A Look at Generations By Bob Everhart. “Amongst democratic nations, each new generation is a new people.” -Alexis de Tocqueville (1836)

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Presentation transcript:

A Look at Generations By Bob Everhart

“Amongst democratic nations, each new generation is a new people.” -Alexis de Tocqueville (1836)

Let’s ????? before we have sex. 1950’s: “Lets get married first” 1970’s: “Lets get stoned first” 1990’s: “Lets get tested first” 2010: “Lets ???? first”

Today’s Living Generations GenerationBornChildhood Era Coming of Age Era G.I.( ) World War I Roaring 20’s Great Depression World War II Silent( ) Great Depression World War II American High Boom( ) American High Consciousness Revolution Gen X( ) Consciousness Revolution Culture Wars 90’s Boom Millennial(1982- Culture Wars 90’s Boom War on Terror??

GI Generation Born Today’s Ages: Sample Members: John Kennedy Ronald Reagan Walt Disney Judy Garland John Wayne Walter Cronkite

Headlines for GI’s Somewhere over the rainbow (Wizard of Oz) Get this country moving again (John Kennedy) See the USA in your Chevrolet (Chevrolet) You can trust your car to the man who wears the star (Texaco) We still believe in promises (Whirlpool) Drink to your health with Ensure (Ensure)

GI’s as Consumers Coming of Age initiation: Great Depression and WWII Coming of Age Social Environment: Declining Individualism, Rising Community Ideal Entertainment: A wholesome time for everyone Marketing Attractors: Conventional, modern, friendly, “Grand”

Silent Generation Born Today’s Ages: Sample Members: Colin Powell Alan Greenspan Elvis Presley Martin Luther King Jr. Gloria Steinem Sandra Day O’Connor

Headlines for Silent 29 Flavors (Baskin Robbins) Take it off…take it all off (Noxema) Five out of six doctors can’t be wrong (Bayer) People who need people (Barbara Streisand) The official vehicle of the well informed (Toyota) Thriving on Chaos (book, Tom Peters)

Silent’s as Consumers Coming of Age initiation: American High ( ) Coming of Age Social Environment: Weak Individualism, Strong Community Ideal Entertainment: A romantic escape Marketing Attractors: Sociable/Packaged, Mannerly, Exotic, “Nice”

Boom Generation Born Today’s Ages: Sample Members: Bill and Hillary Clinton Dr. Laura Schlessinger Al Sharpton George W. Bush Steven Spielberg Bill Gates

Headlines for Boomers Hell no we won’t go (Vietnam Protest Slogan) We’d like to teach the world to sing (Coca Cola) Just one look (Toyota) No artificial anything (Ford GT) You always come back to the basics (Jim Beam) Finally a concept car with integrity (Buick Riviers)

Boomers as Consumers Coming of Age initiation: Consciousness Revolution ( ) Coming of Age Social Environment: Rising Individualism, Declining Community Ideal Entertainment: A meaningful experience Marketing Attractors: Individual, classic, themed, meaningful, “Best”

Generation X Born Today’s Ages: Sample Members: Michael Dell Michael Jordan Quentin Tarantino Kurt Cobain Jeff Bezos Tom Cruise

Headlines for X‘ers Why ask why? (Bud Lite) Grab life by the horns (Dodge) No rules, just right (Outback Steakhouse) Watch your pockets, guys (MCI) Life is short. Play Hard (Reebok) Just do it (Nike) Moving at the speed of business (UPS)

X’ers as Consumers Coming of Age initiation: Long Boom and Culture Wars (1984-?) Coming of Age Social Environment: Strong Individualism, Weak Community Ideal Entertainment: A high-stakes contest Marketing Attractors: Optioned/Modular, pragmatic, local/efficient,“Real”

A little more X I am either a free agent or a slave Work is a means to an end, not an end in itself Higher productivity means doing more for less-not doing everything better What counts is my performance, not my attitude No sane person trusts the organization

Millennial Generation Born 1982-?? Today’s Ages: 0-21 Sample Members: Jessica Lynch Elizabeth Smart Sara Hughes Haley Joel Osment Amanda Bynes

Headlines for Millenials Regular kids…core values…zero tolerance (School dogma- 90’s) Back to basics, Standards of learning (Policy slogans) Every generation has its hero’s (US Army) I love you, you love me (Barney and friends) Taste the Rainbow (Skittles) It takes a village (Book, Hillary Clinton) Raising PG kids in an X-rated Society (Book, Tipper Gore)

Let’s ????? before we have sex. 1950’s: “Lets get married first” 1970’s: “Lets get stoned first” 1990’s: “Lets get tested first” 2010: “Lets do national service first”