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Generational Market Research Bundle: Baby Boomers, Gen X and Gen Y

For years Packaged Facts has examined a wide range of consumer industries and produced several market research studies useful to companies interested in the demographics market.

To maximize market research dollars, we've assembled one PDF featuring three critical demographics & lifestyles research studies. Each study provides a comprehensive collection of information, insight, and unique analysis not offered in any other single source, including: forecasts, demographic attitudes, spending trends, social concerns, economic trends influencing consumer behavior, figures, tables, and much more.

Each report is created by Packaged Facts using our well-respected methodology of consolidating both primary and secondary research consisting of interviews with industry experts and data-gathering from a variety of relevant and highly credible sources.

The following demographic topics, representing 930 pages of information, are detailed in this bundle.

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

  • Demographics and Lifestyles. Segmentation by age bracket, marital status, ethnicity, gender, politics, education and employment income. Analysis of financial and cultural divide between leading edge Boomers (age 55-64) and younger cohort boomers (age 45-54), with emphasis on attitudes about Social Security and retirement.
  • Health and Anti-aging. From skin-plumping therapies to nutraceuticals, an exploration of current and developing technologies to combat the aging process. Parallel analysis of widespread health concerns and conditions that tend to contradict generalizations that Boomers are the healthiest generation ever.
  • Boomers at Home. Life stage, physical limitations, and career interests inform Boomers’ desire to “age in place.” Finances and family obligations, including boomerang children and elder care, suggest a shift to greater long-term practicality, but without sacrifice of style. Green construction and universal design gain appeal.
  • Boomers at Work. Most Boomers plan to work past traditional retirement age, not only because they need the money or the health insurance, but because they enjoy being challenged and engaged. Many will shift into part-time work or begin entirely new careers or entrepreneurial ventures. Few imagine that Social Security benefits will outlive them.
  • Boomers on the Road. Practicality, comfort, and eco-friendliness drive Boomer vehicle purchase, though style and luxury maintain a strong hold. Muscle cars and motorcycles tempt the young at heart. Customizable vacations slake thirst for experience, learning, adventure. Multigenerational and single-gender options expand.

Gen X in the U.S.

  • GenX Demographics, an introduction to the disconnect between stereotypes occasioned by the GenX moniker and the actual diversity of these post-baby boom individualists; ethnicity, gender, education; employment and entrepreneurship; income, geographical region, and individual and parental values are key to targeting the numerous subsegments within this relatively small population.
  • GenX Lifestyles, an examination of the interests, career goals, and relationships of people age 25-39; their tendency to stay single longer than previous generations; their integration of technology into business and personal pursuits; and how their tastes and preferences sometimes overlap with both baby boomers and GenY.
  • GenX Foods and Beverages, an analysis of how globalization, ethnic diversity, and visual style influence the food and beverage choices of the cohort; their expectations of fast, convenient, international foods; their delight in wines, new drinks, cool labels, and edgy design.
  • GenX Media and Technology, a review of the widespread impact of Internet and digital technologies on virtually every aspect of GenXers’ daily lives, from relationships and employment to shopping, travel, finances, and entertainment; attitudes about the convergence of text, voice, wireless, MP3, camera, cable, video, and other emerging applications.
  • GenX Travel and Transportation, a look at increasingly experience-oriented travel and vacations for individuals, couples, groups, and families; an examination of preferences regarding automobile purchase, including style, fuel economy, and other features.
  • GenX Home Buying and Personal Finance, a breakdown of traits and attitudes regarding home buying, design, and furnishing options GenXers consider as they weigh family, entertainment, and lifestyle requirements; an overview of the personal banking and financial habits of the cohort, as they begin to plan for the long term.

The Adults of Generation Y in the U.S.: Hitting the Demographic, Lifestyle and Marketing Mark

  • Demographics: Millennials are very ethnically and culturally diverse, with a multicultural outlook and a left-leaning political orientation. The younger cohort, age 18-24, account for 59% and Hispanics a powerful 22% of the adult Echo Boom.
  • Finances: Gen Y’s love-hate relationship with credit cards, education expenses and high APRs, combined with a desire for luxury products and a seeming inability to save money, means they tend to be cash-crunched.
  • Technology, Media and Marketing: Media saturated and digitally dependent for their sense of self, Millennials experience media, technology, socialization, advertising, community and personal consciousness as almost seamlessly integrated.
  • Eating In, Dining Out: With a developing preference for organic, functional and sustainably farmed produce, Gen Y adults embrace healthy, well-balanced meals as long as they come in snazzy recyclable containers, don’t require cooking and don’t interfere with snacking.
  • Wellness, Work and Leisure: Not so much about anti-aging and physical fitness, Gen Y wellness means that leisure and work should be personally fulfilling; that community and environmental health are a team effort, preferably supported by one’s employer; and that relationships are the key to personal well-being.


U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of Report
    • Report Methodology
    • Two Boomer Age Cohorts
    • The Simmons Index System

  • Lifestyles and Demographics
    • Boomers’ Lives Still Just Beginning
    • Boomers’ Demographic Clout Only Increasing
    • Ethnicity Largely White, Non-Hispanic
    • Comfort with Internet, Technology Facilitates Boomerpreneurship
    • Boomers Earn Higher Than Average Incomes
    • Figure 1-1: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
    • Money, Health Woes Keep Retirement at Bay
    • Boomer Cohort Much More Diverse Than Once Believed
    • “Green” Causes Gain Momentum Among Cohort

  • Health and Anti-Aging
    • Healthy, Active Self-Image Keeps Boomers in the Game
    • Technology, Positioning Take Sting Out of Age-Related Complaints
    • Strong Focus on Nutrition, Exercise
    • Cosmetic Surgery Popular, as Are Scalpel-Free Procedures
    • Drugs, Therapies Combat Chronic Complaints
    • Older Boomers, Women Work Toward Well-Balanced Diets
    • Exercise Remains Popular Antidote to Growing Old

  • Boomers at Home
    • Family, Finances, Career Guide Domestic Arrangements
    • Boomers Anticipate Greater Practicality in Later Years
    • Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
    • In-Home Tech, Electronics Preferences Reflect Family Priorities
    • Boomerang Effect Re-Mixes Generations
    • Boomer Home Caregivers Number in Millions

  • Boomers at Work
    • Widespread Skepticism RE Social Security’s Staying Power
    • Financial Needs and Fulfillment Keep Boomers on the Job
    • Employee Health Benefits Add Incentive to Keep Working
    • Highest Earners Foreground Control, Dedication to Career
    • Figure 1-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
    • Workplace Generation Gap Challenges Boomer Patience
    • Telecommuting Combines Comfort of Home with Comfort of Paycheck
    • Layoffs—and Self-Employment

  • Boomers on the Road
    • Boomers Defy Convention in Vehicles and Vacations
    • Attachment to Automobiles Unlikely to Wane
    • Female Boomers Stress Safety; Males Big on What’s Under the Hood
    • Resurgence of Muscle Cars, Motorcycles
    • “Idealism Gene” Opens Minds, Pocketbooks to Green Options
    • Boomers Seek Meaningful Experiences in Vacation Travel
    • Majority Prefer Domestic to Foreign Travel
    • Internet Research Facilitates Customized Travel
    • From Cruises to Sports Vacations, Single Boomers Mixing It Up

Chapter 2: Lifestyles and Demographics

  • Boomers’ Lives Still Just Beginning
  • Cohort Plans to Regenerate, Not Degenerate
  • Boomers’ Demographic Clout Only Increasing
  • Age 60-64 Segment Growing Fastest
  • Over-40 Contingent Swells Worldwide
  • Ethnicity Largely White, Non-Hispanic
  • Figure 2-1: Selected High-Indexing Demographic Traits for Hispanic Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
  • Hispanics Cluster in Southwest, Pacific; African-Americans Embrace Southeast
  • Most Boomers Still Work Full-Time
  • Diverse Self-Employed Segment May Forecast Future Entrepreneurship
  • Figure 2-2: Selected High-Indexing Demographic Traits for Self-Employed Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
  • Social Responsibility, Self-Actualization Inspires New Ventures
  • Comfort with Internet, Technology Facilitates Boomerpreneurship
  • Boomers Earn Higher Than Average Incomes
  • Figure 2-3: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
  • Money, Health Woes Keep Retirement at Bay
  • Fear of Disability Keeps Many on the Job: Health Insurance Highly Prized
  • Some Gamble with Health: Drop Insurance, Wait for Medicare to Kick In
  • Boomer Cohort Much More Diverse Than Once Believed
  • Class of 1946 More “Ward and June” Than “Wyatt and Billy”
  • Age, Culture, Experience Divide Younger, Older Boomers
  • Older Cohort Boomers Better Educated, Wealthier, More Likely Retired
  • Financial Divide Reflects Elders’ Greater Job Opportunities, Cheaper Housing
  • Older Cohort Confident; Younger Boomers Stressed
  • Famous “Boomer Inheritances” Going to Elders
  • Younger Boomers Juggling Childcare, College Payments, Finances
  • Hispanics, Asians, Blacks More Likely than Whites to Have Young Kids at Home
  • Childless Boomers Skew High for Higher Education, Single Living
  • “Green” Causes Gain Momentum Among Cohort
  • Green Allegiances Transcend Age Group, But Tend to Increase with Age
  • Hispanics, Asians, Lower Income Boomers Especially Eco-Friendly
  • Central Marketing Region Claims Majority of Greens
  • Figure 2-4
  • Selected High-Indexing Demographic Traits of Boomers Who Are “Smart Greens,” 2007 (U.S. adults age 45-64)
  • Green Concerns Align with Growing Emphasis on Social Causes, Self-Actualization
  • Mature-Centric Trends Will Foster Youthful Lifestyles
  • Table 2-1: Demographic Composition of Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-2: Demographic Composition of White (Non-Hispanic) Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-3: Demographic Composition of Hispanic Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-4: Demographic Composition of African-American Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-5: Demographic Composition of Self-Employed Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-6: Demographic Composition of Female Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-7: Demographic Composition of Male Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-8: Demographic Composition of Older Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 55-64)
  • Table 2-9: Demographic Composition of Younger Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-54)
  • Table 2-10: Demographic Composition of Baby Boomers With Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-11: Demographic Composition of Baby Boomers Without Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-12: Demographic Overview of “Smart Green” Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)

