Jessie Newburn
Jessie Newburn a guest contributor to Grow Smart Business in the area of Generational Marketing and according to her bio, an Iconic GenXer, who provides strategic direction and business services to clients for almost two decades. Her work centers around integrative communications, social media and applying generational dynamics to current and coming organizational concerns.
Jessie has deep roots in traditional marketing and communications, along with a broad understanding of social media. This is the first in a series of posts on the topic of Generational Marketing.
Generational Marketing Definition
Generational marketing is an approach to product development, CRM, communications and marketing that recognizes generations as archetypes. The approach also respects that the four generations experience each life phase (childhood, young adulthood, midlife and elderhood) during “seasons” of societal attitudes and values that differ from what other generations experienced at the same life phase.
Short description of each generation
America, in 2009, is experiencing this particular constellation of generational dynamics:
Boomers, currently 49-66 years old, are just beginning to move out of midlife and into the early stages of elderhood. The broad generational personality that Boomers experience orients toward vision, values and religion (spiritual discovery).
GenXers, currently 28-48 years old, are just beginning to move out of young adulthood and into midlife. The broad generational personality that GenXers experience orients toward liberty, survival and honor.
Millennials, currently 7-27 years old, are just beginning to arrive as young adults in the American landscape. The broad generational personality that Millennials experience orients toward community, affluence and technology.
Homeland Gen, currently 0-6 years old, are just arriving as a new generation. They share the same broad traits with the elder Silent Gen, currently 67-84 years old. This generational personality orients toward pluralism, expertise and due process.
PLEASE NOTE: The information here is cursory in addressing large groups of people. From an historical perspective, the traits articulated above, speak to the legacies of generations passed, what’s been observed to date and the likely life courses of America’s current generations.
NEXT TIME: In part 2, we discuss the communication styles of the various generations and how you can use this to your advantage in your small busines.
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Tags: boomers, generation X, Generational Marketing, homeland generation, jessie newburn, millennials
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