I. Introduction

• Introduction
  • The Latest in the Packaged Facts Lifestyle Series
  • What Is a Lifestyle?
  • Lifestyles Analysis
  • Identifying Lifestyle Groups
  • Lifestyles Groups Proliferate
  • The Next Level of Analysis
  • More Localized Groupings
  • Trendglut
  • The Uncertainty Principle
  • Our Negative Bias
  • Predicting Lifestyles Is a Crapshoot
  • Focus on Marketing Ramifications
  • A Counter-Trend Toward Re-Massification?
  • Age Is the Most Important Factor0
• The Population at a Glance
  • Demographics Is the Backbone
  • The Demography Business Is Huge
  • Quick and Dirty Demographic Profiles
  • [Table] U.S. Population Profile: 1995-2005

II. The Generational Wheel

• A Middle-Aged Nation
  • Putting On the Years
  • Boomers Still in Control
  • Smelling the Coffee
  • Three Middle-Aged Motifs
  • Marketing Ramification: Middle-Aged Motifs
  • Older but Not more Elderly
  • Marketing Ramification: Forty and Fit
  • Seniors and the "Third Life"
  • Marketing Ramification: Seniors and the Third Life
  • [Table] Remaining Life Expectancy at Specific Ages
  • Middle-Aged Seniors
  • Marketing Ramifications: Middle-Aged Seniors
  • The Role of Youth
  • Marketing Ramification: The Premium on Youth
  • Don't Forget to Have Fun
  • Beyond the Scope of this Study
• Generation Gaps and Gathers
  • Two Ways to Define Generations
  • [Table] Demographically-Defined Generational Groupings
  • Marketing Ramification: Definitions of Generations
  • Overlapping Labels
  • "Gather" Trends and "Gap" Trends
  • Boomers Falling into the Gap
  • Back to Conservatism
  • Marketing Ramification: Back to Conservatism
  • [Table] Comparative Values: Three Generations of Men
  • Refuge in Family Values
  • A Return to Physical Moderation
  • Marketing Ramification: Falloff in Fitness
  • Back to Sexual Modesty?
  • Marketing Ramification: Sexual Modesty
  • Back to Marketing Basics
  • Marketing Ramification: Marketing Basics
  • Four Generation X Subgroups
  • Marketing Ramification: Generation X Groups
  • The Trend Toward Self Continues
  • [Chart] Comparative Values: Three Generations
  • More Pessimism
  • Marketing Ramification: Pessimism
  • A Declining Respect for Authority
  • Marketing Ramifications: Anti-Establishment
  • From Words . . .
  • Marketing Ramification: Lower Literacy
  • . . . To Pictures
  • [Table] Interest in Visual Arts: Xers Versus Boomers
  • Marketing Ramification: Looking at Pictures
• The Youth Wave
  • Future Is Youth
  • After Xers: GEN.COM
  • A Lifestyle Motif
  • Marketing Ramification: Surfing Motif
  • Three GEN.COM Groups
  • Top U.S. Teenagers: A Unique Longitudinal Study
  • Family Values Are the Core
  • Youth Are Not as Young as They Used to Be
  • More Violence, Less Drugs, About the Same Amount of Sex
  • [Table] Violence at School: 1971-1994
  • The Victim Motif
  • [Table] Rape and Sexual Assault in Teenagers' Lives: 1991-1994
  • Last Come the Skippies
  • Marketing Ramifications: GEN.COM

