The Generations
Who are our customers?
1. Training overview
2. Guide for person taking the session
3. Handouts
1. Overview
This session is about looking at our customers and categorising
them into generations. These generations have typical responses
and behaviours mainly due to their experiences in childhood
based on the global conditions at the time.
By categorising our customers into generations we can better
predict
What they demand out of their shopping experiences
What qualities impress and add value to each generation
What parts of our offering they buy into and what they don’t.
And lots more besides
2. Guide for the person taking the session
Keep it short – the brain will only concentrate for 45 minutes.
Keep it interactive – everyone gets more out of the session
Preparation- as a session is short and there’s lots to cover, give out
handouts or background reading.
Intro – Tell them what you are going to tell them
Tell them
Summary – Tell them what you told them
Introduction
Is anyone familiar with the terms
Silent Generation, Baby Boomers, Generation X, Generation Y,
Generation Z?
By the end of the session we will have covered each of these terms
and talked through how they affect our business.
How relevant are they and how much weight we should give them.
And can we use this information to our benefit?
Tell them
Use the handouts below either on the night, or as preparatory reading
Visual aids are also useful – Examples of products, A4 images etc.
Other excellent sources of info – Wikipedia, google images etc
Pens and highlighters are a good idea
Have a discussion ask them their view, fill in the table.
Spilt them into groups/pairs, one to each do a section. Then bring
them back together.
Summary – Tell them what you told them
Repetition is key, get them to tell you the key points.
Any follow up investigating to be done?
Where to find this information again?
3. Handouts
The Lost Generation,
Primarily known as the Generation of 1914 in Europe,[9] is a term originating with
Gertrude Stein to describe those who fought in World War I.
The Greatest Generation,
Also known as the G.I. Generation, is the generation that includes the veterans who
fought in World War II. They were born from around 1901 to 1924, coming of age during
the Great Depression.
The Silent Generation
Born 1925 to 1945, is the generation that includes those who were too young to join the
service during World War II. Many had fathers who served in World War I. Generally
recognized as the children of the Great Depression, this event during their formative years
had a profound impact on them.
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James Brown
Patrick J. Buchanan
Ray Charles
Noam Chomsky
James Dean
Michael Dukakis
Clint Eastwood
Marvin Gaye
Hugh Hefner
Jimi Hendrix
Jesse Jackson
Quincy Jones
Robert F. Kennedy
B.B. King
Martin Luther King, Jr.
John McCain
Marilyn Monroe
Joe Paterno
Ron Paul
Elvis Presley
Little Richard
Gloria Steinem
Tina Turner
The Baby Boom Generation
The generation that was born following World War II, about 1946 up to
approximately 1964, a time that was marked by an increase in birth rates. By the sheer
force of its numbers, the boomers were a demographic bulge which remodeled society
as it passed through it. In general, baby boomers are associated with a rejection or
redefinition of traditional values; however, many commentators have disputed the
extent of that rejection, noting the widespread continuity of values with older and
younger generations. In Europe and North America boomers are widely associated
with privilege, as many grew up in a time of affluence.[11] One of the features of
Boomers was that they tended to think of themselves as a special generation, very
different from those that had come before them. In the 1960s, as the relatively large
numbers of young people became teenagers and young adults, they, and those around
them, created a very specific rhetoric around their cohort, and the change they were
bringing about.
Notable Baby Boomers
The boom generation has included, as of 2011, three Presidents of the United States:
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Bill Clinton, born 1946, 1993–2001
George W. Bush, born 1946, 2001–2009
Barack Obama, born 1961, 2009-Curren:
Charles, Prince of Wales, b. 1948
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Gordon Brown, former Prime Minister of the United Kingdom b. 1951
Vladimir Putin, President of Russia, b. 1952
Tony Blair, former Prime Minister of the United Kingdom b. 1953
Nicolas Sarkozy, President of France, b. 1955
Benazir Bhutto, former Pakistan Prime Minister, b. 1953 d. 2007
Mahmoud Ahmadinejad, President of Iran, b. 1956
Osama bin Laden, Saudi Arabian-born terrorist, b. 1957
In light of the generation gap and the poor state of the environment, Social Security, etc.,
Andrew Smith, in his novel Moondust, said that Baby Boomers have the unique distinction of
"pissing off" both their parents' and their children's generations.
