GFK Roper Need To Know Report - US Generations - June 2014

GfK 2014 | Roper Reports US Need-to-Know Report | Generations | June 2014 1
People
American Generations: Lighting the Way to the Future
Contents
About
American Generations: Lighting the Way to the Future is the
latest in our series of GfK Need to Know Reports, designed to
get you the insights, foresight, and inspirational thinking you
need right now in a format that is easy to access and share
within your organization.

GfK Need to Knows address people must-reach audiences
and points of view on the issues that matter most to your
business or organization.

Each report is rooted in the most recent and relevant thinking
from your GfK Consumer Trends team and our Roper Reports

US service the most comprehensive source of intelligence and
analysis on the mindset and behaviors of American consumers.

We hope this GfK Need to Know helps galvanize your thinking
around your next marketing need to do.
Introduction: 4
American Generations: Lighting the Way to the
Future 10 Insights and Inspirations

Setting the Stage: 40 years of
Cultural Context
5
Millennials: Aligned but Still Youthful 8
Millennials: Holistic Aspirations 9
Millennials: More Diverse 10
Gen X: Aspiration Inflation 12
Gen X: Tech Tipping Point 13
Gen X: Reality Bites 14
Boom: Feeling Groovy 16
Boom: Reinventing Aging 18
Boom: A Traditional Streak 19
Summary: The Big 3 20
1
2
3
4
5
6
7
8
9
All
10
10
Insights
Inspirations
and
American Generations: Lighting the Way to the Future
Books have been written, and will continue to be written, about
American generations.
Our goal here is not to cover all that ground, but to distill the most
significant findings we have captured in more than 400 waves of
Roper Reports consumer surveys conducted over the past 40+
years to address the big picture of what has, or hasnt changed, as
Boomers have hit retirement age, Gen Xers have become middle-
aged, and Millennials have come of age.
Macro-events such as economic ups and downs affect everyone to
varying degrees, although these effects vary by life stage. For
example, during the most recent recession, older adults were
impacted more by loss of assets, while younger people saw more
job distress. And life stage itself remains a powerful predictor of
consumer wants and needs. Parents are more involved with family
and domestic issues, for instance and these days, that means
Gen X.
Yet hidden beneath these two dimensions is an inexorable
generational effect, the way in which a group of people sees the
world and shares common ground by virtue of having been born at
a certain point in time. The following pages shed light on the
differences between generations yesterday and today, which points
in turn, to the possible future.
Introduction
Methodology: This report is a distillation of need-to-know insights from Roper
Reports US surveys of Americans 18 years old and older. The research is
primarily drawn from our core surveys of 4,000 Americans conducted twice a
year online. Additional research comes from Roper historic in-person surveys
dating as far back as 1975.
Through Roper Reports studies, we have robust samples of not only major
demographic segments like men, women, generations, income segments,
parents, and Influentials, but also Americans with particular values,
aspirations, and attitudes and behaviors in a broad range products and
service categories.
Please contact your GfK Consumer Trends representative if you would like
more information on these or other groups.
43
million
14%
of
pop.
Gen Y
25-34
(1980-
89)
61 million
19% of pop.
Gen X
35-49
(1965-79)
44
million
14%
of
pop.
Gen Z**
15-24
(1990-99)
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70
Pre-Boomers (Silent and GI)
69+
(Pre-1946)
33 million
11% of pop.
M
i
l
l
i
o
n
s

