using a generational lens - transportation research...
TRANSCRIPT
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Using A Generational Lens to Advance Non-Drive Alone
Alternatives in America
Transportation Research BoardOctober 27, 2008
Using A Generational Lens to Advance Non-Drive Alone
Alternatives in America
Transportation Research BoardOctober 27, 2008
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The Next 15 MinutesThe Next 15 Minutes
Generations 101
Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
Generations 101
Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
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AgendaAgenda
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
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Age cohort: 15-to-20 year span
Big events create the “bookends”
Today, American society is made up of 5 generations
Age cohort: 15-to-20 year span
Big events create the “bookends”
Today, American society is made up of 5 generations
What’s A Generation?
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Today’s Generations (Live U.S. Birth Born In Year Range. Does Not
Include Immigration)
Today’s Generations (Live U.S. Birth Born In Year Range. Does Not
Include Immigration)
GI Generation 1909-28
58,000,000
Silent Generation 1929-45
44,000,000
Baby Boomers
1946-64
76,000,000
Generation X 1965-82
62,000,000
Generation Y* 1983-01
80,000,000
*Millennials or Echo Boomers
GI Generation 1909-28
58,000,000
Silent Generation 1929-45
44,000,000
Baby Boomers
1946-64
76,000,000
Generation X 1965-82
62,000,000
Generation Y* 1983-01
80,000,000
*Millennials or Echo BoomersSource: National Center for Health Statistics
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AgendaAgenda
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
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Survey of Association of
Commuter Transportation (ACT)
Members
Survey of Association of
Commuter Transportation (ACT)
Members
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National Study of ACT MembersNational Study of ACT Members
“When it comes to consumer marketing in general, do you think it’s important to customize marketing
messages for each generation?”
AgreedAgreed
Pre-conference survey, February 2006
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National Study of ACT MembersNational Study of ACT Members
“When it comes to TDM marketing specifically, do you think it’s important to customize marketing
messages for each generation?”
AgreedAgreed
Pre-conference survey, February 2006
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“Do you currently customize your communication materials in
targeting different generations?”
Pre-conference survey, February 2006
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Survey Says …
4%Survey Says …
4%
Do you currently customize your communication materials in targeting different generations? For example, do you market to Baby Boomers in a
separate and different way then how you market to Gen Xers?
79% 4%NoYes
11%
No, but I plan on developing more
Pre-conference survey, February 2006
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So, Is Generational Marketing Worth It?
So, Is Generational Marketing Worth It?
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Conclusion #1:Conclusion #1:Not a TDM Not a TDM
Best Practice TodayBest Practice Today
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AgendaAgenda
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
Generations 101
Who’s Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
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Gas Prices -
NationalGas Prices -
National
Source: AAA and Oil Price Information Service
Jan. 05
Sept. 08
Oct. 22: National average: $2.86
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Billion fewer highway miles June 2008 compared to June 2007
Source: Department of Transportation, June 2008
Billion fewer highway miles June 2008 compared to June 2007
Source: Department of Transportation, June 2008
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Transit Use Transit Use
140 million more trips
In the second quarter of 2008, compared with the same period last year.
Source: APTA
140 million more trips
In the second quarter of 2008, compared with the same period last year.
Source: APTA
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All Generations Say They Intend To Drive Less, and a Decrease Has Already Occurred
All Generations Say They Intend To Drive Less, and a Decrease Has Already Occurred
Source: BIG Research American Pulse
% who say they are driving less
(as a percent of each generation)
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Gen Y Leading the Way in Increased Use of Carpooling
Gen Y Leading the Way in Increased Use of Carpooling
BIG Research: How have fluctuating gas prices impacted you. . . Increased carpooling
(Based on Adults 18+ who are currently working)
Percent who say they have increased use of carpooling due to gas prices:
GI Generation and Silent Generation 3%
Boomers 6%
Gen Xers 10%
Gen Ys 19%
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Conclusion #2:Conclusion #2:Gen Ys Are Gen Ys Are
Leading the Way! Leading the Way!