Chapter 3: Health and Anti-Aging

  • Healthy, Active Self-Image Keeps Boomers in the Game
  • Concepts of Youth, Health, Nature Intrinsic to Anti-Aging Trend
  • Technology, Positioning Take Sting Out of Age-Related Complaints
  • Many Boomers Feel Better Now Than in Their 20s, Despite Stress
  • Tension Mounts Between Healthy Habits, Chronic Ailments
  • Strong Focus on Nutrition, Exercise
  • Figure 3-1: Indices for Selected Boomer Traits Favoring Strong Agreement with Statement: “I Make Sure I Exercise Regularly,” 2007 (U.S. adults age 45-64)
  • Stress, Overwork Undermine Vibrant Boomer Profile
  • Cosmetic Surgery Boosts Self-Esteem, Reveals More Authentic Self
  • Liposuction, Augmentations Lure Women and, Increasingly, Men
  • Multiple Procedures Save Time, Help Boomers Compete
  • Scalpel-Free Procedures Booming
  • Surgical Facelifts Sometimes Perceived as Risky, Unnatural
  • Injectable Wrinkle Smoothers, Skin Plumpers a Booming Market, Despite Price
  • Injections of Human Growth Hormone Stave off Middle-Age Spread
  • What Price Youth?: Motivation to Spend Divides Along Gender Lines
  • Figure 3-2: Percentage Who Agree with Statement, “I’ll Spend What I Have To, To Look Younger”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Injectable Fillers Steadily Accepted as Routine Beauty Maintenance
  • Drugs, Therapies Combat Chronic Complaints
  • Older Boomers Especially Prone to Hypertension, Diabetes, Arthritis
  • Boomers Expect to Be Cured: Many Research Own Treatments
  • High Cholesterol: Health Crisis or Marketing Bonanza?
  • Pfizer Engages Jarvik to Sponsor Sweeping Lipitor Campaign
  • Overstated Qualifications Hurt Pfizer’s Credibility
  • Diabetes Drugs Especially Likely for Older Boomers
  • Drugs for Hypertension, Heart Failure, Chronic Pain
  • Boomer Segment Proclaims Peak Condition, Youthful Vigor
  • Self-Perception vs. Scientific Findings: Somebody’s Fudging
  • Wider Studies Confirm Boomers Are Often Too Fat, Out of Shape
  • Denial Looms Large in Approach to “Healthy” Eating, Weight
  • Older Boomers, Women Work Toward Well-Balanced Diets
  • Nutrition, Healthy Ingredients High On the Shopping List
  • Boomer Women Scrutinize Labels, Discuss Nutrition
  • Boomer Women Highly Aware of Calories, Diets, Exercise Needs
  • CDC Shows Overweight, Obesity Rampant Among Female Boomers
  • Too Much of a Good Thing
  • On the Upside, Boomers are Paying Attention to Diets
  • Figure 3-3: Percentage Who Agree with Statement, “I Am Currently Controlling My Diet”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Figure 3-4: Percentage Who Agree with Statement, “I Am Currently Dieting”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Exercise Remains Popular Antidote to Growing Old
  • Procter & Gamble Survey Says Many Boomers More Fit Than in Their 20s
  • Anti-Aging Marketing Requires Optimistic Language, Segmentation
  • “Natural” Approaches, Ingredients Popular Across Channels
  • Less Invasive Facial Aesthetics Reveal Natural, Radiant Features
  • Fresh, Natural Foods Offer Ageless Health and Beauty
  • Vitamins and Supplements Boost Nature’s Anti-Aging Properties
  • Figure 3-5: Percentage Who Have Taken Non-Prescription Nutritional Supplements in the Last 12 Months: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Functional Foods Defend Against Age-Related Disease
  • Refrigerated Functional Mini-Drinks: Low-Calorie Cholesterol Busters
  • Unilever Tippy-toes Around Health Claims, Encourages Healthy Lifestyle
  • Souped-Up Cereals Promote “Smart,” Heart Healthy Whole Grains
  • Web-Supplemented Campaign Shows Benefits of Smart Eating, Exercise
  • Nutricosmetics: Youth-Enhancing Substances That Sound Good Enough to Eat
  • Table 3-1: Attitudes Related to Health and Diet: Adults Overall vs. Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-2: Attitudes Related to Health and Diet: Female vs. Male Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-3: Attitudes Related to Health and Diet: Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-4: Boomer Traits Favoring Agreement with Statement: I Make Sure I Exercise Regularly, 2007 (percent and index of U.S. adults age 45-64)
  • Table 3-5: Boomer Traits Favoring Agreement with Statement: I’ll Spend What I Have To, To Look Younger, 2007 (percent and index of U.S. adults age 45-64)
  • Table 3-6: Health Ailments in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
  • Table 3-7: Patterns in Seeking Medical and Health Information: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-8: Attitudes Related to Health and Healthcare: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-9: Use of Selected Prescription Drugs in the Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
  • Table 3-10: Reasons for Controlling Diet: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
  • Table 3-11: Participation in Selected Sports Over Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (U.S. adults) (percent and index of U.S. adults age 45-64)
  • Table 3-12: Selected Non-Prescription Nutritional Supplements Taken in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)

Chapter 4: Boomers at Home

  • Family, Finances, Career Guide Domestic Arrangements
  • Current Income Supports Most Housing Requirements
  • Future Cash Crunch May Cramp Spending, But Not Style
  • Leading Edge Boomers Will Drive Housing Trends
  • Downsizing, Convenience, Change of Scenery Motivate Relocation
  • Adaptation to Changing Physical, Family Circumstances Part of Aging in Place
  • General Attitudes About Home Life Mirror Overall Population’s
  • Segmentation Key to Interpreting Specific Home Preferences
  • Younger and Older Boomers Prefer Quiet Evening at Home
  • Older Boomers Turn Up Noses at Fast Food, Prefer Mealtime Togetherness
  • Empty-Nester Homes Reflect Personalities; Single Boomers Not So Much
  • With Kids At Home, Married Boomers Foreground Kitchen; Not So, Singles
  • Boomers Anticipate Greater Practicality in Later Years
  • Simpler Tastes Doesn’t Mean “Hippie”
  • The “Future” Is Here: Practical Luxury Already a Boomer Trend
  • Empty Nesters Downsize: Reorganize Homes, Values
  • With Kids Gone, Romance and Freedom Enliven Home Life
  • What Empty-Nest Syndrome?
  • Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
  • Figure 4-1: Kitchen Remodeling Within Last 12 Months: Selected High-Index Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Bathroom Re-Do Popular for Empty Nesters, Marrieds with Children
  • Desire for Mobility, Independence Guide Kitchen, Bath Renovations
  • Figure 4-2: Indexed Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (U.S. adults age 45-64)
  • Universal Design Promotes Security, Accessibility
  • Elder-Friendly Amenities Foreground Sleek, Luxurious Efficiency
  • In-Home Tech, Electronics Preferences Reflect Family Priorities
  • Boomers Love TV, HD, Wide Screens
  • Empty Nesters Will Splurge on Fancy Set-Ups
  • Figure 4-3: Likelihood to Spend $3,000 or More on Household Television Sets: By Selected Boomer Segments, 2007 (U.S. adults age 45-64)
  • TV Technology Gap Between Boomers and Millennials
  • DVRs Are Fine, But Boomers Just Want to Watch the Show
  • Even at Home, Boomers See Computers as Tools, Not Toys
  • Most Boomer Households Own Computer
  • Empty-Nest, Older Segments Favor Online Financial Management
  • With Kids at Home, Education, Graphics, Entertainment Drive Computer Use
  • E-Nurturing Frees Up Time for Empty-Nest Moms
  • Empty-Nest Dads Often Gobsmacked by New Household Dynamics
  • Boomerang Effect Re-Mixes Generations
  • Return of Adult Children a Common Pattern
  • Financial Woes, Filial Affection Can Make for Happy Home Life
  • Career, Family Disasters Can Force Even Boomers Back Home
  • Adult Kids and Grandchildren? Boomerang, Once Removed
  • Childcare Can Add Additional Burden for Boomer Grandparents
  • Elder Care Also Enters Equation
  • Boomer Home Caregivers Number in Millions
  • Home Care for Dementia, Alzheimer’s Presents Daunting Task
  • Decline in Elderly Parents Adds Stress, Anxiety, Fear
  • Boomers Want to Keep Parents Out of Nursing Homes
  • Fear for Their Own Mental Health May Spur Boomer Planning
  • Financial Generosity May Imperil Boomers’ Ability to Age in Place
  • “Pivot Spenders” Finance Adult Children, Parents
  • Disconnect Between Financial Help and Future Housing Realities
  • Even Savings-Obsessed Japanese Dread Housing Crisis in Old Age
  • Canadian Boomers Sandwiched Too
  • Canadian Boomers Delay Plans for Long-Term Care for Selves, Elders
  • Aging in Place Means Aging Smart
  • New Urbanism, Live-Work Balance Allows for Efficiency and Fun
  • Crosswinds Communities Build Live-Work Residences
  • Condominiums Offer Low Maintenance, High Energy
  • Not Your Parents’ Retirement Community
  • “Gayby” Boomer Communities Offer Acceptance, Allow Honesty
  • Shea Homes’ Victoria Gardens: “Certified Green” for The 55-Plus
  • Recycling Patterns Suggest Boomers Will Snap Up Green Building
  • Figure 4-4: High-Index Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (U.S. adults)
  • Green: It’s Responsible and Chic
  • Green Retirement Niche Appeals to Blooming Social Values
  • Table 4-1: Attitudes Related to Home Life: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-2: Attitudes Related to Home Life: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-3: Attitudes Related to Home Life: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-4: Home Improvement and Household Purchasing Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-5: Home Improvement and Household Purchasing Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
  • Table 4-6: Indoor Home Improvement Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
  • Table 4-7: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-8: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-9: Selected Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (percent and index of U.S. adults age 45-64)
  • Table 4-10: Attitudes Related to Home Media: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-11: Attitudes Related to Home Media: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-12: Attitudes Related to Home Media: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-13: Television Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-14: Television Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-15: Home Computer Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-16: Home Computer Purchase and Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-17: Home Computer Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-18: Household Computer Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-19: Household Computer Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-20: Household Computer Use: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-21: Demographic Composition: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
  • Table 4-22: Selected Household Attitudes and Characteristics: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
  • Table 4-23: Boomer Segments Taking Care of Someone with an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 4-24: Caregiver Indices for Selected Ailments or Diseases: Female, Male, Older, Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-25: High-Indexing Demographic Traits for Boomers Who Are Taking Care of Someone With an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 4-26: Boomer Segments Taking Care of Someone With Alzheimer’s Disease, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 4-27: Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (percent and index of U.S. adults)
  • Table 4-28: Household Recycling Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults age 45-64)
  • Table 4-29: Household Recycling Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)

