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CHAPTER 15 age subcultures

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Teen values, conflicts & desires 4 dominant themes. Autonomy vs. ... Macho hip trendy. Video. Researching the Youth mkt - Coolhunting. Being different ... – PowerPoint PPT presentation

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Title: CHAPTER 15 age subcultures


1
CHAPTER 15 age sub-cultures
  • Solomon

2
Chapter topics
  • Age consumer identity
  • The Youth market
  • Baby Boomers
  • Senior markets

3
AGE CONSUMER IDENTITY
  • Age cohorts (my generation)
  • People with Similar ages
  • with similar experiences

4
Important cohorts
  • Teens
  • College Students
  • Baby Boomers
  • Senior adults

5
Youth market
  • Concept of teenage
  • Coined in 1950s
  • Gen X
  • whiners
  • Gen Y (teenagers of today???)
  • Born 1979-1994

6
Teen values, conflicts desires 4 dominant themes
  • Autonomy vs. belonging
  • Want independence
  • but needs support
  • Rebelling vs. conformity
  • Against social norms,
  • but want acceptance

7
Teen values, conflicts desires 4 dominant themes
  • Idealism vs. pragmatism
  • Reconcile how world
  • should be with reality
  • Narcissism vs. intimacy
  • Obsessed with appearance,
  • but wants sincere relationships

8
Tweens
  • Age 8-14
  • Spend 14 billion / year

9
Gen Y
  • Younger siblings of Gen X
  • Born 1979-1994
  • Aka
  • Echo boomers - millennials
  • Spend 170 billion/ year
  • Connextity
  • Ipods, Mp3, cellphones, IM

10
Marketing to Gen Y
  • Teen language
  • Dont talk down
  • Dont try to be what you are not
  • Stay true to your brand image
  • Entertain us
  • Make it interaction
  • Keep the sell short
  • Show that you know what they are going through
    but keep it light

11
Researching the Youth mkt Cool-hunting
  • Being relaxed
  • How others perceive you
  • Macho hip trendy
  • Video

12
Researching the Youth mkt - Coolhunting
  • Being different
  • Acting cool is being uncool
  • Create an identity for selves
  • that mirrors what we see
  • in magazines, etc.

13
Gen X
  • 1966-1976
  • 46 million Americans
  • Baby Busters
  • Latch-key kids
  • Attitudes
  • Alienation Cynacism - dispair

14
Baby boomers
  • 1946-1964
  • Largest generation after WW2
  • Stable strong families
  • Rebellion
  • Style, politics attitudes
  • Woodstock generation
  • Very influential today

15
More on BB
  • More active physically fit
  • than past generations
  • They had the baby boomlet
  • Gen Y

16
Seniors 4 groups
  • Older 55-64
  • Elderly 65-74
  • Aged 75-84
  • Very old 85

17
Gray market
  • Gray Power
  • 2010 1/10 older than 65
  • Activity
  • Discretionary income 60
  • No economic burden to children
  • Exception Sandwich generation

18
Understanding Seniors
  • Autonomy
  • Connectedness
  • Altruism
  • Giving something back to world

19
Seniors selling to them
  • Gerontographics
  • Segmenting market based on
  • Level of physical well-being
  • Social conditions
  • Becoming grandparents
  • Losing spouse
  • Product adaptations

20
Message content to Seniors
  • Messages
  • Keep language simple
  • Use clear bright pictures
  • Use action to attract attention
  • Speak clearly keep word count low
  • Single sales message emphasize brand
  • Avoid extra stimuli

21
Perceived age vs. Chronological age
  • You are only as old as you feel
  • A state of mind
  • Perceived age is best
  • Marketers emphasize benefits

22
The end
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