The

1

• The
• Generations
• Dynamic

with Chuck Underwood
2
The Generations Dynamic

• Formative Years Mold Core Values.
• 5 Living Generations.
• Values Attitudes Guide Decisions.

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The Generations Dynamic
You need to know all about generations.
Rocking The Ages
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AMERICAS 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

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Use Generational Strategy In

• Research
• Product Event Development
• Marketing, Advertising, PR
• Customer Service Selling
• Fundraising, Volunteer Recruitment
• Political Campaigns

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Silent Generation

• Born 1927 1945
• Current Age 60 to 78
• Born 46,582,000
• Formative Yrs 30s to early 60s

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Silent Generation
Utah will lead.
8
Silent Generation

• Formative Years
• The Great Depression
• World War II
• The American High 1946 - 1962

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Silent Generation

• I wanted desperately to become
• a death-dealing hero.
• Russell Baker

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Silent Generation

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Silent Generation

• Never had American youth been so withdrawn,
  cautious, unimaginative, indifferent,
  unadventurous, and silent.
• William Manchester

12
Silent Generation

• Suffocating Conformity
• Cold War Threat
• McCarthyism
• Suburbs
• The American Way!

13
Silent Generation

• The American High
• 1946 to 1962
• Happy Days!

14
Silent Generation

• Marriage
• Average age, women 20
• Average age, men 23
• Average of kids 3.3

15
Silent Generation

• African-American Silents
• Struggle
• Northern Migration
• Hopeful Drumbeats

16
Silent Generation

• Formative Years
• War/Prosperity
• Suffocating Conformity
• Racism/Chauvinism
• Joy Of Being An American

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Silent Generation
The Organization Man William Whyte 1956
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Silent Generation

• The corporation came first.
• The Fifties
• David Halberstam

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Silent Generation

• We cannot trust some people
• who are nonconformists.
• Ray Kroc
• McDonalds

20
Silent Generation

• The organization cannot trust the individual.
  The individual must trust the organization.
• Ray Kroc
• McDonalds

21
Silent Generation

• born twenty years too soon.
• Jean Kirkpatrick

22
Silent Generation

• Its so nice to have a man around the house. ?
• Dinah Shore
• 1950

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Silent Generation

• I am WOMAN.
• Hear me ROAR!!
• Helen Reddy
• 1971

24
Silent Generation

• Richest Retirees Ever
• Free Spenders
• Many Will Work In Retirement
• Pent-Up Desire To Live
• Feel Under-Appreciated

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Silent Generation
Over 65s In Work Force
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Silent Generation

• Marketing To Silents
• Connect With Grandchildren
• Think And Act Young
• Love To Travel

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Silent Generation
Disney World
28
Silent Generation
Staff Seminar Silent Focus Groups Product
Development New Catalogs And Brochures New
Advertising
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Silent Generation
Wendys
30
Silent Generation
Energizer
31
Silent Generation
Sony Camcorder
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Silent Generation
Doo - Wop
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BOOMERS
BOOM!
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BOOMERS
BOOMERS
VICTORY !
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BOOMERS

• Born 1946 1964
• Current Age 41 to 59
• Born 79,907,84
• Formative Yrs 50s/60s/70s

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BOOMERS

• We need idealistic children.
• Dr. Benjamin Spock
• Common Sense Book Of
• Baby And Child Care

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BOOMERS
The Consciousness Movement 1963 - 1975
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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

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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

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BOOMERS

• Second-Wave Boomers
• Born mid 1950s to 1964
• Graduate HS mid 70s - early 80s
• Current Age 41 to around 50

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BOOMERS

• Second-Wave Boomers
• Missed Consciousness Movement
• Dont Feel Like Boomers Or Xers
• Who are we??

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BOOMERS

• Second-Wave Boomers
• Nuclear Family Intact
• Live Life To The Fullest
• Limitless Possibilities
• Career Driven

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BOOMERS

• Second-Wave Boomers
• Believe In Meritocracy
• Knowledge Is Power
• Individuality
• Merging of Black White Cultures
• Peter Pan Mentality

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BOOMERS

• Second-Wave Boomers
• Skeptical, Not Cynical
• More Money Motivated
• Less Optimistic

45
BOOMERS

• In The Workplace
• Ambushed
• Fierce Competition
• Great Expectations

46
BOOMERS

• Financial Pressure
• Layoffs
• Age Discrimination
• Eldercare/Childcare

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BOOMERS

• Re-Writing
• The Book Of Life

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BOOMERS
TIME Persons Of Year because it was the right
thing to do.
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BOOMERS

• Today
• Still Fearless
• People Power
• Large Number
• Forever Young

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BOOMERS
Skateboard Mom
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BOOMERS
Mama palooza
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BOOMERS
Aging is mandatory. Growing old is optional.
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BOOMERS

• This Changes Everything
• Not Brand Loyal !
• Disproportionate Wealth
• Free Spending
• Receptive To Advertising

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BOOMERS

• Marketers must re-orient
• 40 years of thinking.
• Weber Shandwick Worldwide

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BOOMERS

• Americans 45 are no more brand loyal than
  younger people in most categories.
• Roper/ASW Study
• 2001

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BOOMERS

• The majority of 45 Americans are not loyal to
  any one brand.
• Roper/ASW Study
• 2001

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BOOMERS
Disney World
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BOOMERS
Boston Pops Baby Boomer Bash
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BOOMERS
Morgan Stanley
60
BOOMERS
Direct Mail Piece Concerned About Your Aging
Parents?
61
BOOMERS
Taylor Guitars
62
BOOMERS
Cadillac
63
BOOMERS
GAP
64
BOOMERS
Fidelity Investments - Boomers
65
BOOMERS
Fidelity Investments - Silents
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BOOMERS

• Capital One
• Credit Card Images

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BOOMERS

• Understand Formative Years.
• Understand Core Values Attitudes.
• Create Accurate Messaging.

