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GenerationalMarketingCommunicationHasDramaticallyChangedThedaysofbeingexcitedandcelebrating“socialmedia”hasrunitcourse.Overthepastdecadeplus,socialmediacameintoit’sownastheleadingwaytocommunicateforsales,customersservice,transactional,spam,andforpersonalconnection.Overthepastthreeyears,socialmediahasbecomelessandlesseffectiveasacommunicationtool.Usingdigitaltoolstodayhasbecomemuchmorecomplicatedthaneverbefore.JusthavingaFacebookpage,aprofileonLinkedIn,orsendingoutafewtweetsnolongercutsit.Theproblemiscontentoverload.Everyoneistalkingandnobodyislistening.IblametheprobleminpartonGoogleandtheremainderonthehumancondition,narcissism.

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OnFebruary3rd,2011,Googlelaunchedit’sfirstandmostdramaticchangesinthewaysearchengines(all),searchtheInternet.ThenonApril24,2012,GooglereleasedPenguinandagainonSeptember26,2013,GooglereleasedHummingbird,whichputthefinalnailsinourwebsearchcoffin.Eachofthesechangesrequiredwe,businessesandbusinesspeopletofloodtheinternetwithourcontent.Themore(highquality)contentwehaveassociatedwithourcompanies,thehigherwewerepusheduponthesearchengines.Higherrankingstranslatestohigherrevenue.Itbecameacontentfrenzy.Thesecondproblembecamethedecadeofthenarcissist,the“selfie”.Today’stechnologyisdesignedtopromotetheindividual,whetherit’s“I’mhavingasmoothieforbreakfast.”tweetorpost,ora“heylookatme!”Instagramphoto,oraBesuretowatchmeliveonFacebook”,livevideo.EveryoneisobsessedwithcreatingpersonalandbusinesscontentbeingpouredontotheInternet.Today’sConsumer

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Today’sconsumerismoreofa“pro-sumer”thana“con-sumer”.Theyarehyper-educatedabouttheirfavoritebrandsandproducts.Theyknowwheretopurchasetheir“selfie-sticks”atthelowestpriceandshortestdeliverytime.Wemarketersandcustomerservicepeoplecouldonlytalkabout20yearsago,wasbuildingbrandloyaltyandbuildingarelationshipwithourcustomers.Customersnolongercareaboutwebsitesandrelationships,theyknowwhattheywantandhowtofinditatthefastestandcheapestprice.Beforesocialmedia(digitalcommunication),marketingandCRMwassimplymanagingabankof800numbersandopeningsomeU.S.Mail.TodayweareexpectedtomanagedozensofplatformsfromFacebooktoInstagram,TwittertoSnapchat,YouTubetoemail,telephonetosnailmail,allinrealtimewithimmediateresponses.Nowmostcustomersdon’twanta“relationship”.Theycareaboutmaintainingtheirownpersonalrelationships.Theydon’twanttotalkonthephone,gotoawebsitetosearcharound,ortheycertainlyaren’tmailingaletteranymore.Theywant

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answersandtheywantthemnow.Theyalsoexpecttousethetechnologytheyaremostcomfortablewith.Micro-SegmentationTherehasbeenasubstantialsegmentationinourcustomerbaseandthewaytheycommunicate.Ouronceeasytocategorizedcustomerisnowsplitupbetweendifferenttechnologyplatforms,timezones,countypreferences,andagegroups.Wemustunderstandthat,wehavemovedpastgenericallypraisingsocialmediaasithasstoppedworkingandhasbecomeineffectiveasacommunicationtool.Ourresponsibilitynow,istounderstandingeveryagegroup,everytool,everywhereandmeasureeachformofcommunicationtodeterminewhat’sworkingandwhatisn’tforus.Icreatedavideotoexplainthis:https://www.youtube.com/watch?v=DqMjHaX59dQCommunicationThroughTheAgesHere’sapersonalexample:Mysonis45,daughter42,andyoungestdaughteris32.MywifeandsonhaveneveropenedSnapchatorFacebook.Theyhavenointerestwhatsoever.Theytalkonthephone.She

