with chuck underwood. how generations happen 3 truths 1. formative years mold core values. 2. five...
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with
Chuck Underwood
How Generations Happen
3 Truths
1. Formative years mold core values.
2. Five living generations.
3. Generational values guide decisions.
America’s Living Generations
G. I. 1901-1926 86 +
Silent 1927-1945 67 - 85
Boomer 1946-1964 48 - 66
GenX 1965-1981 31 - 47
F-W Mils 1982-1994 18 - 30
Silents
Birth Years: 1927 – 1945
Age in 2012: 67 to 85
Formative Years: ’30s to early ’60s
White Silent Men: Smooth Sailing...
Silents
Silents
Females, minorities: few opportunities
Silents
Jeane Kirkpatrick
“Born twenty years too soon”
Silents
Print Publications: Magical
Silent kids influenced by parents’ habits
Ritual: newspapers/mags/books
Formative years not TV-dominated
Silents
Pent-up desire to LIVE!
Want to take a risk or two
We’re entitled to reward ourselves
Silents
TV spot – Sony Camcorder
Techie Grandparents: meaningful presence in grandkids’ lives
Silents
Silents
TV spot – Energizer
Silents
Print Ad - Wall Street Journal
Boomers
Nagasaki
August 9, 1945
Boomers
We Win !
Boomers
Birth years: 1946 – 1964
Current age: 48 to 66
# born: 79,907,844
Formative years: ’50s to early ’80s
Boomers
The ‘50’s: Our Last Innocent Decade
The Consciousness Movement 1961 - 1975
BoomersKent State - 1970
The Consciousness Movement
Civil Rights MOVEMENT
Feminist MOVEMENT
Ecology MOVEMENT
War Protest MOVEMENT
Sexual REVOLUTION
Drug REVOLUTION
Boomers
Boomers
Second-Wave Boomers
Born (c.) 1955 to 1964
Missed Consciousness Movement
Some don’t feel like Boomers
Some values different
Most values are similar
Boomers
Outgoing. Enthusiastic. Forever Young.
TV Spot – Walt Disney World
TV Spot – Walt Disney World
TV Spot – Amerprise
Print Ad
Wall Street Journal
Boomers
Birth Years: 1965 – 1981
Current Age, 2012: 31 to 47
Formative Years: ’70s, ’80s, ’90s
GenX
“All about survival”
1. Divorce
2. Time-poor parents
3. Permissiveness
GenX
GenX
Divorce rate soars...
GenX
Widespread career moms...
GenX
Permissive parenting and loss of civility
Core Values
Independent, self-reliant
Cynical, distrustful
Self-focused, peer-focused
GenX
GenX
Women surging, men searching...
TV spot - Secret Deodorant
GenX
TV spot - Hummer
GenX
GenX
“Study finds many (moms) feel guilty being away”
TV spot - Dixie
GenX
Millennials
Birth Years: 1982 – 1994
Current Age, 2012: 18 to 30
Formative Years: 1980’s to now
First Wave
Millennials
Optimistic and enthusiastic
Respectful of elders’ knowledge
Focused on education
Close relationship with parents
Millennials
TV spot – Coca Cola
Millennials
TV spot – todaysmilitary.com
Millennials
Team players
Socially active
Declining teen social pathologies
Millennials
Web video: Nissan Cube
Millennials
“They live online. They buy online.”
Millennials
“Extended Adolescence”
Job-hopping: “sampling”
Having fun, traveling
Postponing marriage, parenthood
Living at home with Mom and Dad
The Bottom Line
1. Understand unique formative years…
2. Understand unique core values…
3. “Connect” with each generation…
4. Success.
Contact Chuck
The Generational Imperative, Inc.(Ohio)
937.247.1123
chuck@genimperative.com
www.genimperative.com
Silents Boomers X’ers
Millennials“ Understanding Generational Differences In
The Workplace, Marketplace, & Living Room ”
Available on www.amazon.com
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