1. Every Generation
Has Zombies, Vampires and Boy Bands
ACT OHIO 2013
Tet
Jeff Kallay, VP Consulting,
a.k.a. “Apostle of Authenticity”

3. Disclaimers

4. “In America,
Each Generation
is a New People.”
Alec de Tocqueville, 1830

5. “In America,
each generation
is a new people.”
Alec de Tocqueville, 1830

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34. Number
Number
Citation

35. Number
Citation

37. 4
Number of books by Howe and Strauss
Generations, 13th Generation, The Fourth Turning
and Millennials Rising
LifeCourse Associates www.lifecourse.com

38. 4
Number of Generations Colliding
in the Workplace
Silent, Boomers, Xers and Millennials
LifeCourse Associates www.lifecourse.com

39. 23.4
Average Number of Years of
American Generations
Howe and Strauss

40. 15
American Generations (19 New World)
Howe and Strauss

41. 4
Number of Generational Cycles and
Number of Generations Per Cycle
Howe and Strauss

42. 4/2
4 Stage/2 Stroke Per Cycle
Howe and Strauss

43. Revolutionary Cycle
Name + Birth Years = Description
Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = Reactive
Republican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive

44. Civil War Cycle
Name + Birth Years = Description
Transcendental + 1792-1821 = Idealist
Gilded + 1822-1842 = Reactive
Progressive + 1843-1859 = Adaptive

45. Great Power Cycle
Name + Birth Years = Description
Missionary + 1860-1882 = Idealist
Lost + 1883-1900 = Reactive
G.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive

46. Millennial Cycle
Name + Birth Years = Description
Boomer + 1943-1960 = Idealist
X + 1961-1981 = Reactive
Millennials + 1982-2000/01 = Civic
15th (Homeland or iGeneration) + 2000/01-20?? =
Adaptive

47. 4 Stage / 2 Stroke
Idealist Idealist birth Civic
Reactive Reactive birth Adaptive
Civic Civic birth Idealist
Adaptive Adaptive birth Reactive
Repeat

48. History Repeats Itself
Social Moment - a brief period of time when people perceive
historical events to radically alter their social environments.
1. Secular Crisis - when society focuses on reordering the
outer world of institutions and social behavior.
2. Spiritual Awakening - when society focuses on changing
the inner world of values and personal behavior.

49. Repeating in America
1. Idealist - encounters a spiritual awakening in rising
adulthood and a secular crisis entering elderhood.
2. Reactive - encounters a spiritual awakening entering
youth, and a secular crisis entering midlife.
3. Civic - encounters a secular crisis entering rising
adulthood, and a spiritual awakening entering elderhood.
4. Adaptive - encounters a secular crisis entering youth,
and a spiritual awakening entering midlife.

50. 76
Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”

51. U.S. 18 Year Olds
2011-13 2014-16 2017-19 2020-22
United States 4,200,000 4,050,000 3,950,000 4,100,000
California 551,000 526,000 499,000 530,000
Mass. 85,000 81,000 76,000 77,000
Texas 349,000 344,000 352,000 380,000
Ohio 161,000 149,000 147,000 144,000
U.S. 2010 Census and Enrollment Research Associates

52. National High School Graduates
U.S. Department of Education, National Center for Education Statistics, 2011

53. National High School Graduates
Western Interstate Commission on Higher Education, Knocking at the College Door, 2013

54. OH High School Graduates
Western Interstate Commission on Higher Education, Knocking at the College Door, 2013

55. 15th
Homeland, iGeneration or Generation C
2000/2001-?

57. 13th
Generation X
1961-1981

58. “A generation that can sneakily trump
X
boomer narcissism and millennial
entitlement.”
Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”

61. About Generation X
Born and raised as independent latch-key kids.
Sexual Revolution, Watergate, Vietnam,
Gay Rights, High Divorce Rate, Recession and
Woman’s Movement peppered their youth.
Demonized by Hollywood: Rosemary’s Baby, The
Exorcist, Taxi Driver, Pretty Baby and The Omen.

64. About Generation X
Playing to win by half expecting to lose.
Accepting wide gaps between personal
outcomes and sex roles.
Proud of their ability to cut through the hype.

65. About Generation X
Becoming cautious in family life and gradually
mellowing in personality.
Dedicated to starting and maintaining stable
families, something their Silent generation
parents did not.

66. Mommy
Many Generation X women are chosing not to
return to work after they have children.
ABC News Special Report “The Mommy Wars”

67. 14th
Millennials
1982-2000/2001

68. Millennial
Largest, most wanted, most watched over and
most diverse generation in American history.
Howe and Strauss “Millennials Rising”

71. The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn

72. 3.6
Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”

73. $50k
Parents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”

74. 50%
Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008

75. 87%
College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2010

76. About Millennials
35% are non-white (and Latino).
1 in 5 have an immigrant parent,
1 in 10 have a non-citizen parent.
Largest separation in wealth in American history.

77. About Millennials
Celebrated, cherished and protected.
Celebrated by Hollywood: Three Men and Baby,
Baby Boom, Mr. Mom and Disney princesses.
Bike helmets, car seats, nanny cams and more.

79. About Millennials
Raised by attached parents.
“Helicopter Parents” or “Blackhawks”
transitioning to “Stealth.”
Parents are “Best Friends”
and co-purchasing.

82. Reaching Millennials
Eliminate Ambiguity.
Think of Time as 24/7 Resource.
Combine Work with Play.
Make it Worthwhile.
Handle with Care.
Play to Their Strengths.
Group Think.

91. X and Millennial
To connect with these generations you cannot
talk at, you must talk with.
You must give them the tools to create
their own stories, memories and experiences.

92. “These kids today!”

93. Your Bookshelf

94. Every Generation
Has Zombies, Vampires and Boy Bands
ACT OHIO 2013
Tet
Jeff Kallay, VP Consulting,
a.k.a. “Apostle of Authenticity”
kallay@targetx.com