128
AFTCN Conference Seattle 2010
AFTCN ConferenceSeattle 2010
About TargetX and Jeff
Manage Expectations & DisclaimersEducate about American generations
(members and students)
Open your mind about other generations
Inspire you to educate members
Encourage you to learn more
Have fun!
Generations and Generalizations
Howe & Strauss
“In America, each generation is a new people.”Alec de Tocqueville, 1830
Contestant #1
Contestant #2
Contestant #3
Each round has questions worth5, 10, or 15 points. Speed Round
questions are worth 5 points each.
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
Generation Name Birth Years
Transcendental 1792-1821
Gilded 1822-1842
Progressive 1843-1859
THE GREAT POWER CYCLE
Generation Name Birth Years
Missionary 1860-1882
Lost 1883-1900
G.I. 1901-1924
Silent 1925-1942
10 points
Q:THE MILLENNIAL CYCLE
Generation Name Birth Years
1943-1960
A:THE MILLENNIAL CYCLE
Generation Name Birth Years
Baby Boomer 1943-1960
10 points
10 points
Q:THE MILLENNIAL CYCLE
Generation Name Birth Years
Baby Boomer 1943-1960
1961-1981
A:THE MILLENNIAL CYCLE
Generation Name Birth Years
Baby Boomer 1943-1960
Generation-X 1961-1981
10 points
10 points
Q:THE MILLENNIAL CYCLE
Generation Name Birth Years
Baby Boomer 1943-1960
Generation-X 1961-1981
1982-200?
A:THE MILLENNIAL CYCLE
Generation Name Birth Years
Baby Boomer 1943-1960
Generation-X 1961-1981
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
Generation Name Type
Transcendental (1792-1821) Idealist
Gilded (1822-1842) Reactive
Progressive (1843-1859) Adaptive
THE GREAT POWER CYCLE
Generation Name Type
Missionary (1860-1882) Idealist
Lost (1883-1900) Reactive
G.I. (1901-1924) Civic
Silent (1925-1942) Adaptive
THE MILLENNIAL CYCLE
Generation Name Type
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
QTrue or False:Pew Internet estimates
an average 4.1 billion text messages are sent
daily in the United States.
5 points
A:True
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.
Your Bookshelf
Media and ResourcesDid You Know? Video
http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related
Web 2.0 Videohttp://www.youtube.com/watch?v=6gmP4nkeOE0E
Pew Internet Researchhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
Mommy Tell My Professor He’s Not Nicehttp://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml
A Generation Serves Notice; It's a Moving Target
http://query.nytimes.com/gst/fullpage.html?res=9D0CE7D9123FF931A15752C0A9609C8B63
facebook grows uphttp://www.newsweek.com/id/32261/page/2
YouthQuake (Millennial Values in Work)http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?chan=magazine+channel_top+stories
Scenes From A Culture Clashhttp://www.fastcompany.com/magazine/102/culture-clash.html
Get The Best Out Of Millennialshttp://www.adage.com/talentworks/article?article_id=124891
The Millennials are Cominghttp://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
Employee Evolution - Millennials at Work
http://www.employeeevolution.com/
TargetX iThink Bloghttp://.targetx.com/ithink
Download Session PDF#1 Go to www.targetx.com
click iThink Blogclick Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Email me [email protected]
AFTCN ConferenceSeattle 2010
