Jeff Kallay   TargetX




Georgia Association of Educators
Round One: Here we are
Round Two: Who’s next?
Each round has questions worth
5, 10, or 15 points. Speed Round
questions are worth 5 points each.
Check under your chair to see if
you have a Lifeline or Champion
card. If you do you might win!
ROUND 1
Here we are
Q:
  A generation is a cohort-group
 whose length approximates the
       span of a phase of life and
     whose boundarie...
A:
           by a peer personality.



5 points
Q:
           American generations
            average how many
               birth years?
                   18.9
      ...
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
Republica...
THE CIVIL WAR CYCLE
Generation Name       Birth Years
Transcendental        1792-1821
Gilded                1822-1842
Prog...
THE GREAT POWER CYCLE
Generation Name     Birth Years
Missionary           1860-1882
Lost                 1883-1900
G.I.  ...
Q:
            THE MILLENNIAL CYCLE
Generation Name          Birth Years
                         1943-1960




10 points
A:
            THE MILLENNIAL CYCLE
Generation Name          Birth Years
Baby Boomer              1943-1960




10 points
Q:
            THE MILLENNIAL CYCLE
Generation Name          Birth Years
Baby Boomer              1943-1960
              ...
A:
            THE MILLENNIAL CYCLE
Generation Name          Birth Years
Baby Boomer              1943-1960
Generation-X  ...
Q:
            THE MILLENNIAL CYCLE
Generation Name          Birth Years
Baby Boomer              1943-1960
Generation-X  ...
A:
             THE MILLENNIAL CYCLE
Generation Name           Birth Years
Baby Boomer               1943-1960
Generation-...
Q:
    Boomers were raised to be inner directed.

     They and Generation X were taught with a

    curriculum and in an ...
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.
    ...
A:
      Barney (and Friends)


15 points
Q:
     Millennials and their parents often
     refer to each other as best friends.
      What is another popular term f...
A:
        Helicopter Parents


15 points
Q:
                Speed Round
      Tell us whether the
    generation described is
   Boomer, X-er, or Millennial

5 poi...
Q:
         They’re the largest, most
       ethnically diverse, and least
          caucasian generation
           in Am...
A:
                 Millennials
       Average annual birthrate – 3.6 million
           Highest birth year – 1992 (4.2 mi...
Q:
      Movies playing in theaters
     during this generation’s birth
    years include Rosemary’s Baby,
      The Exorc...
A:
           X-ers


5 points
Q:
     Movies playing in theaters
    during this generation’s birth
      years include Baby Boom,
  Three Men & a Baby,...
A:
           Millennials


5 points
Q:
           A mixture of high self-esteem and
    selective self-indulgence that has repelled
   and fascinated other ge...
A:
           Boomers


5 points
Q:
    Parents of this generation have
    paid up to $50,000 to purchase
      an ovum from an attractive,
        high I...
A:
           Millennials


5 points
Q:
    Social moments including the
  sexual revolution, consciousness
   movement, women’s movement,
  gay rights movemen...
A:
           X-ers


5 points
Q:
        This generation was raised
      in homes with 50% more stuff
       in weight than homes of just
             ...
A:
           Millennials


5 points
Q:
   This generation is team oriented,
      civic minded, and “special.”



5 points
A:
           Millennials


5 points
Q:
           This generation has always
             seen its mission, not as
           constructing a society, but
    ...
A:
           Boomers


5 points
Q:
   Surveyed in 8th and 10th grades,
    this generation indicated they
       would rather spend their
    time doing t...
A:
           Millennials

5 points
Q:
     Their critics call them smug,
     narcissistic, self-righteous,
      intolerant, puritanical, and
    hypocritic...
A:
           Boomers


5 points
Q:
   While this generation is the most
   wanted, most watched over, and
   most programmed, they’ve also
    witnessed t...
A:
           Millennials


5 points
Each generation rebels against an elder-built world
and against the generation before it. Is that why
Millennials behave a...
Each generation redirects society according to its own
inclinations. Each generation:

   1. solves a problem facing the p...
Boomers grew up when institutions felt too strong and
individuals too weak.