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calls,leavesamessage,hecallsback.Likethegoodolddays.Mywifecallsthe42yearolddaughterandalwaysgetshervoicemail.Sheneverreturnsmywife’scalls.Thisinfuriatesmywife.Mywifekeepscallinguntilshefinallygetsheronthephoneandasks(loudly),whydon’tyoureturnmymessages!Sheanswers:“Ifyouwantmetocallyouback,youhavetotextmetotellmeyoucalledmeandleftavoicemail.”That’swhenmywifeloosesit.Myyoungestdaughterjustlethervoicemailandemailfillupuntiltheybothshutoff.Shewillonlyrespondtotextmessages.Thismaysoundlikeafunnyfamilyanecdote,butthisisthewaypeoplearechoosingdifferentplatformstocommunicationon.TheGenerationalGapsStudyingthebehavioralpatternsofdifferentgenerationalcategoriescansometimesbeasaccurateastryingtodevelopacommunicationplanbasedonthetwelveastrologicalsigns.Therearemanygeneralizationsthatcanbeassumed.Here’satestof

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howwellyouknowthedifferentcategories.Canyoudefine:TheSilentGeneration,Traditionalists,TheMoralAuthority,RadioBabies,TheSwingGeneration,TheForgottenGeneration?Doyouknowhowtocommunicatewiththe:TheMeGeneration,Boomers,andBabyBoomers?What’sthebestwaytocommunicatewiththe:GenX,Xers,TheDoers,PostBoomers,Slackers,BabyBusters,The13thGeneration?Whatplatformsdothe:GenY,GenerationNext,EchoBoomers,ChiefFriendshipOfficers,Nexters,and24/7’sprefer?Arethe:GenerationZ,Globals,Post-Millennials,GenerationD,DigitalNatives,GenerationLike,theSelfieGeneration,TheRainbowGeneration,Homelanders,andThe9/11GenerationonFacebook?Wouldthe:TwoKays,2K’s,Y2Ks,TheConflictGeneration,Generationi,iGeners,iGens,TheN-Gen,@generation,Screeners,TheSwipeGeneration,

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Tweennials,andTweens,readatweet?HaveyouevenheardoftheDINKS,TheSandwichGeneration,TheClub-SandwichGeneration,TheJigsawFamily,BoomerangKids,MiddleAge(Midlife),MiddleYouth,Adultescent,Downager,QuarterlifeCrisis,Waithood,andGreyNomads?Everyoneofthesegroupscommunicateusingdifferenttools,atdifferenttimes,andindifferentlanguages.And…Themillennialsareawholeotherstory!Theyaremakingalargerandlargerimpacteveryday.OMG!That’sawholeotherpresentation.Ihaveamoredetailedexplanationofthesegenerationalcategoriesonmyblogat:http://bit.ly/2iecYfJGeographicalDifferencesIfyoumarket,sell,orsupportoutsideoftheUnitedStatesyouneedtobeawareofthesubtledifferencesinpreferencesincommunicationtechnology.Asanexample,inAsiaandIndia(IknowtheyareconsideredbothAsia,buttheculturesandcommunicationpreferencesaresignificantlydifferent),WhatsAppisHUGE!Notsomuchherein

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theU.S.Butwhythedifference.SpecificallyinIndia,nearly90%ofalltransactionsaredonewithcash.Therearenocreditcardstospeakof,noonehasacarloanorahomemortgage,it’scash.Sogoesthecellphone,cash.TheIndianspayfortheirSimCardsbythemonth.Theydon’thavecontractstheypayeachmonthordotheydon’thavecellphoneplans.Noplans,nodataplans.Theyhavetopayforeachseparatetextmessage.Inwalks“WhatsApp”withfreetextmessaging,anditbecomesaninstantsuccess.WithourdataplanshereintheU.S.,sendingtextisinconsequential,sowedon’tneedtheapp.InChinatheglovesareoff!ThereisnoFacebook,Twitter,Instagram,orYouTube..Idon’tmeanitisn’tpopular.Everywesternsocialmediaplatformisblocked.It’sblocked!TheydohaveWeChat(微信 ;W ē ixìn),RenRen(⼈⼈ ;rénrén),Weibo(微博 ;W ē ibó),YoukuTudou(优酷⼟⾖ ;Y ō ukùt ǔ dòu),DianPing(⼤众点评 ;dàzhòngdi ǎ npíng),andDouBan(⾖瓣 ;dòubàn).

