1. Generational Imperative
The
Generational Imperative
with
Chuck Underwood

2. Generational Strategy
In The Marketplace
Market/Marketing Research
Development of Products & Services
Marketing, Advertising, Public Relations
Patient Care/Customer Service
Legislative Relations
Volunteerism

3. Generational Strategy
In The Workplace
Recruitment
Retention & Engagement
Management
Fulfillment & Productivity
Understanding & Cooperativeness
Training & Leadership Development
Succession Planning

4. How Generations Happen
3 Truths
Formative years mold core values.
Five living generations.
Generational values guide decisions.

5. America’s Generations
G. I
Silent – to 81
Boomer to 62
GenX to 43
Millennial present 0 to 26

6. Boomers
BOOM!

7. Boomers
We Win !

8. Boomers Birth years: 1946 – 1964 Current age: 44 to 62
# born: ,907,844
Formative years.: ’50s to early ’80s

9. “We need idealistic children.”
Boomers
“We need idealistic children.”
Dr. Benjamin Spock
Common Sense Book Of
Baby And Child Care

10. The Consciousness Movement 1961 - 1975
Boomers
The Consciousness Movement

11. Passion. Masses. Idealism.
Boomers
Passion. Masses. Idealism.

12. The Consciousness Movement
Boomers
The Consciousness Movement
Civil Rights Movement
Feminist Movement
Ecology Movement
War Protest Movement
Sexual Revolution
Drug Revolution

13. Boomers
“I have a dream
today!”
MLK
August 28, 1963

14. Boomers
Happy Days !

15. 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

16. Graduate HS: mid ’70s - early ’80s Current age: 44 to (about) 53
Boomers
Second-Wave Boomers
Born: to 1964
Graduate HS: mid ’70s - early ’80s
Current age: 44 to (about) 53

17. Missed Consciousness Movement Don’t feel like Boomers or X’ers
Second-Wave Boomers
Missed Consciousness Movement
Don’t feel like Boomers or X’ers
Who are we??

18. Live life to the fullest Unlimited opportunity
Boomers
Second-Wave Boomers
Nuclear family intact
Live life to the fullest
Unlimited opportunity
Career-driven

19. Individuality is precious Empowerment & engagement
Boomers
Second-Wave Boomers
Belief in meritocracy
Respect for knowledge
Individuality is precious
Forever Young
Empowerment & engagement

20. Skeptical, but not cynical
Boomers
Second-Wave Boomers
Skeptical, but not cynical
More materialistic
Less optimistic

21. Boomers
‘Nam
Engagement
Empowerment
Hard Lesson

22. The Career-Driven Generation
Boomers
Career
“Ambushed”
Fierce competition
The Career-Driven Generation

23. Boomers
Financial Pressure
Layoffs
Age discrimination

24. Boomers
Financial Pressure
Eldercare
Extended childcare
Poor savers

25. Print ad – Morgan Stanley
Boomers
Print ad – Morgan Stanley

26. Boomers
(2006) BOOMERS TURN 60

27. Boomers
“Bring it on!”
No hurry to retire

28. The Revised Book Of Life
Boomers
The Revised Book Of Life by
the boomers

29. Boomers
LIVING LIFE THEIR WAY

30. starved for integrity”
Boomers
“The country is
starved for integrity”

31. Boomers
Skateboard Mom

32. Boomers
Mamapalooza

33. Willing to take control Comfortable in the spotlight
Boomers
Outgoing, extroverted
Assertive, aggressive
Willing to take control
Comfortable in the spotlight

34. TV spot – Walt Disney World
Boomers
TV spot – Walt Disney World

35. Boomers
Aging is mandatory Growing old is optional.

36. Boomers
TV spot - Ameriprise

37. Boomers Boomers At Work The Career-Driven Generation
Ethics & values important
Leaders, assertive
Work = vitality = engagement

38. Boomers Boomers At Work Care about company, all employees
Fair play for all
Pay dues, play by rules, challenge ‘em
Co-worker relationships important

39. Boomers Boomers At Work Hard workers Outgoing personalities
“Comfortable” with technology
Usually comfortable with change

40. Loaded with “practical intelligence”
Boomers
Boomers At Work
Team builders
Wisdom
Varied experiences
Loaded with “practical intelligence”

41. Boomers Recruiting Boomers Seek growth, not just income
Flexible hours: eldercare & childcare
More mobile than younger generations?

42. Boomers Recruiting Boomers Retirement security is priority
Explain big picture
Explain short & long-term goals
Prove organization is ethical
Discuss fulfillment, personal growth
Buzzword Bias?

43. Boomers Managing Boomers Consider new work arrangements
Give choice, flexibility
Include them in all new training
Trade retirement security for more work?
Promote or move them laterally

44. Boomers AVOID THE BRAIN DRAIN ! Aggressive, refined recruiting system
Internal mobility
Alternative work systems
Reduce their stress, burnout
Customize benefits and incentives

45. Boomers
Boomer Nation

46. Generational Strategy
Understand each generation’s unique formative years…
Understand each generation’s unique core values…
“Connect” with each generation in the workplace, marketplace, and living room.

47. The Generational Imperative, Inc.
Contact Chuck
The Generational Imperative, Inc.
1343 Fleming St.
Cincinnati, OH
513 –