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Gen X

• Born 1965 1981
• Current Age 24 to 40
• Born 58,541,842 born
• Formative Yrs 70s, 80s, 90s

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Gen X
Were not what you thought. TIME
(1997)
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Gen X

• Formative Years
• All About Survival
• Divorce
• Career Moms
• Parents As Buddies

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Gen X

• a rising tide of mediocrity
• emerging from Americas
• schools.
• A Nation At Risk
• 1983

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Gen X

• Core Values
• Independence
• Self Reliance
• Distance From Older Generations
• Marriage Is Disposable
• Us-Against-Them

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Gen X

• Media Isolation
• Radio
• Television
• Computer

74
Gen X

• Premature Wealth
• Refined Tastes
• Appreciate Parents Hard Work

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Gen X

• Strong Female Generation
• Males Seek Identity, Masculinity

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Gen X
Fight Club
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Gen X

• Marketing
• To
• GenX Women

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Gen X
Best Buy
79
Gen X
Secret Deodorant
80
Gen X

• Lowes and Home Depot
• Redesign stores/websites/ catalogs
• Sponsor Trading Spaces
• You Can Do It, We Can Help.
• DIY Workshops/Email invitations

81
Gen X

• Marketing To GenX Men
• Female Denigration
• TV Programming
• Advertising
• Music
• Video Games

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Gen X

• Formative Years
• Unimpressed With Authority
• Cynical Towards Older Generations
• Distrustful Of Major Institutions
• Sense Of Disempowerment

83
Gen X
How can we repair all the damage we
inherited? Winona Ryder Reality
Bites (1994)
84
Gen X

• Today
• Save The Neighborhood/Volunteer
• No ideology/Pragmatic
• Make Marriage Work
• Be There For Children
• Work Hard, Make Money

85
Gen X
Career Versus Motherhood
86
Gen X

• They ARE a generation.
• Dont feel like it.

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Gen X

• Self Focused
• Peer Focused

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Gen X
Young Reader Publications
89
Gen X

• Attitude!! Attitude!! Attitude!!
• Edgy
• Cynical
• Fun
• Retro
• After - Sale Warranty

90
Gen X
Chevrolet Cavalier
91
Gen X
Chrysler P. T. Cruiser
92
Gen X
Old Spice
93
Gen X

• Street Smart
• Cut The Hype !
• Anti-Commercial Commercial

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Gen X
Sprite
95
Gen X

• Xer Hot Buttons
• Convince their peers
• Tap into their self-focus
• Video Gaming part of DNA

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Gen X

• Xer Hot Buttons
• Tell a story
• Poke fun at their pop culture
• Use retro the 70s
• Multi-generational appeals work
• Take racial diversity for granted

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Millennials

• Born 1982 Present
• Current Age 0 to 22
• Born 80,000,000
• Formative Yrs 80s to 2010s

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Millennials

• Millennials Rising (Strauss/Howe)
• Optimistic And Enthusiastic
• Respectful Of Authority
• Focused On Education
• Close Relationship With Parents

99
Millennials
Coca Cola
100
Millennials

• Grade Pressure
• Time Pressure
• Adult Supervised

101
Millennials

• Team Players
• Community Active
• Declining Teen Social Pathology

102
Millennials
The September 11th Generation
103
Millennials

• High School Community Service
• 1984 900,000 U.S. Students
• 2003 6,200,000 U.S. Students

104
Millennials

• Spirituality Rising
• Young people want to know something bigger than
  themselves.
• Marcus Robinson, College Senior
• TIME

105
Millennials

• Problems
• Drug Use Down, But Not Out
• Sex Bombardment By Many Media
• Adult-World Ethical Failures

106
Millennials

• Questions
• Over-Parented?
• Left Brainers Only?
• Over Stressed?
• Lack Of Play Time?

107
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

108
Millennials

• Growing Rich Poor Separation

109
Millennials

• Millennial Boys The Second Sex?
• Girls Are On A Tear
• Boys Are Falling Behind

110
Millennials

• Nurtured
• Feel Like A Generation
• Dont Call Us Generation Y !
• Work In Progress

111
Millennials
U. S. ARMY
112
Millennials
C.I.A. Recruitment Ad You Are America
113
Millennials
114
Millennials
Living At Home College Debt Credit Card
Debt Uncertain Job Market Extended Adolescence
115
The Generations Dynamic

• 1. Formative Years / Core Values
• 2. 5 Living Generations
• 3. Values / Attitudes / Choices

116
How Do YOU Use It?

• Generational Strategy
• Another Permanent Filter
• for all of your
• Planning and Decision Making

117
Use Generational Strategy In
Research Product Event Development Marketing,
Advertising, PR Customer Service
Selling Fundraising, Volunteer
Recruitment Political Campaigns
118
Contact Chuck

• The Generational Imperative, Inc.
• 1343 Fleming Street
• Cincinnati, OH 45206
• PH 513 . 221 . 1973
• EM chuck_at_genimperative.com
• WEB www.genimperative.com