Engaging CultureStrategy & Marketing

The Demographic Shift in America: Is it Part of Your Strategy for Success?

Two remarkable things are happening at once in America.  First, in 2010, Baby Boomers lost their position as the largest demographic group in America.  Millennials – those born between 1980 – 1995 have now become the largest population group in the country.  (And by the way – 96% are already connected to a social network.)  That means that Americans aged 15-30 are the single largest group – harking back to the post-war boom when Baby Boomers started their dominance in our culture.  On the other hand, don’t write off the Boomers yet.  According to CNN, starting in January 2011, 10,000 Baby Boomers will turn 65 EVERY SINGLE DAY.  So perhaps for the first time, our demographic groups are weighted on both ends of the spectrum.  So what does this mean for your strategy personally, or with your organization?  Especially if you’re a non-profit or religious organization, here’s a few thoughts:

1.  If you’re a non-profit, remember that older people are still the largest givers. While Baby Boomers are historically rather selfish (face it – we’ve bankrupted the country, wrecked social security, and created the “ME” generation), as people rise in age, they tend to give more.  So if you’re looking for donors, don’t try to reach the younger audiences at the expense of older donors.

2.  Also with non-profits, seniors are the fastest growing segment online. So don’t think reaching them through social media is a mistake.  Now is the time to create a social media strategy specifically to reach older donors.  We do it with our clients, and it’s a smart move.

3.  Cultivate the younger audience. Start NOW, teaching them about giving, commitment, and the benefits of increased participation.  In a word:  TEACH.  And don’t worry that you’re not capturing huge numbers.  The key is COMMITTED numbers.  Focus on finding the audience that responds to your message, and deepen your relationship with them.

It’s an interesting time to be leading an organization.  The financial challenges we all face are serious, but the organizations that spend the time to understand their  audiences and what makes them tick will ultimately perform the best.

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9 Comments

  1. I completely agree with 1 and 2 but with 3, I’m not so sure if they’re not already taught to some degree that many will be as willing to learn. This is the most “it’s all about me” group of people that I’ve ever seen. Many of the young people I’ve spoken with only care if it directly benefits them here and now. It takes quite a lot of talent to capture their interest. The competition is fierce with anything that can be watched or heard that’s captivating at their fingertips at any given moment.

  2. They are the most like boomers and were called the “me” generation. Actually they seem to be into self-actualization. Look at all of the great self analysis tests on Facebook.

    I love this generation. All three of my kids are in it. I am just trying to figure out how to hire great young multi-ethnic leaders to better reach it in my city. One of the most diverse in America.

    Love what you write! A young group at our church are in the process of rebranding us right now. Thanks for your ministry!

  3. At 55 years old, I am right in the middle of that Boomer generation. Four of our five children are Millennials. I love the big picture perspective you bring in this post, as well as the practical suggestions.

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