The Generational Imperative with Chuck Underwood
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The Generational Imperative with Chuck Underwood
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The Generational Imperative with Chuck Underwood. Generational Strategy. Workplace Recruitment Retention and engagement Effective management Training Fulfillment & productivity Employee harmony Succession Planning Leadership Development & Training. Generational Strategy. - PowerPoint PPT Presentation
Transcript of The Generational Imperative with Chuck Underwood
The GenerationalImperativewith Chuck Underwood
Generational Strategy
Workplace
RecruitmentRetention and engagement
Effective managementTraining
Fulfillment & productivityEmployee harmony
Succession PlanningLeadership Development & Training
Generational Strategy
Marketplace
Market ResearchProduct DevelopmentMarketing Research
Marketing, Advertising, PRSelling & Customer/Client Service
Instruction/Education
The Generations Dynamic
1. Formative Years Mold Core Values.
2. Five Living Generations.
3. Core Values Guide Decisions.
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
BOOMERS
BOOMERSBOOMERS
We Win ! !
BOOMERS
Born: 1946 – 1964
Current Age: 43 to 61
# Born: 79,907,84
Formative Years: ’50s/’60s/’70s
BOOMERS
“We need idealistic children.”
Common Sense Book Of Baby And Child Care
Dr. Benjamin Spock
BOOMERS
The Consciousness Movement 1961 - 1975
BOOMERS
Passion. Masses. Idealism.
BOOMERS
The Consciousness Movement
Civil Rights MOVEMENT
Feminist MOVEMENT
Ecology MOVEMENT
War Protest MOVEMENT
Sexual REVOLUTION
Drug REVOLUTION
BOOMERS
‘Nam
(1965)
BOOMERS
“I have a dream today!”
MLK
August 28, 1963
BOOMERS
“We do not feel like a cool, swinging generation.
“We are eaten up by an intensity we cannot name.”
Commencement AddressRadcliffe College, 1968
BOOMERS
Second-Wave Boomers
Born 1955 to 1964
Graduate HS: mid ’70s - early ’80s
Current age: 43 to around 52
BOOMERS
Second-Wave Boomers
Missed social activism
Don’t feel like Boomers or X’ers
Who are we??
BOOMERS
Second-Wave Boomers
Nuclear family intact
Live life to the fullest
Unlimited opportunity
Career-driven
Empowered and engaged
BOOMERS
Second-Wave Boomers
Believe in meritocracy
Individuality
Merging of Black & White cultures
Forever Young
BOOMERS
Second-Wave Boomers
Skeptical, but not cynical
More money motivated
Less optimistic
BOOMERS
Adulthood
Marriage
Parenting
Career
Mobile Society
BOOMERS
In The Workplace
Ambushed
Fierce competition
BOOMERS
Financial Pressure
Layoffs
Age discrimination
Eldercare & childcare
Great expectations
BOOMERS
“BOOMERS TURN 60”
BOOMERS
Bring it on !
BOOMERS
The Revised Book Of
Lifeby
the boomers
BOOMERS
“The country is starved for integrity.”
Colleen Rowley
TIME (2003)
BOOMERS
Skateboard
Mom
BOOMERS
Mamapalooza
BOOMERS
Aging is mandatory.
Growing old is optional.
BOOMERS
Disney World
BOOMERS
Forever young !
Free spirited, boisterous
Comfortable in the spotlight
Competitive, like to finish first
BOOMERS
Disney World TV spot
BOOMERS
Baby Boomer Bash Concert Series
Boston Pops
BOOMERS
Morgan Stanley
BOOMERS
Direct mail: assisted living
BOOMERS
“It’s time to return the favor.”
BOOMERS
Taylor Guitars
BOOMERS
Senior Citizen
Retiree
Aging
Golden Years
Silver Years
Prime Time
Mature
Never!
Never!
Never!
Never!
BOOMERS
Cadillac TV spot
BOOMERS
GAP PRINT AD
BOOMERS
GAP TV spot
BOOMERS
Capital One credit card
BOOMERS
Fidelity Investments TV spot
BOOMERS
Fidelity Investments
BOOMERS
Ameriprise TV spot
BOOMERS
Ameriprise
The Generations Dynamic
1. Understand formative years
2. Understand unique core values
3. “Connect” with each generation
Gen X
Born: 1965 – 1981
Current Age: 26 to 42
# Born: 58,541,842
Formative Years: ’70s, ’80s, ’90s
Gen X
“We’re not what you thought.”
