placemaking 101 & millennials...placemaking 101 & millennials greg wise and kristin runge...

Placemaking 101 & Millennials

Greg Wise a nd Kr i st in Runge

Com m uni ty Deve lop m ent S p ec ia l i s t s

Cente r for Com m u n i ty a n d Econ om ic Deve lop m ent

Un ivers i ty o f Wiscon s in - Ex ten s ion

What is placemaking? If you are a planner or designer, it is about physical redevelopment. If you are an economic developer, it is about economic restructuring. If you are a social worker, it is about healthy living and social justice. If you are a marketing specialist, it is about branding. If you are community organizer, it is about visioning and consensus about the future.

What is placemaking? If you are a planner or designer, it is about physical redevelopment.

If you are an economic developer, it is about economic restructuring.

If you are a social worker, it is about healthy living and social justice.

If you are a marketing specialist, it is about branding.

If you are community organizer, it is about visioning and consensus about the future.

It’s all the above…and more!

What is placemaking? Placemaking is an approach to planning, design, economic development, community marketing, promoting quality of life, and creating a shared future for our place.

Placemaking builds on a community’s assets.

Placemaking responds to a community’s aspirations.

Placemaking promotes a quality of life that appeals to residents and visitors.

Placemaking focuses on shared (public) spaces and assets.

What is placemaking? It is both a process (discovering what we want) and it is a product (actions for achieving what we want).

The Project for Public Spaces (PPS) talks about it this way: “With community-based participation at its center, an effective Placemaking process capitalizes on a local community’s assets, inspiration, and potential, and it results in the creation of quality public spaces that contribute to people’s health, happiness, and well being.”

What is placemaking? 1000 Friends of Wisconsin remind us that

“the task of Placemaking (is) to create a common vision of that place that is unique to its circumstances and people, and then implement that vision using people-scale, cost effective, doable improvements that can make an immediate impact.”

Millennials Kr ist in R unge , M . S . PhD. Ca nd idate

Com m uni ty M a r ket in g S p ec ia l i s t

Cente r for Com m u n i ty & Econ omic Deve lop ment k r i st in . r unge@ces .u wex .edu ; Tw i tter @ R u n geKr i st in

1977-1994

21 to 38 years old in 2015 …

… 36 to 53 years old in 2030

Igeneration (8-20) 17%

Emerging (<8) 10%

Swing (70+) 10%

Boomers (51-69) 23%

Gen X (39-50) 15%

Millennials (21-38) 25%

Well Educated

Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen.

23.9 22.6 18.3

14

11.5 12.3 12.3

10.3

0

5

10

15

20

25

30

35

40

Millennials Generation X Baby Boomer Swing/WWII

Percent Generation with Bachelor or Graduate Degree

Bachelor’s degree Graduate/ professional degree

Racially Diverse

Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen.

71.9 73.7 74.6 77.1 81.4 85.9 77.3

White Black Asian Other

Life Stage Effects Defined: Variations that depend on the age of individuals

Within the next 5 years … Financial Goals Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen

43

39

34

40

41

32

0 10 20 30 40 50 60 70 80 90 100

Manage time better

Debt-free / Repair credit

Buy Big Ticket Item

Older Millennials (28-37) Younger Millennials (20-27)

Within the next 5 years … Career Goals Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen

36

23

28

12

26

26

21

20

0 20 40 60 80 100

Change career/job

Get a promotion

Back to school

Own a business

Older Millennials (28-37) Younger Millennials (20-27)

Within the next 5 years … Family Goals Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen

37

24

37

25

0 20 40 60 80 100

Improve relationships

Have a child

Older Millennials (28-37) Younger Millennials (20-27)

Within the next 5 years … Family Goals Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen

59

48

28

55

47

20

0 20 40 60 80 100

Live a healthier lifestyle

Travel

Impact my community positively

Older Millennials (28-37) Younger Millennials (20-27)

Cohort Effects Defined: Variations that are explained, at least in part, on the t ime period in which a group l ives or comes of age

Millennials marry later

Taylor, P., Doherty, C., Parker, K., & Krishnamurthy, V. (2014). Millennials in adulthood: Detached from institutions, networked with friends. Pew Research Center.

29 years 26 years

Millennials marry later

26%

36%

48%

65%

Married between age 18 and 32

Taylor, P., Doherty, C., Parker, K., & Krishnamurthy, V. (2014). Millennials in adulthood: Detached from institutions, networked with friends. Pew Research Center.

The Great Recession Hit

Millennials Harder

Real median income in 2014 dollars declined 11.2 percent, from a peak of $61,056 in 2000 to $54,243 in 2014, for workers between 25 and 34 years.

Short, D. (2015) Median household incomes by age bracket: 1967-2014.

Compared to other

generations at their age …

• Less likely to change jobs • Less likely to invest in stock market • Carry higher amounts of student debt • May have an average retirement age of 73

Compared to other

generations at their age …

Compared to other

generations at their age …

Is this bad for society?

5

22

10

31

14

44

26

58

MORE PEOPLE OF DIFFERENT RACES MARRYING ONE

ANOTHER

MORE PEOPLE LIVING TOGETHER WITHOUT

GETTING MARRIED

Millennials Gen X Boomers Swing

Percent of respondents in each generation answering “Yes” to the question “Is this bad for society?”

Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen.

Is this bad for society?

Percent of respondents in each generation answering “Yes” to the question “Is this bad for society?”

Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen.

23

32

59

29 36

54

39

48

65

38

55

72

MORE MOTHERS OF YOUNG CHILDREN

WORKING OUTSIDE THE HOME

MORE SAME-SEX COUPLES RAISING

CHILDREN

MORE SINGLE WOMENT DECIDING TO HAVE CHILDREN

Millennials Gen X Boomers Swing

Millennial women are more likely to have children at home than Millennial men

Bonetto, L. (2015). Marketing to Millennials-US. Mintel Academic: Mintel Oxygen.

38

20 19

10

56

41

26 19

CHILDREN < 18 (ALL)

CHILDREN <5 CHILDREN 6-11 CHILDREN 12-17

Men 25-35 Women 25-35

Media Use

Television? Not so much …

Nielson. (2015). Total audience report Q1 2015. Advertising Age Fact Pack: Consumers on the Go.

36.07

21.55

33.05

47.24

All Adults 18-34 35-49 50+

Weekly Hours Spent Watching Television

Less radio than other

generations … 12.58

11.05

13.39 13.5

All Adults 18-34 35-49 50+

Weekly Hours Spent Listening to Radio

Nielson. (2015). Total audience report Q1 2015. Advertising Age Fact Pack: Consumers on the Go.

Less time on personal

computers … 5.34

5.04

6.58

5.05

All Adults 18-34 35-49 50+

Weekly Hours Spent Using PC

Nielson. (2015). Total audience report Q1 2015. Advertising Age Fact Pack: Consumers on the Go.

More time on smartphones …

7.17

9.53

8.52

4.37

All Adults 18-34 35-49 50+

Weekly Hours Spent Using Smartphone

Nielson. (2015). Total audience report Q1 2015. Advertising Age Fact Pack: Consumers on the Go.

Questions and Discussion

Reach Us At:

Contact the UW-Extension Center for Community and Economic Development ◦ Kristin Runge; 608-263-1432; kristin.runge@ces.uwex.edu Twitter: @RungeKristin

◦ Greg Wise; 608-263-7804; greg.wise@ces.uwex.edu

Contact the UW-Extension Sauk County Office ◦ Jenny Erickson; 608-355-3250; jenny.erickson@ces.uwex.edu