Emergents: The Age of The Baby Boomer ended in ‘03. Baby Boomers believed in big dreams, and personal freedom,. Today’s generation believes in small actions, reality, and social obligation. A Baby Boomer anchored his or her identity in their career. The emerging generation sees their 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 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 spent opulently. Emergents see scarcity, survival, and are more fiscally conservative. Based on the core values of the emerging generation, Roy Williams of WizardAds, believes during the next 3-4 years we can expect to see: A decline among prestige brands; Disappearance of the term “upwardly mobile;” Decline in the effectiveness of traditional advertising; More comparison-shopping done online, though purchasing will remain in brick-and-mortar stores; Increased volunteerism and donor support to socially responsible organizations; Increased popularity of labor unions; and Decreased divorce rate as couples become more committed to family unity. (Monday Morning Memo from Wizard Academy 11/1/04)
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