with

Chuck Underwood

How Generations Happen

3 Truths

1. Formative years mold core values.

2. Five living generations.

3. Generational values guide decisions.

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

Silents

Birth Years: 1927 – 1945

Age in 2012: 67 to 85

Formative Years: ’30s to early ’60s

White Silent Men: Smooth Sailing...

Silents

Silents

Females, minorities: few opportunities

Silents

Jeane Kirkpatrick

“Born twenty years too soon”

Silents

Print Publications: Magical

Silent kids influenced by parents’ habits

Ritual: newspapers/mags/books

Formative years not TV-dominated

Silents

Pent-up desire to LIVE!

Want to take a risk or two

We’re entitled to reward ourselves

Silents

TV spot – Sony Camcorder

Techie Grandparents: meaningful presence in grandkids’ lives

Silents

Silents

TV spot – Energizer

Silents

Print Ad - Wall Street Journal

Boomers

Nagasaki

August 9, 1945

Boomers

We Win !

Boomers

Birth years: 1946 – 1964

Current age: 48 to 66

# born: 79,907,844

Formative years: ’50s to early ’80s

Boomers

The ‘50’s: Our Last Innocent Decade

The Consciousness Movement 1961 - 1975

BoomersKent State - 1970

The Consciousness Movement

Civil Rights MOVEMENT

Feminist MOVEMENT

Ecology MOVEMENT

War Protest MOVEMENT

Sexual REVOLUTION

Drug REVOLUTION

Boomers

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

Boomers

Outgoing. Enthusiastic. Forever Young.

TV Spot – Walt Disney World

TV Spot – Walt Disney World

TV Spot – Amerprise

Print Ad

Wall Street Journal

Boomers

Birth Years: 1965 – 1981

Current Age, 2012: 31 to 47

Formative Years: ’70s, ’80s, ’90s

GenX

“All about survival”

1. Divorce

2. Time-poor parents

3. Permissiveness

GenX

GenX

Divorce rate soars...

GenX

Widespread career moms...

GenX

Permissive parenting and loss of civility

Core Values

Independent, self-reliant

Cynical, distrustful

Self-focused, peer-focused

GenX

GenX

Women surging, men searching...

TV spot - Secret Deodorant

GenX

TV spot - Hummer

GenX

GenX

“Study finds many (moms) feel guilty being away”

TV spot - Dixie

GenX

Millennials

Birth Years: 1982 – 1994

Current Age, 2012: 18 to 30

Formative Years: 1980’s to now

First Wave

Millennials

Optimistic and enthusiastic

Respectful of elders’ knowledge

Focused on education

Close relationship with parents

Millennials

TV spot – Coca Cola

Millennials

TV spot – todaysmilitary.com

Millennials

Team players

Socially active

Declining teen social pathologies

Millennials

Web video: Nissan Cube

Millennials

“They live online. They buy online.”

Millennials

“Extended Adolescence”

Job-hopping: “sampling”

Having fun, traveling

Postponing marriage, parenthood

Living at home with Mom and Dad

The Bottom Line

1. Understand unique formative years…

2. Understand unique core values…

3. “Connect” with each generation…

4. Success.

Contact Chuck

The Generational Imperative, Inc.(Ohio)

937.247.1123

chuck@genimperative.com

www.genimperative.com

Silents Boomers X’ers

Millennials“ Understanding Generational Differences In

The Workplace, Marketplace, & Living Room ”

Available on www.amazon.com