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WhenIwasteachinginShanghai,Ipausedinfrontoftheclass,pondered,andsaid“2,000yearsagoyouguysbuilttheGreatWallofChina.Today,youbuilttheGreatFirewallofChina!”IthoughtforsuretheChinesemilitarywouldburstintotheclassroomandcartmeofftoplacesunknown,buttheyjustlaughed.

Now,thisexamplemightbeabitextreme,butwereyouawareofthese?Eventhoughyouareaprofessionalcommunicator?Cyber-SurveillanceCyber-Surveillanceismorecriticalthanever.Cyber-Surveillanceofbrandmonitoringisbecomingmuchmoredifficulttoeffectivelymaintainevenwiththelatestmonitoringtools.Wearenowexpectedtocommunicateoveraverywidelistoftechnologiesandplatformsandweareexpectedtorespondimmediately.Thoseofusincustomerservicearerequiredtointenselymonitoreveryconversationbeingheldworldwidethatinvolveourproductsandourbrands.Theadditionalproblemwefaceisthatoftenwithin

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thecorporateflowchart.ThistypeofmonitoringoftenfallsintotheMarketingsilo.Participatinginthatconversation,usingeveryavailabletechnology,measuringresultsandactivity,identifythebesttoolsforcommunicatingtoyourspecificcustomersbecomesevenmoredifficult.TechnologyIsChangingTheHumanConditionInMayof2015,TimeMagazinepublishedanarticleaboutastudyperformedbyMicrosoftaboutthenew,humanattentionspan.Fortheveryfirsttimeever,thehumanattentionspantestedlower(shorter)thanthatofagoldfish.Yes,agoldfishhasalongerattentionspanthandowe.http://ti.me/1A2jCJdThestudyshowedintheyear2000,thegoldfishtestedwithanattentionsspanof9seconds,whilehumanstestedoutat12.Thetestwasthenperformedagainin2013andwhilethegoldfishmaintainedtheir9secondspan,wehumansdroppedto8secondsfallingbelowthatofthegoldfish.Thishasasignificantaffectonhowwecommunicate,market,support.Wenolongercanfindthetimetoreadabook,ordo

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wehavetimeforashortereBook.Awhitepaperisnowtootimeconsuming.Evena10minutevideoisclosedoutofbythethirdminute.IrecentlyauthoredaneBookwithacolleague,Dr.GaryWitt,Ph.D.Westudied132blogswrittenbythebestsellingauthorDaveKerpen(LikeableSocialMedia)postedonLinkedIn.Whilethemajorityofblogreadswere50,000to250,000reads,severalofhisblogsreadsweremorethan1m,withoneat2.5millionreads.“7.5SecretsToASuccessfulBlog”:http://amzn.to/2j737r5Whatwefoundwasafundamentalshiftfromreaderswillingtoreadtounderstandthesubjectmatter,toreadinglookingonlyforshortcuts.Kerpen’sblogswithtitlessuchas“The5ThingsYouNeedToKnow…”or“ThreeMistakesThatPeopleMake…”,or“7.5SecretsSecretsToASuccessfulBlog”hadstatisticallyhigherreadsbyfar.Iinterviewedpeopleabouttheirreadingpreferences,whatIdiscoveredwasconsistently,theirresponses

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were“Idon’thavetimetoreadabookorablog,butIdohavetimetoskim5thingsIneedtoknow.”HowDoWeEffectivelyCommunicateSo,whatdoesthisallmeantousasprofessionalcommunicators?Communicationisn’twhatitwas.Wecannolongertrytocommunicatethewayourparentsdidorhowwedidjust10yearsago.Wecannotassumethateveryoneiscommunicatingthesamewayusingthesametechnology.Ifyoufeelthatsocialmediaisn’tworkingforyou,it’snotjustyou.GoingtomoreconferenceorwatchingmorewebinarsabouthowtouseFacebookAdswon’tbetheanswer.Weareallexperiencingthesameproblem.Ourassumptionswillfail.Today,wehavetoemploymeasurement.Bymeasuringeverything,istheonlywaycaneffectivelymanageourcommunicationandrelationshipswithourcustomers.Weneedtoknowwhoiscommunicatingwithusandwhere.Beaware,thereisn’tasingleanswertothisquestion.Youwillfindsmallpercentagesofyour

