Boomers in The Fourth Turning

Applying the theories of Strauss & Howe

2proprietary and confidential

Generation Archetype Cycle

Prophets Nomads Heroes Artists

3proprietary and confidential

Prophets

1701–1723

1792–1821

1860–1882

1943–1960

Nomads

1724-1741

1822–1842

1883–1900

1961–1981

Heroes

1742-1766

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1901–1924

1982–2003

Artists

1767–1791

1843-1859

1925–1942

2004– 2025?

Generations through History

4proprietary and confidential

Generations Visuals

5proprietary and confidential

Artists = The Silent Generation

Positive Negative LegacyCaring

Open mindedExpert

SentimentalContemplating

Indecisive

PluralismExpertise

Due process

6proprietary and confidential

Artists

7proprietary and confidential

Prophets = Boomers

Positive Negative LegacyPrincipled Resolute Creative

NarcissiticPresumptious

Ruthless

VisionValues

Religion

8proprietary and confidential

Prophets

9proprietary and confidential

Nomads = 13th Gen (Gen X)

Positive Negative LegacySavvy

PracticalPerceptive

Unfeeling Uncultured

Amoral

Liberty SurvivalHumor

10proprietary and confidential

Nomads

11proprietary and confidential

Heroes = Millenials

Positive Negative LegacySelflessRational

Competent

Unreflective Mechanistic

Overbold

CommunityAffluence

Technology

12proprietary and confidential

Heroes

13proprietary and confidential

Why do We Care?

PastFuture

14proprietary and confidential

Sex, Drugs, Rock n’Roll…

15proprietary and confidential

Big Hair, Fast Cars, Fat Wallets

16proprietary and confidential

Late Middle Life

17proprietary and confidential

Where you think they’re headed

18proprietary and confidential

Prophets as Elders

19proprietary and confidential

Don’t Ask Boomers to Compromise

1. Don’t ask them to compromise

2. Focus on small steps with big payoffs

3. Extending quality of life not just pro-longing life

20proprietary and confidential

Move from Nostalgia to Aspiration

1. Who they are now, not who they were

2. Focus on healthiest 65 yr old, not trying to be 30 again