Bridging  The Generation Gap
                         Text




      NEA-Retired East Regional Conference
Jeff Kallay, VP ...
Manage the Expectations
      15 American Generations
     4 Cycles = 4 Stage/2 Stroke
            Generation X
          ...
Disclaimers
“In America, each generation
     is a new people.”
     Alec de Tocqueville, 1830
4
Number of books by Howe and Strauss
 Generations, 13th Gen, The Fourth Turning
          and Millennials Rising

       ...
4 - Number of books by Howe and Strauss
   Generations, 13th Gen, The Fourth Turning
            and Millennials Rising

 ...
4
Number of Generations Colliding
      in the Workplace
 Silent, Boomers, Xers and Millennials
         LifeCourse Associ...
23.4
Average Number of Years of
  American Generations
         Howe and Strauss
15
American Generations (19 New World)

              Howe and Strauss
4
Number of Generational Cycles and
 Number of Generations Per Cycle
             Howe and Strauss
Revolutionary Cycle
   Name + Birth Years
   Awakening + 1701-1723
     Liberty + 1724-1741
  Republican + 1742-1766
  Com...
Civil War Cycle
  Name + Birth Years
Transcendental + 1792-1821
    Gilded + 1822-1842
  Progressive + 1843-1859
Great Power Cycle
 Name + Birth Years
 Missionary + 1860-1882
    Lost + 1883-1900
    G.I. + 1901-1924
   Silent + 1925-1...
Millennial Cycle
           Name + Birth Years
            Boomer + 1943-1960
               X + 1961-1981
         Millen...
4/2
4 Stage/2 Stroke Per Cycle
   The Fourth Turning
         Howe and Strauss
Revolutionary Cycle
Name + Birth Years = Description
  Awakening + 1701-1723 = Idealist
   Liberty + 1724-1741 = Reactive
...
Civil War Cycle
Name + Birth Years = Description
 Transcendental + 1792-1821 = Idealist
    Gilded + 1822-1842 = Reactive
...
Great Power Cycle
Name + Birth Years = Description
  Missionary + 1860-1882 = Idealist
    Lost + 1883-1900 = Reactive
   ...
Millennial Cycle
     Name + Birth Years = Description
        Boomer + 1943-1960 = Idealist
            X + 1961-1981 = R...
4 Stage / 2 Stroke
Idealist     Idealist birth Civic
Reactive   Reactive birth Adaptive
 Civic       Civic birth Idealist
...
Each Generation
   Rebels against the elder-built world and
      against the generation before it.
   (Think X>Boomer and...
Each Generation
      1. Solves the problems facing the prior
         youth generation (Millennial>X)
2. Corrects for the...
Each Generation
Is shaped by their surroundings and by the
    generations with which they interact.

While being born bec...
Types of History
 Social Moment - a brief period of time when people perceive
 historical events to radically alter their ...
Repeating in America
    1. Idealist - encounters a spiritual awakening in rising
       adulthood and a secular crisis en...
“A generation that can sneakily trump boomer
                                             X
   narcissism and millennial e...
About Generation X
 Born and raised as independent latch-key kids.
    Sexual Revolution, Watergate, Vietnam,
 Gay Rights,...
About Generation X
    Playing to win by half expecting to lose.

Accepting wide gaps between personal outcomes
          ...
About Generation X
Becoming cautious in family life and gradually
         mellowing in personality.

 Dedicated to starti...
Mommy
Many Generation X women are chosing not to
  return to work after they have children.

            ABC News Special ...
Millennial
Largest, most wanted, most watched over and
most diverse generation in American history.

              Howe an...
The Three “Kaitlins”




Kaitlin   Caitlin   Kate Lynn
3.6
Average birthrate of Millennials
         (in millions)

        Howe and Strauss “Millennials Rising”
76
              Million Millennials
(vs. 72 million Boomers and 42 million Xers)

              Howe and Strauss “Millenn...
$50k
 Parents willing to pay for an ovum from an
attractive, high IQ, female at a top university

               Howe and ...
50%
 Increase in amount of stuff in weight in
average American homes vs. 20 years ago

             US News and World Repo...
87%
College freshmen who have never shared
          a room with a sibling

          Chronicle of Higher Education, Novem...
About Millennials
       35% are non-white (and Latino).

