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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”. - PowerPoint PPT Presentation
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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”
2010: “Lets ???? first”
Today’s Living GenerationsGeneration Born Childhood Era Coming of Age
Era
G.I. (1901-1924)World War IRoaring 20’s
Great DepressionWorld War II
Silent (1925-1942)Great Depression
World War IIAmerican High
Boom (1943-1960) American HighConsciousness
Revolution
Gen X (1961-1981)Consciousness
RevolutionCulture Wars
90’s Boom
Millennial (1982-Culture Wars
90’s BoomWar on Terror??
GI GenerationBorn 1901-1924
Today’s Ages: 79-102
Sample Members:John KennedyRonald ReaganWalt DisneyJudy GarlandJohn WayneWalter Cronkite
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)
GI’s as ConsumersComing 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”
Silent GenerationBorn 1925-1942
Today’s Ages: 61-78
Sample Members:Colin PowellAlan GreenspanElvis PresleyMartin Luther King Jr.Gloria SteinemSandra Day O’Connor
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)
Silent’s as ConsumersComing 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”
Boom GenerationBorn 1943-1960
Today’s Ages: 43-60
Sample Members:Bill and Hillary ClintonDr. Laura SchlessingerAl SharptonGeorge W. BushSteven SpielbergBill Gates
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)
Boomers as ConsumersComing 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”
Generation XBorn 1961-1981
Today’s Ages: 22-42
Sample Members:Michael DellMichael JordanQuentin TarantinoKurt CobainJeff BezosTom Cruise
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)
X’ers as ConsumersComing 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”
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
Millennial GenerationBorn 1982-??
Today’s Ages: 0-21
Sample Members:Jessica LynchElizabeth SmartSara HughesHaley Joel OsmentAmanda Bynes
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)
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”
• www.millennialsrising.com• www.fourthturning.com• www.lifecourse.com
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