Chapter 5: Boomers at Work

  • Social Security a Mixed Blessing for Potential Retirees
  • Longer Working Life No Surprise, Especially for Younger Segment
  • Figure 5-1: Boomers as Full-Time Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
  • Widespread Skepticism RE Social Security’s Staying Power
  • Applying Early: The Leading Edge Hedge
  • Financial Needs and Fulfillment Keep Boomers on the Job
  • Employee Health Benefits Add Incentive to Keep Working
  • Squeezes in Government Pension, Healthcare Plans Extend Boomer Working Lives Internationally
  • Employers Fear Boomer “Brain Drain”
  • Sense of Purpose, Belonging Continues to Motivate
  • Australians, Canadians Value Active Minds, Personal Freedom
  • Career, Contribution Valued: It’s Not Just a Job
  • Financial Wealth Emblematic, But Just Part of Boomer Work Ethic
  • Highest Earners Foreground Control, Dedication to Career
  • Figure 5-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
  • Earners Below $100K Less Control Oriented; Value Family Time
  • For Boomers, Income Correlates with Career Commitment
  • Figure 5-3: Indices by Selected Boomer Traits for Agreement with Statement: “I Am a Workaholic,” 2007 (U.S. employed adults age 45-64)
  • But “Success” Not Measured In Dollar Signs Alone
  • Figure 5-4: Indices by Selected Boomer Traits for Agreement with Statement: “Money is the Best Measure of Success,” 2007 (U.S. employed adults age 45-64)
  • Workplace Generation Gap Challenges Boomer Patience
  • Experienced Boomers Annoyed by Gen-Y Newbies
  • Four Generations Now Butt Heads in Workplace
  • Employers Look for Ways to Ease Intergenerational Friction
  • Formative Years Key to Understanding Work Attitudes
  • Technology: Another Intergenerational Flashpoint
  • Boomers See Cell Phones as Tools, Not Toys
  • Figure 5-5: Boomer Use of Cell Phones for Personal or Business Purposes, 2007 (percent of U.S. employed adults age 45-64)
  • Trends in Internet Usage at Work Imply Better Boomer Boundaries
  • In Office Interaction, Boomers Prefer the Human Touch
  • Common Goals Lurk Behind Differing Work Styles
  • Boomer Loyalty Contrasts with Younger Workers’ Get-Up-and-Go Tendencies
  • With Upcoming Desire for Flexibility, Boomers May Take Hint from Younger Workers
  • Telecommuting Combines Comfort of Home with Comfort of Paycheck
  • Most Will Stay in Current Job Until Retirement, But Dreams of New Enterprises Beckon
  • Figure 5-6: Boomer Indices for Selected Work Life Milestones in Last 12 Months, 2007 (percent of U.S. employed adults age 45-64)
  • Boomers Fear Layoffs, Forced Retirement
  • Loss of Job Can Mean Underfunded Future
  • Self-Employment a Viable Option
  • Male Boomerpreneurs Outnumber Females, But Gap Closing
  • Severance Pay Can Finance New Venture
  • Franchises Offer Independence and Structure
  • Bright Star Healthcare Combines Compassion with Standardized Operations
  • Home-Based Businesses Supplement or Replace 9-to-5 Gigs
  • Web-Based Retail: Low on Politics, High on Casual Dress
  • Multi-Level Marketing Offers Pre-Designed Program, Manageable Growth
  • Gradual Transition to Self-Employment an Increasing Trend
  • Especially for Boomer Women, Second-Career Planning is Key
  • Boomer Coaches Especially Attuned to Cohort’s Needs
  • Volunteering Can Provide Meaningful Work—Even Without the Pay
  • Even in Volunteering Boomers Ask “What’s In It For Me?”
  • Boomers Want Convenience, Fun, Transformative Experiences
  • Stamp Licking a Bore: Engage My Strategic and Administrative Skills
  • Online Volunteering Answers Need for Convenience, Recognition
  • Even the Brits Have Trouble Recruiting Boomer Volunteers
  • Speed Dating to the Rescue!
  • Boomers Still Prove an Elusive Target
  • Volunteerism Can Lead Boomers to New, Paying Positions
  • Table 5-1: Boomers as Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
  • Table 5-2: Boomers as Workers: Total Numbers for Boomers Overall vs. Selected Cohorts, 2007 (U.S. employed adults age 45-64)
  • Table 5-3: Boomers as Workers: Indices for Selected Cohorts in Relation to Boomer Norms, 2007 (U.S. employed adults age 45-64)
  • Table 5-4: Attitudes Related to Work Life: Employed Adults Overall vs. Employed Boomers, 2007 (percent and index of U.S. employed adults)
  • Table 5-5: Attitudes Related to Work Life: Indices for Younger vs. Older Employed Boomers, 2007 (U.S. employed adults age 45-64)
  • Table 5-6: Attitudes Related to Work Life: Indices for Male vs. Female Employed Boomers, 2007 (U.S. employed adults age 45-64)
  • Table 5-7: Attitudes Related to Work Life: Indices for Employed Boomers by Work Situation, 2007 (U.S. employed adults age 45-64)
  • Table 5-8: Attitudes Related to Work Life: Indices for Employed Boomers by Individual Employment Income Level, 2007 (U.S. employed adults age 45-64)
  • Table 5-9: Attitudes Related to Work Life: Indices for Employed Boomers by Marital Status and Presence of Children in Household, 2007 (U.S. employed adults age 45-64)
  • Table 5-10: Attitudes Related to Work Life: Indices for Employed Boomers by Race/Ethnicity, 2007 (U.S. employed adults age 45-64)
  • Table 5-11: Work Life Patterns: Percentages of Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
  • Table 5-12: Work Life Patterns: Total Numbers for Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
  • Table 5-13: Work Life Patterns: Indices for Adults 18-44 vs. Boomer Adults 45-64, 2007 (U.S. employed adults)

