The

1

• The
• Generational
• Imperative
• with Chuck Underwood

2
Generational Strategy

• Workplace
• Recruitment
• Retention and engagement
• Effective management
• Training
• Fulfillment productivity
• Employee harmony
• Succession Planning
• Leadership Development Training

3
Generational Strategy

• Marketplace
• Market Research
• Product Development
• Marketing Research
• Marketing, Advertising, PR
• Selling Customer/Client Service
• Instruction/Education

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The Generations Dynamic

• Formative Years Mold Core Values.
• Five Living Generations.
• Core Values Guide Decisions.

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Americas Generations
G. I.s 1901 1926 81 Silents
1927 1945 62 to 80 Boomers 1946 1964
43 to 61 Gen X 1965 1981 26 to
42 Millennials 1982 present 0 to 25
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BOOMERS
BOOM!
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BOOMERS
BOOMERS
We Win ! !
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BOOMERS

• Born 1946 1964
• Current Age 43 to 61
• Born 79,907,84
• Formative Years 50s/60s/70s

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BOOMERS

• We need idealistic children.
• Common Sense Book
• Of Baby And Child Care
• Dr. Benjamin Spock

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BOOMERS
The Consciousness Movement 1961 - 1975
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BOOMERS
Passion. Masses. Idealism.
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BOOMERS

• The Consciousness Movement
• Civil Rights MOVEMENT
• Feminist MOVEMENT
• Ecology MOVEMENT
• War Protest MOVEMENT
• Sexual REVOLUTION
• Drug REVOLUTION

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BOOMERS
Nam
(1965)
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BOOMERS
I have a dream today!
MLK August 28, 1963
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BOOMERS

• We do not feel like a cool,
• swinging generation.
• We are eaten up by an intensity we cannot name.
• Commencement Address
• Radcliffe College, 1968

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BOOMERS

• Second-Wave Boomers
• Born 1955 to 1964
• Graduate HS mid 70s - early 80s
• Current age 43 to around 52

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BOOMERS

• Second-Wave Boomers
• Missed social activism
• Dont feel like Boomers or Xers
• Who are we??

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BOOMERS

• Second-Wave Boomers
• Nuclear family intact
• Live life to the fullest
• Unlimited opportunity
• Career-driven
• Empowered and engaged

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BOOMERS

• Second-Wave Boomers
• Believe in meritocracy
• Individuality
• Merging of Black White cultures
• Forever Young

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BOOMERS

• Second-Wave Boomers
• Skeptical, but not cynical
• More money motivated
• Less optimistic

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BOOMERS

• Adulthood
• Marriage
• Parenting
• Career
• Mobile Society

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BOOMERS

• In The Workplace
• Ambushed
• Fierce competition

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BOOMERS

• Financial Pressure
• Layoffs
• Age discrimination
• Eldercare childcare
• Great expectations

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BOOMERS
BOOMERS TURN 60
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BOOMERS
Bring it on !
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BOOMERS
The Revised Book Of Life by the boomers
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BOOMERS
The country is starved for integrity.
Colleen Rowley TIME (2003)
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BOOMERS
Skateboard Mom
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BOOMERS
Mamapalooza
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BOOMERS
Aging is mandatory. Growing old is optional.
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BOOMERS
Disney World
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BOOMERS

• Forever young !
• Free spirited, boisterous
• Comfortable in the spotlight
• Competitive, like to finish first

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BOOMERS
Disney World TV spot
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BOOMERS
Baby Boomer Bash Concert Series Boston Pops
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BOOMERS
Morgan Stanley
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BOOMERS
Direct mail assisted living
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BOOMERS
Its time to return the favor.
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BOOMERS
Taylor Guitars
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BOOMERS
Senior Citizen Retiree Aging Golden Years Silver
Years Prime Time Mature
Never!
Never!
Never!
Never!
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BOOMERS
Cadillac TV spot
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BOOMERS
GAP PRINT AD
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BOOMERS
GAP TV spot
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BOOMERS
Capital One credit card
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BOOMERS
Fidelity Investments TV spot
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BOOMERS
Fidelity Investments
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BOOMERS
Ameriprise TV spot
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BOOMERS
Ameriprise
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The Generations Dynamic

• Understand formative years
• Understand unique core values
• Connect with each generation

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Gen X

• Born 1965 1981
• Current Age 26 to 42
• Born 58,541,842
• Formative Years 70s, 80s, 90s

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Gen X
Were not what you
thought. TIME (1997)
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Gen X
all about survival
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Gen X
So Far Away Carole King 1971
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Gen X

• a rising tide of mediocrity
• that threatens our very
• future
• A Nation At Risk
• 1983

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Gen X

• Core Values
• Independence
• Self Reliance
• Distance From Older Generations
• Marriage Is Disposable
• Us-Against-Them

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Gen X

• Media Isolation
• Radio
• Television
• Computer

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Gen X
From media togetherness to
media isolation
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Gen X
shock jocks
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Gen X
COMPUTER GENERATION
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Gen X
Premature Wealth Refined Tastes
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Gen X