Boom Generation has had many influential icons including:
Arts/Entertainment
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Tim Allen, actor, comedian, b. 1953
Roseanne Barr, Actor, comedienne, b. 1952
Kathy Bates, actor, b. 1948
Wolf Blitzer, broadcaster, b. March 22, 1948
Kenneth Branagh, actor, director, b. December 10, 1960
Dan Brown, author, b. June 22, 1964
Lynda Carter, actor, b. 1951
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Jeremy Clarkson, broadcaster, writer, b. April 11, 1960
George Clooney, actor, b. 1961
Ethan Coen, Film maker, b. September 21 1957
Joel Coen, Film maker, b. November 29, 1954
Ann Coulter, broadcaster, author, b. December 8, 1961
Tom Cruise, actor b. 1962
Daniel Day-Lewis, actor, b. 29 April 1957
Johnny Depp, actor, b. June 9, 1963
Bridget Fonda, actor, b. January 27, 1964
Michael J. Fox, actor b. 1961
James Gandolfini, actor, b. September 18, 1961
Ricky Gervais, comedian, b. 25 June 1961
Whoopi Goldberg, actor, comedienne b. 1955
Tom Hanks, actor, b. July 9, 1956
Bill Hicks, comedian, b. December 16, 1961 d. February 26, 1994
Diane Keaton, actor, b. January 5, 1946
Spike Lee, film maker, b. March 20, 1957
Jay Leno, comedian, current host of The Tonight Show, b. 1950
David Letterman, comedian, current host of The Late Show, b. 1947
Kyle MacLachlan, actor b. February 22, 1959
John Malkovich, actor, b. December 9, 1953
Conan O'Brien, comedian, current host of Late Night with Conan O'Brien, b. 1963
Gary Oldman, actor, b. March 21, 1958
Brad Pitt, actor, b. December 18, 1963
Christopher Reeve, actor, philanthropist, b. 1952
Keanu Reeves, actor, b. September 2, 1964
Jerry Seinfeld, comedian b. 1954
Kevin Spacey, actor, b. July 26, 1959
Sylvester Stallone, actor, b. 1946
Howard Stern, satellite radio disc jockey, b. 1954
Patrick Swayze, Actor b. 1952
Tilda Swinton, actor, b. November 5, 1960
John Travolta, actor, b. 1954
Twiggy, model (September 19, 1949)
Denzel Washington, actor, b. 1954
Julie Walters,CBE.actor, b. 22 February 1950
Sigourney Weaver, actor, b. 1949
Bruce Willis, actor, b. 1955
Oprah Winfrey, Talk show host b. 1954
Music
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Marc Bolan, singer/songwriter, b. September 30, 1947 d. September 16, 1977
David Bowie, singer/songwriter, b. 1947
Kate Bush, singer/songwriter, b. 30 July 1958
Karen Carpenter,singer/songwriter b. March 2, 1950 d. February 4, 1983
Cher, singer/actress, b. 1946
Ian Curtis, lead singer with Joy Division, b July 15, 1956 d. May 18, 1980)
Elizabeth Fraser, singer, b. August 29, 1963
David Gilmour, CBE, musician, born March 6, 1946
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Michael Jackson, popular music icon, b. 1958 d. 2009
Billy Joel, singer, b. 1949
Elton John, singer/songwriter/musician, b. 1947
John Paul Jones, musician, b. January 3, 1946
Jon Bon Jovi, musician, b. 1962
Michael Hutchence, musician, b. January 22, 1960 d. November 22, 1997
Donovan Leitch, singer/songwriter, b. 1946
John Joseph Lydon, AKA Jonny Rotten, singer, b. 31 January 1956
Madonna, popular musician, b. August 16, 1958
John Graham Mellor, AKA Joe Strummer, musicain, b. August 21, 1952 d. December
22, 2002
Steven Patrick Morrissey, singer/songwriter, b. May 22, 1959
Stevie Nicks, musician (born May 26, 1948)
Ozzy Osbourne, musician, b. 1948
Dolly Parton, singer, songwriter, b. January 19, 1946
Robert Plant, lead singer with Led Zeppelin, b. 1948
Prince, popular musician, b. 1958
Linda Ronstadt, musician, b July 15, 1946
David Lee Roth, musician, b. 1954
Michael Stipe, musician, b. January 4, 1960
Tracey Thorn, singer, b. September 26, 1962
Steven Tyler, musician, b. 1948
Eddie Vedder, musician, b. December 23, 1964
Tom Waits, musician, b. December 7, 1949
Business/Science/Technology
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Steven Ballmer, Microsoft CEO, b. March 24, 1956
Richard Branson, Entrepreneur (born July 18, 1950)
Ronald Colle, radiochemist, b. February 18, 1946
William Henry Gates III, Microsoft Chairman, b. October 28, 1955
Steve Jobs, Apple, Inc. co founder, b. February 24, 1955
Maurice Saatchi, Baron Saatchi, advertising, b. June 21, 1946
