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The Generational Imperative with Chuck Underwood
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Generational Strategy Workplace Recruitment Retention and engagement Effective management Training Fulfillment & productivity Employee harmony Succession Planning Leadership Development & Training
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Generational Strategy Marketplace Market Research Product Development Marketing Research Marketing, Advertising, PR Selling & 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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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 RightsMOVEMENT FeministMOVEMENT EcologyMOVEMENT War ProtestMOVEMENT SexualREVOLUTION DrugREVOLUTION
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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 Address Radcliffe 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 Life by 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!
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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 very future…” A Nation At Risk 1983
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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 Programming Advertising Music Video 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 Programming Advertising Music Video 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 11 th 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 Gates Warren 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 US Generation 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 - 1973 chuck@genimperative.com www.genimperative.com
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