Chapter 6: Boomers on the Road

  • Boomers Defy Convention in Vehicles and Vacations
  • Attachment to Automobiles Unlikely to Wane
  • SUVs, Trucks Still Popular Despite Gas Prices
  • Ability to Handle Rough Terrain Valued
  • SUVs Associated with Active Lifestyles
  • Figure 6-1: Indices by Selected Boomer Traits for Agreement with Statement: “An SUV Matches My Active Lifestyle,” 2007 (U.S. adults age 45-64)
  • SUVs, Trucks May Need Image Makeover to Hold Boomer Hearts
  • Female Boomers Stress Safety; Males Big on What’s Under the Hood
  • But Flashy Ride Not as Important as Getting to Destination
  • Resurgence of Muscle Cars Fueled by Youthful Yearnings
  • Internet Makes Parts, Restoration, Advice Widely Accessible
  • Muscle Car Auctions a Growing Trend
  • Vintage Perfection Can Outprice Even New Versions of Classic Cars
  • Forget Midlife Crisis: Fast Rides Signify New Youth, Not Lost Youth
  • Muscle Motorcycles Promise “Bad Boy” Speed, Adrenaline
  • New or Vintage, Motorcycles Feed Taste for Open Road
  • Median Age of Motorcycle Owners Rises Steadily, to Over-40
  • Figure 6-2: Indices for Selected Boomer Traits Favoring Motorcycling “Every Chance I Get,” 2007 (U.S. adults age 45-64)
  • Injuries May Accompany Boomer Motorcycle Ownership
  • “Idealism Gene” Opens Minds, Pocketbooks to Green Options
  • Automotive Pollution Worries Increase with Age Bracket
  • Similar Worries by Gender, Marital Status, Income
  • Education, Politics, Region Are Clearest Indicators of Green Attitudes
  • Figure 6-3: Indices for Selected Boomer Traits Favoring Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (U.S. adults age 45-64)
  • Hybrid Owners Skew Wealthy, Democratic, Educated, Active
  • Earth-Friendly Doesn’t Have to Be Drab
  • Toyota Prius Sparks Boomer Love Affair
  • Trucks, SUVs Step Up to Hybrid Plate
  • Natural Gas, Diesel Power Make Green Inroads
  • Mercedes-Benz Diesel Combines Fuel Efficiency and Luxury
  • Boomers Save Energy with Conventional Gas Power Too with Mini Cooper, Honda Element, Et Al
  • Honda Element Offers Low Maintenance, High Storage, Great Mileage
  • Boomers Seek Meaningful Experiences in Vacation Travel
  • Life Stage Influences Travel Choices
  • RVs Attract Young Boomers with Kids
  • Travel Tends to Increase Post-Retirement
  • Creature Comforts Key Even When Roughing It
  • Boomers Spend More Than Other Age Groups on Leisure Travel
  • Domestic Travel Common Across Boomer Cohort
  • Majority Prefer Domestic to Foreign Travel
  • Hispanics, Younger Boomers More Open to Foreign Adventures
  • Internet Research Facilitates Customized Travel
  • Figure 6-4: Indices by Selected Boomer Traits for Agreement with Statement: “I Like Vacations Where Activities Are Organized for Me,” 2007 (U.S. adults age 45-64)
  • Diverse Interests United by Desire for Experiential Travel
  • Sports, Exercise Getaways Spell Big Fun for Outdoorsy Types
  • Figure 6-5: Boomer Percentage of Total Enthusiasts Who Participate “Every Chance Possible” in Selected Sports, 2007 (U.S. adults age 45-64)
  • Parents, Kids Share Hiking, Biking, Sports Adventures
  • Backroads Vacations Stress Fun, Bonding
  • Luxury Family Adventures Play Up Culture, Exercise, Education
  • Ecotourism Offers Sustainable Travel and Volunteer Options
  • Boomers Big on Voluntourism, As Long As Beds Are Comfy
  • Tour Companies Must Stand Behind Green Credentials
  • From Cruises to Sports Vacations, Single Boomers Mixing It Up
  • Hooking Up Part of the Appeal as Well
  • Girlfriend Getaways a Major Trend for Over-45 Cohort
  • Shopping, Theater Packages Attract Gal-Pal Travelers
  • “Mancations” Let Guys Be Guys
  • Travel Helps College Buddies Extend Their Yesterdays
  • Fairmont Mancations Offer Packages from Spa Treatments to Race Car Trials
  • Table 6-1: Vehicle Ownership and Acquisition: Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-2: Type and Make of Most Recent Vehicle Acquired: Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-3: Personal Vehicle Features and Spending Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-4: Attitudes Related to Travel and Transportation: Indices by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-5: Attitudes Related to Travel and Transportation: Indices for Female vs. Male Boomers, 2007 (U.S. adults age 45-64)
  • Table 6-6: Attitudes Related to Travel and Transportation: Boomer Indices by Household Income Level, 2007 (U.S. adults age 45-64)
  • Table 6-7: Attitudes Related to Travel and Transportation: Boomer Indices by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
  • Table 6-8: Attitudes Related to Travel and Transportation: Boomer Indices by Race/Ethnicity, 2007 (U.S. adults age 45-64)
  • Table 6-9: Participation in Selected Sports “Every Chance I Get”: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-54)
  • Table 6-10: High-Index Boomer Traits for Motorcycling “Every Chance I Get,” 2007 (percent and index of U.S. adults age 45-64)
  • Table 6-11: High-Index Boomer Traits for Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (percent and index of U.S. adults age 45-64)
  • Table 6-12: Domestic Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-13: Foreign Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-14: Selected Travel-Related Habits: Percentages by Adult Age Bracket, 2007 (U.S. adults)

Generation X in the U.S.

Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of Report
    • Report Methodology

  • Demographics
    • Gen X by the Age Span
    • Gen X by the Numbers: A Diverse Cohort
    • Figure 1-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
    • Gen X Values Relationships, Family Ties
    • Gen X Insists on Work-Life Balance
    • Raising Children Occupies Lots of Creative Time

  • Gen X Lifestyles
    • Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
    • Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
    • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life

  • Foods and Beverages
    • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
    • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
    • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?

  • Media and Technology
    • Internet = Integral
    • Internet Searches for Information, Products, Services Are Second Nature
    • Many Gen Xers Say Internet Is Prime Source of Entertainment
    • Online Job Searches Replace Antiquated Pavement Pounding
    • Social Networking: Personal Media Gets Up Close and Virtual

  • Travel and Transportation
    • Gen Xers Outpace Boomers in Per Capita Travel Spending
    • A Passion for International Travel, Quick Booking, New Experiences
    • As in Other Pursuits, Gen Xers Prize Variety of Experience
    • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
    • Boutique Hotels at Discount Rates: Another Gen X Passion

  • Personal Finance and Home Furnishing
    • Gen Xers Expect to Fund Their Own Retirements
    • Financial Vicissitudes Spread Xers Thin
    • Education Loans Particularly Burdensome
    • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
    • Gen X Likes AmEx: Blue and Corporate
    • Figure 1-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)

Chapter 2: Demographics

  • A Moving Target
  • Gen X by the Age Span
  • Gen X Overlaps with Older, Younger Generations
  • Attempts to Pigeonhole Gen Xers Backfire
  • Gen X by the Numbers: A Diverse Cohort
  • Figure 2-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
  • Gen X by Geography: Regional Spreads
  • Gen X Values Relationships, Family Ties
  • Figure 2-2: Opinions About Family and Friends: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Slacker Stereotype Distinctly Outmoded
  • “Overeducated” Ain’t Necessarily So
  • Diversity of Gender, Ethnicity, Race Reflected in Educational Levels
  • Personal Interest Trumps Diplomas, Income
  • Job-Hopping Helps Gen Xers Pursue Their Personal Goals
  • Gen X Insists on Work-Life Balance
  • Figure 2-3: Opinions About Work and Career: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Raising Children Occupies Lots of Creative Time
  • Advice to Marketers: Know Your Gen Xer
  • Identify and Engage Numerous Gen X Segments
  • Collaborate with Xers Through Online & Mobile Programs
  • Keep It Real
  • Table 2-1: Overview of Generation X Demographics, 2005 (U.S. adults age 25-39)
  • Table 2-2: Overview of Generation X Demographics: Men, 2005 (U.S. adults age 25-39)
  • Table 2-3: Overview of Generation X Demographics: Women, 2005 (U.S. adults age 25-39)
  • Table 2-4: Overview of Generation X Demographics: Non-Hispanic Whites, 2005 (U.S. adults age 25-39)
  • Table 2-5: Overview of Generation X Demographics: Hispanic Americans, 2005 (U.S. adults age 25-39)
  • Table 2-6: Overview of Generation X Demographics: African Americans, 2005 (U.S. adults age 25-39)
  • Table 2-7: Selected General Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Chapter 3: Gen X Lifestyles
  • Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
  • Blame It on the Boomers—They’re the Original Generation X
  • Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
  • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
  • Figure 3-1: “Use Internet To Help Plan Shopping Trips”: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Across Ethnicities, Gen Xers Use Internet to Research, Critique Products
  • Gen X Campaigns Should Personalize Their Approach
  • Staying Single Longer: Lifestyle Choice, or the Luck of the Draw?
  • Gen Xercise: Building Relationships Along with Muscle Tone
  • Figure 3-2: Selected High Gen X Indexes for Exercise-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
  • Married or Single, Gen Xers Pursue Their Own Interests
  • “I’m Not a Princess. I Just Want What I Want.”
  • Off-Line Flirting: What a Concept!
  • For Xers, Being Single Is an Investment
  • Single Parents and Domestic Partners: Gen X Focus Remains on Quality Relationships
  • Single Moms Often Single by Choice
  • Gay and Lesbian Parents Join the Mainstream
  • Gen X Parents: With the Right Attitude, Even Drool Can Be Cool
  • Figure 3-3: “A Woman’s Place Is In The Home”: Generation X vs. Total U.S., Gen Y, and Boomers, 2005 (U.S. adults without children in the household)
  • Well-to-Do Xers Model Passion, Fashion for Their Kids
  • Parents of More Modest Means Demand the Best for Kids
  • Moms and Dads Connect the Dots Between Values, Shopping Strategies, and Creative Play
  • Title Nine Sportswear: Marketing to a Passion
  • Table 3-1: Selected Lifestyle Statements: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 3-2: Selected Lifestyle Statements Among Women: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult women)
  • Table 3-3: Selected Lifestyle Statements Among Men: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult men)
  • Table 3-4: Selected Lifestyle Statements Among Non-Hispanic Whites: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult non-Hispanic Whites)
  • Table 3-5: Selected Lifestyle Statements Among Hispanic Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (Hispanic American adults)
  • Table 3-6: Selected Lifestyle Statements Among African Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (African-American adults)
  • Table 3-7: Selected Lifestyle Statements Among Asian Americans: Adults Overall, Generation X, and Baby Boomers, 2005 (Asian- American adults)
  • Table 3-8: Selected Health-, and Exercise-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 3-9: Selected Lifestyle Statements Among Single (Never Married) Adults: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. single adults)
  • Table 3-10¨ Selected Lifestyle Statements Among Adults Without Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults without children in the household)
  • Table 3-11: Selected Lifestyle Statements Among Adults With Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults with children in the household)

