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Markers:WWII, Great Depression, Korean War, New Deal, racial segregation;Advent of television, telephone, mass production of automobiles, kitchen appliances, phonographs

Cultural Transmission: Extended families, local social groups (e.g. faith communities, fraternal orgs, neighborhood)

Characteristics:

• Want to feel needed• Strive for financial security ‐ “Waste not want not” attitude • Conformity • Conservatism and traditional family values • Strive for comfort • Demand quality • Simplicity • Sacrifice for the common good • Patriotic • Patience • Respect authority ‐ team players 

At Work:

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• Loyal to employers and expect the same in return • Believe promotions, raises, and recognition should come from job tenure • Conform to rules, laws and order• Measure work ethic on timeliness, productivity, and not drawing attention • Places duty before leisure ‐ “Live to work”• Career identifies who they are• Least embracing of diversity and different ways of problem‐solving

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Markers:Post WWII economic growth and prosperity; Space program, Cold War, Vietnam WarCivil Rights – Ethnic and WomenRiots and protests; birth control pills

Cultural Transmission: Nuclear families; strongly influenced by television and peer group; raised in segregated environments, but with civil rights and diversity emphasized in adulthood

Characteristics:

• Run local, state, and national governments • Largest workforce • High value on youth, personal gratification, health, material weatlh• Competitive, self‐driven• Believe rules should be obeyed unless they are contrary to what they want; then 

they’re to be broken • Had a sense that security was taken care of, so left room for exploration and 

protest, therefore. . .• Experimental • Individualism • Social cause oriented • Free spirited 

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• Can be less optimistic, cynical, and distrust government• Value hope and peace 

At Work:

• Define themselves through jobs and work performance ‐ “workaholics”• Work ethic is measured in hours worked• Less importance placed on productivity • Teamwork is critical to success • Relationship building is important • Like to be involved ‐ “where the action is”• Expect loyalty and recognition from those they work with 

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Markers:Vietnam, Watergate, first generation after Civil Rights ActMTV, latchkey, higher divorce rates; ADAFirst gen. to embrace the personal computer and Internet

Cultural Transmission: Peer culture and mass media; diversity viewed as norm

Characteristics:

• Quest for emotional security• Independent • Very self‐reliant • Informality • Entrepreneurial • Expect immediate and ongoing feedback and is comfortable giving feedback to 

others • Reject rules and mistrust institutions • Believe friends do not equal family • “Latchkey” kids • Multi‐taskers • Suspicious of Boomer values • Value family and free time ‐ “Work to live”

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At Work:

• Casual, friendly, fun work environment • Involvement • Flexibility and freedom • A place to learn • Strong computer skills and technologically inclined• Work smarter, not harder • Want open communication regardless of position, title, or tenure • More oriented to electronic vs. face‐to‐face communication• Value control of their time • Look for a person to whom they can invest loyalty, not a company • Motivated by money• Pragmatic – every problem has a solution, just need to figure it out

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Markers:No recollection of Reagan era, Cold WarTechnology/Menu driven society; most racially/ethnically diverseHave always had computers, answering machines, microwave ovens, VCRsMost educated; pressure to excel academically

Cultural Transmission: Access to global information via WWW – investigate everything, question rules; loyalty to peers and familyRelationship with technology as social medium

Characteristics:

• Optimistic • Globally oriented• Want instant gratification • Very informal • Entrepreneurial • Individualistic, yet group‐oriented • Want to be like peers but with a unique twist – body adornment• Thought patterns influenced by computers: More mosaic, rather than linear, 

thinkers; able to integrate complex data before drawing conclusion. Allows for faster processing and great absorption of materials

• Acknowledge and admire some authorities 

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• More culturally and racially tolerant – embrace diveristy• Accepting of change • Un‐trusting of “the man” • Achievement‐oriented • Financially savvy; believe saving money is important • “Everybody wins!” 

At Work:

• Apt to change jobs more frequently• Searches for the individual who will help them achieve their goals • Want open, constant communication and positive reinforcement from their boss • Search for job that provides great, personal fulfillment • Want to be close to their peers• Need clear direction and leadership from bosses and supervisors – expectations, 

outcomes, accountability• Want to be involved in decision‐making• Look for opportunities to learn • Work to live, rather than living to work 

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Characteristics:• Highly connected to the use of communications• Like instant gratification• Thrive on acceleration and next, next, next• Ambitious – value achievement, so can be be overly competitive• Independent, lacking a community‐oriented nature due to social media• Are very open book with little concern for privacy and personal information, 

except when it • comes to money• Thrive on lots of small bits of information. Think in terms of status updates and 

Tweets.• Under a lot of pressure to succeed

At Work:• Very collaborative and creative • Will not be team players • More self‐directed • Will process information at lightning speed • Will be smarter 

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