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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
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
why centennials?
1. CENTENNIALS
ARE BEING BORN AT THE
B I R T H R AT E
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.
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
60%
OF CENTENNIALS WOULD PREFER
I CARE
A LOT WHETHER
MY CLOTHES
ARE IN STYLE
AMONG 12- TO 17-YEAR-OLDS
1999
65%
47%
2014
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%
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
www.thefuturescompany.com
SOURCE:
The Futures Company. TRU Youth MONITOR
February 2015