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AFT Who Next


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from the July 6 conference

from the July 6 conference

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  • 1. AFTCN Conference Seattle 2010
  • 2. About TargetX and Jeff
  • 3. Manage Expectations & Disclaimers Educate 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
  • 4. “In America, each generation is a new people.” Alec de Tocqueville, 1830
  • 5. Contestant #1
  • 6. Contestant #2
  • 7. Contestant #3
  • 8. Each round has questions worth 5, 10, or 15 points. Speed Round questions are worth 5 points each.
  • 9. ROUND 1 Here we are
  • 10. Q: A generation is a cohort-group whose length approximates the span of a phase of life and whose boundaries are fixed by a peer _______. 5 points
  • 11. 5 points A: by a peer personality.
  • 12. Q: American generations average how many birth years? 18.9 23.4 28.7 5 points
  • 13. 5 points A: 23.4
  • 14. Q: Between 1701 and 2000 there have been ___ “American” generations. 5 points
  • 15. A: 14 “American” generations. 5 points
  • 16. THE REVOLUTIONARY CYCLE Generation Name Birth Years Awakening 1701-1723 Liberty 1724-1741 Republican 1742-1766 Compromise 1767-1791
  • 17. THE CIVIL WAR CYCLE Generation Name Birth Years Transcendental 1792-1821 Gilded 1822-1842 Progressive 1843-1859
  • 18. THE GREAT POWER CYCLE Generation Name Birth Years Missionary 1860-1882 Lost 1883-1900 G.I. 1901-1924 Silent 1925-1942
  • 19. Q: THE MILLENNIAL CYCLE Generation Name Birth Years 1943-1960 10 points
  • 20. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 10 points
  • 21. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 1961-1981 10 points
  • 22. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 10 points
  • 23. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 1982-200? 10 points
  • 24. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 Millennial 1982-200? 10 points
  • 25. 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
  • 26. 15 points A: In actuality, this was a tactic to win the Cold War.
  • 27. 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
  • 28. A: Barney (and Friends) 15 points
  • 29. Q: Millennials and their parents often refer to each other as best friends. What is another popular term for 15 points “Attached Parenting”?
  • 30. A: Helicopter Parents 15 points
  • 31. Q: Speed Round Tell us whether the generation described is Boomer, X-er, or Millennial 5 points each
  • 32. Q: They’re the largest, most ethnically diverse, and least caucasian generation in American history. 5 points
  • 33. 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
  • 34. Q: Movies playing in theaters during this generation’s birth years include Rosemary’s Baby, The Exorcist, and The Omen. 5 points
  • 35. 5 points A: X-ers
  • 36. Q: Movies playing in theaters during this generation’s birth years include Baby Boom, Three Men & a Baby, and Mr. Mom. 5 points
  • 37. 5 points A: Millennials
  • 38. Q: 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. 5 points
  • 39. 5 points A: Boomers
  • 40. Q: Parents of this generation have paid up to $50,000 to purchase an ovum from an attractive, high IQ student from a top university. 5 points
  • 41. 5 points A: Millennials
  • 42. Q: Social moments including the sexual revolution, consciousness movement, women’s movement, gay rights movement, and a high divorce rate peppered this generation’s childhood. 5 points
  • 43. 5 points A: X-ers
  • 44. Q: This generation was raised in homes with 50% more stuff in weight than homes of just 20 years prior. 5 points
  • 45. 5 points A: Millennials
  • 46. Q: This generation is team oriented, civic minded, and “special.” 5 points
  • 47. 5 points A: Millennials
  • 48. Q: This generation has always seen its mission, not as constructing a society, but of justifying, purifying, even sanctifying it. 5 points
  • 49. 5 points A: Boomers
  • 50. 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
  • 51. 5 points A: Millennials
  • 52. Q: Their critics call them smug, narcissistic, self-righteous, intolerant, puritanical, and hypocritical. Others describe them as distracted perfectionists. 5 points
  • 53. 5 points A: Boomers
  • 54. 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
  • 55. 5 points A: Millennials
  • 56. Each generation rebels against an elder-built world and against the generation before it. Is that why Millennials behave almost opposite of Generation X?
  • 57. Each generation redirects society according to its own inclinations. 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 )
  • 58. 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.
  • 59. ROUND 2 Who’s Next
  • 60. 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. 5 points
  • 61. A: 2000 AD or 9/11/01 5 points
  • 62. Q: This unnamed 15th Generation will be born to parents from both ________ and ________ generations. 5 points
  • 63. 5 points A: X and Millennial generations.
  • 64. 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
  • 65. 5 points A: TRUE
  • 66. Generations are shaped by their surroundings and influenced by the generations with which they interact. While being born, generations become history. As they age they make history. The history they make impacts current and future generations. This is called a Social Moment .
  • 67. Social Moment – a brief time (about one decade) during which people perceive that historic events are radically altering their social environment. Secular Crisis – when society focuses on reordering the outer world of institutions and public behavior. Spiritual Awakening – when society focuses on changing the inner world of values and private behavior.
  • 68. Social Moment has created a predictive pattern of four types of generations repeating themselves in American 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.
