1. The Generational Imperative with Chuck Underwood

2. Generational Strategy Workplace Recruitment Retention and engagement Effective management Training Fulfillment & productivity Employee harmony Succession Planning Leadership Development & Training

3. Generational Strategy Marketplace Market Research Product Development Marketing Research Marketing, Advertising, PR Selling & Customer/Client Service Instruction/Education

4. The Generations Dynamic 1.Formative Years Mold Core Values. 2.Five Living Generations. 3.Core Values Guide Decisions.

5. 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

6. BOOMERS

7. We Win ! !

8. BOOMERS Born: 1946 – 1964 Current Age: 43 to 61 # Born: 79,907,84 Formative Years: ’50s/’60s/’70s

9. BOOMERS “We need idealistic children.” Common Sense Book Of Baby And Child Care Dr. Benjamin Spock

10. BOOMERS The Consciousness Movement 1961 - 1975

11. BOOMERS Passion. Masses. Idealism.

12. BOOMERS The Consciousness Movement Civil RightsMOVEMENT FeministMOVEMENT EcologyMOVEMENT War ProtestMOVEMENT SexualREVOLUTION DrugREVOLUTION

13. BOOMERS ‘Nam (1965)

14. BOOMERS “I have a dream today!” MLK August 28, 1963

15. 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

16. BOOMERS Second-Wave Boomers Born 1955 to 1964 Graduate HS: mid ’70s - early ’80s Current age: 43 to around 52

17. BOOMERS Second-Wave Boomers Missed social activism Don’t feel like Boomers or X’ers Who are we??

18. BOOMERS Second-Wave Boomers Nuclear family intact Live life to the fullest Unlimited opportunity Career-driven Empowered and engaged

19. BOOMERS Second-Wave Boomers Believe in meritocracy Individuality Merging of Black & White cultures Forever Young

20. BOOMERS Second-Wave Boomers Skeptical, but not cynical More money motivated Less optimistic

21. BOOMERS Adulthood Marriage Parenting Career Mobile Society

22. BOOMERS In The Workplace Ambushed Fierce competition

23. BOOMERS Financial Pressure Layoffs Age discrimination Eldercare & childcare Great expectations

24. BOOMERS “BOOMERS TURN 60”

25. BOOMERS Bring it on !

26. BOOMERS The Revised Book Of Life by the boomers

27. BOOMERS “The country is starved for integrity.” Colleen Rowley TIME (2003)

28. BOOMERS Skateboard Mom

29. BOOMERS Mamapalooza

30. BOOMERS Aging is mandatory. Growing old is optional.

31. BOOMERS Disney World

32. BOOMERS Forever young ! Free spirited, boisterous Comfortable in the spotlight Competitive, like to finish first

33. BOOMERS Disney World TV spot

34. BOOMERS Baby Boomer Bash Concert Series Boston Pops

35. BOOMERS Morgan Stanley

36. BOOMERS Direct mail: assisted living

37. BOOMERS “It’s time to return the favor.”

38. BOOMERS Taylor Guitars

39. BOOMERS Senior Citizen Retiree Aging Golden Years Silver Years Prime Time Mature Never!

40. BOOMERS Cadillac TV spot

41. BOOMERS GAP PRINT AD

42. BOOMERS GAP TV spot

43. BOOMERS Capital One credit card

44. BOOMERS Fidelity Investments TV spot

45. BOOMERS Fidelity Investments

46. BOOMERS Ameriprise TV spot

47. BOOMERS Ameriprise

48. The Generations Dynamic 1.Understand formative years 2.Understand unique core values 3.“Connect” with each generation

49. Gen X Born: 1965 – 1981 Current Age: 26 to 42 # Born: 58,541,842 Formative Years: ’70s, ’80s, ’90s

50. Gen X “We’re not what you thought.” TIME (1997)

51. Gen X “all about survival”

52. Gen X “So Far Away” Carole King 1971

53. Gen X “a rising tide of mediocrity… that threatens our very future…” A Nation At Risk 1983

54. Gen X Core Values Independence Self Reliance Distance From Older Generations Marriage Is Disposable Us-Against-Them

55. Gen X Media Isolation Radio Television Computer

56. Gen X From media togetherness to media isolation

57. Gen X shock jocks

58. Gen X COMPUTER GENERATION

59. Gen X “Premature Wealth” Refined Tastes

60. Gen X African-American X’ers Post - Civil Rights Careers Suburbs Black/white gap shrinking

61. 1984 to 1992 Gen X “A house filled with love…”