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demographicsdistributedacrosseverynetwork.Youneedtodeterminewherethosepercentagesareandfocusontheplatformswiththelargestnumberstoaccumulatethehighestcriticalmassofcustomers.Thetruthis,thereisnoformula,secretsauce,treasuremapsomeoneorsomebrandstubbleduponthatbysharingtheirstory,willgiveyouyouranswers.Remember,customersnolongerwanta“relationship”.Theywanttheproductcheapandfastandtheywantanswerstotheirquestions,instantaneously.CRMisn’tabouttalkingonthephoneanymore.It’saboutgettinganswers,quickly,wheretheywantthem.BestBuysuccessfullyprovedthatwiththeircustomers,andcustomertechsupportwhereitturnedoutitwastheircustomer’swhochoseTwitterastheirplatformofchoicetocommunicate.Noonesawthatcoming.FusionMarketingFusionisamarketingsystemIinventedandnowabestsellingbookpublishedthroughMcGrawHill:http://amzn.to/2iHBxxO

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Theconceptofintenselyintegrating(whichinadequatelydescribestheFusionconcept),describeshow,onceyouhaveidentifiedallofthetraditional,social,anddigitaltoolsthatareeffectiveforcommunicatingwithyourcustomers,you“Fuse”thosetoolstogetherintoacomprehensivecommunicationstrategy.Inshort,areyouusingFacebooktodriveyourcustomerstoTwitter?OnTwitterareyoutweetingthat“Ifyoulikemy140characters,you’llloveouremails!”OnLinkedIn,doyouhaveyourFAQ’s?Onyour“on-hold”message,areyoudrivingpeopletoyourwebsite?Onyourbusinesscards,toyouhaveaQRBarcodethatlinkstoavideoencouragingpeopletoconnectwithyouandyourbrand?TolearnmoreabouttheFusionprocess,youcanreadacomprehensiveoutlinehere:http://bit.ly/2iHNByWYouMayJustBeInTheDarkAboutGenerationalBehaviorCanyoudefinethefollowingmajorgenerationalmarketingcategories:13thGeneration,MeGeneration,EchoBoomers,ChiefFriendship

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Officers,SelfieGeneration,RadioBabies,BabyBusters,Tweennials,andDINKs?Ifnot,thenyoumayjustbeinthedarkaboutgenerationalmarketingbehavior.Thisshouldreallyhelpyouandpleaseremembertosharetiswithothers.GenerationalBehaviorcategoriesdohavecommoncharacteristics.Eachdemographicgrouphasaspecificcharacterbasedontheinfluenceofwhatwashappeninginsocietyduringeachgenerationsformativeyears.Thesemarketingandbuyingbehaviorcategoriesareofcourseageneralization,butmanyofthesegroupsdohavecommoncharacteristicsgivingeachdemographicgroupaspecificcharacter.Howwewerebroughtupduringour“formative”yearswasformedbyourparents,peers,teachers,whatwashappeninginthenews,oureconomicstatusasagroup.Allthismoldedusintowhowearetoday,howwethink,andultimatelyhowandwhatwebuy.BabyBoomersaremorethanjustthelargestsingle

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demographiccategoryonearthwiththelargestdisposableincomeofanygroupeverWealltosomeextentthinkthesamewayaboutlifeandwhat’srelevanttous.Thesestagesinourlivescontinuetoinfluenceusjustbybeingnearorover60yearsold,retiredorthinkingaboutretirement,nearingtheendofour“gatheringwealth”stage,ourkidsareraised,andwehavemoreleisuretimetospendwithourspouses.Allofthesefactorscandetermineourbuyinghabits.Whiletheterm“generation”isusuallyconsidered20years,aswithmostsocialsciencesthereissomelevelofgiveandtake.Thesemajorcategoriesarebasedmostlyonwhatishappeninginsociety;awar,atechnology,oramajoreconomicchange.Manycategoriesactuallydofallintothe20yearspan,somemaybelongerandotherscanbe5yearsshorterthatthetypical20yearspan.Let’sexamineeach,startingwiththeearliestbuyinggenerationstillwithustoday;TheSilentGeneration.TheSilentGeneration:1925–1945Thiswasmyfather’sgeneration.Theyarealso