o
f

P
e
o
p
l
e
*

Boomers
50-68
(1946-64)
75 million
24% of pop.
*US Census Bureau population projections for 2014; ** note that Roper Reports US surveys do not include 15-17 year olds
Who are we talking about?
aka Millennials
Age in 2014
(Birth years)
01
Setting the Stage
This report covers three key generational groups that comprise about 70% of the total US population. Baby Boomers are now in
their 50s and 60s. They are still a very large and viable consumer market. Gen X is a smaller group sandwiched in a variety of
ways between Boomers and their offspring. Generations Y and Z together comprise the Millennials group, which surpasses the
Boom in size, but is as yet an unknown quantity in many ways, including the ways in which they are or are not two distinct
generations.
Timelines of their lives
01
Setting the Stage (continued)
1946: GIs come home from WWII and the
Baby Boom begins. By 1964, Boomers
account for 38% of the US population.
Peak year: 4.3 million births in 1957.
TV Generation:
Boomers grow up with
the new medium
2011: The oldest Boomers turn
65. One of the generations icons,
Steve Jobs, dies at age 56.
1965: The birth control pill becomes legal;
births drop 7%. The birth dearth which
gives rise to Gen X begins. By 1979, Xers
account for 23% of the population.
Low point: 3.1 million births in 1973.
1980s-1990s: Fall of Berlin Wall signals
end of Communism. Long bull market in
stocks and steady economic growth.
Unemployment falls to 4% by the end of
the 1990s, lowest level since 1970.
1980: Births are rising
once again as Boomers
reach their parenting
years. By 1999, this new
Millennial generation
accounts for 28% of the
US population. Peak year:
4.2 million births in 1990.
Computer generation: Rise of
personal computers, video
games, MTV
New Millennium: Tech stock bubble bursts. 9/11 terrorist attacks
lead to wars in Afghanistan and Iraq. Real estate bubble, then
collapse. Financial Crisis. Great Recession. Unemployment
soars to almost 10%, highest level since early 1980s.
Internet and mobile generation:
iPod (2001), Facebook (2004),
iPhone (2007).
1970s: Gen X is born into an era of
social, political, and economic
dislocation: the Vietnam war,
political protests, rising divorce
rates, harsh recessions (1973-75,
1980-82), double-digit inflation,
decline of US industry.
1950s: Boomers are born into an era of post-
war prosperity, accompanied by the birth of
the suburbs, fast food and rock and roll.
2007: US births top 4.3 million,
edging out the peak year of the
Baby Boom by a few thousand.
Everyone is shaped by the events that take place around them
economic, political, technological, and social. But each
generation experiences them in a different way depending on
the age they are when events occur. For example, Millennials
have never known a world without the Internet.
Harry Potter books (1997-2007) become a global phenomenon.
US Census Bureau; Bureau of Labor Statistics
40 years of cultural context
0
20
40
60
80
1975 1995 today
Men
Women
0
20
40
60
80
1975 1995 today
Men
Women
0
10
20
30
1975 1995 today
1st marriage for men
1st marriage for women
1st birth for women
0
5
10
15
20
25
1975 1995 today
Millennial
Gen X
Boom
Pre-Boom
Median age at first marriage for men and women, and
mean age at first birth for women
% nonwhite (may or may not include Hispanics)
% age 25+ who have completed 1+ years of college % age 16+ in civilian labor force (includes unemployed)
Steadily delayed marriage and childbearing
Women now better educated
Ever-increasing diversity
Boomer retirement kicking in
01
Setting the Stage (continued)
A lot has changed since Baby Boomers were young in the mid 1970s. Americans are getting married on average 5.5 years later.
