Ann A. Fishman, president of New Orleans-based Generational-Targeted Marketing Corp., says differences among generations alive today affect meetings marketing and content. She advises planners to understand growing demographic differences in meeting audiences, then proceed from there with planning for success.
Generation 9/11 (2001-Present): This generation values fitting in. During their formative years, 9/11s are over-protected: at home, because of the rash of kidnappings and Amber Alerts; at school, because of Columbine-type incidences; and in society, because of terrorism. An overprotected generation tends to be risk-averse and therefore conformists as adults.
Gen Y (1982-2000): These are pampered children of Boomers. They are attracted to brands at an early age and remain loyal. They lead lush lives, and by 2020 they will have access to lots of cash from their grandparents. They spend a lot on themselves, especially electronics. They trust their friends more than what you put in front of them (MySpace; blogs, etc).
Gen X (1961-1981): These people endured Boomer family breakups and became the latchkey kids who had to feed, clothe and mind themselves. Because they were isolated, they now want to be around people. You must win their loyalty, and if you don’t come through at every stage from communication to follow-through, they don’t give you a second chance. Do a bad meeting and they won’t return. They are more conservative than their parents, and they believe in balancing home and work. Don’t waste their time. By 2020, they will be running business.
Baby Boomers (1943-1960): Boomers remain influential today, yet their values are becoming less important as youngers take over business. Many of them will continue in the workforce, however. What works for them often doesn’t work for Xers. Boomers thrive on spin; Xers look at past performance and authenticity. Boomers focus on individual rights and value the individual over the good of the group. Xers believe in individual responsibility. Generational clashes can affect meeting planning.
Silent Generation (1925-1942): This is the financially conservative group who are now willing to spend money on themselves because they feel it’s now-or-never time to splurge on travel or some other big-ticket item. Some of them are still in the meetings audience of today, for need-to-work or other reasons. They follow the lead of more dominate, younger generations.
G.I. Generation (1901-1924): This generation is dying at the rate of 1,000 people per day, and though they are not in the workforce, their needs sometimes affect generations behind them. Like Silents, they follow the lead of more dominate, younger generations.