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knownas“Traditionalists”,“TheMoralAuthority”,“RadioBabies”,“TheSwingGeneration”,and“TheForgottenGeneration”.Understandably,thisgenerationwasinfluencedby“TheGreatDepression”,“TheNewDeal”,“TheRiseofCorporations”,“WWII”,“KoreanWar”,and“TheSpaceAge”.BeingraisedbyparentswhohadjustsurvivedtheGreatDepression,andhadexperiencedhardtimeswhilegrowingup.Irememberasakid,myfatheryellingatme“Turnoffthelight,wearen’ttheRockefellers”,and“We’renotmadeofmoney”and“”Eatallofyourdinner…KidsarestarvinginChina.”Aschildren,goingwithoutmadethemveryfrugalandcautiousspenders.Theyarealwayslookingforthe“bargain”,the“deal”,thecoupon.Intheirearlyadultyears,theyexperienceaWorldWar(maybetwo),TheKoreanCrisis,theColdWar,whichwerefollowedbytimesofgreatprosperity.Thisleadtothefirsttracthomes,thesuburbs,commuting,newappliances,automobileboom,andamajorchangeinthefamilystructurefromthe

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extendedfamilytothenuclearfamily.Thebestwaytoworkwiththisgenerationistoofferthemconservativeplannedgivingandfinancialmanagementtools.Establishoneononemeetingstoseektheiradvice.Noemailfundraisinghere.Themorepersonalthebetter.Theywillrespondbettertotraditionalsolicitationstrategieslikepersonallettersandfacetofacemeetings.TheBabyBoomerGeneration:1945–1965Thisgenerationaldemographicisknownas:“Boomers”and“TheMeGeneration”.BabyBoomersarepeoplebornduringtheendofWorldWarIIupuntilabout1965.Thesetimesofprosperitygaverisetolargefamilies,higherincome,greateropportunity,butalsowastheageofintrospection.Sincetheyhadtoworryaboutprovidingforafamilyasmuchasthepreviousgeneration,theycouldturntheirsightsonfixingtheworldaroundus.Thisgenerationwasconcernedaboutandmademajoradvancementsincivilrights,equalityforwomen,therightsofthedisabled,theenvironment,and

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technology.Whileallthissoundsgood,theyalsowereinfluencedbythetheSexualRevolution,SpaceTravel,theVietnamWar,theColdWarandtheRussiathreat.And,theyalsousheredinthehighestdivorcerateand2ndmarriagesinhistory.PostWarBabyBoomersgrewuptoberadicalsthe60‘sand70’seventuallytransformedintotheYuppiesofthe80’s.“TheAmericanDream”waspromisedtothemaschildrenandtheypursueitwithavengeance.BillyJoel,aBabyBoomericonbestdescribedthatdreaminhishitsongs“Allentown”and“Anthony’sSong”.AsaresultoftheseinfluencesanddrivefortheAmericandream,BabyBoomersareviewedasbeinggreedy,materialisticandambitious.Putthemoutfrontandinthespotlight.Gettheminvolved,allowthemtofindself-fulfillmentthroughworkwithyourorganization.Offerthemmoreaggressiveplannedgivingandfinancialmanagementtools.AppealtotheiridealismCouldyouragencybeaplacewheretheyspendtheir“thirdage?”GenerationX:1965–1980

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Nextcomesthe“X”.Thisisthesecondlargestlivinggenerationalcategory,whichistheresultofthelargestcategory;BabyBoomers,havingkidsoftheirown.Thisgenerationalcategoryisalsoknownas:“GenX”,“Xers”,“TheDoers”,“PostBoomers”,“Slackers”,“BabyBusters”,and“The13thGeneration”*Theyarealsolessknownas“TheLexus,Generation”,referringtoalink(nexus),(notthecar…)betweentheIndustrialAgeandtheInformationAge.AgenerationgreatlyinfluencedbyWatergate,theEnergyCrisis,DualIncomefamilies,singleparents,andmom’satwork.Inaddition,Y2K,activism,corporatedownsizing,theendofColdWar,andanincreaseinthedivorcerate.Thiscreatedthebirthofthefirstgenerationof“latchkey”kids.Theirperceptionsareshapedbygrowinguphavingtotakecareofthemselvesatanearlyageandwatchingpoliticiansdowhatpoliticiansdo,whiletheirparentsweregettinglaidoff.TheycameofagewhentheUnitedStatesbeganstrugglingtomaintainitspositionasthemostpowerfulandprosperousnationintheworld.GenXwerethefirstgenerationthat

