the generations dynamic with chuck underwood. the generations dynamic formative years mold core...

The GenerationsDynamic

with Chuck Underwood

The Generations Dynamic

• Formative Years Mold Core Values.

• 5 Living Generations.

• Values & Attitudes Guide Decisions.

The Generations Dynamic

“You need to know all about generations.”

Rocking The Ages

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

Use Generational Strategy In:

Research

Product & Event Development

Marketing, Advertising, PR

Customer Service & Selling

Fundraising, Volunteer Recruitment

Political Campaigns

Silent Generation

Born: 1927 – 1945

Current Age: 60 to 78

# Born: 46,582,000

Formative Yrs: ’30s to early ’60s

Silent Generation

“Utah will lead.”

Formative Years

The Great Depression

World War II

The American High: 1946 - 1962

Silent Generation

Silent Generation

“I wanted desperately to become a death-dealing hero.”

Russell Baker

Silent Generation

We Win!

Silent Generation

“Never had American youth been so withdrawn, cautious, unimaginative, indifferent, unadventurous, and silent.”

William Manchester

Silent Generation

Suffocating Conformity

Cold War Threat

McCarthyism

Suburbs

The American Way!

Silent Generation

The American High

1946 to 1962

Happy Days!

Silent Generation

Marriage

Average age, women: 20

Average age, men: 23

Average # of kids: 3.3

Silent Generation

African-American Silents

Struggle

Northern Migration

Hopeful Drumbeats

Silent Generation

Formative Years

War/Prosperity

Suffocating Conformity

Racism/Chauvinism

Joy Of Being An American

Silent Generation

“The Organization Man”

William Whyte

1956

Silent Generation

“The corporation came first.”

The Fifties

David Halberstam

Silent Generation

“We cannot trust some people

who are nonconformists.”

Ray Kroc

McDonald’s

Silent Generation

“The organization cannot trust the individual. The individual must trust the organization.”

Ray Kroc McDonald’s

Silent Generation

“… born twenty years too soon.”

Jean Kirkpatrick

Silent Generation

“It’s so nice to have a man around the house.” ♫

Dinah Shore 1950

Silent Generation

“I am WOMAN.

Hear me ROAR!!”

Helen Reddy

1971

Silent Generation

Richest Retirees Ever

Free Spenders

Many Will Work In Retirement

Pent-Up Desire To “Live”

Feel Under-Appreciated

Silent Generation

Over 65s In Work Force

Silent Generation

Marketing To Silents

Connect With Grandchildren

Think And Act Young

Love To Travel

Silent Generation

Disney World

Silent Generation

Staff Seminar

Silent Focus Groups

Product Development

New Catalogs And Brochures

New Advertising

Silent Generation

Wendy’s

Silent Generation

Energizer

Silent Generation

Sony Camcorder

Silent Generation

BOOMERS

BOOMERSBOOMERS

VICTORY !

BOOMERS

Born: 1946 – 1964

Current Age: 41 to 59

# Born: 79,907,84

Formative Yrs: ’50s/’60s/’70s

BOOMERS

“We need idealistic children.”

Dr. Benjamin Spock

Common Sense Book OfBaby And Child Care

BOOMERS

The Consciousness Movement 1963 - 1975

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

BOOMERS

“We do not feel like a cool, swinging generation. We are eaten up by an intensity we cannot name.”

Commencement AddressRadcliffe College, 1968

BOOMERS

Second-Wave Boomers

Born mid 1950s to 1964

Graduate HS: mid ’70s - early ’80s

Current Age: 41 to around 50

BOOMERS

Second-Wave Boomers

Missed Consciousness Movement

Don’t Feel Like Boomers Or X’ers

Who are we??

BOOMERS

Second-Wave Boomers

Nuclear Family Intact

Live Life To The Fullest

Limitless Possibilities

Career Driven

BOOMERS

Second-Wave Boomers

Believe In Meritocracy

Knowledge Is Power

Individuality

Merging of Black & White Cultures

Peter Pan Mentality

BOOMERS

Second-Wave Boomers

Skeptical, Not Cynical

More Money Motivated

Less Optimistic

BOOMERS

In The Workplace

Ambushed

Fierce Competition

Great Expectations

BOOMERS

Financial Pressure

Layoffs

Age Discrimination

Eldercare/Childcare

BOOMERS

Re-Writing

The Book Of Life

BOOMERS

TIME Persons Of Year

“… because it was the right thing to do.”

BOOMERS

Today

Still Fearless

People Power

Large Number

Forever Young

BOOMERS

Skateboard

Mom

BOOMERS

Mama palooza

BOOMERS

Aging is mandatory.

Growing old is optional.

BOOMERS

This Changes Everything

1. Not Brand Loyal !

2. Disproportionate Wealth

3. Free Spending

4. Receptive To Advertising

“Marketers must re-orient

40 years of thinking.”

Weber Shandwick Worldwide

BOOMERS

BOOMERS

“Americans 45+… are no more brand loyal than younger people in most categories.”

