PR Cohorts

Cohorts

Group of people born during a given time period who share the same historic environment and many of the same life experiences

Powerful experiences

Shared ____________ in young adulthood; "coming of age" during cultural and political events; united by an effort or difficult time (experience of same life changing events creates bond; tend to share certain attitudes and behavior, both in the workplace and in the marketplace (consumer)

Generational Breakdown

MATURES (born 1900-1945) 79 and older; combo of matures/traditionalists and silent generation; BABY BOOMERS (born 1946-1964) 60-78 years; GENERATION X (born 1965-1980) 44-59 years; GENERATION Y (born 1981-2000) 24-43 years; GENERATION Z (born 2001-2020) 23 and younger

Matures

(born 1900-1945) 79 years and older; shaped by THE GREAT DEPRESSION AND WWII

Workplace Characteristics of Matures

Loyal to employer; superior interpersonal skills; believe promotion and raises should come from tenure; value timeliness and productivity; thrifty; careful with money; respectful of authority; no technology; value longevity in a job (only work 1 job); no job hopping

Marketplace Characteristics of Matures

Faith in nation's institutions, companies, and govt.; demand quality and place it before speed/efficiency; loay customers; rule followers (conformity); standard options are fine; no need to customize; do what parents did (3-4 day ceremony/visitation, clergy, stay with the same funeral home); respect authority; talked about funerals with families but DID NOT PREPLAN

Baby Boomers

(born 1946-1964) 60-78 years; Shaped by CIVIL RIGHTS MOVEMENT, VIETNAM WAR, AND WATERGATE

Workplace Characteristics of Baby Boomers

Evaluate self and others based on work ethic (measures in HOURS WORKED); believe teamwork is critical to success; relationship building very important; loyalty is expected; believed in the AMERICAN DREAM; mom at home; STABILITY (stable home life)

Marketplace characteristics of Baby Boomers

Want products and services to be CUSTOMIZED and made INDIVIDUAL and to indicate success of their peers; generally, believe in following the rules; believe technology creates as many problems as it does solutions; tend to be loyal, cautious customers; "CHANGE THE WORLD"; MEANINGFUL EXPERIENCES/PERSONALIZED FUNERALS; ex. video tribute, memory tables, song playlists

(1900-1945) 79 and older

Matures

(1946-1964) 60-78 years

Baby Boomers

(1965-1980) 44-59 years

Generation X

(1981-2000) 24-43 years

Generation Y (Millennials)

(2001-2020) 23 and younger

Generation Z

Matures OVERALL characteristics

TRADITIONAL, CONFORMIST, LOYAL IN WORKPLACE, INTERPERSONAL, RESPECTS AUTHORITY, CONSERVATIVE SPENDERS (BUDGET), CAREFUL WITH MONEY, THRIFTY

Baby Boomer OVERALL characteristics

WORK WELL IN TEAMS, SERVICE MORE IMPORTANT THAN COST, AMERICAN DREAM, STABLE HOME LIFE, CHANGE THE WORLD, MEANINGFUL EXPERIENCES, LOYAL (CAUTIOUS CUSTOMERS), WORK ETHIC (BASED ON HOURS WORKED)

Generation X

(born 1956-1980) 44-59 years; Shaped by the AIDS EPIDEMIC, THE FALL OF BERLIN WALL, AND DOT.COM BOOM

Generation X Workplace Characteristics

Value efficiency and control of their time; Independent, respect production over tenure; want open communication regardless of position or tenure

Generation X Marketplace Characteristics

Individualistic; embrace technology; media savvy, research products and services prior to purchase; skeptical and not swayed by trends

Generation X OVERALL characteristics

INDEPENDENT, DID'NT BELIEVE AMERICAN DREAM, ECONOMIC DOWNTURN, DIVORCE ON THE RISE, "LATCH KEY CHILDREN" (CHILDREN COMING HOME TO EMPTY HOUSE), INDEPENDENT, INDIVIDUALISTIC, PRICE SHOPPERS (DO RESEARCH), SKEPTICAL, EMBRACE TECHNOLOGY, RESEARCH PRODUCTS

Generation Y (Millennials)

(born 1981-2000) 24-43 years; SHAPED BY COLUMBINE; 9/11; THE INTERNET

Generation Y (Millennials) Workplace Characteristics

Seek OPEN COMMUNICATION; positive feedback; affirmation; find it easy to work with mature generation; search for job that provides PERSONAL FULFILLMENT; (FEEDBACK BOTH POSITIVE AND NEGATIVE)

Generation Y (Millennials) Marketplace Characteristics

Also prioritize technology; loyal customers, but don't want to be hurried; value companies that possess an ALTRUISTIC ATTITUDE; want VALUE IN SERVICE; want to be like peers but with a UNIQUE twist; UNIQUE SERVICE "IMMERSIVE EXPERIENCE"

Generation Z

(born 2001-2020) 23 and younger; SHAPED BY LIFE AFTER 9/11; THE GREAT RECESSION; ACCESS TO TECHNOLOGY FROM A YOUNG AGE

Generation Z workplace Characteristics

Seek DIVERSITY AND INCLUSION; motivated by INDIVIDUALITY AND CREATIVITY; adept at and expect ELECTRONIC COMMUNICATION; prefer managers closer to their generation cohort; expect formal training; prioritize WORK SCHEDULE FLEXIBILITY above compensation and benefits; WORK LIFE BALANCE

Generation Z Marketplace Characteristics

Prioritize value and convenience; utilize technology to find lower cost; value experience over product; motivated by personalization