Demographics & Trends

MKT 750Dr. West

Agenda

Demographic Presentations Snapshot of Important Demographic and Social Trends Time to Work With Your Team

Demographic Profiles

How long should your presentation be?Plan a 15 minute presentation, then there will 5 minutes for Q & A

What kind of information should your presentation include?

Size and Concentrated PocketsFocus on what makes this segment unique in terms of needs, values, and lifestyleIdentify brands that connect well with this segment and discuss whyProvide insights into how this segment can be better served and how to best communicate with themBe sure to include a reference list of resources used

Evaluation: Content & Style

Score: 1 - 5

Characterization of segment

Value system

Lifestyle

Attitudes

Decision-making style

Spending habits

Serving this segment

Resources

Organization of the talk

Summary & takeaways

Overall Analysis

Score: 1 - 5

Articulate

Entertaining

Persuasive

Pace

Professional

Visually Appealing

Well Rehearsed

Overall Analysis

Demographic Groups

Why are we studying various generational and cultural groups?

Both directly influence marketplace behavior

Generational Influence

Marketing Communications

Marketing Communications

Life Cohort Current Stage Experiences Conditions

Values

Preferences

MarketplaceBehaviors

Culture/Upbringing

Culture/Upbringing

Cultural Influence

ValuesValues

PreferencesPreferences

Market Behaviors

Market Behaviors

Marketing Communications

Marketing Communications

Symbols/Language

Symbols/Language

Heroes/Infuencers

Heroes/Infuencers

Lifestyle/Customs

Lifestyle/Customs

Other-Oriented valuesIndividual/Collective:

Does the culture emphasize and reward individual initiative or cooperation and conformity to a group?

Youth/Age:Do family activities focus on the children or adults?

Extended/Limited Family:To what extent does one have lifelong obligations to family members?

Masculine/Feminine:Are rank, prestige, and important social roles assigned primarily to men?

Competitive/Cooperative:Does one obtain success by excelling over or cooperating with others?

Diversity/Uniformity:Does the culture embrace variation in religious belief, ethnic backgrounds, political views, etc…?

Environment-Oriented Values

CleanlinessTo what extent is cleanliness emphasized?

Performance/StatusIs one rewarded based on performance or inherited position?

Tradition/ChangeIs things valued for the sake of tradition or is progress pursued?

Risk Taking/SecurityAre the societies heroes ones who have met and overcome obstacles?

Problem Solving/Fatalistic“We can do it” versus “What will be will be”

NatureIs nature admired or viewed as something to overcome?

Self-Oriented Values

Active/Passive LifestyleSensual gratification/AbstinenceMaterial/NonmaterialHard Work/LeisurePostponed/Immediate GratificationReligious/Secular

Other-Oriented

Individual T CE* Collective

Limited family TEC Extended family

Diversity EC T Uniformity

Competition T C E Cooperation

Youth T C E Age

Masculine T C E Feminine

* T = Traditional, E = Emerging, and C = Current

American Culture

Environmental-Oriented

Max Cleanliness TC E Min Cleanliness

Performance T E C Status

Tradition EC T Change

Risk Taking T E C Security

Problem Solving T CE Fatalistic

Admire Nature E C T Overcome Nature

* T = Traditional, E = Emerging, and C = Current

American Culture

Self-Oriented

Active ECT Passive

Material T C E Nonmaterial

Hard Work T C E Leisure

Sensual C E T Abstinence

Religious T EC Secular

Postponed T EC Immediate

Gratification Gratification

* T = Traditional, E = Emerging, and C = Current

American Culture

Snapshot of Demographic Trends

The US population more than tripled from 76 million in 1900 to 281 million in 2000.Growth of 32.7 million in the 1990s represents the largest numerical increase in any decade in history

Snapshot of Demographic Trends

Snapshot of Demographic Trends

Snapshot of Demographic Trends

The US population grew increasingly metropolitan, from 28 percent in 1910 to 80 percent in 2000. The suburbs, rather than central cities accounted for most of the growth

By 2000 half of the population lived in suburban areas.

Snapshot of Demographic Trends

Snapshot of Demographic Trends

Snapshot of Demographic Trends

In 1900 half of the US population was less than 22.9 years old. By 2000, half of the population was more than 35.3 years old.

The population age 65 and over increased tenfold, from 3.1 million in 1900 to 35 million in 2000.

Snapshot of Demographic Trends

Snapshot of Demographic Trends

Snapshot of Demographic Trends

In 1900, 7 out of 8 Americans was classified as white/not-Hispanic.At the of the century, the ratio was 3 out of 4.

From 1980 to 2000, the Hispanic population more than doubledBy 2000, the percentage of minority populations ranged from 16 percent for people over age 65 and 39 percent for those under age 25.

Snapshot of Demographic Trends

National Trends & Projections