8/22/18

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Generations Matter

Reaching Under-Reported Communities

Amy Lynch, Generational Edge

Silent

1927 . . . . . . . . 1946

BabyBoomer74.9M

. . . . . . . . 1965

Gen X60M

. . . . . . . . 1980

Millennial75.4M

. . . . . . . . 2000

Gen Z70M

. . . . . . . .

Alpha GenGen EdgeiGenSpimesDeltasCentennialsBuilders

WHO WILL BE UNDER-REPORTED

AND WHY? Silent

.8M

1927 . . . . . . . . 1946

BabyBoomer

1.7M

. . . . . . . . 1965

Gen X1.7M

. . . . . . . . 1980

Millennial1.7M

. . . . . . . . 2000

Gen Z.5M

. . . . . . . .

1M

2M

2010 Tennessee / 2020

Millennial1.5M

Gen Z1.6MBaby

Boomer1.5M

Silent.5M

Silent 4K

4K4,0001946

Boomer 8K

. . . . . . . . 1965

Gen X30,000

. . . . . . . . 1980

Millennial78,000

. . . . . . . . 2000

Gen Z71,000

. . . . . . . .

100,000

200,000

TN GenerationsHispanic 2010 / 2020

Black 1M

125,000114,188

98,896

31,3027,500

Silent 74K

1946

Boomer200,000

. . . . . . . . 1965

Gen X290,000

. . . . . . . . 1980

Millennial265,000

. . . . . . . . 2000

Gen Z160,000

. . . . . . . .

TN Black, African American, Non-Hispanic Generations 2010 / 2020

500,000

331,000

268,000

222,000

50,000

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AWAKENINGPassionate

AUTHORITY CHALLENGED

4th TurningUrgent

AUTHORITY RESHAPED

BELONGINGUpbeat

AUTHORITY RESPECTED

UNRAVELINGSkeptical

AUTHORITY DISTRUSTED

GEN XRELY ON SELF /DISTRUST GOVT

BOOMERSRELY ON GOVT

MILLENNIALSRELY ON SELF /

GROUP

SILENTSRELY ON /

TRUST GOVT

3RD GEN

2ND GEN 4TH

TURNING

1ST GEN IMMIGRANT

RESPECT AUTHORITY

SILENTS

SILENTS

Regular Joe

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BABY BOOMERS

use I VOTED stickers analogy

WORDS THAT WORKVISION, DREAMPOSSIBILITYPROGRESS, IDEALEXCELLENCEPERSONAL POTENTIAL EXCEPTIONAL

THE RIGHT THING TO DO.

What message will resonate about the

census?GENERATION X

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AVERAGE WEEKLY EARNINGS ADJUSTED FOR INFLATION

PUBLIC TRUST IN GOVERNMENT

MORE LIKELY TO SEE A UFO THAN RECEIVE SOCIAL SECURITY

33%

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ARMY OF

ONE

BE ALL THAT YOU CAN BE.

THE RIGHT THING TO DO.THIS WORKS.

HERE’S PROOF. What message will resonate about the

census?

I AM A GIFT..

MILLENNIALS

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Do You Trust Government in Washington to Do What is Right?

WOULD YOU SAY THAT MOST PEOPLE CAN BE TRUSTED?

19%

Pew Research Minorities, low income = less social trust

US HOUSEHOLDS IN POVERTYHead of Household by Generation

Boomer

Gen X

Millennial

5M

4.2M

5.3M

Silent 2M

including employment, income,

MILLENNIALS WHO ARE PARENTS

25%Young MothersUnmarriedNot Living in Own HouseholdPoverty Racially Diverse

use I VOTED stickers analogy

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find

TOGETHER, FUTURE IMPACT, SHARE CO-CREATE COMMUNITYCOLLABORATEINFLUENCE

WORDS THAT WORK

ARMY STRONG

BE ALL THAT YOU CAN BE.

ARMY OF ONE.

THE RIGHT THING TO DO.THIS WORKS.

HERE’S PROOF. LET’S FIX THIS

TOGETHER. What message will

resonate about the census?

Generations Matter

Reaching Under-Reported Communities

Amy Lynch, Generational Edge