62. Gen X A Different World 1987 to 1993

63. Gen X Strong Female Generation Males Seek Identity, Masculinity

64. Gen X Fight Club (1999)

65. Gen X Hummer TV spot

66. Gen X DeGreve Oil Change

67. Gen X Marketing To GenX Men: Female Denigration TV Programming Advertising Music Video Games

68. Gen X “Miller Brewing Co. will take raunchy marketing to a new extreme….”

69. Gen X Miller Lite TV spot

70. Gen X Marketing To GenX Men: Female Denigration TV Programming Advertising Music Video Games

71. Gen X Marketing To Those Confident, Assertive GenX Women

72. Gen X Best Buy TV spot

73. Gen X Secret Deodorant TV spot

74. Gen X Formative Years Unimpressed With Authority Cynical Towards Older Generations Distrustful Of Major Institutions Disempowerment Disengagement

75. Gen X “CEOs get lavish packages…”

76. Gen X Fallen religious leaders

77. Gen X Fallen sports heroes

78. Gen X (1984) AIDS

79. Gen X Disempowerment Disengagement

80. Gen X “How can we repair all the damage we inherited?” Winona Ryder Reality Bites (1994)

81. Gen X Today No ideology Pragmatic Make Marriage Work Be There For Children Work Hard, Make Money Not “joiners”

82. Gen X “Why more young moms are opting out of the rat race”

83. Gen X STAY-AT-HOME DADS

84. Gen X T-mobile PRINT AD

85. Gen X Self focused Peer focused

86. Gen X “Young Reader Publications”

87. Gen X Attitude!! Attitude!! Attitude!! Edgy Cynical Fun Retro After - Sale Warranty

88. Gen X Chevrolet Cavalier

89. Gen X Chrysler PT Cruiser

90. Gen X Street Smart Cut The Hype ! Anti-Commercial Commercial

91. Gen X Sprite TV spot

92. Millennials Born: 1982 – Present Current Age: birth to 25 # Born: 80,000,000 + Formative Years: ’80s to 10’s

93. Millennials Optimistic And Enthusiastic Respectful Of Authority Focused On Education Close Relationship With Parents

94. Millennials Coca Cola TV spot

95. Millennials Grade Pressure Time Pressure Adult-supervised

96. Millennials Team Players Community Active Declining Teen Social Pathology

97. Millennials “They live online”

98. Millennials The September 11 th Generation

99. Millennials Katrina

100. Millennials Virginia Tech

101. Millennials “Today’s teens are helping others in record numbers.”

102. Millennials High School Community Service 1984: 900,000 H.S. Students 2003: 6,200,000 H.S. Students

103. Millennials Melinda and Bill Gates Warren Buffet

104. Millennials Cause Marketing

105. Millennials American Apparel

106. Millennials Macy’s

107. Millennials Spirituality Rising “Young people want to know something bigger than themselves.” Marcus Robinson, College Senior TIME

108. Millennials Problems Drug Use: Down, But Not Out Sex Bombardment By Many Media Adult-World Ethical Failures

109. Millennials “More college women regularly get drunk.”

110. Millennials SEX BOMBARDMENT BY COMMERCIAL MEDIA

111. Millennials “No one really wants to go to college a virgin….”

112. Millennials 81% WEALTH AND FAME

113. Millennials Adult failures

114. Millennials Over-parented?

115. Millennials Anxiety… panic attacks… substance abuse… eating disorders… self-injury…

116. Millennials Growing Rich – Poor Separation

117. Millennials “Girls are on a tear.” “Boys are falling behind.”

118. Millennials Nurtured. Feel Like A Generation.

119. 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

120. Millennials U. S. ARMY TV spot

121. Millennials C. I. A.

122. Millennials “Extended Adolescence”

123. Millennials Extended Adolescence 1.College Debt 2.Credit Card Debt 3.Uncertain Job Market 4.What’s the rush?

124. Millennials Delaying marriage… parenthood… career…

125. Millennials Pro - labor? Pro - union? Anti - CEO?

126. Millennials EXECUTIVE EXCESS EXECUTIVE CRIME

127. Millennials “That sucks.”

128. The Generations Dynamic 1. Understand formative years. 2. Understand core values. 3. Accurate messaging.

129. Chuck’s Book Available at www.amazon.com

130. Contact Chuck The Generational Imperative, Inc. 1343 Fleming St. Cincinnati, OH 45206 513 – 221 - 1973 chuck@genimperative.com www.genimperative.com