The GenerationalImperativewith Chuck Underwood

Generational Strategy

Workplace

RecruitmentRetention and engagement

Effective managementTraining

Fulfillment & productivityEmployee harmony

Succession PlanningLeadership Development & Training

Generational Strategy

Marketplace

Market ResearchProduct DevelopmentMarketing Research

Marketing, Advertising, PRSelling & Customer/Client Service

Instruction/Education

The Generations Dynamic

1. Formative Years Mold Core Values.

2. Five Living Generations.

3. Core Values Guide Decisions.

America’s Generations

G. I.’s 1901 – 1926 81 +

Silents 1927 – 1945 62 to 80

Boomers 1946 – 1964 43 to 61

Gen X 1965 – 1981 26 to 42

Millennials 1982 – present 0 to 25

BOOMERS

BOOMERSBOOMERS

We Win ! !

BOOMERS

Born: 1946 – 1964

Current Age: 43 to 61

# Born: 79,907,84

Formative Years: ’50s/’60s/’70s

BOOMERS

“We need idealistic children.”

Common Sense Book Of Baby And Child Care

Dr. Benjamin Spock

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

‘Nam

(1965)

BOOMERS

“I have a dream today!”

MLK

August 28, 1963

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 1955 to 1964

Graduate HS: mid ’70s - early ’80s

Current age: 43 to around 52

BOOMERS

Second-Wave Boomers

Missed social activism

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

Empowered and engaged

BOOMERS

Second-Wave Boomers

Believe in meritocracy

Individuality

Merging of Black & White cultures

Forever Young

BOOMERS

Second-Wave Boomers

Skeptical, but not cynical

More money motivated

Less optimistic

BOOMERS

Adulthood

Marriage

Parenting

Career

Mobile Society

BOOMERS

In The Workplace

Ambushed

Fierce competition

BOOMERS

Financial Pressure

Layoffs

Age discrimination

Eldercare & childcare

Great expectations

BOOMERS

“BOOMERS TURN 60”

BOOMERS

Bring it on !

BOOMERS

The Revised Book Of

Lifeby

the boomers

BOOMERS

“The country is starved for integrity.”

Colleen Rowley

TIME (2003)

BOOMERS

Skateboard

Mom

BOOMERS

Mamapalooza

BOOMERS

Aging is mandatory.

Growing old is optional.

BOOMERS

Disney World

BOOMERS

Forever young !

Free spirited, boisterous

Comfortable in the spotlight

Competitive, like to finish first

BOOMERS

Disney World TV spot

BOOMERS

Baby Boomer Bash Concert Series

Boston Pops

BOOMERS

Morgan Stanley

BOOMERS

Direct mail: assisted living

BOOMERS

“It’s time to return the favor.”

BOOMERS

Taylor Guitars

BOOMERS

Senior Citizen

Retiree

Aging

Golden Years

Silver Years

Prime Time

Mature

Never!

Never!

Never!

Never!

BOOMERS

Cadillac TV spot

BOOMERS

GAP PRINT AD

BOOMERS

GAP TV spot

BOOMERS

Capital One credit card

BOOMERS

Fidelity Investments TV spot

BOOMERS

Fidelity Investments

BOOMERS

Ameriprise TV spot

BOOMERS

Ameriprise

The Generations Dynamic

1. Understand formative years

2. Understand unique core values

3. “Connect” with each generation

Gen X

Born: 1965 – 1981

Current Age: 26 to 42

# Born: 58,541,842

Formative Years: ’70s, ’80s, ’90s

Gen X

“We’re not what you thought.”

TIME (1997)

Gen X

“all about survival”

Gen X

“So Far Away”

Carole King

1971

Gen X

“a rising tide of mediocrity… that threatens our veryfuture…”

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

From media togetherness to media isolation

Gen X

shock jocks

Gen X

COMPUTER GENERATION

Gen X

“Premature Wealth”

Refined Tastes

Gen X

African-American X’ers

Post - Civil Rights

Careers

Suburbs

Black/white gap shrinking

1984 to 1992

Gen X

“A house filled with love…”

Gen X

A Different World

1987 to 1993

Gen X

Strong Female Generation

Males Seek Identity, Masculinity

Gen X

Fight Club (1999)

Gen X

Hummer TV spot

Gen X

DeGreve Oil Change

Gen X

Marketing To GenX Men:Female Denigration

TV ProgrammingAdvertising

MusicVideo Games

Gen X

“Miller Brewing Co. will take raunchy marketing to a new extreme….”

