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What is the Next Generation called? What will they be shaped by? And what is Generational Research anyway?
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From Millennials to Post-MillennialsWelcome To A New Generation
Why Do People Differ Across Age?
• People Change • Circumstances Change
Zeitgeist
VolksgeistImage credit: Ambro @ FreeDigitalImages
What Affects A Generation?• Karl Mannheim’s “Generational Location”• Strauss & Howe’s “Four Turnings”• Cyclical history?
History does not repeat
itself, it rhymes
Image credit: Library of Congress
…the second
time it’s a farce..
Homelander 2004 - ?
Archetype:Artist
(recessive)Adaptive
Childhood: suffocated
Boomer 1946 – 1964 Archetype:
Profet Idealist
(dominant) Childhood:
indulged
Generation X 1964- 1984
Archetype: Nomad Reactive
(recessive) Childhood: abandoned
Millennials 1984 – 2004
Archetype:
HeroCivic (dominant)
Childhood: protected
Crisis 1929 –’46 & 2008 -?
War & Recession
Defining Events:Great Depression/
Great RecessionWorld War II/?
Values:CommunityTechnologyProtection
High 1946 – 1964
Reconstruction/ Gilded Age
Defining EventsCold War
Emerging youth culture
Emerging social justice
Values:Conformity
Growth/ AffluenceExpertise
Awakening 1964 – 1984
Consciousness Revolution
Defining EventsAssassinations
(JFK/MLK)Vietnam warWoodstock
Values:Civil rights
Gender equalitySpiritualism
Unraveling 1984-2008(’01)
Culture Wars
Defining EventsAIDS
Berlin Wall
Values:IndividualismPragmatismSurvivalism
Strauss and Howe’s Generational Theory
Silent 1929 – 1949
Archetype:Artist
(recessive) Adaptive)
Childhood: suffocated
Trends 1980s to Today
The Fear Bubble Commercialization of childhood “Kid and Me” trend:
Opt-out moms Attachment parenting (Dr. Sears)
Natural child rearing Breastfeeding (duration and frequency) Distrust in government institutions (FDA, USDA, NSA etc.)
From Echo-Boomers to Baby Bust (2008 ->) Across all ages. Teenage pregnancy rate at historic low Across all ethnic groups. Steepest decline among Hispanics Recession driven
Cyberbabies and Facebook mirrors; objectified childhood
Fear and Fetishism
Children walking to school in:1970: 66%
Today: 13%Images: FreeDigitalImages, Flickr
The Reality“We are probably living in the
most peaceful time in our species’ existence.”
~ Steven Pinker
Sledding hills and risky activities discouraged as accidents are thought too costly
Sedentary lifestyles. 50% of children no longer allowed to climb a tree
Childhood obesity increases with 15% from 1963 - 2010
$40 billion: projected obesity related cost increase from 2010 to 2030*
Skyrocketing health care costs and insurance premiums/ more defaults on medical debt
The Causal Loop of Rising Healthcare Costs- the sledding hill example -
* Newer studies suggest the obesity trends have stagnated Image: Afterthemillennials.com
From Wild Things to Vile Things
Dollars spent on marketing to kids per year:1983: $100 million vs. 2007: $17 billion
Images: FreeDigitalImages, Flickr
Sugar and Spice“Over the last generation, the gender segregation and
stereotyping of toys have grown to unprecedented levels.”
Elizabeth Sweet, Sociologist
Then Now
Images: LEGO, CCFC
“Don’t You Wish Your Daughter Was Hot Like Me?” Harsbro’s Pussycat Dolls were stopped after pressure from parents and the CCFC
Income Disparity Within and Between Generations
…and down will come baby cradle and all…
Rich Kid Poor Kid
U.S. schools with fewer than 10% poor score higher than any country in the world. Yet it ’s the middle class kids that fl ock to private schools and tutoring services.
mirror mirror, facebook wall…
8-year-olds seek online validation
“Parent-friendly” sites like Facebook abandoned for sites like Tumblr, Snapchat, InstagramImages: Facebook, YouTube
Shared Since Before Birth
Right To Privacy?
92% of all 2-year-olds have digital footprints
The 4 Types of Internet Parents
CuratorsOnline scrapbooks, parent blogs
Non-Sharers
“Over-Sharents”STFU parents
ShamersLaptop shooter, “Facebook parents”
Internet Savvy
High
Low
Activity levelHigh Low
Who Are The New Kids On The Block?and how will they be raised?
Image credit: FreeDigitalImages
Game Changers?
Born that way
The end of hyper parenting and “ hyper schooling”?
No more trophies just for showing up
Decline of danger?
Just play!Resilience Parenting?
Welcome to:
Multigenerational Households
Proud ”SAHDs”
Glass ceiling breaking Moms
The Village - that it takes to raise resilient children (healthcare, childcare, family friendly employers, family friendly architecture)
Images: FreeDigitalImages, Edwi HR
10Q for watching =)
Contact:Anne Boysen
Special thanks to Free Digital images and Flickr for graphics