• African-American Xers
• Post - Civil Rights
• Careers
• Suburbs
• Black/white gap shrinking

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Gen X
1984 to 1992
A house filled with love
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Gen X
A Different World 1987 to 1993
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Gen X

• Strong Female Generation
• Males Seek Identity, Masculinity

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Gen X
Fight Club (1999)
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Gen X
Hummer TV spot
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Gen X
DeGreve Oil Change
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Gen X
Marketing To GenX Men Female Denigration TV
Programming Advertising Music Video Games
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Gen X
Miller Brewing Co. will take raunchy marketing
to a new extreme.
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Gen X
Miller Lite TV spot
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Gen X
Marketing To GenX Men Female Denigration TV
Programming Advertising Music Video Games
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Gen X

• Marketing To Those
• Confident, Assertive
• GenX Women

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Gen X
Best Buy TV spot
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Gen X
Secret Deodorant TV spot
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Gen X

• Formative Years
• Unimpressed With Authority
• Cynical Towards Older Generations
• Distrustful Of Major Institutions
• Disempowerment
• Disengagement

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Gen X
CEOs get lavish packages
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Gen X
Fallen religious leaders
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Gen X
Fallen sports heroes
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Gen X
(1984)
AIDS
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Gen X
Disempowerment Disengagement
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Gen X
How can we repair all the damage we
inherited? Winona Ryder Reality
Bites (1994)
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Gen X

• Today
• No ideology
• Pragmatic
  Make Marriage Work Be There For
  Children Work Hard, Make Money
  Not joiners

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Gen X
Why more young moms are opting out of the rat
race
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Gen X
STAY-AT-HOME DADS
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Gen X
T-mobile PRINT AD
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Gen X

• Self focused
• Peer focused

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Gen X
Young Reader Publications
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Gen X

• Attitude!! Attitude!! Attitude!!
• Edgy
• Cynical
• Fun
• Retro
• After - Sale Warranty

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Gen X
Chevrolet Cavalier
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Gen X
Chrysler PT Cruiser
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Gen X

• Street Smart
• Cut The Hype !
• Anti-Commercial Commercial

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Gen X
Sprite TV spot
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Millennials

• Born 1982 Present
• Current Age birth to 25
• Born 80,000,000
• Formative Years 80s to 10s

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Millennials

• Optimistic And Enthusiastic
• Respectful Of Authority
• Focused On Education
• Close Relationship With Parents

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Millennials
Coca Cola TV spot
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Millennials
Grade Pressure Time Pressure Adult-supervised
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Millennials

• Team Players
• Community Active
• Declining Teen Social Pathology

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Millennials
They live online
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Millennials
The September 11th Generation
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Millennials
Katrina
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Millennials
Virginia Tech
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Millennials
Todays teens are helping others in record
numbers.
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Millennials

• High School Community Service
• 1984 900,000 H.S. Students
• 2003 6,200,000 H.S. Students

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Millennials
Warren Buffet
Melinda and Bill Gates
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Millennials
Cause Marketing
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Millennials
American Apparel
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Millennials
Macys
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Millennials

• Spirituality Rising
• Young people want to know something bigger than
  themselves.
• Marcus Robinson, College Senior
• TIME

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Millennials

• Problems
• Drug Use Down, But Not Out
• Sex Bombardment By Many Media
• Adult-World Ethical Failures

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Millennials
More college women regularly
get drunk.
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Millennials
SEX BOMBARDMENT BY COMMERCIAL MEDIA
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Millennials
No one really wants to go to college a virgin.
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Millennials
81 WEALTH AND FAME
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Millennials
Adult failures
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Millennials
Over-parented?
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Millennials
Anxiety panic attacks substance abuse eating
disorders self-injury
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Millennials

• Growing
• Rich Poor
• Separation

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Millennials
Girls are on a tear. Boys are falling
behind.
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Millennials

• Nurtured.
• Feel Like A Generation.

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Millennials

• DO NOT CALL US
• Generation Y !!
• Echo Boomers !!
• Those names are upsetting and why nobody I know
  wants to use them.
• Leslie Milner
• Millennials Rising

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Millennials
U. S. ARMY TV spot
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Millennials
C. I. A.
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Millennials
Extended Adolescence
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Millennials
Extended Adolescence 1. College Debt 2. Credit
Card Debt 3. Uncertain Job Market 4. Whats the
rush?
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Millennials
Delaying marriage parenthood career
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Millennials

• Pro - labor?
• Pro - union?
• Anti - CEO?

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Millennials
EXECUTIVE EXCESS EXECUTIVE CRIME
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Millennials
That sucks.
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The Generations Dynamic

• 1. Understand formative years.
• 2. Understand core values.
• 3. Accurate messaging.

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Chucks Book
Available at www.amazon.com
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Contact Chuck

• The Generational Imperative, Inc.
• 1343 Fleming St.
• Cincinnati, OH 45206
• 513 221 - 1973
• chuck_at_genimperative.com
• www.genimperative.com