It is often difficult for people of different ages to understand each other. The old adage seems to be true, “people resemble their times more than they resemble their parents.” Diversity in America has come be defined in terms of race or ethnicity. However, if you consider the generational differences represented in the American workplace and/or in your target market it will open your eyes to a whole new dimension of diversity.
So what distinguishes groups of people who grew up in different times? People of the same age will often have similar reactions to certain events of their time. The impact of such events, particularly if they evoked strong emotional reactions and occurred at a formative stage in their lives can have a profound influence on the attitudes, beliefs, and behavior of the people who experienced them. It follows then that people who grew up in the same period in history tend to share more similarities than those who grew up in different times and shared different experiences. Therefore the shared experiences and circumstances of generations can transcend economic, social, sociological and demographic differences.
Although generational cohorts are a social construct, they can provide insight into trends, attitudes and behaviors of particular groups thereby making workforce management easier and more effective. Insight into generational differences should also make marketing to a particular group more effective by using this knowledge to tailor your message and determine the method of delivery.
WWII Generation
Born: 1925-1945 ~ Age: 83-63
This group shared the experience of the Great Depression, World War II, the atom bomb and the GI Bill.
- Estimated 28 Million
- More savings, corporate ladder, pensioned retirement
- Traditional gender roles
- Emphasis on traditional media
- Value expert opinion
This generation is labeled as “adaptive.”
- Loyal and hardworking
- Respectful of authority & institutional leadership
- Belief in formality
- Private & cautious
- Conservative
- Pre-technology boom
In the aftermath of the depression and a historical war this generation lived during an era when everyone pulled together and sacrificed for the greater good. This experience fostered the general characteristics of being conservative, fiscally prudent and loyal to employers.
Baby Boomers
Born: 1946-1964 ~ Age: 62-44
Baby Boomers shared the experience of the Vietnam War as well as the
civil and women’s rights movements.
- Estimated 78 million
- Less saving, corporate advancement, decline of pensions
- Gender roles changed with working couples
- Emphasis on college education
- Value self, fastest growing group of self-employed
Baby Boomers are viewed as “idealist.”
- Experimental
- Free-spirited
- Cause-oriented
- Ambitious, workaholics
- Optimistic
- Involved in community
- Rebellious
Baby Boomers experienced post-war financial growth and became home owners and college grads as a result of the GI bill. These experiences have defined this generation as ambitious, having a strong work ethic and loyal to employers.
Trailing Boomers
Born: 1954-1964 ~ Age: 54-44
The term describes younger boomers who don’t fully identify with the older group experience.
- Estimated 53 million
- Less traditional gender roles
- Emphasis on college education
- Early adapters and innovators of technology
(e.g., Bill Gates, Steve Jobs, Steve Case)
This group is in between their “idealist” elders and “reactive” successors.
- In between the idealism of the boomers and cynicism of Generation-X
- Generally moderate
- Pragmatic
- Swing voters
Dubbed as “Generation Jones”, this group grew up during Watergate, the oil crisis, inflation and recession. Their presidents were Carter & Reagan, not JFK & LBJ. They were too young to attend Woodstock, but not fully consumed by the materialism and cynicism of the ’80s. Growing up between two extremes, they tend to be more practical and moderate.
Generation X
Born: 1965-1981 ~ Age: 43-27
Mothers in the workplace, an increase in divorce, the end of the Cold War and the inception of the Internet define this generation.
- Estimated 49 million
- Highly leveraged, work-life balance, rise of 401 (k)
- Less focused on gender roles
- Emphasis on self-direction/actualization
- High rate of start-up businesses
Generation-Xers are seen as “reactive.”
- Independent, self-reliant
- Resilient, adaptable
- Entrepreneurial, risk-taking
- Change-oriented
- Informal
- Skeptical
- Think globally
- High level of technological literacy
As the first generation of “latch key kids,” members of this group tend to be highly independent. Having lived through the fall of the Berlin Wall, parental downsizing, and the uncertainty of Social Security, they are often labeled as cynical and distrustful of institutions.
Generation Y (Millennials)
Born: 1982-2000 ~ Age: 26-8
Also known as the Echo Boom and iGeneration, the expansion of technology
and the tragedy of 9/11 mark their experience.
- Estimated 74 million
- Value self, yet focused on social/global causes
- Non-traditional gender roles
- Emphasis on post-graduate education
- Emphasis on new media & social networking via Web
Generation Y are categorized as “civic.”
- Confident
- Sociable, team-oriented
- Diversity and change valued
- Socially conscious, want meaningful work
- High expectations, not willing to settle
Reared in an environment similar to Generation Xers, but with a more child-centric focus, they have also grown up with rapid communication and globalization. This has resulted in an overly indulged, yet socially conscious group that is open minded and accepting of differences.
These statistics have been provided courtesy of SCORE – Counselors to America’s Small Business offering free counseling to small businesses throughout America.
If you would like to contact me, you can do so by emailing me at mike.clough@bestbizpractices.org or visiting my LinkedIn page.
Posted by: Mike Clough
