History Repeats ItselfSocial Moment - a brief period of time when people perceivehistorical events to radically alter their social environments. 1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior. 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior.
Repeating in America 1. Idealist - encounters a spiritual awakening in 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 risingadulthood, and a spiritual awakening entering elderhood. 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife.
76 Million Millennials(vs. 72 million Boomers and 42 million Xers) Howe and Strauss “Millennials Rising”
U.S. 18 Year Olds 2011-13 2014-16 2017-19 2020-22 United States 4,200,000 4,050,000 3,950,000 4,100,000 California 551,000 526,000 499,000 530,000 Mass. 85,000 81,000 76,000 77,000 Texas 349,000 344,000 352,000 380,000 Ohio 161,000 149,000 147,000 144,000U.S. 2010 Census and Enrollment Research Associates
National High School GraduatesU.S. Department of Education, National Center for Education Statistics, 2011
National High School GraduatesWestern Interstate Commission on Higher Education, Knocking at the College Door, 2013
OH High School GraduatesWestern Interstate Commission on Higher Education, Knocking at the College Door, 2013
15thHomeland, iGeneration or Generation C 2000/2001-?
13thGeneration X 1961-1981
“A generation that can sneakily trump X boomer narcissism and millennial entitlement.”Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
About Generation XBorn and raised as independent latch-key kids. Sexual Revolution, Watergate, Vietnam, Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.Demonized by Hollywood: Rosemary’s Baby, TheExorcist, Taxi Driver, Pretty Baby and The Omen.
About Generation X Playing to win by half expecting to lose. Accepting wide gaps between personal outcomes and sex roles.Proud of their ability to cut through the hype.
About Generation XBecoming cautious in family life and gradually mellowing in personality. Dedicated to starting and maintaining stable families, something their Silent generation parents did not.
MommyMany Generation X women are chosing not to return to work after they have children. ABC News Special Report “The Mommy Wars”
MillennialLargest, most wanted, most watched over andmost diverse generation in American history. Howe and Strauss “Millennials Rising”
The Three “Kaitlins”Kaitlin Caitlin Kate Lynn
3.6Average birthrate of Millennials (in millions) Howe and Strauss “Millennials Rising”
$50k Parents willing to pay for an ovum from anattractive, high IQ, female at a top university Howe and Strauss “Millennials Rising”
50%Increase in amount of stuff in weight inaverage American homes vs. 20 years ago US News and World Report, 2008
87%College freshmen who have never shared a room with a sibling Chronicle of Higher Education, November 2010
About Millennials 35% are non-white (and Latino). 1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.Largest separation in wealth in American history.
About Millennials Celebrated, cherished and protected.Celebrated by Hollywood: Three Men and Baby, Baby Boom, Mr. Mom and Disney princesses.Bike helmets, car seats, nanny cams and more.
About Millennials Raised by attached parents.“Helicopter Parents” or “Blackhawks” transitioning to “Stealth.” Parents are “Best Friends” and co-purchasing.
Reaching Millennials Eliminate Ambiguity.Think of Time as 24/7 Resource. Combine Work with Play. Make it Worthwhile. Handle with Care. Play to Their Strengths. Group Think.
X and MillennialTo connect with these generations you cannot talk at, you must talk with. You must give them the tools to createtheir own stories, memories and experiences.
“These kids today!”
Every GenerationHas Zombies, Vampires and Boy Bands ACT OHIO 2013 Tet Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity” firstname.lastname@example.org