the generations dynamic with chuck underwood. the generations dynamic formative years mold core...
TRANSCRIPT
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“Never had American youth been so withdrawn, cautious, unimaginative, indifferent, unadventurous, and silent.”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
WEB: www.genimperative.com