Chapter 4: Foods and Beverages

  • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
  • Figure 4-1: High Gen X Indexes for Selected Diet-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
  • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
  • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
  • With Gen X, Everybody’s an Online Food Critic
  • From Organic Moms to Cuban Mojo, Websites and Blogs Emphasize Culture, Philosophy Around Foods
  • From Oysters to Asparagus: Website Emphasizes the Passionate Approach
  • On Meal Occasions, Gen X Wavers Between Adventurous and Jaded
  • Boomers vs. Gen X: Agendas Differ, But Both Value Convenience, Quality, Efficiency
  • No Time to Cook and Eat Healthy, Or No Inclination?
  • Figure 4-2: High Gen X Indexes for Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
  • Retail Rants: Should Marketers Worry When Bloggers Broadcast Unhappy Experiences?
  • Marketing Experts Recommend Monitoring Blogs
  • Other Experts Find Blogosphere Uninformative: Stress Point-of-Contact for Monitoring Consumer Needs
  • Online Grocery Shopping Gaining Ground with Gen X
  • Peapod Delivery Alleviates Urban Stress
  • FreshDirect Links New Recipes with Online Delivery
  • Princely Offerings at Pauper Prices: Gen X Expects Food and Beverage Options of Premium Quality, Low Expense
  • Chipotle Mexican Grill: Fast Casual Food with Integrity
  • Natural Products Spread the Health
  • Hip Ads Balance Honesty, Humor
  • Generation X: We Love Our Beverages
  • Figure 4-3: High Gen X Indexes for Agreement With Statement: I Like To Try New Drinks, 2005 (U.S. adults age 25-39)
  • Coffee Houses Promote Social Networking
  • Safe Haven for Parents, Kids, Sparking Singles
  • Weddings Play Up Fancy Drinks: Coffee Is Frothy, But Liquor Is Hipper
  • Mothers’ Little Helper: Gen X Moms Connect Over Cocktails
  • Gen X Kindles Its Passion for Wine
  • Wine Losing Elitist Taint as Selection Widens, Prices Drop
  • Eye-Catching Labels, Catchy Titles Increase Anti-Snob Appeal
  • Passion for Wine Inspires Gen X Marketers, Retailers, Growers
  • Experiential Marketing, Lifestyle Aspects Increase Wine’s Gen X Appeal
  • Wine Clubs Represent “Ultimate Marketing Machine”
  • Successful Campaigns Combine Honesty, Iconoclasm, “Underground” Appeal
  • Blatant Capitalism: We’re Just That Cool
  • M-5: Coke Jumps on the Global Brandwagon
  • Underground Appeal: Are You Cool Enough to Be in Our Loop?
  • Smirnoff’s “Tea Partay”: Viral Success or Half-Cocked Gambit?
  • Support Viral Campaigns with Solid, Accessible, Information
  • Table 4-1: Selected Diet-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 4-2: Generation X Traits Favoring Agreement With Statement: Am Usually the First to Try New Health Foods, 2005 (U.S. adults age 25-39)
  • Table 4-3: Generation X Traits Favoring Being Vegetarian, 2005 (U.S. adults age 25-39)
  • Table 4-4: Generation X Traits Favoring Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
  • Table 4-5: Generation X Traits Favoring Agreement With Statement: Fast Food Fits My Busy Lifestyle, 2005 (U.S. adults age 25-39)
  • Table 4-6: Generation X Traits Favoring Agreement With Statement: I Like to Try New Drinks, 2005 (U.S. adults age 25-39)

Chapter 5: Media and Technology

  • Internet = Integral
  • Internet Searches for Information, Products, Services Are Second Nature
  • Many Gen Xers Say Internet Is Prime Source of Entertainment
  • Figure 5-1: High Gen X Indexes for Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
  • Xers Seek to Balance Work and Free Time
  • Online Job Searches Replace Antiquated Pavement Pounding
  • Formula for Online Job Search: Advanced Reading Skills + School Loans Coming Due
  • Social Networking: Personal Media Gets Up Close and Virtual
  • Figure 5-2: High Gen X Indexes for Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
  • Successful Sites Collaborate with Users
  • Personal Networking Sites Balk at Brand Advertising
  • Creating Buzz Via Consumer Generated Media
  • Chevrolet Does CGM Right This Time
  • Chevy Contest Features Tight Focus, Trust
  • Exploiting CGM Honestly: Paradox or Contradition?
  • For Gen Xers, Email Advertising Offers Opt-In, Personalized Service
  • Openness to Email Advertising Increases with Household Income
  • Gen X Prefers Messages Tailored to the Household Level
  • Don’t Underestimate the Power of Paper
  • Snail Mail Still Holds Gen X Interest
  • Digital Cameras, Images, Software Offer Versatility in Preserving Memories
  • Gen X Women, Moms Drive Digital Photo Market
  • For Printing Photos, Gen X Moms Like Online, Kiosk, and Camera Shop Capabilities
  • Magazines with Real Pages Still Capture Gen X Imagination
  • Gen X Men: Girls, Booze, Cars All Play Well in Men’s Magazines
  • Gen X Moms: Parenting Magazines Build Confidence
  • Electronics Capture Gen X Attention, Dollars
  • Downloadable Music Enhances the Gen Xperience
  • Figure 5-3: High Gen X Indexes for Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Intergenerational Musical Tastes Strengthen “Holistic” Branding Experience
  • Cell Phone, MP3 Technologies Converge with Cable, Video, Internet
  • Verizon Chocolate and Bud.tv: The Ultimate in Multi-Functionality (At Least for Now)
  • Table 5-1: Selected Technology, Media, and Entertainment Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 5-2: Generation X Traits Favoring Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
  • Table 5-3: Generation X Traits Favoring Online Employment Search in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 5-4: Generation X Traits Favoring Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
  • Table 5-5: Generation X Traits Favoring Agreement With Statement: Like to Hear About Products and Services by Email, 2005 (U.S. adults age 25-39)
  • Table 5-6: Generation X Traits Favoring Use of Online Digital Imaging/Photo Album Software in Last 30 Days, 2005 (U.S. adult women age 25-39)
  • Table 5-7: Generation X Traits Favoring Reading of Men’s Magazines, 2005 (U.S. adult men age 25-39)
  • Table 5-8: Generation X Traits Favoring Reading of Child-Rearing/Parenthood Magazines, 2005 (U.S. adult women age 25-39)
  • Table 5-9: Generation X Traits Favoring Agreement With Statement: Will Pay Anything for Electronic Products I Want, 2005 (U.S. adult men age 25-39)
  • Table 5-10: Generation X Traits Favoring Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Table 5-11: Generation X Traits Favoring Use of Cellular/Wireless Phone Service with Text Messaging, 2005 (U.S. adults age 25-39)

Chapter 6: Travel and Transportation

  • Gen Xers Outpace Boomers in Per Capita Travel Spending
  • A Passion for International Travel, Quick Booking, New Experiences
  • Education, Life Changes Fuel Desire to Travel Abroad
  • Figure 6-1: Selected High Gen X Indexes for Agreement With Statement: I Love The Idea of Traveling Abroad, 2005 (U.S. adults age 25-39)
  • As in Other Pursuits, Gen Xers Prize Variety of Experience
  • Gen Xperience: The Quest for Authenticity
  • Adventure Travel Suits Casual, Community-Oriented Spirit
  • Sustainable Tourism, Ecotourism Help Preserve Natural Habitats
  • Gen Xers’ Adventurous Spirit Keeps Them Open to New Companies
  • Internet Booking Key to Gen X Travel Market
  • For Gen Xers, Especially Asian Americans, Variety Is the Spice of Travel
  • Tribe Wanted: A Time Share as Out There as You Want to Be
  • Vorovoro: Where an Online Community Meets a Real Life Tribe
  • Tribe Wanted Stresses Environmental Conservation, Social Diversity, Fun
  • Tribal Financing: Media, Savvy Promotions Lend Sustainable Support
  • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
  • Continental’s International Menu Piques Gen X Travel Appetite
  • Domestic Destinations: Gen Xers Taking Over as Major Business Travelers
  • Figure 6-2: Selected High Gen X Indexes for Having Taken a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Jet Blue Caters to Gen X Style, Budget
  • Boutique Hotels at Discount Rates: Another Gen X Passion
  • Hotel Indigo: Playful, Casual, and Totally WiFi
  • Holiday Inn Select: Gen Xers Dig Sports Bars, Workout Facilities
  • Starwood Aloft: A Loft, With Maid Service
  • Hyatt Place: Going for the Gen X Business Traveler
  • Automotive Xperiences: Gen Xers Favor Sleek Design, Foreign Cachet, and Affordable Price
  • Foreign Wheels Score High in Gen X Perceptions of Quality, Performance
  • Figure 6-3: Selected High Gen X Indexes for Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
  • Nifty, Reliable, Sporty Volkswagon Scores High with Gen Xers
  • Zoom-Zoom: Mazda Counts Gen Xers Among Its Fans
  • Mazda Emphasizes Environmental Responsibility and Style
  • Gen Xers Opt for American Quality, Affordability, Too
  • SUVs Fit Gen X Needs for Reliability, Storage, Active Lifestyles
  • SUV Enthusiasts Mostly Parents, Home Owners
  • Table 6-1: Selected Travel-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 6-2: Generation X Traits Favoring Agreement With Statement: I Love the Idea of Traveling Abroad 2005 (U.S. adults age 25-39)
  • Table 6-3: Generation X Traits Favoring Agreement With Statement: Am Willing to Make Travel Plans With Unknown Company, 2005 (U.S. adults age 25-39)
  • Table 6-4: Generation X Traits Favoring Agreement With Statement: I Like to Vacation Somewhere Different Every Time, 2005 (U.S. adults age 25-39)
  • Table 6-5: Generation X Traits Favoring Taking a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 6-6: Selected Transportation-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 6-7: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are More Prestigious Than American, 2005 (U.S. adults age 25-39)
  • Table 6-8: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
  • Table 6-9: Generation X Traits Favoring Ownership of Compact Foreign Car, 2005 (U.S. adults age 25-39)
  • Table 6-10: Generation X Traits Favoring Ownership of Compact Domestic Car, 2005 (U.S. adults age 25-39)
  • Table 6-11: Generation X Traits Favoring Agreement With Statement: An SUV Matches My Active Lifestyle, 2005 (U.S. adults age 25-39)

