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A Look at Generations

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”.

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A Look at Generations

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  1. A Look at Generations By Bob Everhart

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

  3. 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”

  4. Today’s Living Generations

  5. GI Generation Born 1901-1924 Today’s Ages: 79-102 Sample Members: John Kennedy Ronald Reagan Walt Disney Judy Garland John Wayne Walter Cronkite

  6. 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)

  7. 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”

  8. Silent Generation Born 1925-1942 Today’s Ages: 61-78 Sample Members: Colin Powell Alan Greenspan Elvis Presley Martin Luther King Jr. Gloria Steinem Sandra Day O’Connor

  9. 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)

  10. Silent’s as Consumers Coming of Age initiation: American High (1946-64) Coming of Age Social Environment: Weak Individualism, Strong Community Ideal Entertainment: A romantic escape Marketing Attractors: Sociable/Packaged, Mannerly, Exotic, “Nice”

  11. Boom Generation Born 1943-1960 Today’s Ages: 43-60 Sample Members: Bill and Hillary Clinton Dr. Laura Schlessinger Al Sharpton George W. Bush Steven Spielberg Bill Gates

  12. 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)

  13. Boomers as Consumers Coming of Age initiation: Consciousness Revolution (1964-84) Coming of Age Social Environment: Rising Individualism, Declining Community Ideal Entertainment: A meaningful experience Marketing Attractors: Individual, classic, themed, meaningful, “Best”

  14. Generation X Born 1961-1981 Today’s Ages: 22-42 Sample Members: Michael Dell Michael Jordan Quentin Tarantino Kurt Cobain Jeff Bezos Tom Cruise

  15. 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)

  16. 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”

  17. 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

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

  19. 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)

  20. 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”

  21. www.millennialsrising.com • www.fourthturning.com • www.lifecourse.com

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