ABOUT US

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ABOUT US

• The Intelligence Group is a market research,
  trend analysis and consulting company that
  focuses on understanding the attitudes, behaviors
  and opinions of Gen X and Gen Y, as well as
  trends impacting these generations.
• We offer a wide range of proprietary services and
  issue several syndicated studies and trend
  newsletters including The Cassandra Report and
  trendcentral.com.
• The Intelligence Group is a division of Creative
  Artists Agency.

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OUR CLIENTS (partial list)
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METHODOLOGY

• The Cassandra Report is based on a survey with
  900 nationally representative mainstream
  individuals and 350 hand-recruited trendsetters.
• Trendsetters are handpicked based on their
  progressive outlooks and actions, as well as the
  influence they have upon their peers.
• The quantitative portion of the survey is
  followed by qualitative research including
  in-person interviews and focus groups.
• The Future Issue was fielded September 18th
  through October 3rd. A follow-up
  recession-specific survey was fielded November
  20th November 26th.

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• Approximately 30-42 years old
• Approximately 40 million

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Their stereotype?
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The truth?
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BREAKDOWN OF THETRADITIONAL HOUSEHOLD
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THEIR WORLD IN DECAY
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THREAT OF DEATH
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GREW UP IN THE 80s BUT GRADUATED IN THE 90s
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LIVING IN BOOMERS SHADOWS
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CHARACTERISTICS VALUES

• Family
• Autonomy
• Informality
• Spirituality
• Nostalgia
• Happy Marriage

• Realistic Skeptical
• Resilient Resourceful
• Fiercely Independent/Exclusive
• Commitment-Phobic
• Seeking Newer, Better, Different
• Unconventional

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• Approximately 14-29 years old
• Approximately 72 million

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Their stereotype?
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The truth?
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LIVING IN XERS SHADOWS
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PROTECTING THECHILDREN ERA
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EMPOWERMENTOF THE YOUNG
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THE REAL COMPUTER WHIZ KIDS
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I WANT TO BE LIKE
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DIVERSITY REIGNS
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CHARACTERISTICS VALUES

• Teamwork
• Praise
• Non-judgment
• Friends
• Friendship w/parents
• Philanthropy
• Hyper-connectivity

• Optimistic Empowered
• Creative
• Individualistically Group-Oriented
• Overwhelmed
• Tech Savvy
• Open-Minded
• IWWIWIWIWHIWI

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Were seeing a renewed sense of patriotism as
young people are now pledging allegiance to
America the Cool. Brand America is on the rise,
once again a symbol for laudable ideals freedom,
opportunity, and the pursuit of happiness. Expect
this New Americana to shift young peoples
ideologies and become increasingly significant
for marketers in this new era.
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Political Music
Magazines
Ben Jerrys
Clinique
Pabst
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• Made in America will have cache again.
  Emphasize your authentic American roots and
  promote the ways you support your local
  community.
• Reflect the multiculturalism that is America
  today. Cool Americana crosses boundaries of race,
  age, gender and culture.
• Integrate Americana motifs and icons into
  packaging, products and merchandising.
• Consider reviving a classic American brand,
  creating your own or partnering with one Think
  Levis, Radio Flyer wagons, Osh Kosh BGosh, etc.
• Celebrate regional American culture by
  introducing entertainment, products, and
  campaigns that speak to local pride, including
  fashion styles, cuisine, industries and slang.

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As the number of 3G owners continues to grow,
consumers are increasingly expecting more
personal pocket assistance. Thus, they will seek
more location-based marketing and services to be
available at the touch of a screen as we move
closer and closer to a truly click-of a button
culture in a wireless world.
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Nike PhotoiD
Polo M-Commerce
Puma Goal-Triggered Ringtones
Smirnoff Pocket Bartender
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• For mobile marketing remember interactive,
  engaging, relevant and non-intrusive.
• Keep it simple and short. Complex applications or
  downloads and long text will be lost on the
  instant gratification generation.
• Offer incentives for consumers to opt-in to your
  mobile efforts in the form of free product,
  coupons or branded content.
• Create free branded iphone, blackberry or
  wireless phone apps that are useful or
  entertaining. Look at the most popular
  applications and look into branding
  opportunitiesor create your own!
• Mobile content gets young people out from behind
  their computer and TV screens and into the real
  world. Consider mobile scavenger hunts and games
  that encourage users to take pictures or hunt for
  clues outside of their homes.

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While our national identity is being redefined
our personal identities are falling apart. Young
people are experiencing an IDentity theft as
their jobs, houses, stocks and overall security
have been taken away leaving them feeling lost
and uncertain about their futures.
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• Xers and Ys are in a slump, so optimism in ads,
  products, and messaging is more important than
  ever.
• Young people are skeptical of the corporate word
  so deliver on your promises.
• Sponsor events that provide support and a sense
  of stability for example, community gatherings,
  free financial counseling, or regular childcare.
• As the future is full of uncertainties, allow
  consumers to make short-term commitments to
  leases, payment plans and memberships.
• Consider creating questing activities and
  personal growth experiences for life chasers
  and life stallers.

