AFT Who Next

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from the July 6 conference

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AFT Who Next

  1. 1. AFTCN Conference Seattle 2010
  2. 2. About TargetX and Jeff
  3. 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. 4. “In America, each generation is a new people.” Alec de Tocqueville, 1830
  5. 5. Contestant #1
  6. 6. Contestant #2
  7. 7. Contestant #3
  8. 8. Each round has questions worth 5, 10, or 15 points. Speed Round questions are worth 5 points each.
  9. 9. ROUND 1 Here we are
  10. 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. 11. 5 points A: by a peer personality.
  12. 12. Q: American generations average how many birth years? 18.9 23.4 28.7 5 points
  13. 13. 5 points A: 23.4
  14. 14. Q: Between 1701 and 2000 there have been ___ “American” generations. 5 points
  15. 15. A: 14 “American” generations. 5 points
  16. 16. THE REVOLUTIONARY CYCLE Generation Name Birth Years Awakening 1701-1723 Liberty 1724-1741 Republican 1742-1766 Compromise 1767-1791
  17. 17. THE CIVIL WAR CYCLE Generation Name Birth Years Transcendental 1792-1821 Gilded 1822-1842 Progressive 1843-1859
  18. 18. THE GREAT POWER CYCLE Generation Name Birth Years Missionary 1860-1882 Lost 1883-1900 G.I. 1901-1924 Silent 1925-1942
  19. 19. Q: THE MILLENNIAL CYCLE Generation Name Birth Years 1943-1960 10 points
  20. 20. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 10 points
  21. 21. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 1961-1981 10 points
  22. 22. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 10 points
  23. 23. Q: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 1982-200? 10 points
  24. 24. A: THE MILLENNIAL CYCLE Generation Name Birth Years Baby Boomer 1943-1960 Generation-X 1961-1981 Millennial 1982-200? 10 points
  25. 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. 26. 15 points A: In actuality, this was a tactic to win the Cold War.
  27. 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. 28. A: Barney (and Friends) 15 points
  29. 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. 30. A: Helicopter Parents 15 points
  31. 31. Q: Speed Round Tell us whether the generation described is Boomer, X-er, or Millennial 5 points each
  32. 32. Q: They’re the largest, most ethnically diverse, and least caucasian generation in American history. 5 points
  33. 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. 34. Q: Movies playing in theaters during this generation’s birth years include Rosemary’s Baby, The Exorcist, and The Omen. 5 points
  35. 35. 5 points A: X-ers
  36. 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. 37. 5 points A: Millennials
  38. 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. 39. 5 points A: Boomers
  40. 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. 41. 5 points A: Millennials
  42. 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. 43. 5 points A: X-ers
  44. 44. Q: This generation was raised in homes with 50% more stuff in weight than homes of just 20 years prior. 5 points
  45. 45. 5 points A: Millennials
  46. 46. Q: This generation is team oriented, civic minded, and “special.” 5 points
  47. 47. 5 points A: Millennials
  48. 48. Q: This generation has always seen its mission, not as constructing a society, but of justifying, purifying, even sanctifying it. 5 points
  49. 49. 5 points A: Boomers
  50. 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. 51. 5 points A: Millennials
  52. 52. Q: Their critics call them smug, narcissistic, self-righteous, intolerant, puritanical, and hypocritical. Others describe them as distracted perfectionists. 5 points
  53. 53. 5 points A: Boomers
  54. 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. 55. 5 points A: Millennials
  56. 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. 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. 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. 59. ROUND 2 Who’s Next
  60. 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. 61. A: 2000 AD or 9/11/01 5 points
  62. 62. Q: This unnamed 15th Generation will be born to parents from both ________ and ________ generations. 5 points
  63. 63. 5 points A: X and Millennial generations.
  64. 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. 65. 5 points A: TRUE
  66. 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. 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. 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. 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. 70. 10 points A: Idealist: Boomers
  71. 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. 72. 10 points A: Reactive: X-ers
  73. 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. 74. 10 points A:Civic: Millennials
  75. 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. 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. 77. THE REVOLUTIONARY CYCLE Generation Name Type Awakening (1701-1723) Idealist Liberty (1724-1741) Reactive Republican (1742-1766) Civic Compromise (1767-1791) Adaptive
  78. 78. THE CIVIL WAR CYCLE Generation Name Type Transcendental (1792-1821) Idealist Gilded (1822-1842) Reactive Progressive (1843-1859) Adaptive
  79. 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. 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. 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. 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. 83. Q: True or False: Generation X is proud of its ability to poke through hype. 15 points
  84. 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. 85. Q: True or False: While Silent Generation parents disconnected from their Generation X children, today, as grandparents, they’re connected. 15 points
  86. 86. 15 points A: True
  87. 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. 88. 15 points A: mothers = 41% fathers = 44%
  89. 89. Speed Round Who’s Next is determined by what’s been and what’s now. 5 points each
  90. 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. 91. 5 points A:False ( around 1700 )
  92. 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. 93. 5 points A: True
  94. 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. 95. 5 points A: True
  96. 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. 97. 5 points A: True
  98. 98. Q: True or False: By 2011, the 65-and-over population will be growing faster than the nation’s birthrate. 5 points
  99. 99. 5 points A: True
  100. 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. 101. A: True ( and they might arrive in a Clan-awagon, Clanavan, or Clan-agon ) 5 points
  102. 102. 5 points Q: True or False: The birthrate has been declining since 1993.
  103. 103. 5 points A: True
  104. 104. Q: True or False: In 2002 more than one-fourth of all births were to unmarried women. 5 points
  105. 105. 5 points A: True ( it’s actually one-third )
  106. 106. Q: True or False: An estimated 45 million Americans do some part of their job from home. 5 points
  107. 107. 5 points A: True
  108. 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. 109. 5 points A: True
  110. 110. Q: True or False: It is estimated that your target audience is assaulted by over 1000 marketing messages a day. 5 points
  111. 111. A: True ( Actual estimates are 3000-5000 ) 5 points
  112. 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. 113. 5 points A: False
  114. 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. 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. 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. 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. 118. Your Bookshelf
  119. 119. 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
  120. 120. 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
  121. 121. 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
  122. 122. 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
  123. 123. 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
  124. 124. AFTCN Conference Seattle 2010

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