TIME (1997)
Gen X
“all about survival”
Gen X
“So Far Away”
Carole King
1971
Gen X
“a rising tide of mediocrity… that threatens our veryfuture…”
A Nation At Risk1983
Gen X
Core Values
Independence
Self Reliance
Distance From Older Generations
Marriage Is Disposable
Us-Against-Them
Gen X
Media Isolation
Radio
Television
Computer
Gen X
From media togetherness to media isolation
Gen X
shock jocks
Gen X
COMPUTER GENERATION
Gen X
“Premature Wealth”
Refined Tastes
Gen X
African-American X’ers
Post - Civil Rights
Careers
Suburbs
Black/white gap shrinking
1984 to 1992
Gen X
“A house filled with love…”
Gen X
A Different World
1987 to 1993
Gen X
Strong Female Generation
Males Seek Identity, Masculinity
Gen X
Fight Club (1999)
Gen X
Hummer TV spot
Gen X
DeGreve Oil Change
Gen X
Marketing To GenX Men:Female Denigration
TV ProgrammingAdvertising
MusicVideo Games
Gen X
“Miller Brewing Co. will take raunchy marketing to a new extreme….”
Gen X
Miller Lite TV spot
Gen X
Marketing To GenX Men:Female Denigration
TV ProgrammingAdvertising
MusicVideo Games
Gen X
Marketing To Those
Confident, Assertive
GenX Women
Gen X
Best Buy TV spot
Gen X
Secret Deodorant TV spot
Gen X
Formative Years
Unimpressed With Authority
Cynical Towards Older Generations
Distrustful Of Major Institutions
Disempowerment
Disengagement
Gen X
“CEOs get lavish packages…”
Gen X
Fallen religious leaders
Gen X
Fallen sports heroes
Gen X
(1984)
AIDS
Gen X
Disempowerment
Disengagement
Gen X
“How can we repair all the damage we inherited?”
Winona Ryder
Reality Bites (1994)
Gen X
Today
No ideology
Pragmatic Make Marriage Work Be There For Children Work Hard, Make Money
Not “joiners”
Gen X
“Why more young moms are opting out of the rat race”
Gen X
STAY-AT-HOME DADS
Gen X
T-mobile PRINT AD
Gen X
Self focused
Peer focused
Gen X
“Young Reader Publications”
Gen X
Attitude!! Attitude!! Attitude!!
Edgy
Cynical
Fun
Retro
After - Sale Warranty
Gen X
Chevrolet Cavalier
Gen X
Chrysler PT Cruiser
Gen X
Street Smart
Cut The Hype !
Anti-Commercial Commercial
Gen X
Sprite TV spot
Millennials
Born: 1982 – Present
Current Age: birth to 25
# Born: 80,000,000 +
Formative Years: ’80s to 10’s
Millennials
Optimistic And Enthusiastic
Respectful Of Authority
Focused On Education
Close Relationship With Parents
Millennials
Coca Cola TV spot
Millennials
Grade Pressure
Time Pressure
Adult-supervised
Millennials
Team Players
Community Active
Declining Teen Social Pathology
Millennials
“They live online”
Millennials
The September 11th Generation
Millennials
Katrina
Millennials
Virginia Tech
Millennials
“Today’s teens are helping others in record numbers.”
Millennials
High School Community Service
1984: 900,000 H.S. Students
2003: 6,200,000 H.S. Students
Millennials
Melinda and Bill GatesWarren Buffet
Millennials
Cause Marketing
Millennials
American Apparel
Millennials
Macy’s
Millennials
Spirituality Rising
“Young people want to know something bigger than themselves.”
Marcus Robinson, College Senior
TIME
Millennials
Problems
Drug Use: Down, But Not Out
Sex Bombardment By Many Media
Adult-World Ethical Failures
Millennials
“More college women regularly get drunk.”
Millennials
SEX BOMBARDMENT
BY COMMERCIAL MEDIA
Millennials
“No one really wants to go to college a virgin….”
Millennials
81%
WEALTH AND FAME
Millennials
Adult failures
Millennials
Over-parented?
Millennials
Anxiety… panic attacks… substance abuse… eating disorders… self-injury…
Millennials
Growing
Rich – Poor
Separation
Millennials
“Girls are on a tear.” “Boys are falling behind.”
Millennials
Nurtured.Feel Like A Generation.
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
Millennials
U. S. ARMY TV spot
Millennials
C. I. A.
Millennials
“Extended Adolescence”
Millennials
Extended Adolescence
1. College Debt
2. Credit Card Debt
3. Uncertain Job Market
4. What’s the rush?
Millennials
Delaying
marriage… parenthood… career…
Millennials
Pro - labor?
Pro - union?
Anti - CEO?
Millennials
EXECUTIVE EXCESS
EXECUTIVE CRIME
Millennials
“That sucks.”
The Generations Dynamic
1. Understand formative years.
2. Understand core values.
3. Accurate messaging.
Chuck’s Book
Available at www.amazon.com
Contact Chuck
The Generational Imperative, Inc.1343 Fleming St.
Cincinnati, OH 45206
513 – 221 - [email protected]
www.genimperative.com
