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Annimac Futurist annimac.au

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.

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Annimac Futurist annimac.au

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  1. 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

  2. Rate of Change • 15 minutes - new technology • 15 days - new product / service • every day - 15 million web pages Amount of change now inone day Grandparents had inone year Younger means faster

  3. Driving all Drivers of Change Technology by 2020 70% of job types do not exist now because 80 % technology not thought of yet

  4. 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

  5. Running Out of Oil Supplies debate : The Big Rollover

  6. Changing Nature of Work From competitive capitalism to co opitalism From commodification to sustainability • Project based Team based • Relationships • One off alliances - consortia • Globally networked • Fast flat skill decision making • Value driven

  7. ChangingNature 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 income jobs • SOHO : small office home office • Global networks - local identity

  8. With such rapid change How do different age groups • make sense of their world • value their world • impact their world

  9. Generations Baby Boomers b 1945 – 60 age 45 - 60 fewer males Generation X 1960 – 75 30 - 45 largest number DotComs 1975 – 90 15 – 30 first wired gen Ferals 1990 – 05 0 - 15 fewest - ½ GenX

  10. 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

  11. 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

  12. Generation Xers30 – 45 • Single Childless Net Dating • Varied lifestyles Varied workstyles • SOHO • Risk takers Fast decisions • Materialism assumed • Environmental values • Personal journey • Expect & accept change

  13. 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

  14. DotComs 15 – 30 Own path Temporary pairing Group socialising Internet relationships No careers No home I.d. from activity Wired Immediacy Multi channeled Multi actions Planetary group mission Cluetrain Manifestowww.cluetrainmanifesto.com Temporary deference Need change

  15. Impact for Marketing 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

  16. Ferals0 – 15 Wild Child No limits No boundaries Planetary mission create sustainable world Parallel universes Wired Unlimited mind channels Global i.d. from self values Future jobs unimportant Non consumers No deference Respect when needed Live change & ignore barriers

  17. Impact for Marketing 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

  18. 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 !

  19. Thriving into the future :

  20. thank you www. annimac.com.aufree Trendsletter

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