Millennials are growing up when institutions ...
ROUND 2
Who’s Next
Q:
  The first-cohort of America’s 15th
  or next generation is most likely
     being born now. Experts are
  debating tw...
A:
           2000 AD
             or
           9/11/01
5 points
Q:
 This unnamed 15th Generation will
    be born to parents from both
     ________ and ________
            generations....
A:
           X and Millennial
             generations.



5 points
Q:
              True or False
       Though cautious to marry,
      Generation X is dedicated to
    starting and mainta...
A:
           TRUE

5 points
Generations are shaped by their
surroundings and influenced by the
generations with which they interact.

While being born...
Social Moment – a brief time (about one decade)
during which people perceive that historic events
are radically altering t...
Social Moment has created a predictive pattern of
four types of generations repeating themselves in
American history (and ...
Q:
       In the Millennial cycle which
        is the Idealist generation?
            (encounters a spiritual awakening
...
A:
            Idealist:
            Boomers

10 points
Q:
       In the Millennial cycle which
        is the Reactive generation?
            (encounters a spiritual awakening
...
A:
            Reactive:
              X-ers

10 points
Q:
       In the Millennial cycle which
          is the Civic generation?
             (encounters a secular crisis
     ...
A:Civic:
            Millennials

10 points
So, the 15th Generation will most likely be an
Adaptive Generation.




                             15th
They will most l...
Like all generations in the making, the 15th
Generation is being shaped by history
that surrounds them.
What shapes histor...
THE REVOLUTIONARY CYCLE
Generation Name           Type
Awakening(1701-1723)     Idealist
Liberty (1724-1741)      Reactive...
THE CIVIL WAR CYCLE
Generation Name             Type
Transcendental(1792-1821)   Idealist
Gilded (1822-1842)          Reac...
THE GREAT POWER CYCLE
Generation Name           Type
Missionary(1860-1882)    Idealist
Lost (1883-1900)         Reactive
G...
THE MILLENNIAL CYCLE
Generation Name                 Type
Baby Boomer(1943-1960)         Idealist
X (1961-1981)           ...
Adaptive Generations
Adaptive generations travel a genteel lifecycle.
Early in life they try to excel in subordinate tasks...
While your next phase of students will be the 15th
Generation, your parent market is Generation X.

As this Reactive gener...
Q:  True or False:
        Generation X is proud of its
       ability to poke through hype.


15 points
A:
               True
   (Could that be why AdAge reports
that consumers trust word of mouth
 at 90% and advertising at 1...
Q:
             True or False:
    While Silent Generation parents
       disconnected from their
        Generation X chi...
A:
            True


15 points
Q:
Percentage of college freshmen in 1973 whose
   parents held a college degree or higher:
       mothers = 20% fathers =...
A:
            mothers = 41%
            fathers = 44%

15 points
Speed Round
       Who’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 ar...
A:False
           ( around 1700 )



5 points
Q:
                     True or False:
      As Millennials graduate from college, there are
            now four generati...
A:
           True


5 points
Q:
            True or False:
    According to an Infoseek Study
    for Nickelodeon, kids age 8-12
     send an average o...
A:
           False
           ( 14.4 )



5 points
Q:
            True or False:
    In “Mommy Wars,” ABC News
recently reported that more women
 are choosing not to return ...
A:
           True


5 points
Q:
             True or False:
       By 2011, the 65-and-over
   population will be growing faster
      than the nation’...
A:
           True


5 points
Q:
            True or False:
 As Boomers age and move in with
    their children (your parent
 audience) more multigenera...
A:
                     True
           ( and they might arrive in a
            Clan-awagon, Clanavan,
                 o...
Q:  True or False:
           The birthrate has been
            declining since 1993.


5 points
A:
           True


5 points
Q:
               True or False:
      In 2002 more than one-fourth
           of all births were to
           unmarried ...
A:  True
           ( it’s actually one-third )


5 points
Q:
                 True or False:
            An estimated 45 million
           Americans do some part of
             t...
A:
           True


5 points
Q:
                   True or False:
 Businessweek reports that homeschool enrollment has

    grown from 850,000 children...
A:
           True


5 points
Q:
                 True or False:
          It is estimated that your
       target audience is assaulted
          by ov...
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 mar...
A:
           False


5 points
The same message you sent to Boomer parents of
Millennials will not work for Generation X parents of
the 15th Generation.
...
The New York Times reports that for Millennials,
reliance and trust in nontraditional sources –
meaning everyday people, f...
Your audience is experiencing a communication
renaissance.

