The AGE CURVE and Corporate Video Storytelling

I’m really not into numbers. I’ll take a story any day, thank you.

But wait.

What happens when a demographer, a numbers guy, takes a bunch of U.S. census data from five generations and shows you through simple, practical, real-life stories how this information can affect every aspect of your business?

You get “The Age Curve,” a fascinating new book by visionary demographer Ken Gronbach.

And what exactly does generational marketing have to do with your corporate video? Everything.

Let’s start with this. There are five generational markets in Ken’s model:

1. The GI Generation (born 1905 to 1924)
2. The Silent Generation (born 1924 to 1944)
3. The Baby Boomers (born 1945 to 1964)
4. Generation X (born 1965 to 1984)
5. Generation Y (born 1985 to 2010)

Of the five generations, it’s Gen Y that caught my attention. It should catch yours, too.

By 2010, Gen Y, 100 million of them, will be the largest generation we have ever seen in the history of the United States; the most consuming generation ever. Can you say “marketing opportunities?”

On page 212, Ken writes, “However, selling to this generation is not going to be a given just because your company has a cool product or service. Generation Y will look deeper into who you are and want to know about your company policies on recycling, environmental responsibility, company initiatives, pollution history, and human rights.”

Now add (as I see it) into the mix Gen Y’s media habits and values:

• Social networking
• Reality television
• User-generated content
• On-line video
• Humanitarian causes
• Honesty
• Family time
• Flexible hours

At the end of a recent phone call with Ken, he said this:

“Communicating to Gen Y = Telling a poignant story.”

Ken nailed it.

As a filmmaker, I'm now wondering how "poignant stories" will impact video creation within organizations. Here's a few questions racing through my mind:

• How will video be used in your organization’s communications efforts?
• Who will discover and capture your company’s message on video?
• What kinds of video stories will your organization produce?
• Will they be about your policies? Initiatives? Products? Services? HR issues?
• Will your stories share your company’s humanitarian and green efforts?
• Who will be your audience? Internal? External? Both?
• How will you distribute your video stories?
• Who will be the “voice” in sharing your company’s story on video?

Not sure where this leaves us, but it certainly raises some important questions.

Does Generation Y storming the workforce change how your organization will use video from a content and story perspective? Is it business as usual? Or is it a game-changer?

What do you think?


* Disclosure: I’ve produced films for Ken and received The Age Curve book for free through his publicist. Regardless, it still doesn't change the importance of his message.

The AGE CURVE and Corporate Video Storytelling

Comments

[@Stephen]

This is VERY useful info, thanks for pointing at that book. They did leave off one important feature of the Gen Y mindset - A massive sense of entitlement. These young people have been "coddled" (in a sense) all the way through school, and as they enter the workforce are encountering some very nasty social truths. Particularly this one: "A company is NOT a Democracy". Gen Y has a lot of trouble with that.

[Thomas Clifford]

Thanks, Stephen.

Just to clarify, the list is an short assortment from various places, not from the book itself.

Glad you enjoyed it!

[Vicky H]

Very interesting post!

I think Gen Y (I research this stuff cuz I find it very interesting) will change the game and is changing the game. Those who don't realize that will realize it someday and then find themselves behind the curve.

Baby Boomers have the experience and expertise and Gen Y has the 'no fear' attitude. I believe they will change the game, because company's need what they have. There is something to be said for having a sense of entitlement (real or perceived) that will have them pushing forward. It will come down to 'choosing' the right Gen Y employee, the creative one with the 'hey I can also learn something here' attitude.

Great article. Vicky H

Vicky H

[Thomas Clifford]

Thanks, Vicky!

[Steve Woodruff]

Brief, professional, high-impact video communication is/will be a GIVEN for this generation, not an extra option. It's what they know. Companies that rely on boring Powerpoints and long text and lectures to tell their stories will quickly get tuned out. A good shot across the bow for all of us marketers!

[Thomas Clifford]

Hi Steve,

Thanks for sharing...I think you're spot on. We'll see!

[Lauren Vargas]

This is a game changer. This goes beyond video. Working in pr and writing screenplays as a hobby, has taught me the value of a good story. Storytelling is the best way to communicate information without becoming boring. Gen Y is a confessional culture that we have fostered. Companies are afraid what this community may say/confess...but isn't it worthwhile to listen or view from their perspective?