Gen X

Miller Lite TV spot

Gen X

Marketing To GenX Men:Female Denigration

TV ProgrammingAdvertising

MusicVideo Games

Gen X

Marketing To Those

Confident, Assertive

GenX Women

Gen X

Best Buy TV spot

Gen X

Secret Deodorant TV spot

Gen X

Formative Years

Unimpressed With Authority

Cynical Towards Older Generations

Distrustful Of Major Institutions

Disempowerment

Disengagement

Gen X

“CEOs get lavish packages…”

Gen X

Fallen religious leaders

Gen X

Fallen sports heroes

Gen X

(1984)

AIDS

Gen X

Disempowerment

Disengagement

Gen X

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

Winona Ryder

Reality Bites (1994)

Gen X

Today

No ideology

Pragmatic Make Marriage Work Be There For Children Work Hard, Make Money

Not “joiners”

Gen X

“Why more young moms are opting out of the rat race”

Gen X

STAY-AT-HOME DADS

Gen X

T-mobile PRINT AD

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 PT Cruiser

Gen X

Street Smart

Cut The Hype !

Anti-Commercial Commercial

Gen X

Sprite TV spot

Millennials

Born: 1982 – Present

Current Age: birth to 25

# Born: 80,000,000 +

Formative Years: ’80s to 10’s

Millennials

Optimistic And Enthusiastic

Respectful Of Authority

Focused On Education

Close Relationship With Parents

Millennials

Coca Cola TV spot

Millennials

Grade Pressure

Time Pressure

Adult-supervised

Millennials

Team Players

Community Active

Declining Teen Social Pathology

Millennials

“They live online”

Millennials

The September 11th Generation

Millennials

Katrina

Millennials

Virginia Tech

Millennials

“Today’s teens are helping others in record numbers.”

Millennials

High School Community Service

1984: 900,000 H.S. Students

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

Millennials

Melinda and Bill GatesWarren Buffet

Millennials

Cause Marketing

Millennials

American Apparel

Millennials

Macy’s

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

“More college women regularly get drunk.”

Millennials

SEX BOMBARDMENT

BY COMMERCIAL MEDIA

Millennials

“No one really wants to go to college a virgin….”

Millennials

81%

WEALTH AND FAME

Millennials

Adult failures

Millennials

Over-parented?

Millennials

Anxiety… panic attacks… substance abuse… eating disorders… self-injury…

Millennials

Growing

Rich – Poor

Separation

Millennials

“Girls are on a tear.” “Boys are falling behind.”

Millennials

Nurtured.Feel Like A Generation.

Millennials

DO NOT CALL USGeneration Y !!Echo Boomers !!

“Those names are upsetting and why nobody I know wants to use them.”

Leslie Milner

Millennials Rising

Millennials

U. S. ARMY TV spot

Millennials

C. I. A.

Millennials

“Extended Adolescence”

Millennials

Extended Adolescence

1. College Debt

2. Credit Card Debt

3. Uncertain Job Market

4. What’s the rush?

Millennials

Delaying

marriage… parenthood… career…

Millennials

Pro - labor?

Pro - union?

Anti - CEO?

Millennials

EXECUTIVE EXCESS

EXECUTIVE CRIME

Millennials

“That sucks.”

The Generations Dynamic

1. Understand formative years.

2. Understand core values.

3. Accurate messaging.

Chuck’s Book

Available at www.amazon.com

Contact Chuck

The Generational Imperative, Inc.1343 Fleming St.

Cincinnati, OH 45206

513 – 221 - 1973chuck@genimperative.com

www.genimperative.com