The Generational Imperative with Chuck Underwood
description
Transcript of The Generational Imperative with Chuck Underwood
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The GenerationalImperativewith Chuck Underwood
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Generational Strategy
Workplace
RecruitmentRetention and engagement
Effective managementTraining
Fulfillment & productivityEmployee harmony
Succession PlanningLeadership Development & Training
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Generational Strategy
Marketplace
Market ResearchProduct DevelopmentMarketing Research
Marketing, Advertising, PRSelling & Customer/Client Service
Instruction/Education
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The Generations Dynamic
1. Formative Years Mold Core Values.
2. Five Living Generations.
3. Core Values Guide Decisions.
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America’s Generations
G. I.’s 1901 – 1926 81 +
Silents 1927 – 1945 62 to 80
Boomers 1946 – 1964 43 to 61
Gen X 1965 – 1981 26 to 42
Millennials 1982 – present 0 to 25
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BOOMERS
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BOOMERSBOOMERS
We Win ! !
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BOOMERS
Born: 1946 – 1964
Current Age: 43 to 61
# Born: 79,907,84
Formative Years: ’50s/’60s/’70s
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BOOMERS
“We need idealistic children.”
Common Sense Book Of Baby And Child Care
Dr. Benjamin Spock
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BOOMERS
The Consciousness Movement 1961 - 1975
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BOOMERS
Passion. Masses. Idealism.
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BOOMERS
The Consciousness Movement
Civil Rights MOVEMENT
Feminist MOVEMENT
Ecology MOVEMENT
War Protest MOVEMENT
Sexual REVOLUTION
Drug REVOLUTION
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BOOMERS
‘Nam
(1965)
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BOOMERS
“I have a dream today!”
MLK
August 28, 1963
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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 AddressRadcliffe College, 1968
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BOOMERS
Second-Wave Boomers
Born 1955 to 1964
Graduate HS: mid ’70s - early ’80s
Current age: 43 to around 52
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BOOMERS
Second-Wave Boomers
Missed social activism
Don’t feel like Boomers or X’ers
Who are we??
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BOOMERS
Second-Wave Boomers
Nuclear family intact
Live life to the fullest
Unlimited opportunity
Career-driven
Empowered and engaged
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BOOMERS
Second-Wave Boomers
Believe in meritocracy
Individuality
Merging of Black & White cultures
Forever Young
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BOOMERS
Second-Wave Boomers
Skeptical, but not cynical
More money motivated
Less optimistic
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BOOMERS
Adulthood
Marriage
Parenting
Career
Mobile Society
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BOOMERS
In The Workplace
Ambushed
Fierce competition
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BOOMERS
Financial Pressure
Layoffs
Age discrimination
Eldercare & childcare
Great expectations
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BOOMERS
“BOOMERS TURN 60”
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BOOMERS
Bring it on !
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BOOMERS
The Revised Book Of
Lifeby
the boomers
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BOOMERS
“The country is starved for integrity.”
Colleen Rowley
TIME (2003)
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BOOMERS
Skateboard
Mom
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BOOMERS
Mamapalooza
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BOOMERS
Aging is mandatory.
Growing old is optional.
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BOOMERS
Disney World
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BOOMERS
Forever young !
Free spirited, boisterous
Comfortable in the spotlight
Competitive, like to finish first
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BOOMERS
Disney World TV spot
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BOOMERS
Baby Boomer Bash Concert Series
Boston Pops
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BOOMERS
Morgan Stanley
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BOOMERS
Direct mail: assisted living
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BOOMERS
“It’s time to return the favor.”
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BOOMERS
Taylor Guitars
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BOOMERS
Senior Citizen
Retiree
Aging
Golden Years
Silver Years
Prime Time
Mature
Never!
Never!
Never!
Never!
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BOOMERS
Cadillac TV spot
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BOOMERS
GAP PRINT AD
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BOOMERS
GAP TV spot
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BOOMERS
Capital One credit card
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BOOMERS
Fidelity Investments TV spot
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BOOMERS
Fidelity Investments
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BOOMERS
Ameriprise TV spot
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BOOMERS
Ameriprise
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The Generations Dynamic
1. Understand formative years
2. Understand unique core values
3. “Connect” with each generation
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Gen X
Born: 1965 – 1981
Current Age: 26 to 42
# Born: 58,541,842
Formative Years: ’70s, ’80s, ’90s
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Gen X
“We’re not what you thought.”