Eric Schmidt, Google CEO, PARC researcher b. 1955
Steve Wozniak, Apple co founder, (born August 11, 1950)
Sports
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George Best, association football, b.May 22, 1946 d. November 25, 2005
Björn Rune Borg, Tennis, b. June 6, 1956
Sir Ian Botham, OBE, cricketer, b. November 24, 1955
Kenny Dalglish, MBE, association footballer and manager, b. March 4, 1951
Gareth Edwards, CBE, rugby union, b. July 12, 1947
Nick Faldo, MBE, golfer, b. July 18, 1957
Michael Jeffrey Jordan, basketball, b. February 17, 1963
Frederick Carlton Lewis, athlete, b. July 1, 1961
Nigel Ernest James Mansell,OBE, racing driver, b. August 8, 1953
Sir Stephen Redgrave, CBE, rowing b. March 23, 1962
Daley Thompson, CBE, athlete, b. July 30, 1958
Generation X
The generation generally defined as those born after the baby boom ended.[14] While
there is no universally agreed upon time frame, [15] the term generally includes people
born in the 1960s and 70s, ending in the late 1970s to early 80s, usually not later than
1982.
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Growing up in a historical span of relative geopolitical peace for the US, this
generation saw the inception of the home computer, the rise of videogames, cable
television and the Internet as a tool for social and commercial purposes. Other
attributes identified with this demographic are peaks in U.S. urban decay, the AIDS
epidemic, the War on Drugs, the Dot-com bubble, the New York City blackout of
1977, the Space Shuttle Challenger disaster, the Iran hostage crisis, the Iran-Contra
Affair, Desert Storm, the rise and fall of disco, 1980s rock "hair bands" such as
Motley Crue and Bon Jovi, new wave, techno and punk rock, gangsta rap, heavy
metal, 1990s grunge/alternative rock bands such as Nirvana and Pearl Jam, and the
hip hop culture. Along with early members of Generation Y, Generation Xers are
sometimes referred to as the MTV Generation.
Compared with previous generations, Generation X represents a more heterogeneous
generation, exhibiting great variety. They are diverse in such aspects as race, class,
religion, ethnicity, and sexual orientation.[15]
Often the children of divorced parents,, change is more the rule for the people of
Generation X than the exception. Unlike their parents who challenged leaders with an
intent to replace them, Generation X tend to ignore leaders.
Generation Y,
Known as the Millennial Generation (or Millennials),[16][20] Generation Next,[21] Net
Generation,[22] Echo Boomers,[23] describes the next generation. As there are no precise dates
for when the Millennial generation starts and ends, commentators have used birth dates
ranging somewhere from the mid-1970s[24] to the early 2000s.
The Millennial Generation (or Gen Y), like other generations, has been shaped by the events,
leaders, developments and trends of its time.[60] The rise of instant communication technologies
made possible through use of the internet, such as email, texting, and IM and new media used
through websites like YouTube and social networking sites like Facebook, MySpace, and Twitter,
may explain the Millennials' reputation for being somewhat peer-oriented due to easier
facilitation of communication through technology.
The Most Trusted 15 brands named by the trendsetters in the survey were:
Apple
Trader Joe's
Jet Blue
In-N-Out Burger
Ben & Jerry's
Whole Foods
Adidas
American Apparel
Target
H & M clothing stores
Levi's
Volkswagen
Converse
Vitamin Water
Red Stripe Jamaican beer
Discussion
Who do we think the majority of our customers are?
Who do we think our customers will be in 1, 5, 10 years time?
Who should be our customers?
Put these brands or services into which generation they appeal to.
Silent
Baby
Generation Generation Generation
Generation Boomers X
Y
Z
% of visitors
now
Means of
travel
Where do
they stay
Who are their
style icons
TV programs
Magazines
They read
Average price
point they
spend at your
venue.
Gift/Self
What do they
buy?
i.e.Freshwater,
Akoya,
Crafted?
What about
our venue do
they like
What about
our venue
could be
better for
them?
What brands
do they use?
