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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

        Marketplace
         Market Research
      Product Development
       Marketing Research
    Marketing, Advertising, PR
Selling & 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
       BOOMERS
       BOOMERS




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 Address
              Radcliffe 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
          BOOMERS

“The country
is starved for
integrity.”



 Colleen Rowley
   TIME (2003)
BOOMERS
 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
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 very
future…”

               A Nation At Risk
                          1983
           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
         Gen X



                1984 to 1992




“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 Programming
      Advertising
         Music
     Video 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 Programming
      Advertising
         Music
     Video 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




                         Warren
Melinda and Bill Gates   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 US
         Generation 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 - 1973
  chuck@genimperative.com
   www.genimperative.com