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Gen Y Workers: The Poster Child For TDM
Current Modal Split by Generation –
U.S. Census
Gen Y Workers: The Poster Child For TDM
Current Modal Split by Generation –
U.S. Census
SilentBoomerGen XGen Y
Note: US Census does not perfectly match the generational breaks
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So Target Gen Ys?
So Target Gen Ys?
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Number in Generation who are
US Residents 18+
% of generation (18+) who are in US
labor force
Total Max Rideshare Market Opportunity
by Generation
Gen Y
18 plus34 Million 49% 17 Million
Gen X 74 Million (62 million born) 71% 53 million
Boomers80 Million(76 million)
62% 48 million
Silent/GI 44 Million 18% 8 million
U.S Rideshare Market PotentialU.S Rideshare Market Potential
Source: US Census, August 2008.
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Conclusion #3:Conclusion #3:Prioritize Generations Prioritize Generations Based on the MarketBased on the Market’’s s
Demographics & Demographics & Potential Potential PenetrationPenetration! !
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AgendaAgenda
Generations 101
Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
Generations 101
Using Generational Marketing To Advance Ridesharing
Who’s Leading The TDM Revolution Now?
Applying Generational Marketing
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3 Keys -
Understanding Generations:3 Keys -
Understanding Generations:
PsychologyPsychology Season of LifeSeason of Life
SociologySociology Life Stages and Styles
Life Stages and Styles
AnthropologyAnthropology Cultural Experiences
Cultural Experiences
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3 Keys -
Understanding Generations:3 Keys -
Understanding Generations:
PsychologyPsychology Season of LifeSeason of Life
SociologySociology Life Stages and Styles
Life Stages and Styles
AnthropologyAnthropology Cultural Experiences
Cultural Experiences
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Needs and Propensities Change with Age
Needs and Propensities Change with Age
Cognitive development across the “seasons”
of life:
Cognitive development across the “seasons”
of life:
Age:Age: Birth-20Birth-20 20-4020-40 40-6040-60 60-80+60-80+
SpringSpring SummerSummer AutumnAutumn WinterWinter
What’s important to us changes over time…
What’s important to us changes over time…
PsychologyPsychology
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Different Seasons, Different ReasonsDifferent Seasons, Different Reasons
Social/ vocational development
Social/ vocational development
20-4020-40Work (becoming somebody)
Work (becoming somebody)
Romantic: the world is my oyster; I can make anything work my way
Romantic: the world is my oyster; I can make anything work my way
Inner self/ spiritual development
Inner self/ spiritual development
40-6040-60Work-Play (search for meaning)
Work-Play (search for meaning)
Reality: Not as good as I thought; who am I, what’s my life purpose?
Reality: Not as good as I thought; who am I, what’s my life purpose?
Climax of personal development
Climax of personal development
60-80+60-80+Reconcilia- tion (making sense of life)
Reconcilia- tion (making sense of life)
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Stage:Stage:
Initial personal development
Initial personal development
Age:Age:
Birth-20Birth-20
Life Focus:Life Focus:
Play (learning) Play (learning)
Modus Operandi:Modus Operandi:
Fantasy: Everything will generally work out in my favor
Fantasy: Everything will generally work out in my favor
SummerSummer
AutumnAutumn
WinterWinter
SpringSpring
Source: Ageless Marketing
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SummerSummer
AutumnAutumn
WinterWinter
SpringSpring
Social/ vocational development
Social/ vocational development
20-4020-40Work (becoming somebody)
Work (becoming somebody)
Romantic: the world is my oyster; I can make anything work my way
Romantic: the world is my oyster; I can make anything work my way
Inner self/ spiritual development
Inner self/ spiritual development
40-6040-60Work-Play (search for meaning)
Work-Play (search for meaning)
Reality: Not as good as I thought; who am I, what’s my life purpose?
Reality: Not as good as I thought; who am I, what’s my life purpose?
