Have You Heard of These Groups?: TWITS, NETTELS AND THE DOWNAGERS

Guest post by: Ben Nash
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Keeping the Change Process Cool - By Ben Nash

HR professionals should be on top of changing demographic and social trends. As new trends emerge new labels are given to demographic groups (remember the 1980s and 1990s when terms such as “YUPPIES” and “DINKIES” emerged?—for the record, YUPPIES translates into Young Urban Professionals and DINKIES translates into Double Incomes and No Kids). Here are three new labels that you may be hearing very soon (coined by Mark McCrindle, an Australian researcher):

TWITS (Teenage Women in Their Thirties) - This is an emerging segment of society who delays many of the traditional milestones of marriage and settling down until well into their thirties and continues to act a bit like teenagers. Some TWITS might start a family in their twenties but go into an adolescent regression mode in their thirties. Vitoria Beckham is an example of this phenomenon (see picture above).
NETTELS (Not Enough Time to Enjoy Life) - These are very busy couples and families, usually found in the capital cities, burdened with a large mortgage, a relatively expensive lifestyle, and a long working week—often with a long commute as well. The NETTELS are a fast-growing segment.
DOWNAGERS - These are people over 60 years old for whom age is just a number. They feel and act far younger than their age would suggest. They are the fastest growing segment of the 60+ demographic and they value travel, lifestyle, social connection, and they adapt to change well.

Look out for these groups—you may be dealing with them soon—maybe you already are but just have not labeled them yet.

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Keeping the Change Process Cool - By Ben Nash

About the Author: Ben Nash

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Ben Nash is the editor-in-chief of DailyHRTips.com. He is the founder and chief developer of the blog, providing tech/design support as well as tips and book reviews. Ben has held many interesting jobs in his professional career, including: barista, landscaper, public policy intern, barista (again), professional horse wrangler, ski lift attendant (aka "liftie"), political science teaching assistant, marketing and sales assistant, and an ecommerce/web developer. He also doubles as the Creative Director at Aspen Organization Development Consulting. Ben has interacted with many people, in many different organizations and offers some interesting insight on the human resources game. You can read his blog at http://www.DailyHRTips.com and visit his website at http://www.AspenOD.com.

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Have You Heard of These Groups?: TWITS, NETTELS AND THE DOWNAGERS

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