       1 in 5 have an immigrant parent,
       1 in 10 have a no...
About Millennials
     Celebrated, cherished and protected.
Celebrated by Hollywood: Three Men and Baby,
 Baby Boom, Mr. M...
About Millennials
         Raised by attached parents.
    “Helicopter Parents” or “Blackhawks”
          transitioning to...
About Millennials
               Team Oriented.
                Task Oriented.
 Civic Oriented. (not in march on D.C. way)...
X and Millennial
You are no longer in control of message or media.
              They are in control.

     They want auth...
X and Millennial
To connect with these generations you cannot
        talk at, you must talk with.

   You must give them ...
Reaching Millennials
      Eliminate Ambiguity.
 Think of Time as 24/7 Resource.
    Combine Work with Play.
      Make it...
“Our generation isn’t about
  sex, drugs or violence.
   It’s about technology,
  discovery and coming
   together as a na...
Who is Next?


15th
Homeland or iGeneration
     2000/2001-?
5000
Marketing messages your members are
        assaulted by each day

             Adweek November 2006
90%
Consumers who trust word of mouth,
     vs. traditional advertising

            Adweek November 2006
320
facebook Social Networks (in millions)


               USA Today 2010
:60
Amount of time 17-25 year olds
     spend on website

            OneStat 2008
3
Number of clicks visitors will spend to find
     what they want on a website

                   OneStat 2008
Top Ten Websites Ages 17-25
     Youth Trends and Emarketer, October 2006
95%
18-25 Year Olds who are “Big” texters
    (200+ text messages a day)

           Pew Internet and CNN Special Report
4.1
Billion - Daily Text Messages


           Pew Internet
85%
Prefer email over phone


       Reachon.com 2008
40%
Check their email in bathroom using PDA


               Reachon.com 2009
34%
50 years and older that use wireless


              Pew Internet 2010
63%
30-49 year olds that use wireless


            Pew Internet 2010
81%
Millennials that use wireless


          Pew Internet 2010
Download Session PDF
    #1 Go to www.targetx.com
         click iThink Blog
     click Slide Presentations

#2 Go to www....
Your Bookshelf
Media and Resources
                     Did You Know? Video
     http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=relat...
Mommy Tell My Professor He’s Not Nice
http://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml


A Generation S...
YouthQuake (Millennial Values in Work)
http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?
            ...
The Millennials are Coming
http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml


   Employee Evolution -...
Want More? Read Our Blogs:




        TargetX Blog at www.targetx.com/ithink/
Free on Friday Webcasts




     Free On Friday Webcasts   Watch Past Webcasts
Download Session PDF
    #1 Go to www.targetx.com
         click iThink Blog
     click Slide Presentations

#2 Go to www....
?
So what does it all mean?
Bridging  The Generation Gap
                         Text




      NEA-Retired East Regional Conference
Jeff Kallay, VP ...
NEA-Retired East
NEA-Retired East
NEA-Retired East
NEA-Retired East
NEA-Retired East
NEA-Retired East
NEA-Retired East
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NEA-Retired East