Soap
Cereal
Phones
Clothes
As a sales lady
who do you
find easiest to
sell to?
How does this affect our sales technique?
Which selling words appeal to each generation?
Silent
Baby boomers
Gen X
Gen Y
What aspects of our services appeal to each generation?
Silent
Baby boomers
Gen X
Gen Y
How to sell to Generation X
With so much information at their fingertips because of the Internet, Gen-Xers enjoy carefully
evaluating their choices and reaching purchasing decisions. Brand loyalty is secondary to the
impressions they form during the purchasing process. How can any marketer hope to succeed with
Gen-X without spending a fortune?
1. Forget Long Copy Ads
Gen-Xers don’t want to waste their valuable time reading a lot of advertising. They want product
details and (if they can believe it) a list of what a product or service can do for them.
2. Invest in Brands – Continuously
Because Gen-Xers’ brand loyalty is so fleeting, strong brands won’t stay strong unless they’re
constantly reinforced in such a way that Gen-X believes is both truthful and offers them something
they want.
3. Sell Online
Gen-X loves to buy online. They’ve made eBay what it is today and are willing to accept the risks that
buying online entails.
4. What Worked for Baby Boomers Won’t Work for Them
Just because it worked for the previous generation of 40-year olds don’t think it’s going to work for
Gen-Xers hitting that milestone. Age has only made them more skeptical and distrustful of institutions.
5. They Don’t Talk to Strangers
Gen-X was raised with ‘stranger danger’. They rely on their own judgement and distrust marketing
attempts to convince them. Unless they know you they won’t even listen to you, let alone make a
purchase from you.
6. They Manage Lots of Information
They can juggle input from radio, TV, the Internet, PDAs, cellular phones and many other sources at
the same time, largely by ignoring most of it. They sort through information quickly and don’t let
techniques like repetition influence them nearly as much as previous generations.
7. They Appreciate Convenience
Gen-Xers want their lives to be simpler, faster and smoother. When they want something, especially
information, they want it immediately. If they want to do their banking they want to do it now, so online
is their preferred banking method. Whatever they do, they do it in the way that’s most convenient for
them.
Gen-Xers do it their way and they do it by themselves. As they get older their independence and faith
in their own abilities won’t change. Marketing to Gen-Xers is still possible, but only if you do it their
way. They’ll value you for giving them information they can use and trust; they’ll reject you just as fast
as they can if they find you’ve misrepresented anything.
5 things to know for selling to Baby Boomers:
1.
2.
3.
4.
5.
If they are the decision makers (often the case) then you need to understand their
ideal state. You are unlikely to talk them out of those ideals, but if you can convince them you will
help them towards this ideal then you are on the right track. Boomers are often visionaries (or believe
that they are) and if you can determine how to align yourself with their vision you will have a strong
ally.
They prefer face-to-face contact and can be overwhelmed when too much information is
presented too quickly, especially if it is shallow and glosses over the deeper meaning. Boomers prefer
to concentrate on a single topic and understand it fully before moving on, so being willing to take
questions during a presentation or demo is critical for Boomers. Even if you end up on a tangent you
may satisfy the prospect that you are willing to really understand their needs in depth.
If they have a strong emotional reaction (for or against) to material they are willing to
read and research in detail. This is good if they agree with your pitch, but a bummer if they don't.
White Papers, technical manuals, analyst reports and other detailed information (especially from a
well-known and trusted source) can be very effective with Baby Booomers.
They are often more loyal to brands and individuals than younger generations.
Although Baby Boomers broke down most of the institutions of their elders they were still raised to
believe that organizations can be trusted, and in their elderhood they hope that this can happen once
again. If Baby Boomers are the decision makers and you perform well after your first sales effort, you
be well set up for subsequent sales.
They are getting close to what will be their "final act" in the business world and many
are concerned about leaving a legacy. Although many are more focused on just ensuring their
retirement in these difficult economic times, some, especially the leaders of organizations, know that
how they act now will be how they are remembered. If you can offer the opportunity for them to
make a difference, to "Change the World", you may have strong allies.
Some people believe these characteristics are really about age rather than generation. Although the
character of generations shift as they age, they don't act like the cohort that came before (or after)
them at the same age. For example, the GI Generation (born 1901-1924) acted nothing like the Baby
Boomers when they were entering elderhood in the 1960's and 70's. They were not, for the most
part, philosophers or deep thinkers and they were proud of the strong society they had created. Each
generation has a unique character at each age and understanding that character can help you sell.