Climax of personal development
Climax of personal development
60-80+60-80+Reconcilia- tion (making sense of life)
Reconcilia- tion (making sense of life)
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Stage:Stage:
Initial personal development
Initial personal development
Age:Age:
Birth-20Birth-20
Life Focus:Life Focus:
Play (learning) Play (learning)
Modus Operandi:Modus Operandi:
Fantasy: Everything will generally work out in my favor
Fantasy: Everything will generally work out in my favorBehavior oriented to
needs of the social
self
Behavior oriented to needs of the social
self
Behavior oriented to needs of the inner
self
Behavior oriented to needs of the inner
self
Different Seasons, Different ReasonsDifferent Seasons, Different Reasons
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PsychologyPsychologyBoomers Are in “Autumn”
– But Feel Younger
Boomers Are in “Autumn” – But Feel Younger
Gap of 14 years
Gap of 14 years
5454actual ageactual age
4040perceived ageperceived age
Boomers 50+Boomers 50+Questions:
In what year were you born? They say you are as old as you feel.
In your mind, how old do you feel you are?
Boomers feel younger than they are:
Boomers feel younger than they are:
Source: Boomer Project National Research
4545actual ageactual age
3535perceived ageperceived age
Boomers 40-49Boomers 40-49
Gap of 10 years
Gap of 10 years
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3 Keys -
Understanding Generations:3 Keys -
Understanding Generations:
PsychologyPsychology Season of LifeSeason of Life
SociologySociology Life Stages and Styles
Life Stages and Styles
AnthropologyAnthropology Cultural Experiences
Cultural Experiences
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Gen Y
“Silent” Generation
1928-194544 million
“Silent” Generation
1928-194544 million
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Source: Boomer Project Nov 04 Study
SociologySociology
Kids/CollegeKids/College
2020 3030 4040 5050 6060
StudentStudent
7070
MarriageMarriage
CareerCareer
First HouseFirst House
Children at HomeChildren at Home
Second HouseSecond House
RetireRetire
GI & Silent Generations Lived Linear Lives GI & Silent Generations Lived Linear Lives
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Boomers 1946-1964
76 Million
Boomers 1946-1964
76 Million
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The many life stages of Boomers over 50
The many life stages of Boomers over 50
ParentParent
RetiredRetired
Child at HomeChild at Home
Care-GiverCare-GiverGrandparentGrandparent
Empty-NesterEmpty-Nester
Child in CollegeChild in College
New JobNew Job
50%50%
41%41%
26%26%
20%20%
73%73%
28%28%
17%17%
27%27%Question: Which of these descriptors would you say relate to you and your life right now?
SociologySociology
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Life Stages of BoomersLife Stages of Boomers
4040 4545 5050 5555 6060
GrandparentGrandparent
EntrepreneurEntrepreneur
Empty NesterEmpty Nester
Single AgainSingle Again
ParentParent
RetiredRetired
Care-GiverCare-Giver
Source: Boomer Project Nov 04 Study
SociologySociology
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3 Keys -
Understanding Generations:3 Keys -
Understanding Generations:
PsychologyPsychology Season of LifeSeason of Life
SociologySociology Life Stages and Styles
Life Stages and Styles
AnthropologyAnthropology Cultural Experiences
Cultural Experiences
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Who We AreWho We Are
Generational Values
Generational Values
Culture’s ImpactCulture’s ImpactAnthropologyAnthropology
Defining Events
Defining Events
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Gen Y
“Silent” Generation
1928-194544 million
“Silent” Generation
1928-194544 million
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DedicatedLoyal
PracticalDependable
DedicatedLoyal
PracticalDependable
Generational ValuesDedication and Sacrifice
Hard workPatience
Respect for authorityDuty before pleasure
Honor
Generational ValuesDedication and Sacrifice
Hard workPatience
Respect for authorityDuty before pleasure