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Now more than ever, young people are dabbling in
the dark side (albeit vicariously), flirting with
the fringe, and stepping right up for a good dose
of pure, no-strings-attached pleasure. Part Mardi
Gras, part modern-day vaudeville, The Great
Escape offers a tantalizing ticket to engage in
guilty pleasures, celebrate being an outsider,
fall off track, and find some respite from The
Great Recession.
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Dexter
Absinthe
True Blood
Twilight
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• With the current buying freeze the new Great
  Escape is more important than ever for consumers
  wanting to indulge, release stress and live out
  their fantasies.
• Celebreality wont go away but stay away from the
  superficial, flashy and materialistic in these
  times.
• Offer outlets in these times that are guilty
  pleasures, affordable escapes and cheap thrills.
• Entertainment and advertising with a darker, more
  sinister tone and the theme of the outsider in
  characters and stories resonates strongly with
  consumers right now.
• Consider using the new genre of fringe nightlife
  (art performance troupes, underground circus
  acts, steampunk, burlesque shows) in your
  promotions and communications.

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FREECONOMY
Its certainly no secret that slapping the word
free onto any ad or promotion draws a crowd.
Whether its a tote bag with purchase, a scoop of
ice cream on Election Day, or a music download
code in the mail, when brands give out products
or services for free, it makes a distinct impact
on consumers.
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UBIQUITIOUS NETWORKING
Tech advancements and omnipresent WiFi will
enable a persons online identity to be
everywhere all the time.
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REACTIVETECHNOLOGY
Pulling sensory data sounds, images and even
brainwaves - from the world outside of it,
reactive technology creates output based on its
surroundings. With this bridging of the real and
digital worlds, video games and music can now
feed off of reality sometimes without anyone
even pushing a single button - to create
something entirely new in each moment.
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• Consumers have begun depriving themselves of
  products and services that were, just months ago,
  considered must haves. Many are dramatically
  cutting back on shopping, making do with what
  they already have, re-selling things they dont
  need, buying generic instead of brand name, and
  going out less often. While were hoping things
  will improve, our consumers are not that
  optimistic.

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Arts Entertainment

• Web Reliance/Free Content
• Local/Free Music Events
• Movie Rentals
• Escapist Content
• "TV Guides"
• "Unknown Artists"

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Lifestyle

• Carpooling Cohabiting
• The Boomerang Effect
• Kids First
• Education Alternatives
• Precautionary Cutbacks
• Remake, Reuse, Reduce, Recycle

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WEBTRENDS

• Blog Lovin
• Facebook Connect
• YouTube Cinema
• Ziggs
• Twitter News
• Social Networking Ranking

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MARKETINGTRENDS
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• Banner Ad Hijacking
• Cross Pollination
• Flogo Foam Clouds
• Stunt Work
• 3-Dimensional Advertising

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• What are the three most common ways people
  discover new music artists?

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MUSICTRENDS
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• Baltimore Scene
• Internet Jukeboxes
• Pandora Growth
• Twinned MP3 Player
• YouTube Converting

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Christina Aguilera/Target Subway Listening
Stations
Jonas Brothers Lifecasting
Didos Safe Trip Home London Underground Campaign
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• KEY TAKEAWAYS/RECOMMENDATIONS
• As budget minded young people begin cutting the
  cable cord, free content via the web and mobile
  will become increasingly important
• In this unstable environment people feel afraid
  and uncertain, so marketing and promotions with
  an optimistic outlook will be greatly appreciated
• While optimism is always nice, an occasional dose
  of darkness provides a wanted escape from the
  depressing reality of our current times
• Conspicuous consumption is officially on its way
  out. With this new consumer attitude,
  frivolously behavior is becoming distasteful to
  consumers
• Keep in mind that creating memorable experiences
  is far more popular with both men and women than
  having the newest gadget or item of clothing

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WHATS HOT

• TV
• Jinni
• Political Fever
• Social Viewing Apps
• Tech
• Vlingo
• Fitbit Tracker
• Video Games
• Relaxation Gaming

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WHATS HOT

• Activities
• Wisest Wizard Drinking Game
• New Street Art Subway Poster Hacking
• Student MMA

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WHATS HOT

• Health Beauty
• Digital Beauty Services
• Visible Fragrance
• Eco
• Greenie Points
• Never-Greens

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WHATS HOT

• Fashion
• Saddle Shoes
• Ray Ban Clubmasters
• Exposed Zippers
• Multi-Colored Nails
• Jumbo Frames
• Feather Accessories
• Military
• Bowler Hats

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