DYG
“The Time Crunch Convergence”
Prepared for:
World Golf Foundation
October 20th, 2003
©Copyright DYG, Inc. 2003
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Presentation will cover:

A Word About DYG SCAN®

7 Trends Creating A “Time Crunch Convergence”

3 Generations Impacted by Time Crunch


Baby Boomers, Gen. X, Gen Y
Summary
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A Word About DYG SCAN
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DYG SCAN
Syndicated research program since 1987

Mission:
 Provide insight into the US culture
 Identify critical social, lifestyle and consumer
trends
 Analyze their impact on business, marketing,
communications, HR management, strategic
planning, public policy
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DYG SCAN

Tracks social values
 Hopes, dreams, fears, beliefs about right and
wrong, personal and social priorities

Also studies:
Attitudes
Self Image
Lifestyles
Demographic
Trends
Behaviors
Technology
Adaptation
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DYG SCAN

National annual
tracking survey

On-going series of focus
groups
 3,000 telephone
interviews
 Drilling down on key
topics
 Since 1987
 “Early warning system”

Secondary source
research
 Demographics,
social indicators

National teen survey
 650+ on-line
interviews
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The most powerful social change
occurs when different types of trends
converge…
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Example: 1960s
Reduced Social
Conformity
(Social/Cultural
Trend)
The Birth Control Pill
(Technology Trend)
The 1960s
Sexual
Revolution
Large Youth Cohort – Boomers
(Demographic Trend)
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7 Trends Creating a
“Time Crunch Convergence”
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Time Crunch
Trend #1
The Technology Trap of
Endless Improvements
The more empowered
technology makes you,
the more you are
expected to do
(US Census)
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Raised Expectations at work
“These days, companies
expect workers to get
more done and get it done
Strongly Agree faster”
76%
(DYG SCAN)
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Not Just Expectations – the Real Deal
(Worker Productivity up 24% since ’92)
Business Output Per Hour – Indexed to 1992
Source: Bureau of Labor 1992 - 2002
Source: Bureau of Labor 1992 - 2002
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Update Mandate
Key
Requirement
Compelled to constantly update:

Our devices
 Phones, computers, software, TV,
cameras, cars, etc.

Our knowledge
 Current events, education, skills

Our values
 Towards tolerance, risk, work, etc.
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Time Crunch Implications

Endlessly raising expectations about what
you should accomplish at work… and at
home

Technological improvements are constantly
out-pacing your ability to use/maximize them
 Leaves you feeling guilty, that you should do
more, do it better, and do it faster

Double-edge sword
 Less ability to get away, take a break…
 …yet greater demand & desire for relief
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#2
Time Crunch
Trend #2
The Media Trap
Of Endless Updates
The age of endless
updates requires
constant monitoring –
thereby using up more
time than before
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Always Updating
I pay a lot of attention to national and global events
% Strongly Agree
+10
54%
51%
44%
2000
45%
2001
2002
(DYG SCAN)
2003
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Time Crunch Implications

A good chunk of today is spent catching up
on yesterday’s
 E-mails
 Voice-mails
 Articles
 News
 Events
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#2
Time Crunch
Trend #3
The Marketplace Trap
of Endless Choice
The 500 channel universe (used to describe cable TV)
now applies to almost all categories – from videos to
vegetables, from cameras to cars
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Want a Car?
(47 Manufacturers, Hundreds of Models,
Thousands of Choices)
Acura
Aston Martin
Audi
Bentley
BMW
Buick
Cadillac
Chevrolet
Chrysler
Dodge
Ferrari
Ford
GMC
Honda
HUMMER
Hyundai
Infiniti
Isuzu
Jaguar
Jeep
Kia
Lamborghini
Land Rover
Lexus
Lincoln
Maserati
Maybach
Mazda
MercedesBenz
Mercury
MINI
Mitsubishi
Nissan
Oldsmobile
Panoz
Pontiac
Porsche
Rolls-Royce
Saab
Saturn
Scion
Subaru
Suzuki
Toyota
Volkswagen
Volvo
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Time Crunch Implications

