Kent Stones, VP of Strategic Planning at Callahan Creek, presents key takeaways from the first data dive into a long-term cultural study. The CEB Iconoculture Values and Lifestyle Survey outlines the most compelling consumer behaviors in the categories marketers can’t ignore. 3,020 US consumers age 15+ took the 40-minute survey in 2014. Stones highlights important consumer insights, sliced and diced by category, generation and gender.

1. Callahan Creek
Emerging Technology Roundtable

2. A n n u a l V a l u e s & L i f e s t y l e S u r v e y
CEB Iconoculture conducts an annual values and lifestyle survey
across ten US consumer categories. The survey is part of a long-
term effort to assess the magnitude and direction of the forces
shaping consumers’ lives. Some of the topics they cover are:
• Consumer values
• Consumer activities
• Fashion and style
• Food and beverage
• Health and beauty
• Home
• Media and technology
• Money and spending
• Shopping and retail
• Transportation and travel
The following slides offer highlights, but by no means represent the
totality of the work. We highly recommend CEB Iconoculture and
information about their service can be found at
www.iconoculture.com

3. Values

4. How are values changing?
Millennials and Gen We are beginning to shape society’s collective
beliefs. The bedrock values of loyalty, responsibility, honesty and
equality remain consistent across generations, but younger generations
are driving an ascent of values oriented around improving and learning.
Source: 2014 Iconoculture Values & Lifestyle Survey
Purpose
Health
Diversity
Discovery
Learning
2014
Rank
△ from
2010
39 +16
20 +12
25 +11
40 +11
32 +8
A n n u a l V a l u e s & L i f e s t y l e S u r v e y

5. Activities

6. Consumer Activities On The Rise
The digitization of day-to-day life is evident in the most prominent rise in
activities - social media increase 17 percentage points from 2010 to 2014
(62% of US consumers now participating on a monthly basis) and taking
photographs was up 13 percentage points, most likely due to
smartphone use.
Source: 2014 Iconoculture Values & Lifestyle Survey
Social Media
Take photos/video
Park/beach
Coffee Shop
Entertain at home
2014 %
Participate
△ from
2010
62% +17
56% +13
46% +12
40% +12
38% +6
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
All high for
Millennials and
many members
of Gen We.

7. Consumer activities differ by gender
Certain activities are still predominantly engaged in by certain genders.
Women are more likely to socialize and engage with food. Men tend
toward physical pursuits and ingest empty calories (are we surprised?).
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
Women are more likely to… Men are more likely to…
Participate in social networks Manage investments
Take photographs or video Play sports
Look for new recipes/cooking ideas Go to a bar, pub or nightclub
Cook for fun Purchase fast food
Go to a park/beach Got to the movies
Visit a coffee shop Attend sporting events
Entertain at home Go camping, fishing, etc.
Attend a celebration or party
Sew, woodworking or crafts
Cook a meal with kids
Volunteer

8. © 2015 CEB. All rights reserved
Money and Spending Data Dive: 2014
Ken Teegardein, Flickr.com imageMoney

9. Household income on the rise for all generations
The good news is that all generations reported an increase in household
income in the past twelve months. One of the groups hit hardest by the
recession was Millennials - who thankfully saw the largest number of
households reporting an increase. But the economic upturn helped even
older consumers, no doubt reflecting the increased optimism seen in
polls lately.
Source: 2014 Iconoculture Values & Lifestyle Survey
Millennials
Gen X
Boomers
Matures
2014 %
Reporting
increase in
HH income
△ from
2010
38% +13
31% +8
23% +8
18% +9
A n n u a l V a l u e s & L i f e s t y l e S u r v e y

10. Paying bills late dramatically declined - more good news!
With income rising, one would hope that overall household finances
would improve. One clear sign of this improvement is the number of
households paying bills late due to a lack of funds. After a encouraging
drop in 2013, even fewer households paid bills late in 2014 - a clear sign
that those paying bills were using their increased income wisely!
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
24% 24%
21%
15%
0%
10%
20%
30%
2011 2012 2013 2014
Paid bills late because of lack of funds