Chapter 7: Personal Finance and Home Furnishing

  • Gen Xers Expect to Fund Their Own Retirements
  • Financial Vicissitudes Spread Xers Thin
  • Education Loans Particularly Burdensome
  • Professional Salaries Offset by Hefty Monthly Payments
  • Children’s Educations Weigh Heavily on Xers’ Minds, Lighten Xers’ Wallets
  • 529 College Savings Plan: A Tax-Free, Long-Term Solution
  • Other Personal Loans, Car Financing Stretch Gen X Coffers
  • Figure 7-1: Selected High Gen X Indexes for Holding a New Car Loan, 2005 (U.S. adults age 25-39)
  • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
  • U.S.A.A. and Mercury Car Insurance Draw Gen X Dollars
  • Lower Income, Non-College Grads Have Little Trouble Spending, Big Trouble Saving
  • 401(k) Plans Offset Gen X Concerns for the Future
  • Debit and Credit Cards Trump Cash, Checks for Gen X Spenders
  • Quickness, Convenience Make Visa, MasterCard Debits Popular
  • Credit Purchases Blaze Into Under-$15 Realm
  • Contactless Credit Makes Big Splash: Gen Xers Ride the Wave
  • Gen X Likes AmEx: Blue and Corporate
  • Figure 7-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)
  • Visa Credit Card Sees Wide Use, Personalized Options
  • Home Sales Down, But Xers Driving Sales of New and Custom Builds
  • Gen X Driving Trend Toward Greater Space, More Amenities
  • Despite High Price Tags, Gen X Likes Stylish Amenities, Personalized Floorplans
  • Gen Xers Not Afraid to Pitch In, Rake Leaves, Blow Leaves, Mow Lawns
  • Figure 7-3: Selected High Gen X Indexes for Purchasing Selected Garden-Related Items, 2005 (U.S. adults age 25-39)
  • Power Lawn and Garden Equipment a Boon to Homeowners
  • Celebrate with Meat!: Gas Grills Enhance the Outdoor Experience
  • Varied Styles, Prices in Grills Suit Gen X Individuality
  • Moving Inside, Gen Xers Like High Style, Low Cost of Pottery Barn, Crate & Barrel
  • Ikea Whets Gen X Appetite for Hip, Euro-Inspired Surroundings
  • Ikea Store Openings Draw Elated Fans
  • Ikea Shoppers Mirror Many Gen X Traits
  • Table 7-1: Selected Finance-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 7-2: Generation X Traits Favoring Holding of Educational Loans, 2005 (U.S. adults age 25-39)
  • Table 7-3: Generation X Traits Favoring Holding a New Car Loan, 2005 (U.S. adults age 25-39)
  • Table 7-4: Generation X Traits Favoring Agreement With Statement: I Tend to Spend Money Without Thinking, 2005 (U.S. adults age 25-39)
  • Table 7-5: Generation X Traits Favoring Agreement With Statement: I’m No Good at Saving Money, 2005 (U.S. adults age 25-39)
  • Table 7-6: Generation X Traits Favoring Investment in 401(k) Plan, 2005 (U.S. adults age 25-39)
  • Table 7-7: Generation X Traits Favoring Use of Clothing/Specialty Store Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-8: Generation X Traits Favoring Use of Visa Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-9: Selected Home-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 7-10: Generation X Traits Favoring Purchase of Power Lawn & Garden Equipment in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 7-11: Generation X Traits Favoring Purchase of Outdoor Gas Grill in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 7-12: Generation X Traits Favoring Shopping at Ikea in Last Three Months, 2005 (U.S. adults age 25-39)

The Adults of Generation Y in the U.S.: Hitting the Demographic, Lifestyle and Marketing Mark

Chapter 1: Executive Summary
Scope and Methodology
Scope of Report
Report Methodology
Gen Y Cohorts
The Simmons Index System
BIGresearch Data
Market Overview
Shared Sensibilities, From Tykes to Twenty-Somethings
Market Focus: Gen Y Adults Age 18-29
Gen Y Adults Number Approximately 40 Million
  • Figure 1-1: Gen Y Adults by Age Cohort, 2007(percent and number of U.S. adults age 18-29)
Gen Y Population Spread Across Marketing Regions
Hispanics a Powerful, Growing Minority
Multiculturalism Inspires Liberal Leanings
Strong Belief in Money as a Measure of Success
Not All Gen Yers Are College Bound
Customized Options Help Define Personal Style
Finances
Inexperience, Debt Constitute Double Whammy
Bank Accounts, Savings Levels Below Adult Average
Personalized Financial Services Can Build Future Loyalty
Confidence in Nation’s Economy Plunges
Varying Parental Roles in Bill Payment Muddy Financial Waters
Most College Consumers Still Rely On Mom and Dad
College Consumers Spending at Record Levels
Gen Y Attitudes About Debt and Money
Media, Technology and Marketing
Gen Y Worldview Integrates Self, Technology, Marketing
Gen Y Use Technology, Media to Brand Themselves
Mobile, Internet, Video Enable Daily Life
Blogs, Social Networking, Video Sharing Pervade Online Activities
Gen Yers Also Big on Online Shopping, Auctions, Product Research
Nearly All Gen Y Adults Use Internet
Tech Marketing Requires Intimate Understanding of Gen Y Values
Video Offers Immediacy, Emotion, Interaction
Visual Media Gaining Over Print
Online Video Appeals Across Gen Y Segments
Most Marketers Still Leery of Gen Y Marketing Techniques
Eating In, Dining Out
Long-Term Health Issues a Distant Concern
On the Run Eating Enables Busy Lifestyles
Organic, Natural, Eco-Friendly Earn Points
Gourmet Tastes a Major Draw
Exercise, Revving Metabolisms Compensate for Indulgence
Dorm Living Can Pack On Pounds
Busy Lives Preclude Regular Home Cooking
Gas Prices Curtail Frequency of Dining Out
Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic
Wellness, Work and Leisure
Wellness a Given Among Gen Yers
Today’s Experiences Trump Worry About Tomorrow
Strong Undercurrent Intent on Keeping Youthful Appearance
Wellness at Work: Nurturing the Whole Person
For Millennials, Work Is About Being Wooed
Extra Education Builds Self-Confidence, Skills
Recruiting Requires Authentic Investment in Gen Y Values
Regular Exercise Helps Offset Blasé Approach to Health Care
Shopping Patterns Favor Electronics, Apparel
Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff
Action Sports a Major Niche, But Authenticity Stakes High

Chapter 2: Market Overview
Introduction
Shared Sensibilities, From Tykes to Twenty-Somethings
Market Focus: Gen Y Adults Age 18-29
Market Segmentation: Two Age Cohorts, Four Educational/Job Training Cohorts
Millennial Generation Echoes Qualities of Generations Past
Demographics, Attitudes and Consumer Style
Gen Y Adults Number Approximately 40 Million
  • Figure 2-1: Gen Y Adults by Age Cohort, 2007 (percent and number of U.S. adults age 18-29)
Gen Y Population Spread Across Marketing Regions
  • Figure 2-2: Gen Y Adults by Marketing Region, 2007 (percent of U.S. adults age 18-29)
Ethnic Diversity Underlines Need for Marketing Segmentation
Hispanics a Powerful, Growing Minority
  • Figure 2-3: Racial/Ethnic Composition of Gen Y Adults, 2007 (percent and number [000] of adults age 18-29)
Multiculturalism Inspires Liberal Leanings
  • Table 2-1: “We Should Strive for Equality for All”: Selected Gen Y Adult Segments, 2007 (percent and index of U.S. adults age 18-29)
Young Adults May Form Next Political Powerhouse
  • Figure 2-4: Percentage of Americans Registered to Vote: Overall and by Generational Cohort, 2007 (U.S. adults)
  • Table 2-2: Political Party Affiliation by Percentage of Generational Cohort, 2007 (U.S. adults)
Gen Y Irreverence Heats Up 2008 Presidential Campaign
Low-Budget “Obama Girl” Video a Web-Wide Sensation
Team Players Echo Values of Greatest Generation
Strong Belief in Money as a Measure of Success
  • Table 2-3: “Money Is the Best Measure of Success”: Selected High Index Gen Y Segments, 2007 (number, percent and index of U.S. adults age 18-29)
Wealth and Fame Are Common Goals
Social Networking, Reality TV Promise Instant Celebrity
Desire to Shine Crosses Income, Educational Brackets
  • Table 2-4: “I Like to Stand Out in a Crowd”: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)
Customized Options Help Define Personal Style
Demographic Diversity Correlates with Cultural Openness
  • Table 2-5: Political Outlook Across Generational Cohorts, 2007 (percent of U.S. adults)
Interracial Dating? No Big Deal
Gay? Whatever
Respect for Customs and Beliefs a Given
  • Figure 2-5: “It’s Important to Respect Customs and Beliefs”: Gen Y Adults Overall and by Age Cohort, 2007 (percent and index of U.S. adults age 18-29)
Hispanics, Low Income Brackets Strongly Support Cultural Respect
  • Figure 2-6: “It’s Important to Respect Customs and Beliefs”: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)
  • Figure 2-7: “It’s Important to Respect Customs and Beliefs”: Lowest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)
But “Respect” and “Customs” May Require Qualification
Not All Gen Yers Are College Bound
  • Table 2-6: Gen Y Adults by Educational/Job Training Cohort, 2007 (percent and number of U.S. adults age 18-29)
Younger Cohort Most Likely to Be Full- or Part-Time Students
  • Figure 2-8: Educational and Job Training Status: Gen Y Adults by Age Cohort, 2007 (number [000] of U.S. adults age 18-29)
Vocational and Technical Training Offers Quick Road to Skilled Work, Decent Pay
Vo-Tech Offers Affordable Substitute or Supplement to Pricey Four-Year College
Substantial Gen Y Segment Holds High School Diploma or Less
No College, No Vo-Tech Equates with Low Personal Income
Gen Y Hispanics Outpace Adult Average with No College, No Vo-Tech Training
  • Table 2-7: Indices for Educational/Job Training Status by Race/Ethnicity, 2007 (U.S. adults age 18-29)
Behaviors, Attitudes, Preferences Differ Between College, Non-College Consumers
Polarized Attitudes About Credibility of Advertising
Novelty, Variety Draw Non-College Consumers
Non-College Consumers Lay Down Extra Dollars for Green Products
  • Table 2-8: Strongly Held Shopping-Related Attitudes Among Gen Y Adults: No College/ No Vo-Tech Background/Employed Full-Time vs. College Grad or More, 2007 (index of U.S. adults age 18-29)
Gen Y Consumer Style Favors Authenticity, Participation, Instant Availability
Marketing Tips
1. Be Real
2. Market to Communities, But Emphasize Individuality
3. Create Relationships with Consumer Segments
4. Research Segments 24/7
5. Word of Mouth: Let Them Discover You
  • Table 2-9: Demographic Composition of Adults Age 18-29, 2007 (number, percent of total age 18-29 group, and index in relation to U.S. adults overall)
  • Table 2-10: Demographic Composition of Full- or Part-Time College Students Age 18-29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
  • Table 2-11: Demographic Composition of College Grads Age 18-29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
  • Table 2-12: Demographic Composition of 18- to 29-Year-Olds Who Attended Specialty/Vocational-Technical School, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
  • Table 2-13: Demographic Composition of 18- to 29-Year-Olds Without College or Specialty/ Vo-Tech School Background, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)