Women are now more likely than men to be college-educated; a majority are now also having their first child before (if) they get
married. And although younger generations are the most diverse, even Boomers have become more so over the years.
Todays young adults are more average in
some (but not all) ways
02
Millennials: Aligned but Still Youthful
Todays young adults are in some ways more aligned with the average
American than they have been for a long time. Yes, they are still less
satisfied than average with life in general, but this gap is smaller than it
used to be. In 1976, the average share of youthful Boomers who were
completely satisfied with various areas of life was 8 points lower than
average. When Gen X was about the same age in 1997, the gap was
even larger, at 11 points. For Gen Y today, Its just 6 points.
Likewise, fewer personal values differentiate youth today than in the
past. Todays Gen Y ranks just 8 of 26 trended values higher or lower
than average, compared with 14 values for Gen X at approximately the
same age in 2001 (see table).
That said, some things hold true for younger people regardless of
generation, like a focus on having fun.
Roper Reports US 1976-7 (in-person), 1997-3 (in-person); Fall 2013, Q15 (online); TODAY News, May, 16, 2013
Value rank
difference from total pop.
(ranked by Gen Y in 2013)
Gen X in
2001
(age 22-36)
Gen Y in
2013
(age 24-33)
Having fun +3 ranks +5 ranks
Ambition +3 +3
Knowledge +4 +2
Excitement +4 +2
Authenticity -4 +1
Equality +1 +1
Looking good +2 +1
Wealth +1 +1
Protecting family 0 0
Stable relationships -2 0
Self-reliance 0 0
Friendship -2 0
Enjoying life +1 0
Social tolerance -1 0
Open-mindedness -1 0
Status 0 0
Power 0 0
Freedom 0 -1
Learning +4 -1
Modesty -1 -1
Tradition -1 -1
Social responsibility -2 -1
Faith -2 -2
Traditional gender roles -2 -2
Respecting ancestors -2 -3
Helpfulness -3 -4
Roper Reports US 2001-1, Q77 (in-person), 2008-1 ,QG2 (online); Fall 2013 , Q14 (online)
Need to Ask
How are you talking to Millennials?
Many of the books out there today on Gens Y/Z
and Millennials talk about how to manage, lead,
engage and keep them as employees and
consumers. All of which sounds a little
condescending. They might be getting a late
start on growing up in some ways, but theyre
mature in their own way, and its not wise to talk
down to them.
Part of the Good Life
% of
18-29
Pt diff
from total
College education for
myself
55% +19 pts
Swimming pool 38 +12
Job that pays really
well
58 +11
Frequent travel abroad 51 +9
Really nice clothes 33 +9
Job that contributes to
society
34 +9
The 21
st
century offers a world of possibilities
and hopes
03
Millennials: Holistic Aspirations
Even more than in the past, young adults stand out for wanting a lot
out of life. They are more likely than average to desire more on a list
of potential status symbols; the average gap between 18-29 year olds
and all adults across 21 items was 8 points in 2010, as Gen Y was
coming of age, up from the 6-point gap in 1998 when Gen X was that
age. Yers were especially more likely to want an expensive car (+14
points from the average), elite college education (+11), expensive
jewelry, expensive boat, the best designer clothes, to shop in
prestigious stores, and know famous, prominent people (+10 each).
Todays young adults have a broad definition of the Good Life
compared with youthful generations of the past. For Boomers in 1975,
the Good Life was more about college and travel than it was for older
adults. For Xers in 1995, it was more about jobs that paid well and
nice clothes. For Gen Y, it is about these things, plus more.

