It's Here! The Comprehensive Book On Generational Dynamics The Generational Imperative: Understanding Generational Differences In The Workplace, Marketplace, And Living Room
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Chuck Underwood
Founder/Principal
The Generational Imperative, Inc.
Cincinnati, OH
PH: 513-221-1973
EM: chuck@genimperative.com

The Generations Dynamic

We in American business have no choice. We must understand generational influences on the marketplace and workplace, because those influences are powerful and permanent. Those of us who learn the values and motivations and attitudes of each generation will fare much better than those who don’t.

The Generational Imperative, Inc. (TGI) is a research-driven consulting firm that researches, analyzes, and presents generational dynamics to its clients in order to strengthen their:

• Marketing research
• Product development
• Marketing
• Advertising
• Public Relations
• Sales
• Customer Service
• Bottom Line

and

• Human Resources
• Employee Recruiting and Retention
• Personnel Management
• Employee Loyalty and Productivity
• Cooperativeness Among Employees of All Generations.

At the core of The Generational Imperative is its founder, Chuck Underwood, one of the nation’s foremost experts in generational study. Mr. Underwood provides generational consulting to his clients coast-to-coast, in the form of seminars and training sessions, customized and proprietary research, keynote speeches, and more.

How Generations Are Created

Here’s how it happens.

Truth #1: Between birth and roughly age 20, we all form most of the core values and beliefs that we will embrace our entire lives. What we are taught during this time, and what we witness and directly experience then, will largely dictate our belief system for life. Hence, the term "formative years".

Truth #2: Those people who share the same times and teachings — the same formative years’ experiences — will forever share the same core values and thus become an age cohort, or "generation". They will always share a "common center".

Truth #3: Life in America has changed rapidly and sharply over the past century. And we’re living thirty years longer than we did a hundred years ago. So, for the first time in our nation’s history, America has 5 living generations, each with their own unique formative years and, thus, with their own core values and attitudes.

To accurately "connect" with a generation in the marketplace or workplace, businesses must understand their unique formative years. That molded their unique core values. That guide their unique decision-making.

© 2006 The Generational Imperative, Inc. All rights reserved.

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