Generational Marketing

1
Generational Marketing

• Demographic Summaries

2
Population Estimates
Baby Boomers 1946-1965 Age 43-62 79 Million
Generation Y 1977-1994 Age 14-31 70 Million
Generation X 1961-1981 Age 27-47 48 Million
Boelter Lincoln - May 2008
3
Milwaukee Market Generation by Race
Generation Y
Baby Boomer
Generation X
Source Scarborough Local Research Milwaukee
Boelter Lincoln - May 2008
4
Minneapolis Market Generation by Race
Generation Y
Baby Boomer
Generation X
Source Scarborough Local Research Minneapolis
Boelter Lincoln - May 2008
5
Chicago Market Generation by Race
Generation Y
Baby Boomer
Generation X
Source Scarborough Local Research Chicago
Boelter Lincoln - May 2008
6
Media Habits
Generation Y
Generation X
Baby Boomer
Lowest consumer of newspaper Average listeners
of radio Very light tv viewers Average
consumers of outdoor High internet usage
Light reader of newspaper Higher consumers of
outdoor High listeners of radio Light tv viewers
Heavy readers of newspaper Average consumers of
outdoor Average to light radio listeners Heavy
tv viewers
Boelter Lincoln - May 2008
7
Travel Trends
Generation Y
Generation X
Baby Boomer
Highest potential for future growth Interested
in peer-to-peer experiences Decisions reliant on
social networks Often take trips with parents
and grandparents Want travel where they want it,
how they want it and when they want it Use the
internet to share experiences

• They are maturing and so are their travel needs
• Are now married with kids and cash to spend on
  vacations
• Married couples represent 62 of Gen X travelers
• tend to chose outdoor activities and travel that
  offers kids programs
• Subgroups range from married couples with kids to
  single adults with money and confidence to fly
  solo

Posses time and money important for travel
industry Travel may revolve around family
ties Mature travelers will travel to more exotic
locations Use the internet to research travel
Source TIA 2007 Marketing Outlook Forum Travel
Industry White Paper Life-Stage Travel Marketing
Boelter Lincoln - May 2008