MediaPost Publications Generational Progress 03/25/2013

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Generational Progress – 03/25/2013

The Depression Era: Born 1912-1921

Coming of Age: 1930-1939Age in 2004: 83 to 92Current Population: 11-12 million (and declining rapidly)

Depression era individuals are conservative, compulsive savers, maintain low debt and use more secure financial products. Tend to be patriotic, oriented toward work before pleasure, respect for authority, have a sense of moral obligation.

World War II: Born 1922 to 1927

Coming of Age: 1940-1945Age in 2004: 77-82Current Population: 11 million (in quickening decline)

People in this cohort shared in a common goal of defeating the Axis powers. There was an accepted sense of “deferment” among this group, contrasted with the emphasis on “me” in more recent cohorts.

Post-War Cohort: Born 1928-1945

Coming of Age: 1946-1963Age in 2004: 59 to 76Current Population: 41 million (declining)

This generation had significant opportunities in jobs and education as the War ended and a post-war economic boom struck America. The growth in Cold War tensions, the potential for nuclear war and other never before seen threats, led to levels of discomfort and uncertainty throughout the generation. Members of this group value security, comfort, and familiar, known activities and environments.

Boomers I or The Baby Boomers: Born 1946-1954

Coming of Age: 1963-1972Age in 2004: 50-58Current Population: 33 million

Baby Boomers were defined as those born between 1945 and 1964. That generation encompassed 71 million people 20 years apart in age. It didn’t compute to have those born in 1964 compared with those born in 1946. Attitudes, behaviors and society were vastly different.All the elements that help to define a cohort were violated by the broad span of years originally included in the concept of the Baby Boomers. The first Boomer segment is bounded by the Kennedy and Martin Luther King assassinations, the Civil Rights movements and the Vietnam War. Boomers I were in or protested the War. Boomers I had good economic opportunities and were largely optimistic about the potential for America and their own lives.

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