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