Chapter 3: Finances
Inexperience, Debt Constitute Double Whammy
But Future Earning Potential Is in the Trillions
Bank Accounts, Savings Levels Below Adult Average
  • Figure 3-1: Types of Bank Accounts Among Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
Generation Strives for Financial Success, Freedom
Personalized Financial Services Can Build Future Loyalty
Confidence in Nation’s Economy Plunges
  • Table 3-1: Percentage of Adults Age 18-28 Who Are Confident or Very Confident About the Short-Term Prospects for the Economy: By Month, December 2007-June 2008
Changing Situations, Tastes, Make Cohort Segmentation Tricky
Varying Parental Roles in Bill Payment Muddy Financial Waters
  • Figure 3-2: Percentage of Gen Y Adults Who Pay Their Bills Themselves: Overall and by Educational/Job Training Cohort, 2008 (U.S. adults age 18-29)
Most College Consumers Still Rely On Mom and Dad
Bill-Paying Methods Vary, But Online Transactions Gain
  • Table 3-2: Bill Payment Methods Among Gen Y Adults: Overall and by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
“Household,” Financial Lines Tend to Blur
  • Table 3-3: Selected Strongly Held Attitudes About Personal Finance Among Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)
College Consumers Spending at Record Levels
On-Campus Discretionary Spending Also on the Rise
Gen Y Attitudes About Debt and Money
“Careful with Money” Not Exactly a Cohort Credo
  • Figure 3-3: “I’m Careful with My Money”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
Consumer “Empowerment” More About Attitude Than Actual Cash
Some Hard-Up Co-Eds Opt for Local Food Bank
Gen Y Goals, Perceptions Should Guide Financial Marketing Efforts
Shaky Financial Position Curbs Spending
  • Table 3-4: Changes in Spending Habits Over Past 6 Months Among Adults Age 18-28: January 2008 vs. June 2008 (percent)
  • Table 3-5: Major Purchases Planned Within Next 6 Months: Adults Overall vs. Adults Age 18-28, June 2008 (percent of adults overall and percent and index of adults age 18-28)
Naïveté, Consumerism Push Debt Levels Up
Full-Time Workers Less Financially Confident Than College Students
  • Figure 3-4: “I Feel Secure Financially”: Lowest Indexing Gen Y Adult Segments, 2008 (U.S. adults age 18-29)
Confidence in Ability to Save Especially Low in Certain Segments
  • Table 3-6: “I’m No Good at Saving Money”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Appearance of Financial Success Important to Low-Income, Non-College Segments
  • Table 3-7: “I Like Other People to Think I’m a Financial Success”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Educational, Consumer Loans Ramp Up Financial Burden
  • Figure 3-5: “I Feel Secure Financially”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
Living At Home May Help Build Next Generation’s Nest Egg
  • Table 3-8: Percentage of Annual Income Saved Over Last Year as of June 2008: Adults Overall vs. Adults Age 18-28 (index)
Personalized Service and Technology-Based Options Crucial
Technology Should Enable Personal Lifestyle Choices
Emotional Connection, Self-Discovery Underlie Successful Campaigns
Multifunctional Technologies Trigger Rewards, Customized Options, Community Solidarity
Wachovia’s Campus Card: “Your Key to Student Life”
Wachovia Remains Leery of Campus Credit Cards
U.S. Bank’s OneCard Offers Student-Centric Rewards
BofA’s “Keep the Change” Debit Card Encourages Savings
Financial Alerts a Promising Feature
Green Rewards, Social Responsibility Popular Across Card Types
edo Interactive Launches Prepaid Facecard MasterCard
Convenience, Personal Interests Drive Facecard Use
Chase Plus One: Chase + Facebook = College + Credit
Karma Points Reward Responsible Spending
High Interest Rates a Bit Offputting
PNC Bank’s Virtual Wallet: The iPod of Banking
Low Costs, Calendar, Alerts, Account Tracker Home In On Gen Y Needs
So Far No Chats, IM, Blogs, Email Support
Entry Level Investments Tend Toward Equities, Mutual Funds
Authenticity Remains a Major Challenge
Youth-Oriented Thrasher Funds Give Hip Investing a Go
But Is Thrasher Hype a Bit Too Hip?
  • Table 3-9: Financial Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 3-10: Financial Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 4: Media, Technology and Marketing
Gen Y Worldview Integrates Self, Technology, Marketing
Gen Y Use Technology, Media to Brand Themselves
Features Less Important Than Lifestyle Outcomes
Mobile, Internet, Video Enable Daily Life
Mobile Gen Y Out-Talks, Out-Downloads, Out-Plays Other Generations
Blogs, Social Networking, Video Sharing Pervade Online Activities
Gen Y Also Big on Online Shopping, Auctions, Product Research
  • Table 4-1: Selected Online Shopping Activities In Last 30 Days: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Nearly All Gen Y Adults Use Internet
College Education Not a Pre-requisite for Online Literacy
Wireless Computing, Laptops Keep Cohort Mobile
  • Table 4-2: Computer/Internet Use Activities: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Tech Marketing Requires Intimate Understanding of Gen Y Values
Social Interaction Trumps Product Specs
Nokia Mobile Taps Into Core Desires, Values
Nokia Customization Empowers Gen Y Individuality
Nokia Nseries Smartphone: It’s Not a Tool, It’s an Experience
Event Sponsorship Showcases “Young Lions’” Creativity (and the Phone)
Integrated Campaign Puts Gen Y In Control of Content
Gen Y Looks to Tech to Empower Self-Image
Quest for Personal Meaning Drives Passion for Media, Tech
Ultimate Fear May Be Not Finding Their Own Passion
Video Offers Immediacy, Emotion, Interaction
Visual Media Gaining Over Print
Video Drives Increasing Overlap Between Personal and Commercial; World of Warcraft Game Illustrates
Interactivity, Product Extensions Keep Gaming Community Connected
Majority of Gen Y Own or Play Video Games, Including Mainstream Demographics
  • Table 4-3: Video Game Systems Owned or Played: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Problematic Economy Only Increases Video Games’ Appeal
Good-Bye Old Stereotypes: Gamers More Social Than Non-Gamers
By Educational Cohort, College Consumers Most Avid Gamers
Traditional Core of Young Single Men Remain Hot for Video Games
  • Figure 4-1: Strongly Held Attitudes Regarding Video Gaming Among Gen Y Males, 2008 (index of U.S. adults age 18-29)
  • Table 4-4: “Video Games Are My Main Source of Entertainment”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Gen Y Men Likely to Prefer Gaming Over TV
Deconstructing the Video-Game-Loving Gen Y Male
Whites, Singles, Younger Cohort Often Spend More on Video Than Other Media
  • Figure 4-2: “I Spend More Money on Video Games Than on Music or Movies”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
  • Figure 4-3: “Don’t Mind if Video Game Characters Use a Brand Name Product”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Online Video Essential in Marketing to Young Men
Online Video Appeals Across Gen Y Segments
Entertaining Embedded Ads A-OK
  • Table 4-5: “I Expect Advertising to Be Entertaining”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
Heavy Video Viewers Want to Manage, Share Content
Small Minority Dislike Advertising
  • Table 4-6: “I Don’t Like Advertising In General”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Hispanics, Non-College Segments Most Ad Friendly
  • Table 4-7: Selected Strongly Held Attitudes About Advertising Among Gen Yers: Hispanics and Full-Time Employees with No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)
Full-Time Employed No College/Vo-Tech Segment Also Show Brand Enthusiasm
TV Ads, Video Game and Movie Product Placement Garner Most Notice
  • Table 4-8: Selected Strongly Held Gen Y Attitudes About Product Placement: Hispanics and Full-Time Employees With No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)
For Non-College Segments, Video Ads More Effective Than Print
Gen Y Parents Open to Ads That Help Pick Products for Kids
  • Table 4-9: Strongly Held Attitudes About Advertising: Gen Y Parents, 2008 (percent and index of U.S. adults age 18-29)
Most Marketers Still Leery of Gen Y Marketing Techniques
Social Media Provide Multi-Layered Branding Opportunities
Fine Line Between Creating Community and Intruding Into Private Communication
Let Consumers Find You, Create Online Communities in Your Space
MTV’s The Hills Site Promotes Gossip, Fashion, Games
Millennial Moms a Small But Strong Core of Social Networkers
“Mom Tribes” Share Worries, Stories, Advice Online
Suave, Sprint Partner to Create “In the MotherHood” Network
Twenty-Something Moms Span Mainstream, Niche Networks
Gen Y Control, Creativity, Community Are Your Marketing Guides
  • Table 4-10: Computer/Internet Use Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 4-11: Computer/Internet Use Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Table 4-12: Print Media Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 4-13: Print Media Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Table 4-14: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 4-15: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 5: Eating In, Dining Out
Youthful Metabolisms Energize Personal, Social Goals
Long-Term Health Issues a Distant Concern
On the Run Eating Enables Busy Lifestyles
Organic, Natural, Eco-Friendly Earn Points
Gourmet Tastes a Major Draw
  • Table 5-1: “I Try to Eat Gourmet Food Whenever I Can”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Fun Tastes, Fun Textures Trump Health Concerns
Balanced Diet? Too Much Work
  • Table 5-2: “I Try to Eat Healthy Food/Balanced Diet”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Exercise, Revving Metabolisms Compensate for Indulgence
Cooking for Fun
  • Figure 5-1: “I Really Enjoy Cooking”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
