Fourteenth EditionChapterAmerican DestinyNarrative of .docx

Fourteenth Edition
Chapter
American Destiny
Narrative of a Nation
American Destiny: Narrative of a Nation, Fourth Edition
Mark C. Carnes • John A. Garraty
From Boomers
to Millennials
31
From Boomers to MillennialsThe New ImmigrationThe
Emergence of Modern FeminismRoe v. WadeConservative
CounterattackThe Rise of Gay and Lesbian RightsAIDSPublicly
GayCrime and PunishmentCrack and Urban Gangs
From Boomers to MillennialsViolence and Popular CultureFrom
Main Street to Mall to InternetFrom Community to
FacebookGreying of the Boomers
The New Immigration
The New ImmigrationImmigration is a global phenomenon that

has transformed the United States in the past forty yearsSince
1924, immigration to the United States had been governed by a
quota system that ensured continuation of the nation’s existing
ethnic patterns
The New Immigration (cont'd)Immigration Act of 1965
eliminated the old systemGave preference to immigrants with
specialized job skills and educationAllowed family members to
rejoin those who had immigrated earlier
The New Immigration (cont'd)In 1986, Congress:Offered
amnesty to illegal immigrants who had long lived in the United
StatesPenalized employers who hired illegal immigrants in the
future
The New Immigration (cont'd)Many persons legalized their
status under the new law, but the influx of illegal immigrants
continuedTogether, these laws enabled more than 25 million to
immigrate to the United States from 1970 to 2000
The New Immigration (cont'd)Immigration PatternsAsians,
many of whom possessed skills in high-tech fields, benefited
most from the new system9 million Asians immigrated to the
United States during these years—most from China, South
Korea, India, Pakistan, and the Philippines

The New Immigration (cont'd)Immigration Patterns1970–2000:
the largest number of immigrants were Latinos, sometimes
called Hispanics (16 million)By 2000, the Latino population of
the United States (35 million) for the first time exceeded
African Americans (34 million)Immigration patterns were more
complex than the aggregate data suggest
The New Immigration (cont'd)Whites left for the suburbs and
businesses relocated to the mallsImmigrants moved into cities
and established businesses downtownLos Angeles: Korea Town,
Japan Town, the Latino barrio, South Central
The New Immigration (cont'd)PoliticsNew immigrants also
became a significant political forceLatinos elected mayors in
Los Angeles, Miami, Denver, and San AntonioCésar Chávez, a
pivotal figure in the history of Mexican Americans (Chicanos),
successfully brought tens of thousands of Mexicans into his
United Farm Workers union
Dolores Huerta and César Chávez are framed by photographs of
Robert Kennedy and Mohandas Gandhi
Dolores Huerta and César Chávez, leaders of the United Farm
Workers, discuss their 1968 strike of grape pickers. They are
framed by photographs of Robert Kennedy, campaigning for the
Democratic nomination for president, and Mohandas Gandhi,
leader of the non-violent protest movement that won
independence for India in 1947.

*
The New Immigration (cont'd)PoliticsChavez led strikes and
boycotts to force wage concessions from growers in California,
Texas, and the Southwest
The New Immigration (cont'd)Concern Over Immigration1992:
Republican presidential candidate Patrick Buchanan warned that
the migration of “millions of illegal aliens a year” from Mexico
constituted “the greatest invasion” the nation had ever
witnessedAbout 1/3 of the Chicanos in the United States had
arrived illegally, usually by slipping across the long U.S. border
with MexicoLatino poverty rate was twice the national average
The New Immigration (cont'd)Concern Over Immigration1994:
California passed Proposition 187, which made illegals
ineligible for social services, public education, and
nonemergency medical servicesU.S. Supreme Court struck the
law down Loose immigration policies suppressed wage rates;
often illegal immigrants were recruited as strike breakers
The New Immigration (cont'd)Concern Over ImmigrationLabor
leaders blamed the post-1965 influx of immigrants for decline
in union membershipsIn Who Are We? (2004), Harvard political
scientist Samuel P. Huntington warned the massive infusion of
Latinos could “divide the United States into two peoples, two
cultures, and two languages”

Stanley (Ann) Dunham with her son, Barack Obama, age two.
Stanley (Ann) Dunham with her son, Barack Obama, age two.
*
The Emergence of
Modern Feminism
The Emergence of
Modern FeminismDuring the “Baby Boom” era after WWII,
themes in popular culture reinforced the notion of women
centered on family dynamics within the home and
motherhoodDr. Benjamin Spock’s Common Sense Guide to
Baby and Child CarePsychologist Marynia Farnham
The Emergence of
Modern Feminism (cont'd)TV picked up on this theme as well:
Father Knows Best The HoneymoonersI Love LucyReality of
the postwar woman was more complicatedEconomic expansion
generated many new jobs

