Generation "Why"

If this is the age of conversation, it is also an age in which the study of generational habits and demographics for marketing purposes has increased.

Yet, many studies fail to recognize two main factors that are impacting business:

(1) size matters - populations trends have not been taken into consideration when looking at scaling businesses.

There are considerably less Gen-X people than Boomers. There will be many more Gen-Y even than Boomers. What does this mean? The infrastructure and mind-set of many organizations are not ready to deal with this reality.

As Boomers retire, there will not be enough Gen-X people to fill their SUVs. And as we experience the dip in services and products needed to satisfy a smaller generation, the following one, Gen-Y is coming up with its own set of requirements for what it wants and needs. If you'd like to do a deeper dive into specific case studies and examples, you might consider taking a look at The Age Curve by Ken Gronbach.

(2) behavior and attitude change with context - technology may have something to do with it.

If the majority of Gen-X (my generation) is undergoing a period of reexamination of the web of relationships that comprise the social whole - with a rejection of those that do not fit the individual identity - every generation is experiencing a return to its core values at the moment.

This is due to the major forces of conservation - the need of which is becoming apparent after more than 10 years spent on conversation - and change. Conservation is not a trend anymore, it has become a necessity. As Joel Makeower reports, the deteriorating ecosystems, burst asset bubbles, burdensome debt, infrastructure bottlenecks, and billions of people with unmet needs, or who were left behind during the growth years have brought about change.

This change is becoming a business imperative. If you're still not convinced that your context has changed, think about the implications of the intent and purpose that have inspired the support for a new government. No company is prepared for the changes that need to be made. Are we prepared?

As Geoff Livingston noted, Gen-X is making some strides in influencing online (and off line) conversations - many of the professionals I learn with belong to this generation. In addition to Geoff, Brian Clark, Lee Odden, Chris Brogan, David Armano, Brian Solis, and many more are helping transform the way we think about business in this new age. We have embraced technology, on our terms.

While Gartner and Forrester are busy with their own definitions and ladders of participation, the rest of us is well on its way to asking more fundamental questions. When Dan Pink wrote A Whole New Mind, he presented six aptitudes that are highly subjective, socially- and culturally-dependent. In his view:

• Design is an asset above function.
• Story is an asset above argument.
• Symphony is an asset above focus.
• Empathy is an asset above logic.
• Play is an asset above seriousness, and
• Meaning is an asset above accumulation.

In the age of conversation, the main focus of our work and interactions may well boil down to one fundamental question - "why?" 

[mind map courtesy of Steve Richards]

Comments

[Mike Walsh]

nice post Valeria. Not surprisingly, I suppose, I was informed of this post by a facebook update from David Armano - this good stuff spreads fast, as does bad stuff. @mwalsh

[Joanna Peña-Bickley]

fabulous post!

[Carolyn Ann]

"We have embraced technology, on our terms."

Hopefully without being too rude, I can't help but disagree!

As I look around, I see that technology has embraced some individuals, and I see still others that have more than a passing familiarity with technology - but I do not see where people have embraced technology on their own terms! We all must accommodate technology, so far "it" has made effort to accommodate us!

I am probably being a pedant, but I feel it is an important point: we cannot embrace the technology as it stands, today. We can accommodate its limitations, and adapt it to our perceived needs, and real uses, but that's about all.

("Argument is dead"? Since when? It's in that mindmap you have up. If argument were deceased, I'd be unable to argue the point. Quid pro quo, perhaps?)

All that aside, I did like your central point, but I'm still thinking about it, and I'm not sure I agree with it. I certainly have some issues with the list of 6 items! Apologies for being so contrarian, this evening.

Carolyn Ann

[Valeria Maltoni]

@Mike - thank you for visiting and wondering "why".

@Joanna - likewise, nice to learn about your work.

@Carolyn Ann - I must be hanging out with people who have ;-) Well, I did not write the book, nor the map, I reported on it. There's a book a friend of mine recommended titled "Thank you for Arguing" that I think speaks to your point (I have not read it yet). It's all a work in progress. Where we are today is much more useful that where we were even a short five years ago. Technology keeps changing, people will continue to adapt it to their own uses and needs.

[KatFrench]

Excellent post.

I worry that Gen X is going to be battered a bit from both ends--Boomers who are resisting change, and Millenials who want change NOW. But in general, Gen X is a pragmatic group--more interested in what works than what is ideal.

[Carolyn Ann]

Boomers resisting change?!? I'm not at all sure about that!

It seems to me that the Boomers are the ones who have not only accepted change, but have participated in it. I look at Gen X-ers, and I see the same fashions (clothing, cars, language patterns, etc) as I did 10 years ago, the same attitudes and a truly disturbing preference for accepting what their cultural "leaders" espouse! Whatever happened to challenge?

Boomers may be old to you, KatFrench, but when I listen to modern pop music, view modern art or read modern poetry - I don't see the world-changing, life-altering stuff of the 1960's and 1970'sand even the 1980's. (Some might not think Gordon Gecko was good, but you've got to admit - his words (via Michael Douglas) have changed history.)

Boomers don't "know any better" - we're not the old fogeys of generations prior - but we sure as heck aren't resistant to change! I'd argue we've embraced it in a way no other generation in history has been able to!

As a broad stroke, that is. :-)

Carolyn Ann (I'm not really all that riled, I just couldn't let that accusation go unchallenged)