  • Figure 5-2: Cooking for Fun as Leisure Activity: Percentage of U.S. Adults Overall vs. Gen Y Adults Overall and By Educational/Job Training Cohort, 2008
Kitchen Not Central to Existence
  • Figure 5-3: “Kitchen Is Most Important Room in My House”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Dorm Living Can Pack On Pounds
  • Table 5-3: Strongly Held Attitudes About Food and Nutrition: Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)
The Freshman 15: A Horrifying Specter
Stress, Study, Socializing Encourage Extra Calories
Busy Lives Preclude Regular Home Cooking
  • Table 5-4: Selected Strongly Held Attitudes About Family/Home Life: Gen Y Singles, Marrieds and Parents, 2008 (index of U.S. adults age 18-29)
Even Organic Lovers Opt for Indulgent, On-The-Go Snacks
Mars, Venus Divided on Fast Food, Snacking, Cooking Preferences
  • Table 5-5: Strongly Held Attitudes About Food and Nutrition: Gen Y Males vs. Gen Y Females, 2008 (index of U.S. adults age 18-29)
Hispanic Gen Yers Strong Believers in Organic, Natural, Fresh
  • Table 5-6: Strongly Held Attitudes About Food and Nutrition: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
Fattening Foods: No Problem
  • Table 5-7: “There’s Nothing Wrong with Indulging in Fattening Foods”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Fast Food Keeps the Lifestyle Wheels Greased
Small Percentage of Hispanics Prefer Fast Food to Home Cooking
  • Table 5-8: “Prefer Fast Food to Home Cooking”: Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
Hispanics, Singles, Men Most Likely to Believe Fast Food Helps Keep Them in Budget
  • Table 5-9: “Eating Fast Food Helps Me Stay in Budget”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
McDonald’s Brand Still Reigns Supreme
Majority of Gen Y Adults Patronize Golden Arches, At Least Occasionally
Better-For-You Menu Items Leave Gen Y Cold
White Castle Rolls Out “What You Crave”: Hip, Edgy and Digital
“Crave Call” Campaign Combines Space Age with Slang-a-Licious
In Casual Dining, Relaxed, Inexpensive Socializing Is the Goal
Gas Prices Curtail Frequency of Dining Out
  • Table 5-10: Percentage of Adults Age 18-28 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
  • Figure 5-4: Percentage of Adults Age 18-28 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Gender and Marital Status, June 2008
Creative Urban Singles Find Wallet-Friendly Ways to Curb Hunger
Family Restaurants Provide Predictable, Inexpensive Options
TGI Friday’s Emphasizes Grown-Up Socializing, Rewards Cards
Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic
Gen Y Likely to Spend $150 or More Per Week on Groceries
College Consumers Spend More Than College Grads
Premium Edibles, Especially Organics, Fill Luxury Gap
  • Table 5-11: “When Shopping for Food, I Look for Organic/Natural Products”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Socially Responsible Honest Tea “Gets Real”
Spiking Gas Prices Make Continued High Spending Uncertain
  • Table 5-12: Percentage of Adults Age 18-28 Who Are Spending Less on Groceries Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
  • Figure 5-5: Reduced Spending on Groceries Because of Fluctuating Gas Prices Among Adults Age 18-28: By Gender and Marital Status, June 2008 (percent)
Cost-Cutting May Encourage More Home Cooking
Frozen Foods, Perishables, Private Label May See Spending Uptick
Novel Treats Still Lure Sophisticated Taste Buds
  • Figure 5-6: “I Like to Try Out New Food Products”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Rachel’s Dairy Pushes “Wickedly Delicious” Yogurt
Line Focused on Style and Function
Probiotics, All-Natural Goodness Pass Authenticity Test
Even In Snacks, Gen Y Looks for Zing, Fun, Customization
Snap, Crackle, Sizzle, Crunch and Sip
  • Table 5-13: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 5-14: Diet and Exercise Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Table 5-15: Food Shopping and Restaurant Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 5-16: Food Shopping and Restaurant Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 6: Wellness, Work and Leisure
Wellness a Given Among Gen Yers
Wellness Represents a Marketing Bonanza
Health, Wellness, Fitness Products Bring in Billions
Today’s Experiences Trump Worry About Tomorrow
Strong Undercurrent Intent on Keeping Youthful Appearance
  • Figure 6-1: “It Is Important to Keep Young Looking”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
  • Figure 6-2: “I Am Willing to Spend Whatever I Have To, To Look Younger”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
Younger Gen Y Adults Especially Keen on Skincare
  • Table 6-1: “I Am Willing to Spend What I Have To, To Look Younger”: Highest Indexing Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
Youth-Extending Skincare Equates with Pampering, Luxury
Hispanic Gen Y Adults Place Premium on Youthful Appearance
  • Figure 6-3: Selected Strongly Held Attitudes About Youth and Beauty: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
  • Table 6-2: “It Is Important to Keep Young Looking”: Selected Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
Women of Color, Celebrity Role Models Connect with Authenticity, Personal Style
Garnier Trades on Sarah Jessica Parker’s Feminist Cred
Gen Y Guys Also Willing to Spend on That Youthful Glow
  • Figure 6-4: Strongly Held Attitudes on Youth and Beauty: Gen Y Men, 2008 (percent and index of U.S. adults age 18-29)
  • Table 6-3: “It Is Important to Be Attractive to the Opposite Sex: Selected High Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Man Spas Offer High-Priced Pampering, Grooming
Skincare Feminism Ushers in Manly DIY Beauty Regimens
Male Species, Naturally Man Make Male Beauty “Natural”
Canadian 4VOO Pushes High-Performance Grooming
Wellness at Work: Nurturing the Whole Person
Work Is About Being Wooed
Challenge, Novelty, Change Inspire Young Workers
Extra Education Builds Self-Confidence, Skills
Younger Cohort Especially Open to New Challenges
  • Table 6-4: “I Like to Pursue Challenge, Novelty, Change”: Selected High Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
Millennial Love of the New Extends Beyond College Types
A Desire to Be Appreciated
Recruiting Requires Authentic Investment in Gen Y Values
Travel, Volunteer Opportunities Attract Socially Conscious
Voluntourism Excites Desire for Exotic Experiences That Help Others
Ernst & Young’s Summer Internships Focus on Leadership
Mentorship, Flexibility, Company Values Can Trump High Salary
Health Insurance a Key Benefit for Young Employees
Uninsured Cluster Among Millennials with No College, No Vo-Tech
  • Table 6-5: Health-Related Insurance: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 6-6: Health Care Coverage by Educational/Job Training Cohort: Gen Y Adults, 2008 (percent of adults age 18-29)
Some Choose Dream Job Over Insurance Coverage
Short-Term or High-Deductible Plans Could Form Gen Y-Centric Niche
Gen Y Wellness Emphasizes Pampering Over Preventive Care
  • Figure 6-5: “I Have Regular Medical Check-Ups”: Gen Y Adults Overall and by Age Cohort, 2008 (percent of U.S. adults age 18-29)
Hispanics Skew Highest for Regular Medical Check-ups
  • Table 6-7: “I Have Regular Medical Check-Ups”: Selected Low Index Gen Y Segments (percent and index of U.S. adults age 18-29)
Regular Exercise Helps Offset Blasé Approach to Health Care
  • Table 6-8: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
College Grads Outdo Other Educational Cohorts in Sports Participation
  • Table 6-9: Exercise Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Workplace Wellness a Win-Win for Gen Yers, Employers
  • Table 6-10: “I Should Exercise More Than I Do”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
“Exergaming” Offers Fun, Low-Cost Break
Guest Experts and Edgy Exercises
Subsidized Gym Memberships and Company Sports Teams
  • Table 6-11: Sports Participation in Last 12 Months: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Echo Boomers Love to Include Their Parents
Know Your Niche, Be Authentic
Shopping Patterns Favor Electronics, Apparel
Trendy, Youth-Oriented Apparel Brands Index High
Abercrombie & Fitch: Lifestyle Brand Worships Beauty
  • Figure 6-6: Highest Indexing Chain Stores Shopped by Gen Y Adults in Last Three Months, 2008 (index of U.S. adults age 18-29)
Victoria’s Secret “Pink” Campaign Plays Up College, Music, Green
Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff
  • Figure 6-7: “I Enjoy Taking Risks”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
Risk-Takers Mirror Segments That Seek Challenge, Novelty
  • Table 6-12: “I Enjoy Taking Risks”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
Do Risk-Takers Up-End Gen Y Reputation for Needing Structure, Guidance?
Action Sports a Major Niche, But Authenticity Stakes High
Brand-Sponsored Events, Community Crucial to Sports Marketers
Mountain Dew Hammers Action Sports Tour
Creativity Valued in Gen Y Work and Leisure Spaces
Dancing, Clubbing, Bar Scene Offer Exciting Social Outlets
  • Figure 6-8: “The Point of Drinking Is to Get Drunk”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
Taste for Exotic, Creative Runs Strong in Drink Preferences
  • Figure 6-9: “I Like to Try New Drinks”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
“Green Fairy” of Absinthe Piques Gen Y Curiosity
Belle Epoch, Myth Making and Body Paint
  • Table 6-13: Leisure Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 6-14: Leisure Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Table 6-15: Travel Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 6-16: Travel Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Table 6-17: Shopping Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
  • Table 6-18: Shopping Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

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