it even ends on a cheery note.
Baby Boomers believed in big dreams, reaching for the stars, personal freedom, "be all that you can be." Today's generation believes in small actions, getting your head out of the clouds, social obligation, "do your part."
A Baby Boomer anchored his or her identity in their career. The emerging generation sees his or her job only as a job.
Baby Boomers were diplomatic and sought the approval of others. The emerging generation feels it's more honest to be blunt, and they really don't care if you approve or not.
Boomers were driven, self-reliant and impressed by authority. Emergents are laid back, believe in working as a team, and have less confidence in "the boss."
Idealistic Boomers had an abundance mentality, believed in a better world, and were opulent in their spending. Emergents see scarcity, believe in doing what it takes to survive, and are more fiscally conservative.
Based solely on the core values of the emerging generation, here's what I believe we can expect to see beginning to happen during the next 3 to 4 years:
Read Article: marketing in 2005 and beyond
- A decline among prestige brands such as Rolex, Harley-Davidson and Gucci.
- The end of "upwardly mobile" as a slang expression.
- A decline in the effectiveness of traditional advertising.
- Comparison-shopping to be done increasingly online, though purchasing will remain in brick-and-mortar stores in many product categories.
- An increase in volunteerism and donor support to socially responsible organizations.
- An increase in the popularity of labor unions.
- A decrease in the divorce rate as couples become increasingly committed to family unity and fall less under the spell of idealistic "true love." In other words, we're learning not to have unrealistic expectations of our mates. (Really? Snow White, Sleeping Beauty and Cinderella were fairy tales…?)
1 year ago