Boomers at the Door, Xers in the Field TRAC Dev Workshop January
Generation Definition 2
Live Births and Fertility Rate 3
Boomer Influences 4
Gen X Influences: ‘80-00 Columbia & Challenger, Berlin Wall, AIDS, Single Parents, Desert Storm, Bubba Reganomics, Dot Com Bubble Pop Culture: MTV, New Wave, Michael Jackson, Seinfeld, CDs & DVDs Skeptics, Individualistic, Balance Work & Family, Pragmatic, Technologically Adept 5
Matching Nielsen Oldest Boomer: 66 and Youngest Boomer: 48 – not bad Youngest Gen Xer: 32 – ok for now 6
Lifestage Milestones 7
Sources of Life Stresses: 2008 & 09 8
Boomers in 2010 Follow-up 9
Viewing and Pledging by Generation Income: Trailing and below are about 70% of $100k households. 10
Top 10 Leading Boomer Programs (Based on percent of pledges in the last five years) 11
Top 10 Trailing Boomer Programs (Based on percent of pledges in the last five years) 12
Top 10 GenX Programs 13 (Based on percent of pledges in the last five years)
Top 10 Leading Boomer - Non-Music Italic - Not on trailing boomer list 14
Top 10 Trailing Boomer - Non-Music Italic - Not on leading boomer list 15
Leading Boomer Programs: – Health – Yoga, Brain, Diet – Affluence - Retirement finance – Late 50s & 60s Music Speaking to Values: – Idealistic: PTV mission – Demanding: PTV unwavering – Nonconformist: Only PTV does this – Self: PTV allows you to grow – Immediate Grats: Premiums are there 16
Trailing Boomers Programs: – Health – Not as important given lifestage – Affluence – General finance education – 70s Music? – Spirituality Speaking to Values: – Cynicism: Explain where the money goes, not part of establishment – And, PTV mission, PTV unwavering, Only PTV does this, personal growth, – Premiums important Financially - not as well off as leading boomers 17
Gen Xers Programs: – Health – Not as important given lifestage – Affluence – General finance education – Late 70s early 80s Music? New acts like Celtic Woman – Spirituality Speaking to Values: – Cynicism: Explain where the money goes, not part of establishment – Pragmatism of Premiums – Children pitches 18