An expanding good life for todays youth
Roper Reports US Fall 2013, Q75 (online); 87-6 (in-person); 1976-1 (in-person); 1995-1 (in-person); Fall 2010 (online)
Roper Reports US Spring 2010, Q71 (online)
Need to Do
How are you marketing to Millennials?
Millennials have high expectations of life. Some say they have been
coddled by their Boomer parents. But theyve seen their share of real life
and tough times, too. The Virgin America Visa Signature Card seeks to
speak to the fun-loving but also practical Millennial consumer who wants
deals and perks as much as the next person.
0%
25%
50%
75%
100%
Gen Z Gen Y Gen X Boom Pre-Boom
Hispanic, any race
Multiracial non-Hispanic
Other race non-Hispanic
Black non-Hispanic
White non-Hispanic
Diversity is mainstream, but that doesnt mean
homogeneity is the new order
04
Millennials: More Diverse
For a generation in which nearly 1 in 2 people identify themselves as something other than non-Hispanic white, Millennial diversity
may seem so ubiquitous as to hardly be worth talking about. But the reality is that it still matters. Americans with different cultural
backgrounds demonstrate differences in a host of consumer attitudes and behavior, and because this is true for younger generations
as well as older ones, its more important than ever to recognize those differences and the plentiful opportunities they present.
Evolution of measuring diversity in the US
Census Bureau projections
The 1970 census was the first to capture
the entire Hispanic origin population. It is
NOT a race group, and 53% of Hispanics in
2010 identified as White. Yet 38% specified
some other race, presumably because
they feel their Hispanic origin equates to
their racial identity.
The 2000 census was the first that
allowed people to select more than
one race
% distribution of US generations by race/ethnicity
Diversity makes some generational differences
even more pronounced
04
Millennials: More Diverse (continued)
In some cases, differences across race/ethnic groups hold
across generations. For example, Blacks of all ages are
more worried than average about genetically modified food,
and Asians of all ages are more likely to plan to buy new
non-American cars. In other cases, being young trumps
race/ethnicity, such as with technology in general.
Life stage and diversity can also combine to create even
bigger differences. For example, both Blacks and
Millennials are less likely than average to say they enjoy
Italian cuisine, with the result that Black Millennials are
vastly less likely than average to prefer this type of food
(53% versus 70%).
Asians and Millennials are both more likely to say they feel
under pressure to conform to what their peers are wearing,
so Millennial Asians outstrip the average on this front by a
long shot (30% versus 12%).
And Hispanics and Millennials are more likely to list
painting/sketching/drawing among their hobbies, so
Hispanic Millennials are ahead of the pack on this front
(20% versus 8%).
The combined power of generation and culture
Roper Reports US Spring 2013, Q16, 17, 39 (online); Fall 2013, Q27-29, 46, 73 (online)
56
67
68
61
69
78
73
67
0
20
40
60
80
100
White Black Hispanic Asian
Total Millennial
Need to Understand
Do you know which attributes are the primary drivers for your
category?
Consumer attitudes and behaviors vary by generation and
cultural background. Its important to know when and how
age/life stage trumps race/ethnicity, and vice versa.
% who play video games at least monthly
Coolly pragmatic Gen X has long been
skeptical of the idealism of the Boomers
05
Gen X: Aspiration Inflation
Boomer-dominated 18-29 segment
was even more experience-focused
Experiences Possessions
Gen X-dominated 18-29 segment was
even more so
Gen Y-dominated 18-29 segment is
even more so
58%
63%
58%
44%
56%
49%
The total public was experience-oriented
in 1975 (55% vs. 43%, a 12-point gap)
14-pt gap
The total public was increasingly
possessions-oriented in 1994 (58%
each, no gap)
The total public swung back to being more
experience-oriented in 2010 (48% vs. 43%, a
5-point gap)
5-pt gap 7-pt gap
A job paying much
more than average, +7
pts from total public
In 1994, Gen Xs vision of the
Good Life was more about
Really nice clothes, +7
pts from total public
Roper Reports US 1976-1 (in-person), 1995-1 (in-person); 2010 (online)
Gen X came of age as Americas vision of the Good Life shifted from experiences to possessions
How Americans viewed the Good Life: Average % for seven experiences and seven possessions
Every generation reacts against the generation before it. Where the Baby Boomers were
idealistic and experiential, Gen X the latchkey generation that grew up as divorce
rates skyrocketed has been coolly pragmatic. Coming into adulthood in the Reagan
years, as the long bull market in stocks was beginning, and a growing economy fed an
Aspiration Inflation that led to growth in everything from BMWs to designer jeans, Gen
Xers adopted a more materialistic vision, putting their faith in the tangible and in
attaining a high-paying job that could insulate them from lifes vagaries.
Gen X is more likely to want, follow, and adopt
new technologies
06
Gen X: Tech Tipping Point Generation
One thing that has earned Gen Xs faith is technology. Gen X has long been the
tech tipping point generation, much more likely to want, follow, and adopt
technologies than its elders. Xers are particularly likely to want accessibility and to
keep up with what their friends are using. This has created opportunities for
marketers who are quick to bring new tech innovations to market such as faster,
more convenient online shopping, restaurant delivery, and entertainment options. It
has also created challenges for marketers who fail to keep up.
Roper Reports US Spring 2011, Q26, 30 (online)
49
28
12
2
45
28
17
2
28
33
26
3
23
32
33
3
Find new technology exciting,
use it as much as I can
It must be mastered if remain
up-to-date
It is a bit beyond me It scares me
Gen Y Gen X Boom Pre-Boom
The biggest gap in technology is between Gen X and Boomers
% who say statement best describes their attitude to new technology
72% of Gen Xers feel it is important
to always be reachable wherever I am
(+14 points from Boomers)
59% of Gen X want to have products
that are at least as up-to-date as their
friends (+17 points)
Gen Xs reputation for questioning the larger
society has deep roots
07
Gen X: Reality Bites
The reputation that Gen X gained for pessimism in its youth was not
undeserved. Where the Baby Boom was fairly dissatisfied with its lot
relative to the average for its time, Gen X was even more dissatisfied.
Todays young adults, by comparison, are more sanguine. That hard
edge coming of age in a harsher world, never catered to the way the
much-larger Baby Boom generation was has arguably continued to
make Gen X a tougher sell.
Boomers in 1976