11. © 2015 CEB. All rights reserved
Fashion and Style Data Dive: 2014
Ed Yourdon, Flickr.com image
Personal
Style

12. What do generations feel express their personal style?
Not surprisingly, our appearance (what we wear, how we look) is a strong
expression of our “personal style” across generations. Also not surprising
is that as we age, our homes become a stronger reflection of our self.
An interesting difference is around technology. Younger generations feel
technology reflects their style - not only as a device but by what it creates
as well. Older generations? Less so, but don’t count them out. They are
rapidly learning to use technology and incorporate it into their lives.
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
Identity is:
How I see myself
How I think others see me
How I want others to see me
20%
23%
17%
13%
10%
37%
39%
40%
38%
30%
27%
27%
26%
30%
35%
0% 23% 45% 68% 90% 113%
Gen We
Millennials
Gen X
Boomers
Matures
My tech devices express my personal style

13. Technology in the home
Not only has tech become an important symbol of self for younger
generations, they are more frequently updating technology in their homes.
These younger homes are wireless and streaming, evidence the era of
everything being connected, aka the “internet of things,” is well underway.
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
58%
61%
65%
74%
85%
42%
39%
35%
26%
15%
0% 23% 45% 68% 90%
Gen We
Millennials
Gen X
Boomers
Matures
Don’t seek new tech vs. always updaing home
Don't seek new tech
Always updating home
80%
42%
74%
52%
66%
38%
58%
26%
47%
16%
0%
20%
40%
60%
80%
100%
Wifi at home Streaming video
Types of tech at home
Gen We
Millennials
Gen X
Boomers
Matures

14. © 2014 CEB. All rights reserved
Health

15. Health behaviors on the rise
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
We all think we’re pretty healthy, despite much evidence to the contrary.
The good news is that some of our behavior is heading in a healthful
direction. We report we’re exercising more, getting more sleep and
trying to unplug from technology. At least we say we are…
% reporting activity to maintain health
2014 % points change from 2010
Exercise 75% +5
Get enough sleep 68% +8
Unplug from tech 46% +5
Use skincare products 61% +8

16. Healthier eating
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
We’re moving away (slowly) from fast and empty calorie intake toward
slower, experiential food. This includes a decline in empty calories from
beverages, with monthly beverage consumption on the decline in
several categories like juice, soda and pre-mixed coctails.
2014
Drink monthly
% points change from 2010
Juice 70% -13
Regular soda 56% -7
Diet soda 40% -6
Premixed coctails 24% -12
Gen We and
Millennials are more
likely to drink juice
and regular soda.

17. © 2014 CEB. All rights reserved
Transportation

18. Automobile ownership declining
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
It may not seem like much of a decline at first glance, but when thinking
of the scale of the automotive industry, there is likely a lot of angst
about the future. The one-year decline in automobile ownership among
anyone under 40 is staggering. That’s good news for Uber and Lyft.
93% 93%
89% 89%
89%
85%
74%
70%
31%
27%
25%
40%
55%
70%
85%
100%
2013 2014
Automobile Ownership
Matures
Boomers
Gen X
Millennials
Gen We

19. Media

20. Our world is digital, open and multi-screen
Source: 2014 Iconoculture Values & Lifestyle Survey
A n n u a l V a l u e s & L i f e s t y l e S u r v e y
We don’t yet understand the full implications of a connected, open and
sharing digital world. But we’re rapidly moving there and increasingly
accepting of being tracked, receiving digital rather than physical media
and multi-tasking.
53%
59%
40%
47%
41%
60%
0% 25% 50% 75% 100% 125%
Prefer to multitaskPrefer to single-task
Worry about sharing Comfortable sharing
Prefer a digital copyPrefer a physical copy