The Generations Dynamic
description
Transcript of The Generations Dynamic
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The GenerationsDynamic
with Chuck Underwood
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The Generations Dynamic
• Formative Years Mold Core Values.
• 5 Living Generations.
• Values & Attitudes Guide Decisions.
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The Generations Dynamic
“You need to know all about generations.”
Rocking The Ages
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AMERICA’S GENERATIONS
G. I.’s 1901 – 1926 79 +
Silents 1927 – 1945 60 to 78
Boomers 1946 – 1964 41 to 59
Gen X 1965 – 1981 24 to 40
Millennials 1982 – present 0 to 23
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Use Generational Strategy In:
Research
Product & Event Development
Marketing, Advertising, PR
Customer Service & Selling
Fundraising, Volunteer Recruitment
Political Campaigns
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Silent Generation
Born: 1927 – 1945
Current Age: 60 to 78
# Born: 46,582,000
Formative Yrs: ’30s to early ’60s
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Silent Generation
“Utah will lead.”
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Formative Years
The Great Depression
World War II
The American High: 1946 - 1962
Silent Generation
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Silent Generation
“I wanted desperately to become a death-dealing hero.”
Russell Baker
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Silent Generation
We Win!
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Silent Generation
“Never had American youth been so withdrawn, cautious, unimaginative, indifferent, unadventurous, and silent.”
William Manchester
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Silent Generation
Suffocating Conformity
Cold War Threat
McCarthyism
Suburbs
The American Way!
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Silent Generation
The American High
1946 to 1962
Happy Days!
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Silent Generation
Marriage
Average age, women: 20
Average age, men: 23
Average # of kids: 3.3
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Silent Generation
African-American Silents
Struggle
Northern Migration
Hopeful Drumbeats
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Silent Generation
Formative Years
War/Prosperity
Suffocating Conformity
Racism/Chauvinism
Joy Of Being An American
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Silent Generation
“The Organization Man”
William Whyte
1956
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Silent Generation
“The corporation came first.”
The Fifties
David Halberstam
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Silent Generation
“We cannot trust some people
who are nonconformists.”
Ray Kroc
McDonald’s
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Silent Generation
“The organization cannot trust the individual. The individual must trust the organization.”
Ray Kroc McDonald’s
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Silent Generation
“… born twenty years too soon.”
Jean Kirkpatrick
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Silent Generation
“It’s so nice to have a man around the house.” ♫
Dinah Shore 1950
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Silent Generation
“I am WOMAN.
Hear me ROAR!!”
Helen Reddy
1971
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Silent Generation
Richest Retirees Ever
Free Spenders
Many Will Work In Retirement
Pent-Up Desire To “Live”
Feel Under-Appreciated
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Silent Generation
Over 65s In Work Force
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Silent Generation
Marketing To Silents
Connect With Grandchildren
Think And Act Young
Love To Travel
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Silent Generation
Disney World
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Silent Generation
Staff Seminar
Silent Focus Groups
Product Development
New Catalogs And Brochures
New Advertising
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Silent Generation
Wendy’s
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Silent Generation
Energizer
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Silent Generation
Sony Camcorder
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Silent Generation
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BOOMERS
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BOOMERSBOOMERS
VICTORY !
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BOOMERS
Born: 1946 – 1964
Current Age: 41 to 59
# Born: 79,907,84
Formative Yrs: ’50s/’60s/’70s
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BOOMERS
“We need idealistic children.”
Dr. Benjamin Spock
Common Sense Book OfBaby And Child Care
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BOOMERS
The Consciousness Movement 1963 - 1975
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BOOMERS
The Consciousness Movement
Civil Rights King, Malcolm X, Chavez, Means
Feminist Gloria Steinem
Ecology 6 of first 7 EPA Administrators
War Protest Chicago 7, SDS
Sexual Hugh Hefner
Drug Timothy Leary
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BOOMERS
“We do not feel like a cool, swinging generation. We are eaten up by an intensity we cannot name.”
Commencement AddressRadcliffe College, 1968
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BOOMERS
Second-Wave Boomers
Born mid 1950s to 1964
Graduate HS: mid ’70s - early ’80s
Current Age: 41 to around 50
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BOOMERS
Second-Wave Boomers
Missed Consciousness Movement
Don’t Feel Like Boomers Or X’ers
Who are we??
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BOOMERS
Second-Wave Boomers
Nuclear Family Intact
Live Life To The Fullest
Limitless Possibilities
Career Driven
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BOOMERS
Second-Wave Boomers
Believe In Meritocracy
Knowledge Is Power
Individuality
Merging of Black & White Cultures
Peter Pan Mentality
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BOOMERS
Second-Wave Boomers
Skeptical, Not Cynical
More Money Motivated
Less Optimistic
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BOOMERS
In The Workplace
Ambushed
Fierce Competition
Great Expectations
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BOOMERS
Financial Pressure
Layoffs
Age Discrimination
Eldercare/Childcare
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BOOMERS
Re-Writing
The Book Of Life
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BOOMERS
TIME Persons Of Year
“… because it was the right thing to do.”
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BOOMERS
Today
Still Fearless
People Power
Large Number
Forever Young
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BOOMERS
Skateboard
Mom
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BOOMERS
Mama palooza
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BOOMERS
Aging is mandatory.
Growing old is optional.
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BOOMERS
This Changes Everything
1. Not Brand Loyal !
2. Disproportionate Wealth
3. Free Spending
4. Receptive To Advertising
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“Marketers must re-orient
40 years of thinking.”
Weber Shandwick Worldwide
BOOMERS
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BOOMERS
“Americans 45+… are no more brand loyal than younger people in most categories.”
