with chuck underwood. in the marketplace generational strategy market/marketing research ...
TRANSCRIPT
with
Chuck Underwood
In The Marketplace
Generational Strategy
Market/Marketing Research
Development of Products & Services
Marketing, Advertising, Public Relations
Patient Care/Customer Service
Legislative Relations
Volunteerism
In The Workplace
Generational Strategy
Recruitment
Retention & Engagement
Management
Fulfillment & Productivity
Understanding & Cooperativeness
Training & Leadership Development
Succession Planning
How Generations Happen
3 Truths
1. Formative years mold core values.
2. Five living generations.
3. Generational values guide decisions.
America’s Generations
G. I. 1901 - 1926 82+
Silent 1927 – 1945 63 to 81
Boomer 1946 - 1964 44 to 62
GenX 1965 - 1981 27 to 43
Millennial 1982 - present 0 to 26
Boomers
Boomers
We Win !
Boomers
Birth years: 1946 – 1964
Current age: 44 to 62
# born: 79,907,844
Formative years.: ’50s to early ’80s
Boomers
“We need idealistic children.”
Dr. Benjamin Spock
Common Sense Book Of Baby And Child Care
Boomers
The Consciousness Movement 1961 - 1975
Boomers
Passion. Masses. Idealism.
Boomers
The Consciousness Movement
Civil Rights Movement
Feminist Movement
Ecology Movement
War Protest Movement
Sexual Revolution
Drug Revolution
Boomers
“I have a dream
today!”
MLK
August 28, 1963
Boomers
Happy
Days !
Boomers
“We do not feel like a cool, swinging generation.
“We are eaten up by an intensity we cannot name.”
Commencement Address
Radcliffe College, 1968
Boomers
Second-Wave Boomers
Born: 1955 to 1964
Graduate HS: mid ’70s - early ’80s
Current age: 44 to (about) 53
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
Unlimited opportunity
Career-driven
Boomers
Second-Wave Boomers
Belief in meritocracy
Respect for knowledge
Individuality is precious
Forever Young
Empowerment & engagement
Boomers
Second-Wave Boomers
Skeptical, but not cynical
More materialistic
Less optimistic
Boomers
‘Nam
1. Engagement
2. Empowerment
3. Hard Lesson
Boomers
Career
“Ambushed”
Fierce competition
The Career-Driven Generation
Boomers
Financial Pressure
Layoffs
Age discrimination
Boomers
Financial Pressure
Eldercare
Extended childcare
Poor savers
Boomers
Print ad – Morgan Stanley
Boomers
(2006) BOOMERS TURN 60
Boomers
“Bring it on!”
No hurry to retire
Boomers
The Revised Book Of Lifeby
the boomers
Boomers
LIVING LIFE THEIR WAY
Boomers
“The country is
starved for integrity”
Boomers
Skateboard Mom
Boomers
Mamapalooza
Outgoing, extroverted
Assertive, aggressive
Willing to take control
Comfortable in the spotlight
Boomers
Boomers
TV spot – Walt Disney World
Boomers
Aging is mandatory. Growing old is optional.
Boomers
TV spot - Ameriprise
Boomers
Boomers At Work
The Career-Driven Generation
Ethics & values important
Leaders, assertive
Work = vitality = engagement
Boomers
Boomers At Work
Care about company, all employees
Fair play for all
Pay dues, play by rules, challenge ‘em
Co-worker relationships important
Boomers
Boomers At Work
Hard workers
Outgoing personalities
“Comfortable” with technology
Usually comfortable with change
Boomers
Boomers At Work
Team builders
Wisdom
Varied experiences
Loaded with “practical intelligence”
Boomers
Recruiting Boomers
Seek growth, not just income
Flexible hours: eldercare & childcare
More mobile than younger generations?
Boomers
Recruiting Boomers
Retirement security is priority
Explain big picture
Explain short & long-term goals
Prove organization is ethical
Discuss fulfillment, personal growth
Buzzword Bias?
Boomers
Managing Boomers
Consider new work arrangements
Give choice, flexibility
Include them in all new training
Trade retirement security for more work?
Promote or move them laterally
Boomers
AVOID THE BRAIN DRAIN !
1. Aggressive, refined recruiting system
2. Internal mobility
3. Alternative work systems
4. Reduce their stress, burnout
5. Customize benefits and incentives
Boomers
Generational Strategy
1. Understand each generation’s unique formative years…
2. Understand each generation’s unique core values…
3. “Connect” with each generation in the workplace, marketplace, and living room.
Contact Chuck
The Generational Imperative, Inc.1343 Fleming St.
Cincinnati, OH 45206
513 – 221 - [email protected]
www.genimperative.com