One that Generation X helped
create and that their children
wi...
You must talk with, not at this audience.

Gone is the marketing monologue.

Reaching your market now
requires creating a ...
Jeff Kallay   TargetX




Georgia Association of Educators
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Transcript of "GAE Who's Next?"

  1. 1. Jeff Kallay TargetX Georgia Association of Educators
  2. 2. Round One: Here we are Round Two: Who’s next?
  3. 3. Each round has questions worth 5, 10, or 15 points. Speed Round questions are worth 5 points each.
  4. 4. Check under your chair to see if you have a Lifeline or Champion card. If you do you might win!
  5. 5. ROUND 1 Here we are
  6. 6. 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
  7. 7. A: by a peer personality. 5 points
  8. 8. Q: American generations average how many birth years? 18.9 23.4 28.7 5 points
  9. 9. A: 23.4 5 points
  10. 10. Q: Between 1701 and 2000 there have been ___ “American” generations. 5 points
  11. 11. A: 14 “American” generations. 5 points
  12. 12. THE REVOLUTIONARY CYCLE Generation Name Birth Years Awakening 1701-1723 Liberty 1724-1741 Republican 1742-1766 Compromise 1767-1791
  13. 13. THE CIVIL WAR CYCLE Generation Name Birth Years Transcendental 1792-1821 Gilded 1822-1842 Progressive 1843-1859
  14. 14. THE GREAT POWER CYCLE Generation Name Birth Years Missionary 1860-1882 Lost 1883-1900 G.I. 1901-1924 Silent 1925-1942
  15. 15. Q: THE MILLENNIAL CYCLE Generation Name Birth Years 1943-1960 10 points
  16. 16. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 10 points
  17. 17. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 1961-1981 10 points
  18. 18. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 10 points
  19. 19. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 1982-200? 10 points
  20. 20. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 Millennial 1982-200? 10 points
  21. 21. 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
  22. 22. A: In actuality, this was a tactic to win the Cold War. 15 points
  23. 23. 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
  24. 24. A: Barney (and Friends) 15 points
  25. 25. Q: Millennials and their parents often refer to each other as best friends. What is another popular term for “Attached Parenting”? 15 points
  26. 26. A: Helicopter Parents 15 points
  27. 27. Q: Speed Round Tell us whether the generation described is Boomer, X-er, or Millennial 5 points each
  28. 28. Q: They’re the largest, most ethnically diverse, and least caucasian generation in American history. 5 points
  29. 29. 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
  30. 30. Q: Movies playing in theaters during this generation’s birth years include Rosemary’s Baby, The Exorcist, and The Omen. 5 points
  31. 31. A: X-ers 5 points
  32. 32. Q: Movies playing in theaters during this generation’s birth years include Baby Boom, Three Men & a Baby, and Mr. Mom. 5 points
  33. 33. A: Millennials 5 points
  34. 34. 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
  35. 35. A: Boomers 5 points
  36. 36. 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
  37. 37. A: Millennials 5 points
  38. 38. 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
  39. 39. A: X-ers 5 points
  40. 40. Q: This generation was raised in homes with 50% more stuff in weight than homes of just 20 years prior. 5 points
  41. 41. A: Millennials 5 points
  42. 42. Q: This generation is team oriented, civic minded, and “special.” 5 points
  43. 43. A: Millennials 5 points
  44. 44. Q: This generation has always seen its mission, not as constructing a society, but of justifying, purifying, even sanctifying it. 5 points
  45. 45. A: Boomers 5 points
  46. 46. 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
  47. 47. A: Millennials 5 points
  48. 48. Q: Their critics call them smug, narcissistic, self-righteous, intolerant, puritanical, and hypocritical. Others describe them as distracted perfectionists. 5 points
  49. 49. A: Boomers 5 points
  50. 50. 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
  51. 51. A: Millennials 5 points
  52. 52. Each generation rebels against an elder-built world and against the generation before it. Is that why Millennials behave almost opposite of Generation X?
  53. 53. 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 )
  54. 54. 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.
  55. 55. ROUND 2 Who’s Next
  56. 56. 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
  57. 57. A: 2000 AD or 9/11/01 5 points