TIME (1997)
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Gen X
“all about survival”
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Gen X
“So Far Away”
Carole King
1971
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Gen X
“a rising tide of mediocrity… that threatens our veryfuture…”
A Nation At Risk1983
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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
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Gen X
From media togetherness to media isolation
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Gen X
shock jocks
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Gen X
COMPUTER GENERATION
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Gen X
“Premature Wealth”
Refined Tastes
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Gen X
African-American X’ers
Post - Civil Rights
Careers
Suburbs
Black/white gap shrinking
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1984 to 1992
Gen X
“A house filled with love…”
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Gen X
A Different World
1987 to 1993
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Gen X
Strong Female Generation
Males Seek Identity, Masculinity
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Gen X
Fight Club (1999)
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Gen X
Hummer TV spot
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Gen X
DeGreve Oil Change
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Gen X
Marketing To GenX Men:Female Denigration
TV ProgrammingAdvertising
MusicVideo Games
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Gen X
“Miller Brewing Co. will take raunchy marketing to a new extreme….”
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Gen X
Miller Lite TV spot
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Gen X
Marketing To GenX Men:Female Denigration
TV ProgrammingAdvertising
MusicVideo Games
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Gen X
Marketing To Those
Confident, Assertive
GenX Women
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Gen X
Best Buy TV spot
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Gen X
Secret Deodorant TV spot
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Gen X
Formative Years
Unimpressed With Authority
Cynical Towards Older Generations
Distrustful Of Major Institutions
Disempowerment
Disengagement
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Gen X
“CEOs get lavish packages…”
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Gen X
Fallen religious leaders
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Gen X
Fallen sports heroes
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Gen X
(1984)
AIDS
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Gen X
Disempowerment
Disengagement
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Gen X
“How can we repair all the damage we inherited?”
Winona Ryder
Reality Bites (1994)
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Gen X
Today
No ideology
Pragmatic Make Marriage Work Be There For Children Work Hard, Make Money
Not “joiners”
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Gen X
“Why more young moms are opting out of the rat race”
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Gen X
STAY-AT-HOME DADS
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Gen X
T-mobile PRINT AD
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Gen X
Self focused
Peer focused
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Gen X
“Young Reader Publications”
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Gen X
Attitude!! Attitude!! Attitude!!
Edgy
Cynical
Fun
Retro
After - Sale Warranty
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Gen X
Chevrolet Cavalier
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Gen X
Chrysler PT Cruiser
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Gen X
Street Smart
Cut The Hype !
Anti-Commercial Commercial
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Gen X
Sprite TV spot
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Millennials
Born: 1982 – Present
Current Age: birth to 25
# Born: 80,000,000 +
Formative Years: ’80s to 10’s
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Millennials
Optimistic And Enthusiastic
Respectful Of Authority
Focused On Education
Close Relationship With Parents
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Millennials
Coca Cola TV spot
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Millennials
Grade Pressure
Time Pressure
Adult-supervised
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Millennials
Team Players
Community Active
Declining Teen Social Pathology
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Millennials
“They live online”
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Millennials
The September 11th Generation
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Millennials
Katrina
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Millennials
Virginia Tech
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Millennials
“Today’s teens are helping others in record numbers.”
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Millennials
High School Community Service
1984: 900,000 H.S. Students
2003: 6,200,000 H.S. Students
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Millennials
Melinda and Bill GatesWarren Buffet
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Millennials
Cause Marketing
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Millennials
American Apparel
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Millennials
Macy’s
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Millennials
Spirituality Rising
“Young people want to know something bigger than themselves.”
Marcus Robinson, College Senior
TIME
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Millennials
Problems
Drug Use: Down, But Not Out
Sex Bombardment By Many Media
Adult-World Ethical Failures
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Millennials
“More college women regularly get drunk.”
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Millennials
SEX BOMBARDMENT
BY COMMERCIAL MEDIA
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Millennials
“No one really wants to go to college a virgin….”
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Millennials
81%
WEALTH AND FAME
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Millennials
Adult failures
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Millennials
Over-parented?
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Millennials
Anxiety… panic attacks… substance abuse… eating disorders… self-injury…
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Millennials
Growing
Rich – Poor
Separation
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Millennials
“Girls are on a tear.” “Boys are falling behind.”
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Millennials
Nurtured.Feel Like A Generation.
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Millennials
DO NOT CALL USGeneration Y !!Echo Boomers !!
“Those names are upsetting and why nobody I know wants to use them.”
Leslie Milner
Millennials Rising
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Millennials
U. S. ARMY TV spot
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Millennials
C. I. A.
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Millennials
“Extended Adolescence”
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Millennials
Extended Adolescence
1. College Debt
2. Credit Card Debt
3. Uncertain Job Market
4. What’s the rush?
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Millennials
Delaying
marriage… parenthood… career…
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Millennials
Pro - labor?
Pro - union?
Anti - CEO?
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Millennials
EXECUTIVE EXCESS
EXECUTIVE CRIME
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Millennials
“That sucks.”
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The Generations Dynamic
1. Understand formative years.
2. Understand core values.
3. Accurate messaging.
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Chuck’s Book
Available at www.amazon.com
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Contact Chuck
The Generational Imperative, Inc.1343 Fleming St.
Cincinnati, OH 45206
513 – 221 - [email protected]
www.genimperative.com