Presentation given as third in series for Free Brown Bag Presentations. Presented by Allison Meadows and Michelle Kreinbrook

1. Realize!
Michelle Kreinbrook, Unity Healthcare
Allison Meadows, Mulberry Health & Retirement

2. Generational Timelines
• Greatest Generation
– born prior to 1946 (65 + years of age in 2010)
• Boomers
– 1946 – 1964 (46 to 64)
• Gen X
– 1965 – 1976 (34 to 45)
• Millennials
– 1977 – 1994 (16 to 33) Classics
• Gen Z
– Do we care??

3. Source: Nielsenwire

4. Source: Nielsenwire

5. Source: Nielsenwire

6. GEN X
• Individualistic: Generation X came of age in an era of two-income families,
rising divorce rates and a faltering economy. They are the latch-key
children.
• Independent, resourceful and self sufficient: They may display a casual
dislike of authority and structured work hours and hate to be micro-
managed.
• Technologically Adept: They’re the first generation to grow up with
computers and technology is woven into their lives. This generation is
comfortable using PDAs, cellphones, e-mail, laptops and Blackberrys.
• Flexible: Generation X is less committed to one employer and more willing
to change jobs to get ahead than previous generations. They adapt well to
change and are tolerant of alternative lifestyles. Generation X is ambitious
and eager to learn new skills but want to accomplish things on their own
terms.
• Value Work/Life Balance: Unlike previous generations, Gen X’ers work to
live rather than live to work.

7. MEET MELISSA
• Gen X’er
• Mom
• Professional
• Facebooks (a lot!)
• How do you reach her?

8. BABY BOOMERS
• The emotional factor is critical. Emotional connection has been proven
to be the one common denominator in prompting decision making by
boomers and seniors.
• Boomers are the wealthiest consumers with a buying power of $2.3
trillion annually for consumer goods and services. That’s $400 billion
more than any other consumer demographic.
• Boomers want luxury and want things done for them. They are known
as the “do-it-for-me” generation.
• Believe it or not, but Boomers spend more time online than watching
television.
• Boomers are very likely to subscribe to online newsletters.
• Boomers want to be treated individually, not grouped in “herds.”

9. Meet Jan
• Mom/Grandmother
• Empty Nester
• Professional
• Motorcyclist???
• How do you reach her?

10. SENIORS
• Senior consumers don’t process negative
messages.
• Seniors rely on their “gut” more than any
other age group.
• Seniors, aged 65 and older, are the fastest
growing group of Internet users. Right now,
about 25% of them are already online. By
2015, that number is expected to grow to
about 55%.

11. Meet Coralee
• Retired
• Mom and Grandma
• World Traveler
• Definitely doesn’t look her age
• How do you reach her?

12. RESOURCES
• Boomer Consumer by Matt Thornhill and John Martin. They
also own a company and website: boomerproject.com
• Ageless Marketing by David Wolfe
• MetLife Foundation/AARP Caregiving in the U.S. (access
complete report with extremely valuable info (I have one hard
copy of the report that I’m happy to loan):
http://www.caregiving.org/data/04finalreport.pdf)
• The Boomer Project theboomerproject.com
• The TTN Care Collaborative was started by a group of women
who were concerned about care transition:
http://www.thetransitionnetwork.org/ResourceSection.aspx?
NewsTypeId=9
• http://blog.nielsen.com/nielsenwire/consumer/mining-the-u-
s-generation-gaps/print/

13. Let’s take a closer look at
TIPPECANOE COUNTY

14. Population according to U.S.
Census Bureau
• 2008 Estimate - 164,347
• Persons under 5 – 6.7%
• Persons under 18 – 21.5%
• Persons 65 and over – 9.6
• Female – 48.3%

15. Population according to U.S.
Census Bureau
• White persons – 89.6%
• Black persons – 3.6%
• American Indian and Alaska Native – 0.4%
• Hispanic or Latino – 7.3%

16. When compared to the general population, on average…
TOPLINE MULTICULTURAL BUYING
INSIGHTS

17. Hispanic Shoppers
• Tend to spend more on categories for babies
and children — (Hispanic households
represent 11.8% of CPG total spending, but
16.6% of disposable diaper sales.)
• Tend to spend more in traditional mass
merchandise and warehouse clubs
• Tend to spend more on food consumed at
home

18. African American Shoppers
Tend to spend more on health and beauty
products, like fragrance (African Americans
represent 11.0% of CPG total spending, but
20.3% of dollars spent in beauty supply
stores.)
Tend to spend more in drug and dollar stores

19. African American Shoppers - cont
Tend to spend more on ingredients used to
cook from scratch
Tend to buy fewer items on deals or with
coupons
Tend to spend more on food consumed at
home

20. Asian American Shoppers
Tend to spend more in club stores (Asian
Americans represent 3.0% of CPG total
spending, but 5.5% of dollars spent in
warehouse clubs.)
Tend to spend more on categories for babies
and children
Are more likely to eat outside of the home

21. When compared to the general population, on average…
TOPLINE MULTICULTURAL MEDIA
INSIGHTS

22. Hispanic Media Consumers
Strong following of Telenovelas
On average, watch more broadcast and satellite
TV
Display higher usage of mobile internet

23. African American Media Consumers
Have the highest TV usage of any
demographic at nearly 80 hours a week per
household
Have a higher percentage of multi-set
households
Display higher usage of mobile internet

24. Asian American Media Consumers
More likely to have newer technology (DVD,
HD, Digital Cable)
Tend to watch less TV