  1. 1. Bridging The Generation Gap Text NEA-Retired East Regional Conference Jeff Kallay, VP Consulting “Apostle of Authenticity”
  2. 2. Manage the Expectations 15 American Generations 4 Cycles = 4 Stage/2 Stroke Generation X Millennials Who is next? Did you know? Discussion and Media Resources
  3. 3. Disclaimers
  4. 4. “In America, each generation is a new people.” Alec de Tocqueville, 1830
  5. 5. 4 Number of books by Howe and Strauss Generations, 13th Gen, The Fourth Turning and Millennials Rising LifeCourse Associates www.lifecourse.com
  6. 6. 4 - Number of books by Howe and Strauss Generations, 13th Gen, The Fourth Turning and Millennials Rising LifeCourse Associates www.lifecourse.com
  7. 7. 4 Number of Generations Colliding in the Workplace Silent, Boomers, Xers and Millennials LifeCourse Associates www.lifecourse.com
  8. 8. 23.4 Average Number of Years of American Generations Howe and Strauss
  9. 9. 15 American Generations (19 New World) Howe and Strauss
  10. 10. 4 Number of Generational Cycles and Number of Generations Per Cycle Howe and Strauss
  11. 11. Revolutionary Cycle Name + Birth Years Awakening + 1701-1723 Liberty + 1724-1741 Republican + 1742-1766 Compromise + 1767-1791
  12. 12. Civil War Cycle Name + Birth Years Transcendental + 1792-1821 Gilded + 1822-1842 Progressive + 1843-1859
  13. 13. Great Power Cycle Name + Birth Years Missionary + 1860-1882 Lost + 1883-1900 G.I. + 1901-1924 Silent + 1925-1942
  14. 14. Millennial Cycle Name + Birth Years Boomer + 1943-1960 X + 1961-1981 Millennials + 1982-2000/01 15th (Homeland or iGeneration) + 2000/01-20??
  15. 15. 4/2 4 Stage/2 Stroke Per Cycle The Fourth Turning Howe and Strauss
  16. 16. Revolutionary Cycle Name + Birth Years = Description Awakening + 1701-1723 = Idealist Liberty + 1724-1741 = Reactive Republican + 1742-1766 = Civic Compromise + 1767-1791 = Adaptive
  17. 17. Civil War Cycle Name + Birth Years = Description Transcendental + 1792-1821 = Idealist Gilded + 1822-1842 = Reactive Progressive + 1843-1859 = Adaptive
  18. 18. Great Power Cycle Name + Birth Years = Description Missionary + 1860-1882 = Idealist Lost + 1883-1900 = Reactive G.I. + 1901-1924 = Civic Silent + 1925-1942 = Adaptive
  19. 19. Millennial Cycle Name + Birth Years = Description Boomer + 1943-1960 = Idealist X + 1961-1981 = Reactive Millennials + 1982-2000/01 = Civic 15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive
  20. 20. 4 Stage / 2 Stroke Idealist Idealist birth Civic Reactive Reactive birth Adaptive Civic Civic birth Idealist Adaptive Adaptive birth Reactive Repeat
  21. 21. Each Generation Rebels against the elder-built world and against the generation before it. (Think X>Boomer and Millennial>X) Redirects society towards its own inclinations.
  22. 22. Each Generation 1. Solves the problems facing the prior youth generation (Millennial>X) 2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer) 3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
  23. 23. Each Generation Is shaped by their surroundings and by the generations with which they interact. While being born becomes history, and as they age they make history.
  24. 24. Types of History Social Moment - a brief period of time when people perceive historical 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.
  25. 25. 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 rising adulthood, and a spiritual awakening entering elderhood. 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife.
  26. 26. “A generation that can sneakily trump boomer X narcissism and millennial entitlement.” Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
  27. 27. About Generation X Born 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, The Exorcist, Taxi Driver, Pretty Baby and The Omen.
  28. 28. 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.
  29. 29. About Generation X Becoming cautious in family life and gradually mellowing in personality. Dedicated to starting and maintaining stable families, something their Silent generation parents did not.
  30. 30. Mommy Many Generation X women are chosing not to return to work after they have children. ABC News Special Report “The Mommy Wars”
  31. 31. Millennial Largest, most wanted, most watched over and most diverse generation in American history. Howe and Strauss “Millennials Rising”
  32. 32. The Three “Kaitlins” Kaitlin Caitlin Kate Lynn
  33. 33. 3.6 Average birthrate of Millennials (in millions) Howe and Strauss “Millennials Rising”
