Demographics & Trends
MKT 750
Dr. West
Agenda
Demographic Presentations
Snapshot of Important Demographic and
Social Trends
Time to Work With Your Team
Demographic Profiles
How long should your presentation be?
Plan a 15 minute presentation, then there will 5 minutes for
Q&A
What kind of information should your presentation
include?
Size and Concentrated Pockets
Focus on what makes this segment unique in terms of needs,
values, and lifestyle
Identify brands that connect well with this segment and
discuss why
Provide insights into how this segment can be better served
and how to best communicate with them
Be sure to include a reference list of resources used
Evaluation: Content & Style
Score: 1 - 5
Score: 1 - 5
Characterization of segment
Articulate
Value system
Entertaining
Lifestyle
Attitudes
Decision-making style
Persuasive
Pace
Professional
Visually Appealing
Spending habits
Well Rehearsed
Serving this segment
Overall Analysis
Resources
Organization of the talk
Summary & takeaways
Overall Analysis
Demographic Groups
Why are we studying various
generational and cultural groups?
Both directly influence marketplace
behavior
Generational Influence
Life
Stage
Cohort
Experiences
Current
Conditions
Culture/
Upbringing
Values
Marketing
Communications
Preferences
Marketplace
Behaviors
Cultural Influence
Symbols/
Language
Heroes/
Infuencers
Lifestyle/
Customs
Values
Marketing
Communications
Preferences
Market
Behaviors
Other-Oriented values
Individual/Collective:
Does the culture emphasize and reward individual initiative or
cooperation and conformity to a group?
Youth/Age:
Do family activities focus on the children or adults?
Extended/Limited Family:
To what extent does one have lifelong obligations to family
members?
Masculine/Feminine:
Are rank, prestige, and important social roles assigned primarily
to men?
Competitive/Cooperative:
Does one obtain success by excelling over or cooperating with
others?
Diversity/Uniformity:
Does the culture embrace variation in religious belief, ethnic
backgrounds, political views, etc…?
Environment-Oriented Values
Cleanliness
To what extent is cleanliness emphasized?
Performance/Status
Is one rewarded based on performance or inherited position?
Tradition/Change
Is things valued for the sake of tradition or is progress pursued?
Risk Taking/Security
Are the societies heroes ones who have met and overcome
obstacles?
Problem Solving/Fatalistic
“We can do it” versus “What will be will be”
Nature
Is nature admired or viewed as something to overcome?
Self-Oriented Values
Active/Passive Lifestyle
Sensual gratification/Abstinence
Material/Nonmaterial
Hard Work/Leisure
Postponed/Immediate Gratification
Religious/Secular
American Culture
Other-Oriented
Individual
T
CE*
Limited family
Collective
TEC
Diversity
Extended family
EC
Competition
T
Youth
T
Masculine
T
C
T
E
C
C
Uniformity
Cooperation
E
Age
E
Feminine
* T = Traditional, E = Emerging, and C = Current
American Culture
Environmental-Oriented
Max Cleanliness
Performance
TC
T
E
E
Min Cleanliness
C
Status
Tradition
EC
Risk Taking
T
Problem Solving
T
Admire Nature
E
T
C
Change
Security
CE
Fatalistic
E
C
* T = Traditional, E = Emerging, and C = Current
T
Overcome Nature
American Culture
Self-Oriented
Active
ECT
Passive
Material
T
C
Hard Work
T
C
Sensual
C
Religious
T
Postponed
T
E
Nonmaterial
E
E
Leisure
T
Abstinence
EC
Secular
EC
Immediate
Gratification
* T = Traditional, E = Emerging, and C = Current
Gratification
Snapshot of Demographic Trends
The US population more than tripled
from 76 million in 1900 to 281 million in
2000.
Growth of 32.7 million in the 1990s
represents the largest numerical
increase in any decade in history
Snapshot of Demographic Trends
Snapshot of Demographic Trends
Snapshot of Demographic Trends
The US population grew increasingly
metropolitan, from 28 percent in 1910
to 80 percent in 2000.
The suburbs, rather than central cities
accounted for most of the growth
By 2000 half of the population lived in
suburban areas.
Snapshot of Demographic Trends
Snapshot of Demographic Trends
Snapshot of Demographic Trends
In 1900 half of the US population was
less than 22.9 years old.
By 2000, half of the population was
more than 35.3 years old.
The population age 65 and over increased
tenfold, from 3.1 million in 1900 to 35
million in 2000.
Snapshot of Demographic Trends
Snapshot of Demographic Trends
Snapshot of Demographic Trends
In 1900, 7 out of 8 Americans was classified as
white/not-Hispanic.
At the of the century, the ratio was 3 out of 4.
From 1980 to 2000, the Hispanic population more
than doubled
By 2000, the percentage of minority populations
ranged from 16 percent for people over age 65 and
39 percent for those under age 25.
Snapshot of Demographic
Trends
National Trends & Projections