Roper/ASW Study2001
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“The majority of 45+ Americans are not loyal to any one brand.”
Roper/ASW Study2001
BOOMERS
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BOOMERS
Disney World
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BOOMERS
Boston Pops
Baby Boomer Bash
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BOOMERS
Morgan Stanley
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BOOMERS
Direct Mail Piece
Concerned About Your Aging Parents?
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BOOMERS
Taylor Guitars
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BOOMERS
Cadillac
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BOOMERS
GAP
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BOOMERS
Fidelity Investments - Boomers
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BOOMERS
Fidelity Investments - Silents
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BOOMERS
Capital One
Credit Card Images
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BOOMERS
1. Understand Formative Years.
2. Understand Core Values & Attitudes.
3. Create Accurate Messaging.
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Gen X
Born: 1965 – 1981
Current Age: 24 to 40
# Born: 58,541,842 born
Formative Yrs: ’70s, ’80s, ’90s
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Gen X
“We’re not what
you thought.”
TIME (1997)
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Gen X
Formative Years
“All About Survival”
Divorce
Career Moms
Parents As Buddies
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Gen X
“… a rising tide of mediocrity emerging from America’s
schools.”
A Nation At Risk1983
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Gen X
Core Values
Independence
Self Reliance
Distance From Older Generations
Marriage Is Disposable
Us-Against-Them
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Gen X
Media Isolation
Radio
Television
Computer
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Gen X
“Premature Wealth”
Refined Tastes
Appreciate Parents’ Hard Work
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Gen X
Strong Female Generation
Males Seek Identity, Masculinity
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Gen X
Fight Club
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Gen X
Marketing
To
GenX Women
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Gen X
Best Buy
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Gen X
Secret Deodorant
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Gen X
Lowe’s and Home Depot
Redesign stores/websites/ catalogs
Sponsor: “Trading Spaces”
“You Can Do It, We Can Help.”
DIY Workshops/Email invitations
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Gen X
Marketing To GenX Men:Female Denigration
TV ProgrammingAdvertising
MusicVideo Games
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Gen X
Formative Years
Unimpressed With Authority
Cynical Towards Older Generations
Distrustful Of Major Institutions
Sense Of Disempowerment
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Gen X
“How can we repair all the damage we inherited?”
Winona Ryder
Reality Bites (1994)
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Gen X
Today
Save The Neighborhood/Volunteer
No ideology/Pragmatic
Make Marriage Work
Be There For Children
Work Hard, Make Money
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Gen X
Career Versus Motherhood
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Gen X
They ARE a generation.
Don’t feel like it.
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Gen X
Self Focused
Peer Focused
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Gen X
“Young Reader Publications”
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Gen X
Attitude!! Attitude!! Attitude!!
Edgy
Cynical
Fun
Retro
After - Sale Warranty
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Gen X
Chevrolet Cavalier
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Gen X
Chrysler P. T. Cruiser
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Gen X
Old Spice
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Gen X
Street Smart
Cut The Hype !
Anti-Commercial Commercial
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Gen X
Sprite
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Gen X
X’er Hot Buttons
Convince their peers
Tap into their self-focus
Video Gaming: part of DNA
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Gen X
X’er Hot Buttons
Tell a story
Poke fun at their pop culture
Use “retro” – the ’70s
Multi-generational appeals work
Take racial diversity for granted
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Millennials
Born: 1982 – Present
Current Age: 0 to 22
# Born: 80,000,000 +
Formative Yrs: ’80s to 2010s
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Millennials
Millennials Rising (Strauss/Howe)
Optimistic And Enthusiastic
Respectful Of Authority
Focused On Education
Close Relationship With Parents
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Millennials
Coca Cola
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Millennials
Grade Pressure
Time Pressure
Adult Supervised
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Millennials
Team Players
Community Active
Declining Teen Social Pathology
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Millennials
The September 11th Generation
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Millennials
High School Community Service
1984: 900,000 U.S. Students
2003: 6,200,000 U.S. Students
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Millennials
Spirituality Rising
“Young people want to know something bigger than themselves.”
Marcus Robinson, College Senior
TIME
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Millennials
Problems
Drug Use: Down, But Not Out
Sex Bombardment By Many Media
Adult-World Ethical Failures
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Millennials
Questions…
Over-Parented?
Left Brainers Only?
Over Stressed?
Lack Of Play Time?
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Millennials
Over-Structured?
“… it tells them you want them to be hyperactive, over-achieving, over-scheduled workaholics.”
Dr. Stuart Brown, Ph.D.
Founder, Institute For Play
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Millennials
Growing Rich – Poor Separation
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Millennials
Millennial Boys: The Second Sex?
“Girls Are On A Tear”
“Boys Are Falling Behind”
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Millennials
Nurtured
Feel Like A Generation
Don’t Call Us Generation Y !
Work In Progress
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Millennials
U. S. ARMY
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Millennials
C.I.A. Recruitment Ad
“You Are America”
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Millennials
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Millennials
Living At Home
College Debt
Credit Card Debt
Uncertain Job Market
Extended Adolescence
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The Generations Dynamic
1. Formative Years / Core Values
2. 5 Living Generations
3. Values / Attitudes / Choices
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How Do YOU Use It?
Generational Strategy
Another Permanent Filter
for all of your
Planning and Decision Making
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Use Generational Strategy In:
Research
Product & Event Development
Marketing, Advertising, PR
Customer Service & Selling
Fundraising, Volunteer Recruitment
Political Campaigns
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Contact Chuck:
The Generational Imperative, Inc.
1343 Fleming Street
Cincinnati, OH 45206
PH: 513 . 221 . 1973
WEB: www.genimperative.com