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Introducing a new generation of youth. It’s time to face the facts—the Era of Millennial Youth Marketing is over. A new generation has arrived, and we call the Centennials. This generation will create new rules for the marketplace, and have influence beyond their size and years. The TRU Youth MONITOR team has been studying the next generation for the past five years, and no one knows more about their attitudes, values and activities. In this presentation we will share how they differ from Millennials, and what to keep in mind as you plan to reach this generation, today and into the future.
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© 12014
© 42014
INTRODUCING THE NEXT GENERATION
COHORT
LIFESTAGE
THE ROAD AHEAD
© 52014
INTRODUCING THE NEXT GENERATION
© 62014
2014©
2014©
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Source: 2014 U.S. Yankelovich MONITOR2014©
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MILLENNIALS: 1979-1996
SHIFT IN PARENTAL VALUES
CHANGE IN PARENTING GENERATIONS
DECLINE IN BIRTH RATES
NEW CONTEXT IN WHICH YOUNG PEOPLE ARE GROWING UP
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BORN AT TURN OF
NEW CENTURY
LOWER BIRTH RATES
SMALLER EXPECTATIONS
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Erik Finman
Trisha Prabhu
Jazz Jennings
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16-24 YEAR OLD
YOUTH TARGETCENTENNIALS MILLENNIALS
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16-24 YEAR OLD TARGET WILL BE
78% CENTENNIALS IN 5 YEARS!
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INTRODUCING THE NEXT GENERATION
COHORT
2014
COHORT LIFESTAGEMINDSET
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COHORT LIFESTAGEMINDSET
2014
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© 252014MULTICULTURAL POLYCULTURAL
2014©
© 262014MULTICULTURAL POLYCULTURAL
© 272014MULTICULTURAL POLYCULTURAL
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FREEDOM TO EXPLORE NEED FOR SECRECY & PROTECTIONS2014
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FREEDOM TO EXPLORE NEED FOR SECRECY & PROTECTIONS
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FREEDOM TO EXPLORE NEED FOR SECRECY & PROTECTIONS
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Highly Processed Food Barely Processed Food WE DAMAGE THE EARTH THE EARTH DAMAGES US2014
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Highly Processed Food Barely Processed Food WE DAMAGE THE EARTH THE EARTH DAMAGES US
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Highly Processed Food Barely Processed Food WE DAMAGE THE EARTH THE EARTH DAMAGES US
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ROBUST MIDDLE CLASS HOLLOWING OUT OF MIDDLE CLASS2014©
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ROBUST MIDDLE CLASS HOLLOWING OUT OF MIDDLE CLASS
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ROBUST MIDDLE CLASS HOLLOWING OUT OF MIDDLE CLASS
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ERA OF COLLABORATION ERA OF POLARIZATION2014©
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ERA OF COLLABORATION ERA OF POLARIZATION
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ERA OF COLLABORATION ERA OF POLARIZATION
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EXUBERANT , WITH WILD AMBITION ASTUTE, WITH TEMPERED EXPECTATIONS2014©
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EXUBERANT, WITH WILD AMBITION ASTUTE, WITH TEMPERED EXPECTATIONS
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EXUBERANT, WITH WILD AMBITION ASTUTE, WITH TEMPERED EXPECTATIONS
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INTRAPERSONAL INTELLIGENCE PRACTICAL INTELLIGENCE2014©
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INTRAPERSONAL INTELLIGENCE PRACTICAL INTELLIGENCE
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INTRAPERSONAL INTELLIGENCE PRACTICAL INTELLIGENCE
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WORKING THE SYSTEM WORKING AROUND THE SYSTEM2014©
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WORKING THE SYSTEM WORKING AROUND THE SYSTEM
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WORKING THE SYSTEM WORKING AROUND THE SYSTEM
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EXUBERANT, WITH
WILD AMBITION
INTRAPERSONAL INTELLIGENCE
WORKING THE SYSTEM
ASTUTE, WITH TEMPERED
EXPECTATIONS
PRACTICAL INTELLIGENCE
WORKING AROUND THE SYSTEM
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INTRODUCING THE NEXT GENERATION
COHORT
LIFESTAGE
2014©
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COHORT LIFESTAGEMINDSET
2014
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1. “STAGING AREA” FOR ADULTHOOD
2. SEIZING CONTROL AWAY FROM AUTHORITY FIGURES
3. STRIKING OUT ON THEIR OWN
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1. TESTING BOUNDARIES
2. EXPLORATION
3. SELF-DISCOVERY2014©
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1. IDENTITY FORMATION
2. SOCIAL RESPECT
3. PERSONAL IMPORTANCE2014©
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REASONS WHY 65% OF 12-17 YEAR OLDS THINK CAREFULLY ABOUT WHAT
THEY POST ON SOCIAL MEDIA:
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COHORT LIFESTAGEMINDSET
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THE FUTURE
WILL TAKE
CARE OF ITSELF
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BLINDSIDED. BACK ON THEIR HEELS. EYES WIDE OPEN. UP ON THEIR TOES.2014©
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BLINDSIDED. BACK ON THEIR HEELS. EYES WIDE OPEN. UP ON THEIR TOES.
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BLINDSIDED. BACK ON THEIR HEELS. EYES WIDE OPEN. UP ON THEIR TOES.
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INTRODUCING THE NEXT GENERATION
COHORT
LIFESTAGE
THE ROAD AHEAD
2014©
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…THEIR SIMILARITIES AND THEIR UNIQUE DIFFERENCES2014©
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OUR REPORTS : 2 KEY GENERATIONAL PERSPECTIVES
SPRING: CONSUMERS & COMMERCE (INCLUDING BRAND METER)
FALL: PERCEPTIONS & PRIORITIES
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OUR INTELLECTUAL FOCUS
CURRENT MINDSETS
CULTURAL INTELLIGENCE
DIGITAL PERSPECTIVE
EARLY INDEPENDENCE
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BLINDSIDED. BACK ON THEIR HEELS. EYES WIDE OPEN. UP ON THEIR TOES.
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“TRULY AND EFFECTIVELY
RELATING TO THOSE WHO ARE
DIFFERENT FROM
THEMSELVES—ENGAGING IN
EFFECTIVE DIALOGUE,
WORKING TOGETHER WITH
MAXIMUM EFFICIENCY AND
DEVELOPING STRONG
PERSONAL RELATIONSHIPS ” –U.S. Yankelovich MONITOR
2014©
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CENTENNIALS ARE THE
MOBILE NATIVES
MILLENNIALS ARE THE
MOBILE IMMIGRANTS
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CENTENNIALS’ RESILIENCE AND GRIT WILL MEAN
AN EARLY EXHIBITION OF INDEPENDENCE AND
CONTROL OVER THEIR LIVES2014©
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