Presentation 1: The Generations Presentation 1 introduction

What is this?

This presentation is one of five presentations outlining our understanding of

Generational perspectives

1. The Theory of Generations

2. Boomers

3. Generation X

4. Generation Y, or Millenials

5. Applying generational perspectives to Marketing

The theory of

generations

introduction Overview

How generations differ from lifestages

Identifying generations

Generations repeating themselves

National Mood

Summary

Understanding Generations is not an exact science

The boundaries between generations are blurred

The insights are not always clear cut

There are plenty of hypotheses

Overview

Overview There are five generations alive today

1. The Silent Generation (Pensioners)

2. Baby Boomers (Empty Nesters)

3. Generation X (Family)

4. Generation Y (Youth)

5. As yet un-named (Kids under 7yrs)

Today we will uncover how these

generations think and feel

…And understand how we can market

to them more effectively

How generations differ

from lifestages

Trains and stations

• Picture a lifecycle track, birth as the origin and death the destination

• There are a number of generations, or trains, running at any one time

• Some trains are just beginning

• Some are reaching the end of the line

• Each train carries passengers that are alike

• But each train looks very different

Trains and stations

• Imagine phase of life stations arrived at during a different time in history

• The stations are:

Coming of age Youth

Rising Family

Midlife Empty Nester

Elder Pensioner

Commonly known as life stages

Key station: Coming of age

• Of all stations, the first is the most influential

• Coming of age: Childhood, adolescence and early youth

• At this station a set of collective behavioural traits, attitudes and beliefs

have been formed

• These ‘perspectives’ later express themselves throughout the rest of the

journey

How does coming of age manifest in

later life?

• How children are raised affect how they later parent

• How students are taught affects how they learn

• How young people are managed affects how they lead

• How society feels about children affects their confidence

• How they are sold to affects how they feel about corporations

• How authorities operate affects how institutionalised they are

How are generations different

from lifestage?

Lifestages are transient

Generational perspectives stay

with us for life

How generations are

identified

Identifying generations: Age ranges

Born Youngest Oldest

2001 - 2017? Not born 11

1981 – 2001 11 30

1965 – 1981 30 46

1943 – 1965 46 68

1925 – 1943 68 86

Generation Y

Generation X

Baby Boomers

Silent Generation

Generation Z

N.B Generational cohorts are estimates based on the

wide range of estimates currently available

The generations in the labour force

Identifying generations • Each generation lasts between 15 – 20 years (the time it takes to come of

age)

• Each generation has an underlying ethos / persona

• Three attributes can be used to identify it:

1. A generations common location in history

2. It’s common beliefs and behaviour

3. It’s common perceived membership

1. Common location

“History shapes each generation depending on

what phase of life it occupies as it encounters

key historical events - a period of crisis will leave

an impression on children that is different from

the one it leaves on midlife leaders ”

Julian Marias

Identifying generations: Common location

Where the generation finds itself in history : a common historical location

• Greenham Common Nuclear protests (1983)

Silent Midlife (Empty Nester)

Boomers Rising (Family)

Generation X Coming of age (Youth)

Generation Y …

Were at this stage…

• Princess Diana Car Crash (1997)

Silent Elder (Pensioners)

Boomers Midlife (Empty Nester)

Generation X Rising (Family)

Generation Y Coming of age (Youth)

Were at this stage…

2. Common beliefs and behaviours

“In 2001, 8.3 per cent (4.9 million) of the total

population of the UK were born overseas. This is

almost double the proportion in 1951 (4.2 per cent) ”

ONS Population and Migration Archive

Common beliefs and behaviours

• How a generation’s members are different from people born at another time

• Census reports, opinion surveys, educational tests, crime records

• Provide evidence of beliefs and behaviours

careers

children

gender roles

financial security

marriage

materialism

culture

3. Common perceived membership

“I can’t excuse what boomers did with sex and drugs

when they were kids ”

Michael Eliason, 17, Millennials Rising

Identifying generations: Common

perceived membership

• How the generation defines itself: the popular consensus aligned to

• The sense of direction and popular belief

Baby Boomers see

themselves on a mission of

vision and values

Generation X have

come to expect little

of the world

Generation Y are

conservative and feel

optimistic

Generations repeating

themselves

Archetypes

• Generations have been studied for hundreds of years

• Some sociologists believe generations come in four different archetypes

• These are defined as Prophet, Nomad, Hero and Artist

• These have reappeared throughout history since the 15th century

Archetypes repeating Generations are cyclical: every fourth generation shares the characteristics as the first

Silent Generation

Retired

‘Artists’ Baby Boomers

Working, retiring

Prophets Generation X

Parenting

Nomads Generation Y

Young adults, teens

Heroes Generation Z

Young children

‘Artists’

Archetypes

Prophets

Values driven, moralistic,

self absorbed and crusaders

Boomers

Nomads

Ratty, tough, unwanted,

diverse, adventurous, cynical

Generation X

Artists

Subtle, indecisive, emotional,

compromising, repressive

Silent Generation

Heroes

Conventional, powerful,

institutionally driven,

trust authority

Generation Y

Source: Strauss & Howe

How do generations affect

us?

National Mood

• Once a generation fully occupies the leadership role in midlife (Empty

Nester) it naturally reshapes the social environment and dictates national

mood

• Currently we are being led by Baby Boomers

• Increasingly Generation X are becoming influential

National Mood: Turnings

• What does history tell us about the mood of a nation?

• Sociologists see cycles of national mood that repeat themselves again and

again

• These cycles are sometimes referred to as Turnings

Turnings: The characteristic mood of the

nation

First turning: High

Follows a crisis…Friendly,

indulgent child rearing,

contentment, order and

consensus

Second Turning: Awakening

A challenge to highs

assumptions, new spiritual

agendas, soul over science,

public order deteriorates, crime

rises, families weakening

Third Turning: Unravelling

Pragmatism, self-reliance,

poor family structure,

weakening civic habits, low

public trust, pessimism

Fourth turning: Crisis

Solid public consensus, support

of authority, clampdown on bad

conduct, overprotective child

rearing, optimism

We are in the

fourth turning,

moving toward the

first turning

The current national mood 1980’s and early 90’s late 90’s – 2015 (Fourth turning)

Families were weak Families are now strengthening

Child rearing was tightening Child rearing is overprotective

Gender roles were tight Gender roles are widening

Ideals were debated Ideals are being championed

Institutions were eroded Institutions are being founded

Culture was cynical Culture is now practical

Social structure was diversified Social structure is settling

Worldview was complex Worldview is simplifying

Social priority was individual Social priority is community

Vision of future was darkening Vision of future is brightening

Summary • Each generation has their own particular attitudes

• These directly affect the mood of a nation

• Knowledge of a generations attitudes, beliefs and the corresponding

national mood can augment lifestage and demographic insights

• For the remainder of the day we will concentrate on three key targets, their

childhood and how they operate in the world

Boomers

Generation X

Generation Y