Demographics in free fall – the credit crunch ends Gen X and Gen Y almost overnight

Just when you thought all the demographics were sweet and the marketing budget was plain sailing, along come a massive credit crunch – worldwide. But worse is that all your demographic profiles are defunct – extinct – a dead parrot.

Generation X is approximately those born between 1965 and 1979, who grew up with MTV in their teenage years and are now a key economic slice of 30-year-olds through 44-year-olds.

Their statistical significance is now suspect. Demographic profiling can cope with acceptable variations of a few percent. But when up to 20% of that profile are redundant, on reduced hours or reduced pay, or just plain hoarding money, budget forecasts are wrecked. Worldwide.

More important than this, perhaps, is the end of the Generation Y entry into the marketplace. The expected new flood of spenders from the 12-to-29 year-old range may not arrive for many years.

Further, 2008 could reliably be positioned as the end of Generation Z and so we may need to look for a new phrase. A couple spring to mind: post-bust or post-crunch or even big bang. Whatever is decided once the experts have time to address the problem, let’s hope they retain a little humour in their deliverations.

Maybe, in light of the decade and the fact that so many people have been a bit astray of best practice, the newcomers could be called the naughties.


Do kids decide the future stars – The Nick Kids’ Choice Awards say yes

Miley Cyrus - popular with teens and now young adults

The Nickelodeon Kids’ Choice Awards, also known as the KCAs, announced in March/April of each year, are often an early indicator of stars of the coming year or two. As most of the votes come from the website, it’s reasonable to assume these are media-savvy and YouTube-aware teens and pre-teens.

Also of interest is the results cover a wide range of ages of the winners, so demonstrate the power of marketing into even the younger age groups.

Danica Patrick has inspired millions

Back in early 2008 the winners included:
Reality Show: American Idol
TV Actress: Miley Cyrus
Movie Actress: Jessica Alba
Female Singer: Miley Cyrus
Song: Girlfriend – Avril Lavigne
Female Athlete: Danica Patrick
Wannabe Award: Cameron Diaz

The Wannabe Award is presented to the best celebrity role model or inspiration. Previous winners have included Paula Abdul, Whitney Houston, Janet Jackson, Queen Latifah, Tia D. and Tamera Mowry (of Sister, Sister) and talk show host and actress Rosie O’Donnell.

As well as having considerable natural talent, a combination of staying fit alongside good marketing can make sure you photo stays in the news – and on the web. Our photos show Miley Cyrus in more relaxed mode (left) and Danica Patrick (right) in a promotional shoot. The 2009 nominations and voting are open, so we wait the results with interest.