  • 69. Q: In the Millennial cycle which is the Idealist generation? (encounters a spiritual awakening entering rising adulthood, and a secular crisis entering elderhood) 10 points
  • 70. 10 points A: Idealist: Boomers
  • 71. Q: In the Millennial cycle which is the Reactive generation? (encounters a spiritual awakening entering youth, and a secular crisis entering midlife) 10 points
  • 72. 10 points A: Reactive: X-ers
  • 73. Q: In the Millennial cycle which is the Civic generation? (encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood) 10 points
  • 74. 10 points A:Civic: Millennials
  • 75. So, the 15th Generation will most likely be an Adaptive Generation. 15th They will most likely encounter a secular crisis entering youth and a spiritual awakening entering midlife. Adaptive
  • 76. Like all generations in the making, the 15th Generation is being shaped by history that surrounds them. What shapes history? The aging of older generations. In a four-stage, two-stroke repetition.
  • 77. THE REVOLUTIONARY CYCLE Generation Name Type Awakening (1701-1723) Idealist Liberty (1724-1741) Reactive Republican (1742-1766) Civic Compromise (1767-1791) Adaptive
  • 78. THE CIVIL WAR CYCLE Generation Name Type Transcendental (1792-1821) Idealist Gilded (1822-1842) Reactive Progressive (1843-1859) Adaptive
  • 79. THE GREAT POWER CYCLE Generation Name Type Missionary (1860-1882) Idealist Lost (1883-1900) Reactive G.I. (1901-1924) Civic Silent (1925-1942) Adaptive
  • 80. THE MILLENNIAL CYCLE Generation Name Type Baby Boomer (1943-1960) Idealist X (1961-1981) Reactive Millennial (1982-200?) Civic 15th (200?-20??) Adaptive
  • 81. Adaptive Generations Adaptive generations travel a genteel lifecycle. Early in life they try to excel in subordinate tasks given to them by the next-elder generation. Historically, adaptive generations are raised by reactive-led parents who are nurturing, intensively protective, even suffocating.
  • 82. While your next phase of students will be the 15th Generation, 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.
  • 83. Q: True or False: Generation X is proud of its ability to poke through hype. 15 points
  • 84. A: True (Could that be why AdAge reports that consumers trust word of mouth at 90% and advertising at 10-40%?) 15 points
  • 85. Q: True or False: While Silent Generation parents disconnected from their Generation X children, today, as grandparents, they’re connected. 15 points
  • 86. 15 points A: True
  • 87. Q: Percentage of college freshmen in 1973 whose parents 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% 15 points
  • 88. 15 points A: mothers = 41% fathers = 44%
  • 89. Speed Round Who’s Next is determined by what’s been and what’s now. 5 points each
  • 90. Q: True or False: In 1992 there was only one charter school in the United States. Now there are around 500. 5 points
  • 91. 5 points A:False ( around 1700 )
  • 92. Q: 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. 5 points
  • 93. 5 points A: True
  • 94. Q True or False: Pew Internet estimates an average 4.1 billion text messages are sent daily in the United States. 5 points
  • 95. 5 points A: True
  • 96. 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
  • 97. 5 points A: True
  • 98. Q: True or False: By 2011, the 65-and-over population will be growing faster than the nation’s birthrate. 5 points
  • 99. 5 points A: True
  • 100. Q: 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.” 5 points
  • 101. A: True ( and they might arrive in a Clan-awagon, Clanavan, or Clan-agon ) 5 points
  • 102. 5 points Q: True or False: The birthrate has been declining since 1993.
  • 103. 5 points A: True
  • 104. Q: True or False: In 2002 more than one-fourth of all births were to unmarried women. 5 points
  • 105. 5 points A: True ( it’s actually one-third )
  • 106. Q: True or False: An estimated 45 million Americans do some part of their job from home. 5 points
  • 107. 5 points A: True
  • 108. Q: 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. 5 points
  • 109. 5 points A: True
  • 110. Q: True or False: It is estimated that your target audience is assaulted by over 1000 marketing messages a day. 5 points
  • 111. A: True ( Actual estimates are 3000-5000 ) 5 points
  • 112. Q: True or False: Shouting more messages through traditional marketing will help you fight through the marketing clutter and reach your audience. 5 points
  • 113. 5 points A: False
  • 114. The same message you sent to Boomer parents of Millennials will not work for Generation X parents of the 15th Generation. You must speak to them through their reactive generation experience.
  • 115. The New York Times reports that for Millennials, reliance and trust in nontraditional sources – meaning everyday people, friends, networks, and networks they created – has a much greater influence on behaviors than traditional advertising.
  • 116. Your audience is experiencing a communication renaissance. One that Generation X helped create and that their children will take as second nature. They control their media, not you.
  • 117. You must talk with, not at this audience. Gone is the marketing monologue. Reaching your market now requires creating a dialogue between your audiences.
  • 118. Your Bookshelf
  • 119. Media and Resources Did You Know? Video Web 2.0 Video Pew Internet Research
  • 120. Mommy Tell My Professor He’s Not Nice A Generation Serves Notice; It's a Moving Target facebook grows up
  • 121. YouthQuake (Millennial Values in Work) Scenes From A Culture Clash Get The Best Out Of Millennials
  • 122. The Millennials are Coming Employee Evolution - Millennials at Work TargetX iThink Blog
  • 123. Download Session PDF #1 Go to click iThink Blog click Slide Presentations #2 Go to #3 Email me
  • 124. AFTCN Conference Seattle 2010