CAS GMM Who's Next

Jeff Kallay TargetX

California Associate Staff GMM

Let’s Meet Our Contestants

Contestant #1 - Boomer

Debra Oshige

Contestant #2 - X-er

Vicki Kramer

http://www.automotoportal.com/photos/Worst_cars_ever_made/9

http://www.automotoportal.com/photos/Worst_cars_ever_made/9

http://upload.wikimedia.org/wikipedia/en/6/64/Super_Pong.JPG

http://upload.wikimedia.org/wikipedia/en/6/64/Super_Pong.JPG

Contestant #3 - Millennial

Susan Harper

Round One: Here we areRound Two: Who’s next?

Each round has questions worth5, 10, or 15 points. Speed Round

questions are worth 5 points each.

Check under your chair to see ifyou have a Lifeline or Championcard. If you do you might win!

ROUND 1Here we are

Q:5 points

A generation is a cohort-group

whose length approximates the

span of a phase of life and

whose boundaries are fixed

by a peer _______.

A:by a peer personality.

5 points

Q:American generations

average how many birth years?

18.923.428.7

5 points

A:23.4

5 points

Q:Between 1701 and 2000 there have been ___

“American” generations.

5 points

A:14“American” generations.

5 points

THE REVOLUTIONARY CYCLE

Generation Name Birth Years

Awakening 1701-1723

Liberty 1724-1741

Republican 1742-1766

Compromise 1767-1791

THE CIVIL WAR CYCLE


Transcendental 1792-1821

Gilded 1822-1842

Progressive 1843-1859

THE GREAT POWER CYCLE


Missionary 1860-1882

Lost 1883-1900

G.I. 1901-1924

Silent 1925-1942

10 points

Q:THE MILLENNIAL CYCLE


1943-1960

A:THE MILLENNIAL CYCLE


Baby Boomer 1943-1960

10 points

10 points




1961-1981




Generation-X 1961-1981

10 points

10 points





1982-200?





Millennial 1982-200?

10 points

Q:Boomers were raised to be inner directed.

They and Generation X were taught with a

curriculum and in an atmosphere centered

around the individual. In actuality, this was a

tactic to win the ____ War.

15 points

A:In actuality, this was a

tactic to win the Cold War.

15 points

Q:Generation X was raised on

Sesame Street, which taught

children about their differences.

First-cohort Millennials were raised

on what TV character that taught

how children are alike?

15 points

A:Barney (and Friends)

15 points

Q:15 points

Millennials and their parents often

refer to each other as best friends.

What is another popular term for

“Attached Parenting”?

A:Helicopter Parents

15 points

5 points each

Q:Speed RoundTell us whether the

generation described is Boomer, X-er, or Millennial

5 points

Q:They’re the largest, most

ethnically diverse, and least

caucasian generation

in American history.

5 points

A:Millennials

Average annual birthrate – 3.6 million

Highest birth year – 1992 (4.2 million)

1 in 5 has at least one immigrant parent

1 in 10 has at least one non-citizen parent

5 points

Q:Movies playing in theaters

during this generation’s birth

years include Rosemary’s Baby,

The Exorcist, and The Omen.

5 points

A:X-ers

5 points

Q:Movies playing in theaters

during this generation’s birth

years include Baby Boom,

Three Men & a Baby, and Mr. Mom.

5 points

A:Millennials

Q:5 points

A mixture of high self-esteem and

selective self-indulgence that has repelled

and fascinated other generations, gives this

generation a reputation for grating arrogance –

and for transcendent cultural wisdom.

A:5 points

Boomers

Q:5 points

Parents of this generation have

paid up to $50,000 to purchase

an ovum from an attractive,

high IQ student from a

top university.

A:5 points

Millennials

Q:5 points

Social moments including the

sexual revolution, consciousness

movement, women’s movement,

gay rights movement, and a high

divorce rate peppered this

generation’s childhood.

A:5 points

X-ers

Q:5 points

This generation was raised

in homes with 50% more stuff

in weight than homes of just

20 years prior.

A:5 points

Millennials

Q:5 points

This generation is team oriented,

civic minded, and “special.”

A:Millennials

5 points

Q:5 points

This generation has always

seen its mission, not as

constructing a society, but

of justifying, purifying,

even sanctifying it.