Honor
Culture’s Impact: Silent Generation
Culture’s Impact: Silent GenerationAnthropologyAnthropology
Defining EventsPost Great Depression
The New DealPearl Harbor
WWIIHiroshima
Defining EventsPost Great Depression
The New DealPearl Harbor
WWIIHiroshima
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Boomers 1946-1964
44-62
Boomers 1946-1964
44-62
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DrivenTransformational“Self”
Centered
DrivenTransformational“Self”
Centered
Generational ValuesPersonal Gratification
EntitlementControl
Work Ethic“No”
to Status QuoOptimism
Generational ValuesPersonal Gratification
EntitlementControl
Work Ethic“No”
to Status QuoOptimism
Defining EventsDr. Spock –
child’s ego
Birth of TVProsperitySpace race
Growth of Suburbia
Civil Rights
VietnamWatergate
Work, Work, Work
Defining EventsDr. Spock –
child’s ego
Birth of TVProsperitySpace race
Growth of Suburbia
Civil RightsVietnam
WatergateWork, Work, Work
Culture’s Impact: BoomersCulture’s Impact: Boomers
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Gen X1965-8226-43
Gen X1965-8226-43
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Risk-takersSkeptical
IndependentTask-driven
Risk-takersSkeptical
IndependentTask-driven
Generational ValuesTechnosavvy
Think GloballySelf-reliance
DiversityPragmatic
Generational ValuesTechnosavvy
Think GloballySelf-reliance
DiversityPragmatic
Culture’s Impact: Gen XCulture’s Impact: Gen X
Defining EventsSingle parents or 2
at work Latchkey kids
MTVComputers
Challenger DisasterRejection
Berlin Wall
Defining EventsSingle parents or 2
at workLatchkey kids
MTVComputers
Challenger DisasterRejection
Berlin Wall
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Gen Y1983-200175 million
Gen Y1983-200175 million
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OptimisticCommunity-family focusedOver-confident, Tenacious
OptimisticCommunity-family focusedOver-confident, Tenacious
Generational ValuesConfidence plus
Civic dutyAchievementStreet smarts
Multi-tasking on steroidsFearless
Generational ValuesConfidence plus
Civic dutyAchievementStreet smarts
Multi-tasking on steroidsFearless
Culture’s Impact: Gen YCulture’s Impact: Gen Y
Defining EventsInternet Chat
Over-involved parentingMulti-culturalism
World Trade Center attacks
Gulf War & IraqHyper Connected
Community service
Defining EventsInternet Chat
Over-involved parentingMulti-culturalism
World Trade Center attacks
Gulf War & IraqHyper Connected
Community service
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3 Keys -
Understanding Generations:3 Keys -
Understanding Generations:
PsychologyPsychology Season of LifeSeason of Life
SociologySociologyLife Stages and Styles
Life Stages and Styles
AnthropologyAnthropology Cultural Experiences
Cultural Experiences
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Insights for Marketing Non-Drive Alone Alternatives
Insights for Marketing Non-Drive Alone Alternatives
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Gen Y1983-200175 million
Gen Y1983-200175 million
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Associate your brand with Gen Y
generational values
Associate your brand with Gen Y
generational values
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OptimisticCommunity-family focusedOver-confident, Tenacious
OptimisticCommunity-family focusedOver-confident, Tenacious
Generational ValuesConfidence plus
Civic dutyAchievementStreet smarts
Multi-tasking on steroidsFearless
Generational ValuesConfidence plus
Civic dutyAchievementStreet smarts
Multi-tasking on steroidsFearless
Culture’s Impact: Gen YCulture’s Impact: Gen Y
Defining EventsInternet Chat
Over-involved parentingMulti-culturalism
World Trade Center attacks
Gulf War & IraqHyper Connected
Community service
Defining EventsInternet Chat
Over-involved parentingMulti-culturalism
World Trade Center attacks
Gulf War & IraqHyper Connected
Community service
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Showcase appreciation of diversityShowcase appreciation of diversity
One-third of all Gen Ys are from a minority group.