  58. 58. Q: This unnamed 15th Generation will be born to parents from both ________ and ________ generations. 5 points
  59. 59. A: X and Millennial generations. 5 points
  60. 60. 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
  61. 61. A: TRUE 5 points
  62. 62. 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 .
  63. 63. 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.
  64. 64. 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.
  65. 65. 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
  66. 66. A: Idealist: Boomers 10 points
  67. 67. Q: In the Millennial cycle which is the Reactive generation? (encounters a spiritual awakening entering youth, and a secular crisis entering midlife) 10 points
  68. 68. A: Reactive: X-ers 10 points
  69. 69. 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
  70. 70. A:Civic: Millennials 10 points
  71. 71. 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 Adaptive entering midlife.
  72. 72. 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.
  73. 73. THE REVOLUTIONARY CYCLE Generation Name Type Awakening(1701-1723) Idealist Liberty (1724-1741) Reactive Republican (1742-1766) Civic Compromise (1767-1791) Adaptive
  74. 74. THE CIVIL WAR CYCLE Generation Name Type Transcendental(1792-1821) Idealist Gilded (1822-1842) Reactive Progressive (1843-1859) Adaptive
  75. 75. THE GREAT POWER CYCLE Generation Name Type Missionary(1860-1882) Idealist Lost (1883-1900) Reactive G.I. (1901-1924) Civic Silent (1925-1942) Adaptive
  76. 76. THE MILLENNIAL CYCLE Generation Name Type Baby Boomer(1943-1960) Idealist X (1961-1981) Reactive Millennial (1982-200?) Civic 15th (200?-20??) Adaptive
  77. 77. 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.
  78. 78. 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.
  79. 79. Q: True or False: Generation X is proud of its ability to poke through hype. 15 points
  80. 80. A: True (Could that be why AdAge reports that consumers trust word of mouth at 90% and advertising at 10-40%?) 15 points
  81. 81. Q: True or False: While Silent Generation parents disconnected from their Generation X children, today, as grandparents, they’re connected. 15 points
  82. 82. A: True 15 points
  83. 83. 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
  84. 84. A: mothers = 41% fathers = 44% 15 points
  85. 85. Speed Round Who’s Next is determined by what’s been and what’s now. 5 points each
  86. 86. Q: True or False: In 1992 there was only one charter school in the United States. Now there are around 500. 5 points
  87. 87. A:False ( around 1700 ) 5 points
  88. 88. 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
  89. 89. A: True 5 points
  90. 90. Q: True or False: According to an Infoseek Study for Nickelodeon, kids age 8-12 send an average of four text messages a day. 5 points
  91. 91. A: False ( 14.4 ) 5 points
  92. 92. 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
  93. 93. A: True 5 points
  94. 94. Q: True or False: By 2011, the 65-and-over population will be growing faster than the nation’s birthrate. 5 points
  95. 95. A: True 5 points
  96. 96. 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
  97. 97. A: True ( and they might arrive in a Clan-awagon, Clanavan, or Clan-agon ) 5 points
  98. 98. Q: True or False: The birthrate has been declining since 1993. 5 points
  99. 99. A: True 5 points
  100. 100. Q: True or False: In 2002 more than one-fourth of all births were to unmarried women. 5 points
  101. 101. A: True ( it’s actually one-third ) 5 points
  102. 102. Q: True or False: An estimated 45 million Americans do some part of their job from home. 5 points
  103. 103. A: True 5 points
  104. 104. 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
  105. 105. A: True 5 points
  106. 106. Q: True or False: It is estimated that your target audience is assaulted by over 1000 marketing messages a day. 5 points
  107. 107. A: True ( Actual estimates are 3000-5000 ) 5 points
  108. 108. Q: True or False: Shouting more messages through traditional marketing will help you fight through the marketing clutter and reach your audience. 5 points
  109. 109. A: False 5 points
  110. 110. 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.
  111. 111. 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.
  112. 112. 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.
  113. 113. You must talk with, not at this audience. Gone is the marketing monologue. Reaching your market now requires creating a dialogue between your audiences.
  114. 114. Jeff Kallay TargetX Georgia Association of Educators
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