III. Diveristy and Disparity

• The Vanishing American Lifestyle
  • Losing the Common Thread
  • Diversity: Normal versus Unsettling
  • No Offense Intended
  • Marketing Ramification: Hypersensitivity
  • Widening Income Extremes
  • The Affluence Conundrum
  • Marketing Ramification: The Affluence Conundrum
  • The Dilemma of Enemylessness
  • Marketing Ramification: Enemylessness
• Ethnic Groups and the Immigrant Lifestyle
  • The Immigrant Lifestyle
  • Native Born versus Foreign Born
  • [Table] U.S. Population: Foreign Born vs. Native Born (1990-2010)
  • Marketing Ramification: The Immigrant Lifestyle
  • Shopping Habits Differ Among Ethnic Groups
  • [Table] Lifestyle Attitudes and Behaviors: General Public and Major Ethnic Groups
  • Hispanic Identity Crisis
  • The Welter of Hispanic Groups
  • Marketing Ramification: Hispanic Identity Crisis
  • Case Study: The Chilehead Lifestyle
  • Asians and Pacific Islanders Rising Fast
  • Poised More for Wealth than Influence
  • Those Dwindling Whites
  • Marketing Ramification: Dwindling Whites
  • An Emerging Mixed-Race Lifestyle
  • Marketing Ramification: Miscegenation
• Sexual Identity Groups
  • Stress!
  • Most Gay Men Out of the Closet
  • Bisexuals Unite
  • Marketing Ramification: Gay/Lesbian Stress
  • [Table] Gay Men's Views on Themselves
  • Hip Stereotypes Hold True
  • Marketing Ramification: Target the Lesbians
• Income Groups and Gaps
  • The Asterisks of Society
  • Asterisks and Alienation
  • Marketing Ramification: The Asterisks of Society
  • The Moneyed Elite Wouldn't Change Much
  • Okay to Leave Up to $5 Million
  • Marketing Ramifications: The Hereditarily Wealthy

IV. Rising Trends

• Techthusiasm
  • Computers Becoming as Popular as Cars
  • Marketing Ramification: Computers and Cars
  • Taking on the TV
  • One-Fifth Are Techthusiasts
  • Self-Esteem as a Function of Keeping Up with Technology
  • Marketing Ramification: Self-Esteem and Technology
  • Celebrities, Real and Digital
  • Marketing Ramification: Digital Celebrities
  • Lighter, Stronger, Smarter Materials
  • The Neo-Luddite Movement
  • Technology, The New Fundamentalism
  • Marketing Ramifications: New Age Neo-Ludditism
• The Globalization of Everyday Life
  • Metaman!
  • Marketing Ramification: Metaman!
  • They Know More About Us than We Do About Them
  • Spotlight Trend: World Music
  • Marketing Ramification: World Music
  • Seasoned Travelers
  • Four Leisure Travelers Groups
  • Marketing Ramification: Leisure Travelers
• The Loss of Control
  • The Out-of-Control Norm
  • Marketing Ramification: The Out-of-Control Norm
  • Short on Time
  • Marketing Ramification: Short on Time
  • Violence and Fear
  • Marketing Ramification: Violence and Fear
  • The Victim Mentality
  • Marketing Ramifications: The Victim Mentality

V. Lifestyles Marketing

• Changing with the Marketplace
  • The Hedge Against Margin Erosion
  • The Trend Toward Specificity
  • Away from Traditional Advertising
  • Marketing Ramification: Away from Mass Advertising
  • Purchase Decision Moving to Stores
  • Customer Portfolio Managers
  • Mass Customization
  • Marketing Ramification: Mass Customization
  • Your New Biographers
  • Future Futurism
  • Marketing Ramification: Hyperbolic Futurism
• Case Study: How a Social Trend Transformed Food Retailing
  • The Decline of Cookery
  • Good Cooks Disappearing
  • More and Lighter Meals
  • [Chart] Five-a-Day Meal Plan in 2005
  • Supermarkets Suffer
  • From Supermarkets to Supermarket Restaurants
  • Reconfiguring the Meal
  • Marketing Ramification: The Personal Touch
  • The Risk of Alienating the Faithful
  • The Category Management Approach
  • Other Responses and Threats
• Selected Industry Predictions
  • Apparel: No More Fashion Victims
  • Beverage Systems
  • Computers as Pets
  • From Personal Products to Devices
  • The Vice Industry Attacks Addiction