with

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The Generational Imperative
with Chuck Underwood
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How Generations Happen
3 Truths

• Formative years mold core values.
• Five living generations.
• Generational values guide decisions.

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Americas Generations
G. I. 1901 - 1926 83 Silent 1927 1945 64
to 82 Boomer 1946 - 1964 45 to 63 GenX 1965 -
1981 28 to 44 First-Wave
Millennial 1982 - 1991 18 to 27
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Denver Foundation
Core Values Favorable To Philanthropy
Sil Boom GenX Mil 1. Volunteerism
yes yes weak yes 2. Religion tradl
seek seek seek 3. Parents Message
yes yes weak yes 4. Make difference yes
yes weak yes
5
Denver Foundation
Core Values Favorable To Philanthropy
Sil Boom GenX Mil 5. Long-term
cause yes yes but no no 6.
Trust organizatn yes prove prove
prove 7. Tax advantages yes yes yes
future 8. Sense of commty yes yes
weak ?
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Generational Marketing Strategy
Generational Core Values are Marketing Hot
Buttons
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Silents
Birth Years 1927 1945 Current Age 64 to
82 Born 46,582,000 Have been good
savers Racial, gender inequities
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Silents
TV spot Walt Disney World
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Silents
The Grandkid Connection
Wall Street Journal print ad
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Silents
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Silents
Doo Wop
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Silents
Core Values / Hot Buttons Patriotic,
philanthropic Feel overlooked Want lives to stand
for something Close with grandchildren
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Boomers
Birth Years 1927 1945 Current
Age 64 to 82 Born 46,582,000 The
Career Generation Disproportionate wealth
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Boomers
Print ad - Taylor Guitars
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Boomers
Senior Citizen Retiree Aging Golden Years Silver
Years Prime Time Mature
N E V E R ! !
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Boomers
Baby Boomer Bash Concert
Series Boston Pops
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Boomers
Its time to return the favor.
Merrill Lynch print ad
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Boomers
Capital One The Generations Mastercard
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Boomers
TV spot - Ameriprise
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Boomers
Ameriprise Print ad
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Boomers
Core Values / Hot Buttons Want to help
others Want to help kids, grandkids A bold,
visionary generation USA is now a Boomer
Nation Little sense of entitlement
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GenX
Birth Years 1965 1981 Current Age 28
to 44 born 58,541,842 Formative Years
70s, 80s, 90s Emotional baggage Less
financial security Now, chalking up victories
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GenX
TV SPOT SECRET DEODORANT
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GenX
TV SPOT HUMMER
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GenX
TV SPOT BEST BUY
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GenX
Burned by adult world Cynical Skeptical Distrustf
ul
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GenX
My cubicle is a black hole launch pad.
Wall Street Journal print ad
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GenX
The boys club keeps me down
fighting.
Wall Street Journal print ad
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GenX
My boss is impossible a
sitting duck.
Wall Street Journal print ad
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GenX
Read by bankers
weekend warriors everywhere.
Wall Street Journal print ad
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GenX
Why more young moms are opting out of the rat
race
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GenX
Attitude Edgy Cynical Fun Retro After-Sale
Assurance
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GenX
TV spot Chevy Cavalier
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GenX
Core Values / Hot Buttons Self-reliant,
individualistic Creative, entrepreneurial Help
the Y to find solutions Self-focused,
child-focused
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Generational Strategy

• Understand unique formative years
• Understand unique core values
• Connect with each generation.

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For more information
Online Seminar Generational Marketing And
Advertising Strategy