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didNOTdoaswellfinanciallyastheirparents(BabyBoomers)had.*The13thGenerationreferstothembeingthe13thgenerationafterthefoundingoftheUnitedStatesandthe13thgenerationtoknowtheAmericanFlag.GenerationY/Millennials:1980–2000Thisgenerationalcategoryisknownas“GenY”,“GenerationNext”,“EchoBoomers”,“ChiefFriendshipOfficers”,“Nexters”,and“24/7’s”.Thisgenerationaldemographicwasthefirsttobeinfluencedbydigitalmedia,achildfocusedworld,schoolshootings,terroristattacks/9/11,andAIDS.Childrenofthisgenerationgenerallygrewupaschildrenofdivorceparentsandatthesametimebelievedtheywouldbethegreatgenerationtoturnaroundallthe“wrongs”intheworldtoday.Millennialsgrewupmoreshelteredthananyothergenerationasparentsstrivedtoprotectthemfromtheevilsoftheworld.Thisgeneration’sformativeyearswereshapedbyaperiodofeconomicgrowthandkeptbusyaskids.Thiswasthefirstgenerationwith

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schedulesandplaydates.Usethemforfocusgroups,asktheiropinions.Puttheminchargeofusingtechnologies.Utilizetheirnetworks,havethemplaneventsthatinterestthem.Actfastonwhattheyareinterestinoryouwilllosethem.Linkyourcausetosustainability.“MidCenturyModern”iscoolagain.Lastly…TwoKays:2000–2015Thisgenerationisalsoknownas:“2K’s”(sincetheyarebornaftertheyear2000),“Y2Ks”,and“TheConflictGeneration”havegrownupwithtwoMid-Eastwarsandseveralsmallerones.Theyarealsoreferredtoas“Generationi”,“iGeners”,“iGens”,“TheN-Gen”(N-GenreferringtotheNetorInternet),“@generation”,“Screeners”,“TheSwipeGeneration”referringtotheswipingactionofatouchscreenonaniPad/iPhone,and,the“Tweennials”(Tweens,seebelow&Millennials),astheyaregrowingupasthe‘tweens’oftheteensofthiscentury.OverlappingDemographics

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GenerationZ:1995-2010ThereisonemoredemographicthatissometimeusedtodescribeGenerationZ.ThisgroupwasbornaftertheMillennialGeneration,butmarketerscannotagreeontheexactstartandstopdatesofthisgenerationalcategory.Thisgroupisalsoreferredtoasthe“Globals”,“Post-Millennials”,“GenerationD”,wherethe“D”referstorefers“Digital”,“DigitalNatives”,“GenerationLike”(FacebookLikes),andthe“SelfieGeneration”.Thesecategorylabelsemphasizethisgeneration’sextremeconnectiontotechnologyandaccesstoaninfiniteamountofinformation,news,music,television,imagesandmarketingfromaroundtheglobe.Withthattheyhaveexperiencedtechnology,terrorism,recessions,andmulticulturalacceptancewithoutborders.And,theyaresometimesreferredtoasthe“RainbowGeneration”,acknowledgingtheirdiversity;andeven“Homelanders”or“The9/11Generation”,whichisatributetothe9/11terroristsattacksandwaronterrorism,whichgreatlyinfluencedtheirearlylives.

