image
Mitch LevinsonMBA, MIRM, CSP, CAPS, CGP
Opening Argument: Millennials
WHO is REALLY driving?
Myths & MisconceptionsLazy?Broke?No
Savings?Anti-
The American Dream?Lackin
g Focus?Oblivio
us?Selfish
?
FALSE!
75% said that it’s either
fairly or very important
that a company gives
back to society instead
of just making a profit.
62% say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
50% of Millennials
follow brands on
social for the sole
purpose of getting
discounts or
special deals.
80% donate
time to
philanthropic
causes and
community
giving.
60% said that they
are often or always
loyal to brands that
they currently
purchase.
87% use between
two and
three tech devices
at least once on a
daily basis.
Millennials Appreciate Community
What makes a community? Is there a community garden, dog park, park, gathering place or trail system?
Millennials Drive How Businesses Communicate
Millennials:
Want it fast, and now.
Want to self-discover and value transparency.
Have grown up online & do their own research.
Do not like to be “advertised at.”
Are excellent communicators.
89% of millennials said having access to real-time product availability information would influence their shopping decisions.- Accenture, 2015
REBUTTAL Q&A SESSION 1
Aldea Douglas
Mitch Levinson
Survey Question 2
Which generation is going to buy more new houses in the next 5 years?
a.Baby Boomersb.Millennialsc.Neither
Opening Argument: Boomers
DougVan Lerberghe
BOOMERS are still a force to be reckoned with
Have more wealth and spending power than Millennials- 25% of population- represent 75% of wealth and 50% of spending power
Value real estate- 80% own their own home- 25% own additional real estate beyond their primary residence
Will buy more than half of the new homes sold in the next 5 years according to Metro Study Research.
Homebuyers are getting OLDER
Homebuyers are getting OLDER
MILLENNIALS have a shifting set of attitudes
First-time homebuyers fell to 32% of all purchasers in 2015, the lowest level in almost 3 decades. Historical average is 40%.
Getting married later.
Want to maintain geographic flexibility.
Can’t afford down payments and have staggering student loan debt.
Living at home and with roommates in record numbers.
They are comfortable sharing, willing to live in small spaces, and desire close-to-the-action locations.
BOOMERS are much wealthier
Have better credit
More savings
Are willing to pay for upgrades and lot premiums
Millennials are much more cost focused!
BOOMER housing OPPORTUNITIES
Remodeling homes – comfort, style and age-friendly
Modern appliances, energy-efficient windows and doors
Private outdoor spaces – entertainment, lock n’ leave
Single level, open plans, low-maintenance
Nice kitchens and master suites
Ability to customize
Continuing to work – home office, shared office space and reception
Opening Argument: MillennialsRachel FlintMC, CSP, CMP
Millennials Drive Housing Trends:
Flexibility 71% of surveyed Millennials say it’s important for their home to have the ability to be personalized – BUILDER, 2015
Millennials Drive Housing Trends:
Design
The “Apple” effect Clean Lines Outdoor Spaces
Millennials Drive Housing Trends:
Technology Ease of Use Charging Stations Tech Outpacing Buyer Demand
Millennials Drive Housing Trends:
Urban vs. Suburban
83% of Millennials surveyed said more space is the biggest motivator to purchase a home. - BUILDER, 2015
Millennials Drive Housing Trends:
Sustainability Millennials have the most knowledge of sustainability than other generations, with 80% of those surveyed indicating that they have at least a fair amount of knowledge.- Cox Conserves Sustainability Survey, 2015
Millennials Drive Housing Trends:
Price
Upgrades Efficiencies
REBUTTAL Q&A SESSION 2
Doug Van Lerberghe
Rachel Flint
Survey Question 3
With the current community design preferences towards walkability, urban neighborhoods and lifestyle, which generation is diving that most?
a.Baby Boomersb.Millennialsc.Neither
AudienceQ and A
Closing Argument: Millennials
Closing Argument:Millennials: Number 82 million strong Will spend $1.4 trillion annually by 2020 and $10 trillion over
their lifetimes as consumers, in the U.S. Will exceed the Baby Boomer’s income by 2018 Will buy a home when they feel like it70% expect to buy a home by 2020 Drive how businesses communicate with customers Drive product, design, pricing, location and features
Closing Argument: Boomers
Final Survey Question
Who will shape our cities and suburbs in the decades to come?
a.Baby Boomersb.Millennialsc.Neither
Aldea [email protected] AARP.org/Livable@AldeaDC@AARPLivable
Speaker Contacts:
Doug Van [email protected]
Rachel FlintHubbell [email protected]@rachelf05
Mitch LevinsonmRELEVANCE, [email protected] MarketingRELEVANCE.com @mrelevance@mitchlevinson3
Team Millennial
Team Boomer