Showing posts sorted by relevance for query generational. Sort by date Show all posts
Showing posts sorted by relevance for query generational. Sort by date Show all posts

Wednesday, July 04, 2012

Generational Cohorts in US Society

Dr Michael O'Neill (2010) parses US society into five distinct generational cohorts based on differing beliefs and values as follows:

[click image to enlarge]

Note that Baby-Boomers are divided into two sub-cohorts: Traditionals (born 1945-1954), and Generation Jones (born 1955-1964). This attitudinal break within the ranks of baby-boomers has major implications for generational marketing and politics in the US. Follow the link below to read the entire report.

Source: O'Neill, M (2010), Generational Preferences: A Glimpse into the Future Office, Knoll.

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Monday, August 31, 2009

Website Preferences of Social Networkers

The social networking phenomenon is quite interesting. Service providers such as Facebook, MySpace, LinkedIn, and Twitter are in wide demand. However, as with any new technology, we will likely see a number of successes, failures, and consolidations before a market leader emerges. In the mean time, Facebook appears to be assuming an early lead amongst its competitors.

In a recent article, eMarketer cites research by Anderson Analytics that indicates the majority of social networkers by generational cohort use Facebook, while a minority use Twitter and LinkedIn. Moreover, a majority of users younger than age 45 also use MySpace, apparently in conjunction with Facebook.

The summary data above speaks for itself. The generational age groupings were as follows: generation Z (ages 13-14); generation Y (ages 15-29); generation X (ages 30-44); baby boomers (ages 45-65); and the WWII generation (older than age 65). Again, Facebook appears to be in the lead, at least for now.

Friday, March 19, 2010

Corporate Anarchy?

by Sunshine Mugrabi © SunshineMug.com

In the last few posts I've been developing an idea that has been rattling around my brain for some time now. It can be summed up in the following questions: Is the social media revolution we're experiencing right now a result of new technology, or is it the other way around? In other words, is the quiet revolution sweeping through our society in response to new technology -- or, this new way of communicating something that we have called into existence? Could it be that the rise of Twitter and Facebook and Friendfeed are a reflection of people's desire to break down the old barriers and speak directly to one another? Are we seeing the end of the "expert" era, in which all knowledge and understanding is filtered to us through a select few?

It seems to me that this is a generational thing. My parents generation, the children of the 1960s, started some kind of revolution. It was in many ways a flawed attempt. As the writer Ken Wilbur has pointed out, for all its good intentions, the boomer generation was immensely narcissistic. It had (and still has) a tendency to blow its accomplishments up out of proportion. And it was very much still stuck in an "us/them" paradigm. In fact, the whole idea of a generation gap is based on that! However, there's no denying that our parents generation -- with their anti-war protests, long hair, and rebellion -- shook up the old order for good and all.

Then came my generation - Generation X. We were a bit lost for a time. They called us slackers, because we tended to be introspective. We couldn't exactly rebel, because our parents had already done that, so we kind of came up with our own way. When I was in college, I took to calling myself an anarchist. This was partly to annoy my parents and professors. But it was also my way of showing my dissatisfaction with the dual options that were being served up as my only choices -- Democratic v. Republican, Left vs. Right, Women vs. Men, etc.

Now, there's a new generation--I believe they're calling it Generation Y. They seem to evolved a whole new stance. It's as if they have taken the best of the boomer generation and my generation, and melded them into something entirely new.

They're not rebelling. They're talking. And, lo and behold, no one is left out. It may have started on the campus of Harvard University, but now Facebook is open to all. Even Walmart has a page (though many of the wall comments aren't terribly kind).

The new generation seems to intuitively understand something that for all its free love, the hippies never completely got. That is, we are a human family -- all of us connected to one another. When we try to deny it, we experience the opposite. Alienation. Loneliness. Anger. All of the things that seem to ail our society today.

The great marketing guru Seth Godin (who I generally like and agree with) showed himself to be stuck in the old paradigm with a recent post, "You Matter." In it, he lists all of the situations that show that you matter. They were all very heartfelt. For example:

"When you love the work you do and the people you do it with, you matter ... When kids grow up wanting to be you, you matter."

The list goes on. However, the new paradigm is as follows: "Everyone matters. Period." You could be having the crappiest day ever, and feeling no love whatsoever for your fellow man. You could be a protestor on the streets Tehran. You could be a tech startup struggling to get noticed. Or, you could be Apple.

No one is left out of this. Everyone matters.

Republished with permission of SunshineMug.com

Friday, February 06, 2009

On Management "Style"

The matter of "baby-boomers" remaining in control of their destiny has significant implications for management, particularly since society has yet to send the "Bob Hope" generation packing. For example, the US Congress is still dominated by members born prior to World War II. For this reason, there may actually be a generation "skipping" tendency in favor of younger leaders from diverse backgrounds -- witness Barack Obama's rise to power. My sensing is that there is a large segment of our society that views "change" as the replacement of anyone born prior to 1955 with much younger leaders. The impact of these views on management selection could be significant in the coming years. The second issue confronting management is the continuing demise of elitism, the entrenchment of populism, and the rise of pluralism. The net result could be a generation of leaders who insist on securing more than a simple majority in support of their decisions, but rather require a plurality of support closer to two-thirds majority. Imagine if the US President vetoed legislation because it did not come with two-thirds support of Congress. If the same approach took hold in corporations, it would require boards to listen carefully to all of their stakeholders in depth. In summary, I believe that generational issues coupled with society's move toward pluralist thinking will require mangement to change its "style" of decision-making in the coming years -- probably for the best.

Tuesday, January 12, 2010

The Globalization Mindset

An emerging theme in enterprise management is that the recent setback of financial globalization portends the demise of globalization in general. However, one of the reasons I believe this assertion to be false is that an entire generation of executives born in the globalization movement retain staunchly pro-globalization perspectives and views, and the attitudes of this cohort of leaders is unlikely to concur with a resurgence of the defunct business models of the past, and especially vertical integration. Assuming a pro-globalization mindset has indeed taken root within this generational cohort of leaders, then their growing influence is likely to affect a broad resurgence of globalization sooner than later from within the organization. According to Prof Harold James (2009, p. 10):
Globalization is not only a process that occurs somewhere out there - in an objective and measurable world of trade and money. It also happens in our minds, and that part of globalization is often more difficult to manage...
The extent to which the proponents of globalization have found their way into enterprise may decide the degree to which globalization's critics succeed or fail. The globalization mindset is alive and well within today's firms, and a comprehensive resurgence of globalization is likely only a matter of time.

Reference: James, H (2009), The Creation and Destruction of Value: The Globalization Cycle, Cambridge: Harvard.