  34. 34. 76 Million Millennials (vs. 72 million Boomers and 42 million Xers) Howe and Strauss “Millennials Rising”
  35. 35. $50k Parents willing to pay for an ovum from an attractive, high IQ, female at a top university Howe and Strauss “Millennials Rising”
  36. 36. 50% Increase in amount of stuff in weight in average American homes vs. 20 years ago US News and World Report, 2008
  37. 37. 87% College freshmen who have never shared a room with a sibling Chronicle of Higher Education, November 2009
  38. 38. 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.
  39. 39. About Millennials Celebrated, cherished and protected. Celebrated by Hollywood: Three Men and Baby, Baby Boom, Mr. Mom and Disney princesses. Empowered females. Bike helmets, car seats, nanny cams and more.
  40. 40. About Millennials Raised by attached parents. “Helicopter Parents” or “Blackhawks” transitioning to “Stealth.” Parents are “Best Friends” and co-purchasing. Conservative. Or Conventional?
  41. 41. About Millennials Team Oriented. Task Oriented. Civic Oriented. (not in march on D.C. way) Want to achieve high standards set for them. Feel that they have already “paid their dues.”
  42. 42. X and Millennial You are no longer in control of message or media. They are in control. They want authenticity and simplicity. Stories render authenticity.
  43. 43. X and Millennial To connect with these generations you cannot talk at, you must talk with. You must give them the tools to create their own stories, memories and experiences.
  44. 44. 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.
  45. 45. “Our generation isn’t about sex, drugs or violence. It’s about technology, discovery and coming together as a nation.” Mikah Griffin, 17, 1999
  46. 46. Who is Next? 15th Homeland or iGeneration 2000/2001-?
  47. 47. 5000 Marketing messages your members are assaulted by each day Adweek November 2006
  48. 48. 90% Consumers who trust word of mouth, vs. traditional advertising Adweek November 2006
  49. 49. 320 facebook Social Networks (in millions) USA Today 2010
  50. 50. :60 Amount of time 17-25 year olds spend on website OneStat 2008
  51. 51. 3 Number of clicks visitors will spend to find what they want on a website OneStat 2008
  52. 52. Top Ten Websites Ages 17-25 Youth Trends and Emarketer, October 2006
  53. 53. 95% 18-25 Year Olds who are “Big” texters (200+ text messages a day) Pew Internet and CNN Special Report
  54. 54. 4.1 Billion - Daily Text Messages Pew Internet
  55. 55. 85% Prefer email over phone Reachon.com 2008
  56. 56. 40% Check their email in bathroom using PDA Reachon.com 2009
  57. 57. 34% 50 years and older that use wireless Pew Internet 2010
  58. 58. 63% 30-49 year olds that use wireless Pew Internet 2010
  59. 59. 81% Millennials that use wireless Pew Internet 2010
  60. 60. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Email me kallay@targetx.com
  61. 61. Your Bookshelf
  62. 62. Media and Resources Did You Know? Video http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related Web 2.0 Video http://www.youtube.com/watch?v=6gmP4nkeOE0E Pew Internet Research http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
  63. 63. Mommy Tell My Professor He’s Not Nice http://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml A Generation Serves Notice; It's a Moving Target http://query.nytimes.com/gst/fullpage.html? res=9D0CE7D9123FF931A15752C0A9609C8B63 facebook grows up http://www.newsweek.com/id/32261/page/2
  64. 64. YouthQuake (Millennial Values in Work) http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm? chan=magazine+channel_top+stories Scenes From A Culture Clash http://www.fastcompany.com/magazine/102/culture-clash.html Get The Best Out Of Millennials http://www.adage.com/talentworks/article?article_id=124891
  65. 65. The Millennials are Coming http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml Employee Evolution - Millennials at Work http://www.employeeevolution.com/ TargetX iThink Blog http://.targetx.com/ithink
  66. 66. Want More? Read Our Blogs: TargetX Blog at www.targetx.com/ithink/
  67. 67. Free on Friday Webcasts Free On Friday Webcasts Watch Past Webcasts
  68. 68. Download Session PDF #1 Go to www.targetx.com click iThink Blog click Slide Presentations #2 Go to www.slideshare.net/targetx #3 Email me kallay@targetx.com
  69. 69. ? So what does it all mean?
  70. 70. Bridging The Generation Gap Text NEA-Retired East Regional Conference Jeff Kallay, VP Consulting “Apostle of Authenticity” kallay@targetx.com
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