Transcript
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Gordon Fowler Generational Motivation
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Generational Motivation
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If you were born between… Then you are a...
1925 - 1945 Civic / Silent Generation
1946 - 1964 Baby Boomer
1965 - 1980 Gen X’er
1981 - 2000 Echo Boomer / Gen Y / Millennial
4 Gens
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POC/POP
1. Global 2. National 3. Pop Culture 4. Family Structure
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Success comes from…..
Understanding the four generations and their WIIFMs in order to gain their trust and engage with you.
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1. Civics
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Civics…the basics
• Born between 1925-1945
• AKA Matures, Seniors, GIs, Greatest Generation, Builders
• 59 million
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Civics…characterized by
• Dedication and Sacrifice
• Hard work
• Conformity
• Stability and Security
• Respect for Authority
• Delayed Gratification
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Civics… Give respect, loyalty, honesty
• Build a face-to-face relationship
• They are referral builders
• Communicate authentically and understand HOW they want to be communicated with
• Deliver on your promises
• Use storytelling as a way to reinforce
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Civics… Customer outreach messaging
• Stress history and credibility of your organization
• Include titles of position and responsibility when appropriate
• Provide updates on your success as relates to their previous experiences
• Include personal stories
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2. Baby Boomers
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Baby Boomers…basics
• Born between 1946-1964
• AKA Boomers, “Me” Generation
• 74.9 million – 2nd largest generation
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Baby Boomers…characterized by
• Work
• Self
• Involvement
• Personal Gratification
• Community
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Baby Boomers…are about
• Personal gratification
• Optimism
• Satisfying the “self” first
• Community involvement
• The “team” win
• Rewards
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Baby Boomers…so they want This to be about them.
• Provide individualized service to them
• Don’t discuss all the other things you need to do
• Keep the focus on them
• Make them feel like servicing them is the center of your universe
• When you are with them, limit any external interruptions
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Baby Boomers…
• Want to know that you are part of their community
• This is the original “involved” generation – protesters, environmentalists, etc.
• This group has always been involved and will always be involved
• Make it clear that you are part of their community
• Your services will make an integral part of their journey towards “what’s next”
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3. Generation X
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Gen-X…the basics
• Born between 1965-1980
• AKA X’ers, Baby Busters
• 48 million
• Original “latchkey” kids
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Gen-X…characterized by
• Seeking a sense of family
• Desiring fun/freedom
• Techno-literacy
• Seeking balance
• Fierce independence
• Skepticism
• Change
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Gen-X…characterized by Their Heroes?
• No heroes or icons other than – themselves!
• Much of Gen X has spent a lot of time alone, figuring things out themselves.
• Why idolize anyone?
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Gen-X…so they want Hands off!
• Embrace the “latch-key within” and give them space
• Understand and acknowledge fierce X’er independence
• The DYI mentality – Home Depot & IKEA generation
• Be there when needed AND get-gone when you are not (on-demand)!
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Gen-X… Customer outreach messaging
• Provide a fun, light experience
• Offer freedom of choice – communicate options at every opportunity
• Volunteer opportunities for self and with their kids
• Provide planning contingency – what are the options if this doesn’t work
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4. Generation Y
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Gen-Y…basics
• Born between 1981-2000
• AKA Gen Y, Echo Boomers, Millennials
• 75.4 million – largest generation
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Gen-Y…characterized by
• Optimism and fun
• Moral and civic minded
• Confidence (strong egos)
• Community
• Techno-fusion
• Collaboration
• Civic engagement
• Still skeptical
• More DYI than X’ers
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Gen-Y…so they want
• Guide and lead but don’t tell (democratic nature will be offended).
• Affirm their confidence.
• They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS.
• Resist the parenting impulse!
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Gen-Y…so they want Customer outreach messaging
No comparisons to other groups/causes Provide FYI, or “just in case” gentle messages vs. in your face appeal Be a part of the community you serve and “stand for something” Help them get what they want and they will be your social advocates… referrals will come from this group
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(5. Generation Z)
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5th-Gen…the facts
• Rather text than talk
• Very short attention span
• Growing up fast: behavior beyond their years
• Growing up in smaller households; with older parents
• Parents are more advisors than traditional parent roles
• Very collaborative and creative
• Very concerned about the environment
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Thank You
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