Gen X in 1997

Gen Y in 2011

Biggest Satisfaction Gaps
When they were in their 20s, Gen Xers were particularly less satisfied
than average with the way they were raising their children (-22 pts from
average), the size of their community (-15), the part of the country they
lived in (-14), their moral code (-14), and house they lived in (-13).
-6.2
-10.8
-8.3
-15.0 -10.0 -5.0 0.0
18-29 year old average satisfaction for 13 trended items and pt diff. from total US in respective years
The most dissatisfied generation? Gen X came of age distinctly out of step with its society
Need to Do
Understand Gen Xs take on humor
Theres good reason that Gen X has produced so many
famous comedians, like Will Farrell (b. 1967, above) to Tina
Fey (b. 1970, above), Amy Poehler (b. 1971), South Park
creators Trey Parker (b. 1969) and Matt Stone (b. 1973)
and Family Guy creator Seth MacFarlane (b. 1973). Xers
learned early on that the best response to the world they
inherited was to find the humor in it.
43%
31%
35%
Avg. satisfaction
Avg. pt diff. from total
Roper Reports US 1976-7 (in-person); 1997-3 (in-person); Fall 2013, Q15 (online)
Gen Xs skepticism has been entrepreneurial
fuel watch for education to be next focus
07
Gen X: Reality Bites (continued)
Roper Reports US Spring 2013, Q22; 1998-1, Q18 (in-person)
27
33
43
21
4
16
19
24
13
2
Total public 18-29 years
old
30-44 years
old
45-59 years
old
60 and older
1998 2013
% citing making sure children can go to college as one of 2-3 main financial aims
Generation Xs skepticism is not the dead end thats been portrayed in the media. It has
also been fuel for the entrepreneurism that has been a marker of this generation, from
technology (Google) to television (shows like Breaking Bad) to the craft foods
movement. This pragmatic, innovative streak may transform education next, as its kids
move into the college years. Gen X has turned decidedly skeptical of the US education
system, particularly the cost of college. Saving for college, once the #1 financial priority
of the X-rich 30-44 year old age group, has fallen to 4
th
, -19 points from 1998.
Theres growth in technical and
trade schools, the return of
manufacturing, and the Thiel
Fellowship getting paid NOT
to go to college. Gen X dad
Its definitely top of conversation
among our peer group. College
education just doesnt have the
luster that it once did and is seen
as an unnecessary financial
burden if there are viable
alternatives. Gen X mom
Need to Do
Practical innovation
The built-in vacuum in Hondas Odyssey
minivan and the remoter starters on
many autos today are the kind of
practical innovations that appeal to Gen
X. Volkswagens Star Wars themed
Super Bowl commercial spotlighting its
remote starter was one of most popular
ads of recent years.
In Gen Xs sights: A re-examination of colleges value for the dollar
The Boomers inherent optimism about their
prospects was seeded long ago in their youth
08
Boom: (Still) Feeling Groovy
When Baby Boomers talk about the good old days, they have a point. The Boomers
grew up in a world that was friendlier than the one their Millennial children are entering.
Pluralities to majorities of the Boomer-rich 18-29 year old age segment in 1974 were
optimistic about eight different areas of American life. In 1995, in contrast, the now Gen
X-dominated 18-29 segment was only optimistic about four areas. By 2010, the
Millennial-rich 18-29 segment was only optimistic about two areas.