A:Boomers

5 points

Q:Surveyed in 8th and 10th grades,

this generation indicated they

would rather spend their

time doing things with friends

than doing imaginative tasks

on their own.

5 points

5 pointsA:Millennials

Q:5 points

Their critics call them smug,

narcissistic, self-righteous,

intolerant, puritanical, and

hypocritical. Others describe

them as distracted perfectionists.

A:5 points

Boomers

Q:While this generation is the most

wanted, most watched over, and

most programmed, they’ve also

witnessed the largest gap in

wealth in American history.

5 points

A:Millennials

5 points

Each generation rebels against an elder-built worldand against the generation before it. Is that whyMillennials behave almost opposite of Generation X?

Each generation redirects society according to its owninclinations. Each generation:

1. solves a problem facing the prior youth generation( think Millennials and Generation X )

2. corrects for the behavioral excess it perceives in the current midlife generations( think Millennials and Boomers )

3. fills the social role being vacated by the departing elder generation( think Millennials and G.I. Generation )

Boomers grew up when institutions felt too strong and individuals too weak.

Millennials are growing up when institutions feel too weak and individuals too strong.

Boomers were born when rationalism ruled and spiritualism lay dormant.

Millennials are kids when spiritualism rules and rationalism lies dormant.

ROUND 2Who’s Next

5 points

Q:The first-cohort of America’s 15th

or next generation is most likely

being born now. Experts are

debating two events which could

determine their start birth date.

Name one of the two.

A:5 points

2000 ADor

9/11/01

Q:5 points

This unnamed 15th Generation willbe born to parents from both

________ and ________ generations.

A:5 points

X and Millennialgenerations.

Q:True or False

Though cautious to marry,

Generation X is dedicated to

starting and maintaining stable

families, succeeding at a role

many of their parents did not.

5 points

A:5 points

TRUE

Generations are shaped by their surroundings and influenced by the generations with which they interact.

While being born, generations becomehistory. As they age they make history.The history they make impacts currentand future generations. This is called a Social Moment .

Social Moment – a brief time (about one decade)during which people perceive that historic eventsare radically altering their social environment.

Secular Crisis – when society focuses on reorderingthe outer world of institutions and public behavior.

Spiritual Awakening – when society focuses onchanging the inner world of values and privatebehavior.

Social Moment has created a predictive pattern offour types of generations repeating themselves inAmerican history (and in the Book of Exodus).

1. Idealist – encounters a spiritual awakening entering rising adulthood, and a secular crisis entering elderhood.

2. Reactive – encounters a spiritual awakening entering youth, and a secular crisis entering midlife.

3. Civic – encounters a secular crisis entering rising adulthood and a spiritual awakening entering elderhood.

4. Adaptive – encounters a secular crisis entering youth and a spiritual awakening entering midlife.

Q:10 points

In the Millennial cycle which is the Idealist generation? (encounters a spiritual awakening

entering rising adulthood, and a secular

crisis entering elderhood)

A:10 points

Idealist: Boomers

Q:10 points

In the Millennial cycle which is the Reactive generation?

(encounters a spiritual awakening

entering youth, and a secular

crisis entering midlife)

A:10 points

Reactive: X-ers

Q:10 points

In the Millennial cycle which is the Civic generation?

(encounters a secular crisis

entering rising adulthood, and a spiritual

awakening entering elderhood)

A:10 points

Civic:Millennials

Adaptive

So, the 15th Generation will most likely be anAdaptive Generation.

They will most likely encounter a secular crisis entering youth and a spiritual awakening entering midlife.

15th

Like all generations in the making, the 15thGeneration is being shaped by history that surrounds them.What shapes history?

The aging of older generations.

In a four-stage, two-strokerepetition.

THE REVOLUTIONARY CYCLE

Generation Name Type

Awakening (1701-1723) Idealist

Liberty (1724-1741) Reactive

Republican (1742-1766) Civic

Compromise (1767-1791) Adaptive

THE CIVIL WAR CYCLE


Transcendental (1792-1821) Idealist

Gilded (1822-1842) Reactive

Progressive (1843-1859) Adaptive

THE GREAT POWER CYCLE


Missionary (1860-1882) Idealist

Lost (1883-1900) Reactive

G.I. (1901-1924) Civic

Silent (1925-1942) Adaptive

THE MILLENNIAL CYCLE


Baby Boomer (1943-1960) Idealist

X (1961-1981) Reactive

Millennial (1982-200?) Civic

15th (200?-20??) Adaptive

Adaptive Generations

Adaptive generations travel a genteel lifecycle.Early in life they try to excel in subordinate tasksgiven to them by the next-elder generation.

