Anni Macbeth / Annimac
Futurist & Principal
Annimac Consultants
Perth f Western Australia
Why do they act so weird ?
Generational Trends
Impacting Marketing
Annimac
Futurist
www.annimac.com.au
Rate of Change

15 minutes
-
new technology

15 days
-
new product / service

every day
-
15 million web pages
Amount of change now in one day
Grandparents had in one year
Younger means faster
Driving all Drivers of Change
Technology
by 2020
70 %
of
job
types do not exist now
because
80 % technology
not thought of yet
Likely jobs in next 10 years :
•
•
•
•
•
•
•
•
Director of Emerging Thought
Chief Zookeeper - of people
Creative Undertaker
Thought Jockey
Chief Imagination Officer
Hacker Relations Manager
Valuer of Intangible Assets *
Human Interface Manager *
*
Exists 2003
Running Out of Oil Supplies debate :
The Big Rollover
Changing Nature of Work
From
competitive capitalism to co opitalism
From
commodification to sustainability

Project

Relationships

One off alliances - consortia

Globally

Fast flat

Value driven
based
Team
based
networked
skill decision
making
Changing Nature of Employment
From
full time permanent to Casualisation

Contract
-
Part time

Self employment options

Five Career changes

Multi skilled employees

Small businesses

Increase in low

SOHO : small office home office

Global networks - local identity
income
jobs
With such rapid change
How do different age groups
• make sense of their world
• value their world
• impact their world
Generations
Baby Boomers
b 1945 – 60
age 45 - 60
Generation X
1960 – 75
30 - 45
fewer males
largest number
DotComs
1975 – 90
15 – 30
first wired gen
Ferals
1990 – 05
0 - 15
fewest - ½ GenX
Baby Boomers
45 - 60
Downsizing lives
Empty nesters
Retired or part time workers
Sense of community
Material status
Male Identity from job
Seek new safe experiences
Security conscious
Health conscious
Defer to authority
Love / hate change
Impact for Marketing






Baby Boomers
45 - 60
Winding down : leisure indulgence
Downsizing everything : minimalising
Make own decisions – think edge
Respect rank : professionalism
Steady relationships loyalty
Need
 relationship continuity
 organising : options
 safe familiar experiences
 positive group identity
Generation Xers
30 – 45
Single
Childless
Net Dating
Varied lifestyles
Varied workstyles
SOHO
Risk takers
Materialism assumed
Environmental values
Fast decisions
Personal journey
Expect & accept change
Impact for Marketing





Generation X
30 - 45
Individual attention
Fast action
Short term pitch - staging pitch
Results oriented
Need
 choices
 short term
immediacy
 complete – stand alone
 skills oriented
 demand quality of experience
DotComs
15 – 30
Own path
Group socialising
Temporary pairing
Internet relationships
No careers
I.d. from activity
No home
Wired
Immediacy
Multi channeled
Planetary group mission
Cluetrain Manifesto
Temporary deference
Multi actions
www.cluetrainmanifesto.com
Need change
Impact for Marketing

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

DotComs
15 - 30
Passionate involvement – value driven
Team oriented + personal relationship
Personal commitment
Short term fast involvement
Multi channel activities & options
Results oriented - no spin
Need
 choices
transparency
 mutability
build for change
 flexibility
 innovation
 real positive outcomes
0 – 15
Ferals
Wild Child
No limits
No boundaries
Planetary mission create sustainable world
Parallel universes
Unlimited mind channels
Global i.d. from self values
Future jobs unimportant
No deference
Live change &
Wired
Non consumers
Respect when needed
ignore barriers
Impact for Marketing

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Ferals
0 - 15
Influencing marketplace
Committed to healthy sustainable world
Expect freedom to create
Creating new relationships & patterns
Virtual world
Need
 personal power - demand trust
 clear values - spin detectors
 no rules
no hindrance
 ICT resource access
 multi channel everything
Trends

Forecast
Summary
exponential rate of change








younger generations drive change
personal communication → telepathy
paradigm shift in values → feminine
QBL - how things are done = profit
relationships key for all success
open options for Work / Life styles
less governance more community power
individual responsibility
!
Virtual world emerging
!
Thriving into the future :
thank you
www. annimac.com.au
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