MORE OPTIMISTIC than the total public, 33%
optimistic vs. 40% pessimistic.

ON PAR with the averages for the total public, 39%
22%
51%
Pessimistic
Optimistic
37%
39%
Pessimistic
Optimistic
38%
35%
Pessimistic
Optimistic
Average optimism/pessimism among 18-29 year olds on eight trended statements about the future of the society and nation

ON PAR with the averages for the total public, 51%
Roper Reports US 1974 (in-person); 1995-3 (in-person); Spring 2010, Q6 (online)

2010: OPTIMISTIC on 2 of 8 statements, pluralities of
18-29 year olds were optimistic (same as 2 of 8 of total
public)

1995: OPTIMISTIC on 4 of 8 statements, pluralities of 18-
29 year olds were optimistic (same as 4 of 8 of total public)

1974: OPTIMISTIC on 8 of 8 statements, pluralities of 18-
29 year olds were optimistic (vs. 7 of 8 for the total public)
Baby Boomers came of age in a world that was friendlier and it inspired their optimism
Need to Do
Project confidence
Boomers can and do get shaken. But
their innate optimism can be reactivated
with messages projecting confidence that
life can get back on track.
Boomers basic sense of optimism lives on in
their faith in Social Security
08
Boom: Feeling Groovy (continued)
Boomers may now be distinctly less sanguine about the state of the world, along with
everyone else. But their optimism of days past surfaces in other parts of life. Were
seeing it now in their points of view on retirement savings as they begin to leave the work
force. While many Boomers recognize that they will continue to have to work in
retirement, most think that institutional supports like Social Security will still be there for
them. This is decidedly not a view that younger generations share.
Optimism among 18-29 year olds (in respective years) on eight trended statements about the future of the society and nation
61
59
59
56
51
42
39
38
Insititution of marriage and
family
Quality of life in this country
Ability to get along with other
countries
System of education
System of government and
how well it works
The way leaders are chosen
Soundness of economic
system
Moral and ethical standards
50
47
47
46
Ability to get along with
other countries
Quality of life in this
country
The way leaders are
chosen
Insititution of marriage
and family
50
46
Quality of life in this
country
Insititution of marriage
and family