Historically, adaptive generations are raised by reactive-led parents who are nurturing, intensively protective, even suffocating.

While your next phase of students will be the 15thGeneration, your parent market is Generation X.

As this Reactive generation enters midlife,they are:-playing to win but half expecting to lose;

-accepting wide gaps in personal outcomes and between sex roles;

-becoming cautious in family life and gradually mellowing in personality.

Q:True or False:

Generation X is proud of its

ability to poke through hype.

15 points

A:15 points

True(Could that be why AdAge reports

that consumers trust word of mouth

at 90% and advertising at 10-40%?)

Q:15 points

True or False:

While Silent Generation parents

disconnected from their

Generation X children,

today, as grandparents,

they’re connected.

A:15 points

True

Q:15 points

Percentage of college freshmen in 1973 whoseparents held a college degree or higher:

mothers = 20% fathers = 32%Today, the percentage of college freshmen

whose parents hold a college degree or higher is:mothers = 30% fathers = 35%mothers = 35% fathers = 38%mothers = 41% fathers = 44%

A:mothers = 41%fathers = 44%

15 points

Speed RoundWho’s Next is determined by

what’s been and what’s now.

5 points each

Q:True or False:

In 1992 there was only one charter

school in the United States.

Now there are around 500.

5 points

A:False( around 1700 )

5 points

Q:5 points

True or False:As Millennials graduate from college, there are

now four generations in the workplace.

Some have been known to bring their

parents to interviews, and parents have even

called supervisors when their children did

not receive raises or promotions.

A:5 points

True

Q:True or False:

According to an Infoseek Study

for Nickelodeon, kids age 8-12

send an average of four text

messages a day.

5 points

A:False( 14.4 )

5 points

Q:True or False:

In “Mommy Wars,” ABC News

recently reported that more women

are choosing not to return to work

after they have children.

5 points

A:True

5 points

Q:5 points

True or False:

By 2011, the 65-and-over

population will be growing faster

than the nation’s birthrate.

A:5 points

True

Q:5 points

True or False:

As Boomers age and move in with

their children (your parent

audience) more multigenerational

homes will be created.

Your school might add and market

to “grandstudents.”

A:5 points

True( and they might arrive in a

Clan-awagon, Clanavan,

or Clan-agon )

Q:True or False:

The birthrate has been

declining since 1993.

5 points

5 points

A:True

Q:5 points

True or False:

In 2002 more than one-fourth

of all births were to

unmarried women.

A:True( it’s actually one-third )

5 points

Q:5 points

True or False:

An estimated 45 million

Americans do some part of

their job from home.

A:True

5 points

Q:5 points

True or False:

Businessweek reports that homeschool enrollment has

grown from 850,000 children in 1999 to more than

1.1 million today, and that a growing number of affluent

parents think they can do better than any school.

A:5 points

True

Q:5 points

True or False:

It is estimated that your

target audience is assaulted

by over 1000 marketing

messages a day.

A:True( Actual estimates are

3000-5000 )

5 points

Q:True or False:

Shouting more messages through

traditional marketing will help you

fight through the marketing clutter

and reach your audience.

5 points

A:False

5 points

The same message you sent to Boomer parents ofMillennials will not work for Generation X parents ofthe 15th Generation.

You must speak to themthrough their reactive generation experience.

The New York Times reports that for Millennials,reliance and trust in nontraditional sources – meaning everyday people, friends, networks, andnetworks they created – hasa much greater influence onbehaviors than traditionaladvertising.

Your audience is experiencing a communicationrenaissance.

One that Generation X helpedcreate and that their childrenwill take as second nature.

They control their media, not you.

You must talk with, not at this audience.

Gone is the marketing monologue.

Reaching your market nowrequires creating a dialoguebetween your audiences.

Recommended Reading

Jeff Kallay TargetX

California Associate Staff GMM

Self Improvement

CAS GMM Who's Next