Shopping takes a lot more energy, thought
and time when you have so many choices

And we have more things/services to shop for
as new categories are constantly created
 15 years ago, no one shopped for cell phones,
PDAs, internet provider, sports channels, etc.
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#2
Time Crunch
Trend #4
The Experience Economy
We have come to expect an
experience to accompany - or
replace - any product purchase
 From the doughnut - watching
experience at Krispy Kreme …
 … to the TV watching
experience on Jet Blue
 … to weekend gatherings when
we buy a Harley
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The Experience Economy
Takes Up Time
“I often feel that there is not enough time in the
day to do all the things I need to do”
(% strongly agree)
All Americans
Baby Boomers
(age 39-57)
63%
69%
(Strongly agree = top 2 box on a 6-point scale)
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Time Crunch Implications

As experiences push out mere products,
there are more competitors for the
consumer’s time
 As more and different experiences are offered

Less consumer time is available
 As consumers make more room for different
experiences, each slice of the “experience pie”
gets smaller

Businesses have to create smaller slices of
the experiences they are selling (vacation
stays, lessons, events, etc.) or increase the
value of their larger slice
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Time Crunch
Trend #5
Lifestyle Integration
Definition:
Integration of all aspects of life;
reduced compartmentalization
Key Value:
Efficiency
Trend
Leaders:
Generation X
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24 Hour Daily “Fluidity”
Day care
at work
Dry
cleaning
at work
At Work
“Playing”
at work
Home
office
At Home
Home
spa
Cell
Phone
In The Car
In-vehicle
entertainment
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Key
Theme
Portability Becomes a Solution

Work

Communication

Entertainment

Food
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Time Crunch Implications

With Fluidity and portability comes no
“down” time

Experiences get chopped into smaller bits

Creates a double-edged sword
 Consumers accustomed to “bite-size”
relaxation
 But hunger for longer, fuller “chunks” of
pleasure (when they can make time for it)
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#2
Time Crunch
Trend #6
Child Centeredness

An increased focus on the wants, needs, and
desires of children

Social status attached to “child-first” attitude

Parental Guilt attached to “me-first” attitude
 Particularly among Generation X parents

This is a significant shift from prior generations
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“Once You Have a Child, Your
Own Needs Come Second”
% Strongly Agree
10+
70%
75%
65%
1987
1992
2003
Source: DYG SCAN® 2003
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Child-centeredness in the Marketplace
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Time Crunch Implications

Parents are serving more time masters than
ever before

Feelings of Guilt over time spent on self

New rationale needed to market timeintensive pleasures
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#2
Time Crunch
Trend #7
Conspicuous Activation
Showing off by how busy
you are and by how many
activities you do
Signals that…
 I’m Young (or young at
heart)
 I’m Healthy
 I’m Interesting
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Status has moved
from purely how
much you have
(money, stuff) to…
… how much
you can do
(activities,
hobbies, events)
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Nothing Leisurely About Our Leisure
% Strongly Agree
My way of relaxing is doing
as little as possible
27%
48 pt.
difference
75%
In my spare time, I like to
be active and do different
things
(Source: DYG SCAN® 2003)
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Time Crunch Implications

The number – rather than the depth – of
activities means less time spent on each
activity

Maintaining one’s status as active, busy and
involved uses up lots of time

This shift in status will most dramatically alter
how Boomers spend their empty-nest years
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Summary of Time Crunch Trends
Child Centered-ness
The Experience
Economy
Life style Integration
Time
Crunch
Technology Trap of
Endless Improvements
Conspicuous
Activation
The Media Trap
of 24-7
The Marketplace Trap
of Endless Choice
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3 Generations Impacted By
Time Crunch
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Baby Boomers
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Baby
Boomers
Born:
Life Stage Information
1946 to 1964
(The years of very high birth rates)
Current Age:
39 to 57
Size:
78 million
Baby Boomers are turning
age 50 at the rate of
10,000 a day!
One third of the adult
U.S. population
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Baby
Boomers
Core Values and Life Stage Interaction
(Shared by both Boomer Men and Women)
Age-less-ness
Defined: Desire to reject the traditional path of
aging and be “forever young”

Obsession with youth

Desire to never be defined or limited
by their age
Accelerated by Terrorism Environment
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Baby
Boomers
Core Values and Life Stage Interaction
(Shared by both Boomer Men and Women)
Sandwiched
Defined: Feel they are facing multiple pressures –
often coming from opposite sides

Home: Between kids and aging parents

Work: Between rising GenXer and retirement
(w/o enough savings)

Culture: Between Youth domination and
nostalgia (The “Greatest” Generation)
G.I.
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Boomer Goals

Stay Young

Stay Healthy

Stay Relevant

Stay Active
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Boomer Retirement?