2010: What Gen Y was optimistic about

1995:, What Gen X was optimistic about

1974:, What Boomers were optimistic about
What Boomers were optimistic about and how that optimism faded with subsequent generations
54% of Boomers who are not
retired (and 67% who are) are
counting on Social Security as a
source of income in retirement
+22 points from Gen X, +30 pts from Gen Y,
and +34 pts from Gen Z
Roper Reports US 1974 (in-person), 1995-3 (in-person) and Spring 2010, Q6 (online); RRUS Spring Core 2012, Q.27/28 (online)
Boomers focus is now turning to aging their
way expect change to follow
Roper Reports US TeleCell November 2012, Q9 (phone); December 2004, Q7 (phone); Roper Reports Worldwide 2012, QK3-4 (online filtered for US)
2004: % of Baby Boomers who tried something
new in recent years
1. Fitness & exercise 66%
2. Technology 65
3. Learning & education 62
4. Health 61
5. Dealing with aging 57
5. Diet 57
7. Hobbies 51
8. Work & career 49
9. Religion & spirituality 37
10 Parenting 33
Today: % of Baby Boomers who have tried
something new in recent years
1. Health 66%
2. Dealing with aging 64
2. Fitness & exercise 64
4. Diet 61
5. Hobbies 56
5. Learning & education 56
7. Technology 55
8. Religion & spirituality 45
9. Work & career 39
10 Parenting 30
09
Boom: Reinventing Aging
Boomers innate sense of optimism has enabled them to launch into each life stage with a sense of reinvention. This is
happening now with aging. Old age is being retired at least as a term. The plurality of Boomers refuse to cite an age when old
age begins, saying you cant say when old age begins, it varies too much. They feel comfortable in their own skin. But this
doesnt mean theyre complacently aging in place. Look for health, diet, hobbies, and religion to change in all, large and
growing numbers of Boomers are trying new things.
47% of Boomers feel
they look younger than
their age, +16 points
from the response of 48-
66 year-olds in 2007
79% of Boomers feel
comfortable with
appearance at their age
(+12 pts from Gen Z)
Boomers have an often unrecognized
conservative side in social attitudes
10
Boom: A Traditional Streak
While Boomers were known for rebelliousness in their youth, theyve always had a
traditionalist core. They came of age with a fairly strong work ethic 44% said
work was more important than leisure when they were 18-29, +8 points from Gen
X and +26 points from Gen Y at comparable ages. Theyre far less likely today to
be supportive of social change than younger Americans for example, only 47%
of Boomers consider two married gay men to be a family, vs. 62% of Gen Y.
44
36
18
43
45
42
10
18
38
Boomers (1975) Gen X (1996) Gen Y (2012)
Both
Leisure
Work
% of 18-29 year olds saying work is the important thing vs. saying leisure is the
important thing
Boomers have a strong work ethic at their core
Roper Reports US 1975-9 Q44 (in-person), RRUS 1996-8 Q9 (in-person) and RRUS 2012 Fall Core, Q16, Q20 (online); RRUS 2011 Spring Core, Q15 (online)
6
13
8
12
12
11
15
14
16
14
19
17
24
19
Boom Total
% distribution by Value Types
Need to Do
Here come the grandparents!
Boomers work ethic likely will make them
pitch-in-and-help grandparents. 57% of
Boomers are now grandparents, 8% have
provided regular child-care to
grandchildren, and many think family in
leisure priorities and vacations.
The Boom, Gen X, and Millennials have each defied
expectations in their own way. Young people are often
maligned by older people at the outset, but they inevitably
work with the resources available and form their own take
on what it means to be happy, successful, and fulfilled.
Marketers who understand how the varied perspectives of
Boomers, Gen Xers, and Millennials are reshaping life
stages as they move through them will reap the benefits of
being in tune with American generations.
With the oldest Gen Xers turning 50 next year, the oldest
Boomers approaching 70, and the oldest Millennials now
in the householder years, marketers must anticipate their
changing wants and needs within the context of the
broader social, economic, and political environment and
their generational personalities.
Boom: Still Questioning the Status Quo
Gen X: Skeptical but Success-Oriented
Millennials: Making Their Way
Summary and Implications All
For a generation that was born into an era of limits and
initially labeled as slackers, Gen X has put its critics in their
place. Xers have turned out to be over-achievers rather than
under-achievers, breaking records and creating change
across the landscape. Gen X is at the core of the American
family and, increasingly, the C-suite, and its only a matter of
time before one makes it to the White House.
Millennials have come of age in a world far different from the
idealized future they and their Baby Boomer parents
envisioned. For many, adulthood at least as its been
traditionally defined has been delayed as the economy has
posed stumbling blocks and the value of higher education (and
student debt) increasingly comes into question. Most will
pursue parenting, homeownership, and other traditional goals
in due course. But they will do it their own way, just as young
adults in the past have always done.
Baby Boomers may not be as rebellious or cutting-edge as they
once were, but it is definitely not time to write them off. They still
comprise one in four Americans, they retain much of their
youthful optimism, and they still have a lot of money. Whats
more, Boomers are experiencing a variety of new life events,
both positive and negative, that will spur new kinds of spending
patterns in the years to come.

GFK Roper Need To Know Report - US Generations - June 2014

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GfK 2014 | Roper Reports US Need-to-Know Report | Generations | June 2014 1

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