Roper/ASW Study2001

“The majority of 45+ Americans are not loyal to any one brand.”

Roper/ASW Study2001

BOOMERS

BOOMERS

Disney World

BOOMERS

Boston Pops

Baby Boomer Bash

BOOMERS

Morgan Stanley

BOOMERS

Direct Mail Piece

Concerned About Your Aging Parents?

BOOMERS

Taylor Guitars

BOOMERS

Cadillac

BOOMERS

GAP

BOOMERS

Fidelity Investments - Boomers

BOOMERS

Fidelity Investments - Silents

BOOMERS

Capital One

Credit Card Images

BOOMERS

1. Understand Formative Years.

2. Understand Core Values & Attitudes.

3. Create Accurate Messaging.

Gen X

Born: 1965 – 1981

Current Age: 24 to 40

# Born: 58,541,842 born

Formative Yrs: ’70s, ’80s, ’90s

Gen X

“We’re not what

you thought.”

TIME (1997)

Gen X

Formative Years

“All About Survival”

Divorce

Career Moms

Parents As Buddies

Gen X

“… a rising tide of mediocrity emerging from America’s

schools.”

A Nation At Risk1983

Gen X

Core Values

Independence

Self Reliance

Distance From Older Generations

Marriage Is Disposable

Us-Against-Them

Gen X

Media Isolation

Radio

Television

Computer

Gen X

“Premature Wealth”

Refined Tastes

Appreciate Parents’ Hard Work

Gen X

Strong Female Generation

Males Seek Identity, Masculinity

Gen X

Fight Club

Gen X

Marketing

To

GenX Women

Gen X

Best Buy

Gen X

Secret Deodorant

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

Gen X

Marketing To GenX Men:Female Denigration

TV ProgrammingAdvertising

MusicVideo Games

Gen X

Formative Years

Unimpressed With Authority

Cynical Towards Older Generations

Distrustful Of Major Institutions

Sense Of Disempowerment

Gen X

“How can we repair all the damage we inherited?”

Winona Ryder

Reality Bites (1994)

Gen X

Today

Save The Neighborhood/Volunteer

No ideology/Pragmatic

Make Marriage Work

Be There For Children

Work Hard, Make Money

Gen X

Career Versus Motherhood

Gen X

They ARE a generation.

Don’t feel like it.

Gen X

Self Focused

Peer Focused

Gen X

“Young Reader Publications”

Gen X

Attitude!! Attitude!! Attitude!!

Edgy

Cynical

Fun

Retro

After - Sale Warranty

Gen X

Chevrolet Cavalier

Gen X

Chrysler P. T. Cruiser

Gen X

Old Spice

Gen X

Street Smart

Cut The Hype !

Anti-Commercial Commercial

Gen X

Sprite

Gen X

X’er Hot Buttons

Convince their peers

Tap into their self-focus

Video Gaming: part of DNA

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

Millennials

Born: 1982 – Present

Current Age: 0 to 22

# Born: 80,000,000 +

Formative Yrs: ’80s to 2010s

Millennials

Millennials Rising (Strauss/Howe)

Optimistic And Enthusiastic

Respectful Of Authority

Focused On Education

Close Relationship With Parents

Millennials

Coca Cola

Millennials

Grade Pressure

Time Pressure

Adult Supervised

Millennials

Team Players

Community Active

Declining Teen Social Pathology

Millennials

The September 11th Generation

Millennials

High School Community Service

1984: 900,000 U.S. Students

2003: 6,200,000 U.S. Students

Millennials

Spirituality Rising

“Young people want to know something bigger than themselves.”

Marcus Robinson, College Senior

TIME

Millennials

Problems

Drug Use: Down, But Not Out

Sex Bombardment By Many Media

Adult-World Ethical Failures

Millennials

Questions…

Over-Parented?

Left Brainers Only?

Over Stressed?

Lack Of Play Time?

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

Millennials

Growing Rich – Poor Separation

Millennials

Millennial Boys: The Second Sex?

“Girls Are On A Tear”

“Boys Are Falling Behind”

Millennials

Nurtured

Feel Like A Generation

Don’t Call Us Generation Y !

Work In Progress

Millennials

U. S. ARMY

Millennials

C.I.A. Recruitment Ad

“You Are America”

Millennials

Millennials

Living At Home

College Debt

Credit Card Debt

Uncertain Job Market

Extended Adolescence

The Generations Dynamic

1. Formative Years / Core Values

2. 5 Living Generations

3. Values / Attitudes / Choices

How Do YOU Use It?

Generational Strategy

Another Permanent Filter

for all of your

Planning and Decision Making

Use Generational Strategy In:

Research

Product & Event Development

Marketing, Advertising, PR

Customer Service & Selling

Fundraising, Volunteer Recruitment

Political Campaigns

Contact Chuck:

The Generational Imperative, Inc.

1343 Fleming Street

Cincinnati, OH 45206

PH: 513 . 221 . 1973

EM: chuck@genimperative.com

WEB: www.genimperative.com