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Rely on electronic media for communication -
texting
Rely on electronic media for communication -
texting
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Gen X1965-8262 million
Gen X1965-8262 million
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Associate your brand with Gen X
generational values
Associate your brand with Gen X
generational values
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Risk-takersSkeptical
IndependentTask-driven
Risk-takersSkeptical
IndependentTask-driven
Generational ValuesTechnosavvy
Think GloballySelf-reliance
DiversityPragmatic
Generational ValuesTechnosavvy
Think GloballySelf-reliance
DiversityPragmatic
Culture’s Impact: Gen XCulture’s Impact: Gen X
Defining EventsSingle parents or 2
at work Latchkey kids
MTVComputers
Challenger DisasterRejection
Berlin Wall
Defining EventsSingle parents or 2
at workLatchkey kids
MTVComputers
Challenger DisasterRejection
Berlin Wall
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ACCS Take The “Car Free Diet”
Challenge
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Deliver
smart, simple, edgy messages . . . focus on
the
individual, not the community.
Deliver
smart, simple, edgy messages . . . focus on
the
individual, not the community.
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Gen X consumers are Gen X consumers are more cynical more cynical about advertising.about advertising.
Invest heavily in Invest heavily in
an online presence.an online presence.
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Boomers 1946-1964
76 Million
Boomers 1946-1964
76 Million
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Associate your brand with Boomer generational values
Associate your brand with Boomer generational values
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DrivenTransformational“Self”
Centered
DrivenTransformational“Self”
Centered
Generational ValuesPersonal Gratification
EntitlementControl
Work Ethic“No”
to Status QuoOptimism
Generational ValuesPersonal Gratification
EntitlementControl
Work Ethic“No”
to Status QuoOptimism
Defining EventsDr. Spock –
child’s ego
Birth of TVProsperity
Space RaceGrowth of Suburbia
Civil Rights
VietnamWatergate
Work, Work, Work
Defining EventsDr. Spock –
child’s ego
Birth of TVProsperity
Space RaceGrowth of Suburbia
Civil RightsVietnam
WatergateWork, Work, Work
Culture’s Impact: BoomersCulture’s Impact: Boomers
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511 Virginia511 Virginia
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Use life stage, not ageUse life stage, not age
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Life Stages of BoomersLife Stages of Boomers
4040 5050 6060 7070 8080
GrandparentGrandparent
EntrepreneurEntrepreneur
Empty NesterEmpty Nester
Single AgainSingle Again
ParentParent
RetiredRetired
Care-GiverCare-Giver
Source: Boomer Project Nov 04 Study
SociologySociology
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BART
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Use lifestyle
as wellUse lifestyle
as well
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If you must show a Baby Boomer person,
use younger models
If you must show a Baby Boomer person,
use younger models
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“Play In the Gray” Offer Boomers Choices & Solutions
“Play In the Gray” Offer Boomers Choices & Solutions
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Boomer Minds: Play in the GrayBoomer Minds: Play in the Gray
“It Depends”“It Depends”AbsolutesAbsolutes AbsolutesAbsolutes
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Absolute PositioningAbsolute Positioning Conditional PositioningConditional Positioning
Product-centric
Rational
Product-centric
Rational
Customer-centric
Emotional
Customer-centric
Emotional
The Ultimate Driving Machine The Ultimate
Driving MachineDrivers wantedDrivers wanted
Play in the GrayPlay in the Gray
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Downplay social benefits and focus on internal benefits –
personal benefits
Downplay social benefits and focus on internal benefits –
personal benefits
Aim InwardlyAim Inwardly
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Foothill Transit“We All Want to be Happy”
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Use Traditional MediaUse Traditional Media
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Using A Generational Lens to Advance Non-Drive Alone
Alternatives in America
Using A Generational Lens to Advance Non-Drive Alone
Alternatives in America
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$5.99
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Karen S. Smith, Ph.D.Ksmith
@ Sir Research . Com804-358-8981