Você está na página 1de 1

THE MILLENNIALS HAVE LEFT THE BUILDING:

I N T R O D U C I N G A N E W G E N E R AT I O N O F Y O U T H

Centennials are growing up with a less idealistic and more pragmatic edge.
Theyre facing situations that the Millennials didnt have to deal with until early adulthood,
and as a result, Centennials are growing up more savvy, in graver times when everybody
doesnt win and when choices are limited and success is harder to come by.
ERIK MEDINA, Vice President and Head of the TRU Youth MONITOR, The Futures Company

who are they?


BORN AGES
(IN 2015)

018

1997Present
5%
14%

5%

52%

W H AT S
THEIR
ETHNIC
MAKEUP
*U.S. Census Bureau

WHO
ARE
THEIR
PA R E N T S ?

%
2
4 RS
XE

%
2
4 NNIALS

NON-HISPANIC WHITE

LE
L
I
M

HISPANIC
AFRICAN AMERICAN

%
S
R
4
E
1OOM

ASIAN AMERICAN

24%

OTHER

23%

2%

LS
A
I
NNTS)
E
T
N
CENN PARE

UNITED STATES
POPULATION
OVERALL

(TEE

*U.S. Census Bureau

why centennials?

1. CENTENNIALS
ARE BEING BORN AT THE

TURN OF THE CENTURY

2.CENT < MILL


WE EXPECT CENTENNIALS TO BE A GENERATION SMALLER

THAN THEIR PREDECESSORS IN 2 KEY AREAS

Lower Birth Rates

B I R T H R AT E

*U.S. Census Bureau

OVER THE YEARS

BIRTHS PER 1,000 POPULATION

19.4

15.6

14.6

1969

16.7

1975 1979

XERS

14.2

1990

13.9

1997

MILLENNIALS

2002

CENTENNIALS

At the Millennial generations peak in 1990, the U.S. birth rate hit 16.7
per 1,000 population. In 2002, 5 years into the Centennial generation,
the U.S. birth rate fell to just 13.9 per 1,000 population.

Grounded Expectations

72%
of Centennials agree that
having new stuff is
overrated when what I have
already is good enough.

As children, Millennials dreamed big


dreams of wealth and fame. Early data
suggest Centennials are adopting a
more tempered outlook and smaller,
more manageable expectations.
Although Centennials will drive many
of the changes we see going forward
in the new century, they arent saddled
with impossible dreams.

centennials mindset
1. VIGILANT OUTLOOK, TEMPERED EXPECTATIONS

68%
OF CENTENNIALS SAY THEY
WORRY ABOUT NOT BEING PREPARED
FOR THE FUTURE RATHER THAN SAYING
THEYRE TOO YOUNG TO WORRY ABOUT IT

Since Centennials are being


born in a time of trials and
traumas, their parents have
begun to shift from the
Millennial-era emphasis on
self-esteem and self-expression
to a focus on resilience and
integrity. Centennials are being
taught to plan for the future and
tend to avoid frivolity and
unnecessary risk.

60%
OF CENTENNIALS WOULD PREFER

TO HAVE THE GUARANTEE THAT THEY

WOULD NEVER BECOME POOR OVER

THE POSSIBILITY OF BECOMING RICH

2. LESS SELF-ABSORBED, MORE SELF-ASSURED


Millennials were taught to value
communication, cooperation and
collaboration. As young people, they
tended to aim for alignment with their
peers, showcasing individual strengths
as a way to stand out slightly from the
crowd. The Centennials world has
always been fragmented, and they feel
less compelled to conform.

I CARE
A LOT WHETHER
MY CLOTHES
ARE IN STYLE
AMONG 12- TO 17-YEAR-OLDS
1999

65%
47%

2014

millennials vs. centennials


I LIKE TO DO THINGS
OTHERS CONSIDER
RISKY OR DANGEROUS

WERE ABOUT FUN


(AMONG 12- TO 17- YEAR-OLDS)

(AMONG 12- TO 17-YEAR-OLDS)

52%
2000
26%
2014

47%

30%
2004

FA C E B O O K :
HAVE AN ACCOUNT
A N D V I S I T R E G U L A R LY

2014

MILLENNIALS 77%
CENTENNIALS 52%

connecting with centennials


1
2
3

EX PECT
EM BOLDENM EN T

ANT I C I PAT E
EM P OW E R M E NT

I NVI T E
THEM IN

Much of the exciting technological


progress that mobile-native
Centennials see has come at a cost
to the traditional market. If
Millennials were savvy consumers
expert at working the system, look
for Centennials to be bold
consumers ready to change it.

Millennials were largely


respectful of institutions and the
marketplace, but Centennials
may be less patient. An
ever-growing number of tools
allow them to create their own
workarounds if your brand
doesnt spot and eliminate
friction before they do.

Centennials may not even give


you a warning sign before they
identify a solutionpotentially
one that doesnt involve you. Be
ready to give up some control
and work with this generation to
drive your strategies and
tacticsor risk them taking you
out of the equation.

Created by The Futures Company


DESIGNED BY JACLYN SALEM

www.thefuturescompany.com
SOURCE:
The Futures Company. TRU Youth MONITOR
February 2015

Você também pode gostar