For the first time in decades, the age of
retirement has started to go up instead of
down
 In just the last 5 years, the percent of men
aged 60-64 that are working went from 45% to
50%
 The percent of women age 60-64 that are
working went from 19% to 27%
(Source: Bureau of Labor Statistics 2003)
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Time Implications

Less free time than anticipated for next life
stage
 As retirement is becoming less of an option
($$$) or less of a goal

More Competition for their time
 As they experiment with many activities

Potentially more “active” activities
 As they strive to look young, stay fit
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Generation X
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Gen X
Born:
Life Stage Information
1965 to 1975
(The years of lower birth rates)
Current Age:
28 to 38
Size:
46 million
Busiest life stage
(work, career, kids)
17% of the adult
U.S. population
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Life Stage
Gen X

Intense life period
(“life building”)
 Young children
 Career building
 New and significant
responsibilities
 Home ownership
 Financial planning
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Intersection of Core Values & Life Stage
Gen X
(Shared by both Gen X Men and Women)
Family
Defined:
The majority of Gen Xers are focused on family
issues – balancing demands of career, home and
children; finding family

Their kid-focus makes this their most important
life stage to date

Strong emphasis on “protecting” the kids from a
dangerous world – accelerated since 9/11

The growing “Singles” minority are looking to
establish their social “family”
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Child-Centeredness
Generation Xers are more child-centered than
Boomers were at their age
“Once you have a child, your own needs come second”
Among Americans
aged 25 to 29
2003
%
% strongly agree
GenX in this
age group
77
1987
%
Boomers in this
age group
63
(DYG SCAN)
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Time Implications

Less free time
 As work demands more from them
 Even if economy picks up, so will expenses (as
their kids approach college)

More Guilt
 As they feel deep obligation to family and
children

More “non-traditional” activities
 First generation to embrace “extreme” sports,
but now with older bodies
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Today’s Young Adults
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Young
Adults
Life Stage Information
Leading
edge of next
generation
Born:
1976 to 1985
Current Age:
18 to 27
Education:
More likely to go on to college than any
previous generation
 Just under half of today’s HS
seniors go immediately to college
Ethnicity:
Roughly one-third non-white
Most
diverse
generation
ever
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Young
Adults

Young Adult Life Stage:
Summing Up
Starting out
 Have gone from protected childhood to young
adulthood
 Leaving college and launching careers
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Intersection of Core Values & Life Stage
Young
Adults
(Shared by both Young Adult Men and Women)
Entitlement
Defined: A belief since childhood that they can,
will, and should get the best of
everything

Optimistic view of life (glass not just
half full – it’s overflowing)

Focus on fun, fame and fortune

But with little effort or risk
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Time Implications

Spend time on “Lifestyles” not just Activities
 Need activities that can spill over into their
fashion, language and attitude
 How can Golf be bigger than just a game?

Social time a big part of “free time”
 Need activities that allow easy connection of
different people to come together
 How can Golf best accommodate this “mixer”
mindset?
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Time Implications

Less free time
 As reality of adulthood takes hold
 But likely to fight hard against loss of freedom

Greater Diversity to how they spend time
 Generation “Whatever” always experimenting
 Is your product positioned to be part of their
experiment?
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Summary
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Summary

Time crunch is real
 From work, home, kids, commute, life

Time crunch is also attitudinal
 We accept, expect, even attempt to be busy
 But, what to limit “busy-ness” to what we care
about

Time crunch is LONG TERM
 Structural changes in society make it so
 Technology, Economy, Media, Marketplace
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Time Crunch Equation
Lower the Time Commitment
Consumers Must Make…
OR
…Raise the Value Consumers Get
From their Time Investment
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For more information, contact DYG’s Main Office:
Phone #: 203-744-9008
[email protected]
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