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THE AGE OF CHOICE
AND HOW TO MAKE SURE YOUR CITY IS ON THE SHORT LIST
PRESENTED BY MATT CARMICHAEL @LIVABILITY @MCARMICHAEL
The future is not about convergence of media, it’s about convergence of data
White MiddleClass Single Family Home
3 Beds Married With Kids Stay at Home Mom
0
10
20
30
40
50
60
70
80
90
Demographic Profile in My Youth
1970
White MiddleClass Single Family Home
3 Beds Married With Kids Stay at Home Mom
0
10
20
30
40
50
60
70
80
90
1970 2012
Big changes over a short time
THERE IS NO “TYPICAL AMERICAN
HOUSEHOLD”
This is not your father’s Oldsmobile
… It’s not even your Oldsmobile
WHY DEMOGRAPHICS MATTER TO YOU
Stop focusing on Millennials
TWENTYSOMETHING
Cities must think like marketers
WHAT DO YOU KNOW, WHAT COULD YOU KNOW, AND WHAT DO YOU NEED TO KNOW?
What do You Know Already?Name
AddressPhone Number
Date of BirthGender
RacePeople in
HouseholdTime at Residence
Home Age, Size, Value
Make/Model of CarMarital Status
Children’s AgesChildren’s GendersSchool EnrollmentEducation AttainedEmployerDistance of CommuteMode of CommuteOrgan DonorHealth InsuranceUtility UsageE-mail address
What do marketers know?
Demographics• Census• Bureau
of Labor Statistics
Spending• Esri• Simmons
Media• Nielsen• Hitwise
Business Data• Dunn & Bradstreet• InfoUSA• OneSource
Your Data• OpenGov• Opt-in
DATA SHAPES HOW YOU
IMPROVE THE MESSAGE AND THE
PRODUCT
Tale of Two Pueblos
MAKE YOURSELF AND YOUR CITY SMARTER
Tampa’s Foursquare Data Identifying where people
are spending their time Assists with zoning,
traffic, police, social services
Public/Private Partnership
Chicago Leverages Parking Data
Shop small!
Incentivize behaviors that help your city
Drag picture to placeholder or click icon to add
New Haven created a program to reward residents for shopping local.• Packages the city like a mall to
help bring in customers from outside
• Gathers consumption data about residents and visitors; engages local businesses
How can you incentivize movers?■ Tax breaks? ■ Moving expenses?■ Housing assistance? ■ Also think about the product – what’s
here to attract them?
FEW AMERICANS MOVE ACROSS STATE
LINESWHO ARE THEY? WHY DO THEY MOVE?
1 in 3 adults live in their birthplace
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36%
20%15%
12%
15%3%
Same TownSame StateTwo StatesThree StatesFour or More DK/Refused
Source: Pew Social Trends, 2008
We are a rooted society
22.9M stayed in same county
(7.3% of Population 63% of movers)
6.7M left county stayed in-state
(2.1% of Population 18.5% of movers)
5.1M moved to a different state
(1.6% of Population 14% of movers)
36M movers
(12% of Population )
Why people move depends on the age they’re moving
Under 16
16 to 19
20 to 24
25 to 29
30 to 44
45 to 64
65 to 74
75+0%
10%
20%
30%
40%
50%
60%
Family Employment Housing Other
Sour
ce: U
.S. C
ensu
s Bur
eau
LONG DISTANCE MOVERS
HOW ARE THEY DIFFERENT THAN MOVERS AS A WHOLE?
What Distance Movers LikeAttitudes IndexMarijuana should be legalized 132 I am interested in other cultures 131 I am a perfectionist 128 I am interested in international events 127 I consider myself interested in the arts 122 I like to pursue a life of challenge, novelty and change 120 I love to keep up with celebrity news and gossip 117 I do some sport/ exercise at least once a week 114 I only go work at my current job for the money 113 I like to stand out in a crowd 113 It is important that a company acts ethically 113 I’d rather have a boring job than no job at all 112 I like to have control over people and resources 111 I feel strongly about an issue, I would participate in a civil protest 110 It’s worth paying extra for quality goods 110
Source: Hitwise analysis of people who searched for “long distance, interstate, or cross-country” moves
What Distance Movers Don’t LikeAttitudes IndexI enjoy watching religious television programs 48 I am more likely to buy products from companies that sponsor sports 63 I consider myself to be a conservative, evangelical Christian 64 There’s little I can do to change my life 69 I find that I am easily swayed by other people’s views 70 I am a workaholic 71 I do not want responsibility, I would rather be told what to do 72 I like to buy the same products that celebrities use 73 It’s important to me to attend religious services 74 I find it difficult to say no to my kids 76 I am willing to sacrifice time with my family in order to get ahead 78 On the whole, people get what they deserve in life 79 Pornographic movie houses and shops should be closed down 79 My faith is really important to me 81 We rarely sit down to a meal together at home 82
Source: Hitwise analysis of people who searched for “long distance, interstate, or cross-country” moves
Short-distance movers
Distance moves fueled by job changes
Long-distance movers
25%
48%
24%
3%
FamilyEmploymentHousingOther
32%
27%
38%
3%
FamilyEmploymentHousingOther
40% Married Couples43% Bachelor’s+1 in 3 have incomes $100,000
Education and healthcare jobs most mobile27% Management and professional jobsRelocating for a job
Aged 25-44LiberalFamily-oriented
Long-distance mover profile:
TWENTYSOMETHINGGetting married laterBuying homes laterRenting longerHaving fewer kidsLess likely to driveLess likely to own car
Millennial profile:
A Majority Consider Place in Job Decisions
Thinking about how you would look and for and choose your next job, which of the following would be your approach?
7%
13%
45%
17%
7% I would find a job and then move to that placeI would choose a place to live and then look for a jobI would take both the job and the place into accountI would not move for a jobI don't know
Source: Livability/IPSOS American Livability Survey
Beyond the age of INFORMATION there is the age of CHOICES
-Charles Eames
There are those who expect more. They’re exciting. They have pizzazz.
What choice used to look like
More, better choices
What choice looks like in media
What choice looks like in automotive
Brands are offering choice of choice
The age of specialization is over
- GOD (as told to Dan Bern)
CITIES ARE EVOLVING TO
PROVIDE CHOICE
How cities used to do choice
Choose your own adventure
MAKING A GREAT PLACE
OR MAKING A PLACE GREAT…
The Livability Team
AdvisoryBoard
LEVEL cities create
an even field so all residents can afford
take part in the city’s offerings.
INCLUSIVE cites
exemplify diversity,
not just by race and ethnicity, but age, income,
and experience.
VARIETY in cities means
options in all facets of
life from housing, to health care
to amenities.
ENGAGED residents
are out and about, helping
create the community that truly
matters in a great place.
L I V E
One slide with all eight components. Or two slides tops
What makes a great place?
What makes a great place to live?
Source: Livability/IPSOS American Livability Survey
What really matters?
Source: Livability/IPSOS American Livability Survey
The tiers of Livability
ATTRACTS BUSINESSES WHO
WANT TO HIRE THAT TALENT
BIGGER TAX BASE
INVESTMENT IN COMMUNITY
BEST PLACE
ATTRACTS TALENTLIVABILIT
Y LIFECYCL
E
Having an urban core that really surprises people is a major economic development tool. In terms of recruiting people and companies; it’s become the biggest thing.-Knox White, Mayor
Greenville, S.C.
