buyographics: demographic trends impacting housing trends
TRANSCRIPT
America is an aging nation Many Boomers have $ Sell to customers with $
Black
Hispanic
Asian
All Minoriti
es
Single
Women
Under 30
0%10%20%30%40%50%60%70%80%90%
100%
Demographics, personified
Location: Teton County, Mt.Generation: BoomerRace/Ethnicity: White, non-HispanicHousehold: Married, 3 kids
Location: Los Angeles CountyGeneration: BoomerRace/Ethnicity: White, HispanicHousehold: Married, 2 kids
Location: New York CountyGeneration: MillennialRace/Ethnicity: BlackHousehold: Boyfriend + roommate
Boomer White
Man
College-Educated
Non-HispanicUrban
Home-owner
unmarried
Father
White-collar Full-time worker
middle-class
Drives to work
Location: Las Vegas CountyGeneration: BoomerRace/Ethnicity: White, non-HispanicHousehold: Single (weekend custody)
Divorced
Part-time custody
Single-person household
Underwater-mortgage
Profound changes in just 40 years.
How Journalists Count
1… 2
T R E N D
Mobile tech Married later
Woman
Living at home
Helicopter parentsUrban
Renter
Driving less
twenty-something
Bi-racial couple Full-time worker
middle-class
Entitled
“The Monocle Returns”
“In a New Trend in Hair Removal, Women Prefer the Natural Look”
“Baby Boomers Are Drawn to Green and Eco-Friendly Funerals”
We have reached Peak___ Auto/Beard/Oil
_______ is the future
“Online Merchants Home In on Imbibing Consumers”
“It’s Hip to Be Round – Potbellies are in”
What’s Next?
#amiright?!?
#letsdance
The middle class today
The freedom to make some choices without the pressure to make others.
10,000 turning 65 each day
• More active• Likely to retire in place due to
economy, lifestyle• Some wish to be less car-
dependent• Working longer, retiring later• Some have prepared, but not all• Increased demand for healthcare
services
Baby Boomers
12,000 turning 30 each day
Trend Report Millennials
Urban Driving less Pressed economically Delayed life stages
including marriage, kids, etc.
‘Delayed’ is key word there. How will needs change in next 10 years?
Dumpsters: The new sign of prosperity
Millennials are buying fewer homes than previous generations
Home ownership rates have dropped
Home ownership changes: largely demographic
Delayed household formation: The student loan equation
Credit is harder to get. So who’s buying?
Biggest changes since 2000
Biggest changes since the recession
Advertising used to be easy
Agency execs worked hard
Sometimes it is Just Re-Packaging
…or Just the Right Message
Location: Champaign, ILGeneration: MillennialRace/Ethnicity: White, non-HispanicHousehold: Unmarried partner