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Wearenowuptodatewithgenerationalbehavioralcategories;however,therestillareseveralotherimportantdemographicgroupstobeawareof.thiswillhelpqualifyyouasaGenerationalBehaviorMarketingExpert.MovingDemographicsTweens:Ages10To12YearsOldThetermdescribesademographicofpreadolescent(usuallyfemale)whoisatthe“in-between”stageintheirdevelopment.Atthisagetheyareconsidered“toooldfortoys,tooyoungforboys”,andhavearelativelyhighdisposalincomeasshownbytherevenuesuccessesofFarmvilleandiTunes.TwentySomethings&Thirty-SomethingsSelfexplanatoryandeachwithit’sowndemographiccharacteristics.LifestyleDemographicsDINKDoubleIncomeNoKidsThisdemographicgroupisalsoreferredtoasa

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DINKERorDINKY:“Dual(orDouble)Income,NoKids,EarlyRetirement”andasa“Yappie”.Thisdemographicgenerallyincludesahighereducation,higherincome,andoftensamesexrelationships.Notethehigherincome,whichtranslatestohigherdisposableincome.TheSandwichGenerationThisdemographicconsistsoffamiliesthatmusttakecareofboththeirchildrenandtheirparents.Thisalsoincludespeoplewhohavealreadyraisedtheirchildrenandnowmustcarefortheiragingparents.TheClub-SandwichGenerationThisiswherefamiliesprovidecarefortheirparents,children,andgrandchildren.TheJigsawFamilyDescribesahouseholdthatincludestwoormoresetsofchildrenfromtheparentspreviousrelationships.AlsoreferredtoasaBlendedFamily.BoomerangKidsReferstoanadultsonordaughter,particularlyone

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overtheageof30,whostilllivesathomewithhisorherparents.ThesearealsocalledboomerangersandKipers.MiddleAgeMidlife,theperiodinone’slife,generallybetweentheagesof40and50,whentheyexperienceatimeoftransitioncomparabletoadolescence.Alsoreferredtoasmiddlescence.Greatforthesaleofredsportscartomeanandredhennahaircolortowomenalongwithotherstereotypicalsales.MiddleYouthThisisanindividualbetweentheagesoflate20’sandearly40’swhentheyareconsideredtoooldtobeayouthandtoyoungtobemiddle-aged.Thisgroupisknownforfightingthestereotypesofmiddleage.Primecandidatesofkneereplacementsurgery.AdultescentAmiddle-agedpersonwhocontinuestoparticipateinandenjoytheyouthculture.AlsoreferredtoasaKidult.Downager

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Apersonwhoactsyoungerthanhisorherage.QuarterlifeCrisisThisgroupintheirearlytolate20‘shasfeelingsofconfusion,anxiety,andself-doubtexperiencedbysomepeopleintheirtwenties,especiallyaftercompletingtheireducation.WaithoodThisisthestageinayoungcollegegraduate’slifewhenactivitiessuchasmarryingandfindingaplacetolivearepostponeduntilajoborcareerisfoundorenoughmoneyissaved.GreyNomadAretiredpersonwhotravelsextensively,particularinarecreationalvehicle.Icangoonlikethisforever!But,Iwon’t.Ifthiswasn’tenough,hereisacompiledlistofgenerationalbehaviorcategoriesthatgoallthewaybacktothestartofthe1700‘s.Here’sthatlist!

Awakening: 1700–

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1725Liberty: 1725–1740Republican: 1740–

1765Compromise: 1765–

1790Transcendental: 1790–1820Gilded: 1820–

1840Progressive: 1845–1860Missionary: 1860–

1880Lost: 1880–

1900G.I.: 1900–

1925Silent: 1925–1945Boom: 1945–

1965GenerationX: 1965–

1980Millennial: 1980–2000TwoKays: 2000–

2017

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Warning:YoumayfinditdifficultgeneratinganyrevenuefromthegroupsAwakeningtotheG.I.categoriesasmostifnotallhavepassedaway.Thesegenerationalbehaviorcategoriesaregeneralinnature.Thereisagreatdealofstrikinglyaccuratebehavioralpatternsthatcanbesurmisedbylookingatthedifferentgroupsforeachofthesedifferentperspectives.WhileGenerationalBehaviorisnotannotanexactscience,itwillhelpfindyourstaringpointwhendeterminingeachofyourspecificdemographicgroupsgivingyouanewlevelofinformationandinsightsintohowtoeffectivelytocommunicatewitheach.ConnectwithmeonLikedIn,Facebook,andTwitterandalsobesuretovisitmeatwww.LonSafko.com.

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