Consumer Preference / Value Evolution by Generation, USA... Millennials = More Global / Optimistic / Tolerant..., per Acosta Silent Baby Boomers Gen X Millennials Birth Years 1928 – 1945 1946 – 1964 1965 – 1980 1981 – 1996 Year Most of Generation 18-33 Years Old 1963 1980 1998 2014 Summary • Grew up during Great • Grew up during time of idealism • Grew up during time of change • Grew up during digital era with Depression with TV + car for every suburban politically, socially + economically internet, mobile computing, social • Fought 2nd “war to end all home • Experienced end of the Cold War, media + streaming media on wars” • Apollo, Civil Rights, Women’s Reaganomics, shift from iPhones • Went to college on G.I. Bill Liberation manufacturing to services • Experiencing time of rising • Raised “nuclear” families in time • Disillusionment set in with economy, + AIDS epidemic globalization, diversity in race + of great prosperity + Cold War assassination of JFK, Vietnam • Rise of cable TV + PCs lifestyle, 9/11, war on terror, mass War, Watergate + increase in murder in schools + the Great divorce rates Recession Core Values • Discipline • Anything is possible • Independent • Globally minded • Dedication • Equal opportunity • Pragmatic • Optimistic • Family focus • Question authority • Entrepreneurial • Tolerant • Patriotism • Personal gratification • Self reliance Work / Life Balance • Work hard for job security • Climb corporate ladder • Work / life balance important • Expanded view on work / life • Family time not first on list • Don’t want to repeat Boomer balance including time for parents’ workaholic lifestyles community service + self- development Technology • Have assimilated in order to • Use technology as needed for • Technology assimilated • Technology is integral keep in touch and stay informed work + increasingly to stay in seamlessly into day-to-day life • Early adopters who move touch through social media such technology forward as Facebook Financial Approach • Save, save, save • Buy now, pay later • Cautious, conservative • Earn to spend Source: Acosta Inc., Pew Research Image: Doomsteaddiner.net, Billboard.com, Metro.co.uk Note: Data from Acosta as of 7/13. Pew Research Center tabulations of the March Current Population Surveys (1963, 1980, 1998, and 2014). Pew Research defines each generation and may differ from KPCB INTERNET TRENDS 2016 | PAGE 51 other sources as there are varying opinions on what years each generation begin and end.