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: 4American 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 InsightsInspirations

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 hasn’t 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 million14%

of pop.

Gen Y25-34(1980-

89)

61 million19% of pop.

Gen X35-49

(1965-79)

44 million14%

of pop.

Gen Z**15-24

(1990-99)

0123456789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616263646566676869700

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

Pre-Boomers (Silent and GI)69+

(Pre-1946)


Mil

lio

ns

of

Peo

ple

*

Boomers50-68

(1946-64)


*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 generation’s 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.

© GfK 2014 | Roper Reports® US Need-to-Know Report | Generations | June 2014 7US Census Bureau; Bureau of Labor Statistics

40 years of cultural context

1975 1995 today0

20

40

60

80

MenWomen

1975 1995 today0

20

40

60

80

MenWomen

1975 1995 today0

10

20

30

1st marriage for men1st marriage for women1st birth for women

1975 1995 today0

5

10

15

20

25

MillennialGen XBoom

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.


Today’s young adults are more ‘average’ in some (but not all) ways

02 Millennials: Aligned but Still Youthful

Today’s 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, It’s just 6 points.

Likewise, fewer personal values differentiate youth today than in the

past. Today’s 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 Δdifference 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 ranksAmbition +3 +3Knowledge +4 +2Excitement +4 +2Authenticity -4 +1Equality +1 +1Looking good +2 +1Wealth +1 +1Protecting family 0 0Stable relationships -2 0Self-reliance 0 0Friendship -2 0Enjoying life +1 0Social tolerance -1 0Open-mindedness -1 0Status 0 0Power 0 0Freedom 0 -1Learning +4 -1Modesty -1 -1Tradition -1 -1Social responsibility -2 -1Faith -2 -2Traditional gender roles -2 -2Respecting ancestors -2 -3Helpfulness -3 -4

Roper Reports US 2001-1, Q77 (in-person), 2008-1 ,QG2 (online); Fall 2013 , Q14 (online)

Need to AskHow 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 they’re mature in their own way, and it’s not wise to talk down to them.

http://www.today.com/news/millennials-reject-lazy-entitled-label-who-are-they-talking-about-1C9948170

http://www.today.com/news/millennials-reject-lazy-entitled-label-who-are-they-talking-about-1C9948170


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 21st 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).

Today’s 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 today’s 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 DoHow are you marketing to Millennials?

Millennials have high expectations of life. Some say they have been coddled by their Boomer parents. But they’ve 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.

https://www.virginamerica.com/ads.do?stop_mobi=yes

https://www.virginamerica.com/ads.do?stop_mobi=yes


Gen Z Gen Y Gen X Boom Pre-Boom0%

25%

50%

75%

100%

Hispanic, any raceMultiracial non-HispanicOther race non-HispanicBlack non-HispanicWhite non-Hispanic

Diversity is mainstream, but that doesn’t 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, it’s 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)

White Black Hispanic Asian0

20

40

60

80

100

5667 68

6169

7873

67

Total Millennial

Need to UnderstandDo you know which attributes are the primary drivers for your

category?

Consumer attitudes and behaviors vary by generation and cultural background. It’s 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 X’s 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 America’s 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 life’s 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 X’s 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)

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

49

28

12

2

45

28

17

2

2833

26

3

23

32 33

3

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 X’s 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.

Today’s 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).

-12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

-6.2

-10.8

-8.3

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 X’s take on humor

There’s 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 X’s 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)

Total public 18-29 years old

30-44 years old

45-59 years old

60 and older

2733

43

21

4

1619

24

13

2

1998 2013

% citing making sure children can go to college as one of 2-3 main financial aims

Generation X’s skepticism is not the dead end that’s 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.

“There’s growth in technical and trade schools, the return of

manufacturing, and the Thiel Fellowship – getting paid NOT to go to college.” – Gen X dad

“It’s definitely top of conversation among our peer group. College

education just doesn’t 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 Honda’s Odyssey minivan and the remoter starters on many autos today are the kind of practical innovations that appeal to Gen X. Volkswagen’s Star Wars themed Super Bowl commercial spotlighting its remote starter was one of most popular ads of recent years.

In Gen X’s sights: A re-examination of college’s 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% optimistic vs. 37% pessimistic.

Pessimistic

Optimistic

22%

51%

Pessimistic

Optimistic

37%

39%

Pessimistic

Optimistic

38%

35%

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% optimistic vs. 20% pessimistic.

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.

http://www.corbisimages.com/stock-photo/rights-managed/42-22773383/annie-liebowitz-and-mick-jagger

http://www.corbisimages.com/stock-photo/rights-managed/OUT903059/ewan-mcgregor-smoking-by-lake

http://www.corbisimages.com/stock-photo/rights-managed/42-50696556/a-young-man-and-woman-smile-at


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. We’re

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

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

61

59

59

56

51

42

39

38

Ability to get along with other countries

Quality of life in this country

The way leaders are chosen


50

47

47

46

Quality of life in this coun-try


50

46

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 can’t say when old age begins, “it varies too much.” They feel comfortable in their own skin. But this

doesn’t mean they’re 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, they’ve 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. They’re 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.

Boomers (1975) Gen X (1996) Gen Y (2012)

44 3618

4345

42

10 18

38Both

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)

Boom Total

6 1381212

1115

1416

14

1917

24 19

% 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 ImplicationsAll

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 it’s 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 it’s 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. What’s 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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