The goal here is to build a brand around Social Relevance Introducing GENERATIONAL INTELLIGENCE The New DNA of Brand Matchmaking Presented by James Edine in collaboration of D.howard & associates Presentation by J.Edine http://btoone.com
Based on 500 years of cycles, we can now predict the types of behavior exhibited by generations and the reactions by other generations. Let’s take a look
DEFINING THE CULTURE SHIFT As each Generation enters a new phase of life it changes the culture. These cultural changes are called Turnings A full cycle of the Four Turnings takes 80 to 100 years. You know that the sun will rise and set. You know that Monday follows Sunday. You know to prepare for winter.
Dramatic cultural changes and mood shifts come as a result from a threat or a perceived threat.
Remember all three American Fourth Turnings have been national crisis’?
9/11, terrorist attacks, gas prices, the world has turned against the US.
Polarization vs. everything negotiable.
Something different is happening Why?
What a “ Fourth Turning ” means
Why do generational changes occur? Generations are divided by some historical event that changes societal behavior, you go through it together, it’s universal – a marking point. You belong to it, too.
But you have no experience of what happens in a Fourth Turning . Why? You have never seen one. So what’s the proof?
First Turning : High Upbeat era of strengthening institutions and weakening individualism. Second Turning : An Awakening - Passionate era of spiritual upheaval. Third Turning : An Unraveling -Strengthening individualism and a weakening of institutions, when the old civic order decays. The Fourth Turning : A Crisis – Decisive era of spectacular upheaval driven by defense of values.
Are we entering the Fourth Turning? A crisis >
Fourth Turning: Always combine human happenings with natural disasters. Natural disasters happen all the time. What is different is how we react to them. Our REACTIONS in a Fourth Turning are very different. The first World Trade Center bombing in 1993 vs. 9/11:Commission took out two foreign countries. Now we have: Tsunami, Earthquakes… Whole cities destroyed. Price of oil going up… Clearly , we are approaching a new Fourth Turning. Traits of the “Fourth Turning”
So what’s changing? A new order: What’s in and what’s out http://btoone.com
Prohets: Boomers Boomers founded the moral majority, have worked to bring values “back,” and led the invasion of Iraq. The Missionary Generation before them led the Decency brigades, Prohibition and the war against fascism.
Nomads: Gen Xer’s Gen-Xer’s have been described as latch-key, wild, grunge, hip hop, free agents with a hard edge. The Lost Generation before them were bad-boy’s too. With the flappers, they made the 20’s the “roaring ‘20s.”
Heros: GI /MILL The G.I. Generation grew up as good-kids during the “protective food” movement and Prohibition. Described by Gen. George Marshall as “the best damn kids in the world.” Millennial began with “Baby on Board.” Have been described as team oriented, overprotected achievers.
Artists: SILENTS To the Silent’s, it’s all about process. Enacting land-use laws and EIS’s making sure everyone has a say. Too young for WWII, too old for the 60’s. Just give us our parking spot. Like the well-behaved Progressive’s before them, too young for the Civil War, Roosevelt’s Progressive Party lost to Wilson. It was always bad timing.
Phase of Life, a 22 year age bracket defined according to central social role. Millennials: ( 0-21) Social role: growth (receiving nurture, acquiring values). Gen Xer’s: (22-43) Social role: vitality (serving institutions, testing values) Boomers: (44-65) Social role: power (managing institutions, applying values). Slients: (66-83) Social role: leadership (leading institutions, transferring values). GI: (84+) Social role: dependence (receiving comfort from institutions, remembering values).
Image conscious (who is the target market for cosmetic surgery?) ETC.
‘’ Attitude: ‘Whatever” Likes: Chilling, being individualistic, change. They put the X in eXtreme sports. Dislikes: Bossiness, corporate culture, getting up in the morning. Characteristics: Hard headed, individualistic, arrogant. Have been described as “a generation wearing shades.” Also described as slackers, cynical, realists, and survivalists. They love “experiences.” They know there is nothing perfect in the world, and they have “seen that end of the stick.” Etc. Xers