The Emergence of
Modern Feminism (cont'd)Women in high demand because they
would work for lower wages than men1940: Only 1 in 4 civilian
employees was female, 1/3 of them marriedWomen became
aware that men were paid more, had better opportunities for
advancement
Paid Workforce, 1950-2005, by Gender
Paid Workforce, 1950-2005, by Gender
The number (and percentage) of wage-earning women increased
rapidly after 1960. In 1950, for example, fewer than one-third
of the paid work force consisted of women; by 2006, the
proportion had increased to nearly half.
*
The Emergence of
Modern Feminism (cont'd)Women noticed, too, that minorities
had improved their situations by fighting publiclyIncreasingly
activists for women’s rights adopted similar strategies; they
were the founders of the modern women’s liberation movement
The Emergence of
Modern Feminism (cont'd)Betty Friedan: Activist journalist in
the 1930s–1940s, shifted to gender issues in later decadesIn The

Feminine Mystique (1963), Friedan argued that advertisers,
popular magazines, and other “authorities” brainwashed women
into thinking that they could thrive only at home
The Emergence of
Modern Feminism (cont'd)Betty Friedan: Activist journalist in
the 1930s–1940s, shifted to gender issues in later
decadesFriedan assumed that if women acted with
determination, employers would recognize their abilities and
stop discriminating against them
The Emergence of
Modern Feminism (cont'd)1964: Sen. Howard Smith (VA)
proposed that women be protected from discriminationLed to
Title VII of the Civil Rights Act of 19641966: Friedan and other
feminists founded the National Organization for Women (NOW)
The Emergence of
Modern Feminism (cont'd)1967: NOW came out for:Equal
Rights Amendment to the ConstitutionChanges in divorce
lawsLegalization of abortion
The Emergence of
Modern Feminism (cont'd)1971: House of Representatives

approved the ERA and the Senate followed the next yearBy the
end of 1972, 22 states on record to ratify the
amendmentFeminist activists soon turned to another major goal:
legalization of abortionIn 1970, Hawaii became first state to
repeal its criminal abortion statute
The Emergence of
Modern Feminism (cont'd)Later that year, another battle was
waged in New YorkPitted feminists, liberals, medical
establishment vs. conservatives and Roman Catholic
ChurchLiberal state assembly repealed its antiabortion law by
only 1 voteFeminists regarded this as a crucial but sobering
victory
The Emergence of
Modern Feminism (cont'd)National Organization for Women
(NOW) An organization, founded in 1966 by Betty Friedan and
other feminists, to promote equal rights for women, changes in
divorce laws, and legalization of abortion.
The Emergence of
Modern Feminism (cont'd)Equal Rights Amendment (ERA)A
proposed amendment to the U.S. Constitution to outlaw
discrimination on the basis of sex. Although first proposed in
1923, the amendment was not passed by Congress until 1972;
but the ratification movement fell short and the ERA was not
added to the Constitution.

Roe v. Wade
State Laws on Abortion prior to Roe v. Wade (1973)
State Laws on Abortion prior to Roe v. Wade (1973)
Prior to Roe v. Wade, only Hawaii, Alaska, and New York had
legalized abortion. Louisiana, Pennsylvania, and New
Hampshire prohibited all abortions, while every other state
allowed abortions only in cases of rape or incest or to preserve
the life of the woman.
*
Roe v. WadeKey factor was new concept in constitutional law:
“right to privacy” Griswold v. Connecticut: The Supreme Court
struck down a Connecticut statute, contending it violated “right
to privacy”
Roe v. Wade (cont'd)Since no such term appears in
Constitution, the Court held other constitutional provisions gave
“umbrella” of privacy-related rights that protected people from
unwarranted intrusions by the state1969: Norma McCorvey
asked her doctor for an abortion and was refused

Roe v. Wade (cont'd)McCorvey’s lawyer encouraged her to
challenge the lawUsing pseudonym “Jane Roe” she and her
lawyer filed suit
Roe v. Wade (cont'd)In 1973, Supreme Court rendered decision
in Roe v. Wade:Fetus did not have a “right to life” until final 3
months of pregnancy, when it could likely survive without the
motherUntil then, the mother’s right to “privacy” took
precedenceState could not prevent a woman from having an
abortion during the first 6 months of pregnancy
Roe v. Wade (cont'd)Roe v. Wade resulted in a rapid expansion
of abortion facilitiesFrom 1973 to 1980, the number of
abortions performed annually increased from 745,000 to 1.5
million
Conservative Counterattack
Conservative CounterattackRoe v. Wade decision energized
grassroots conservative movement against abortionSupported by
Catholic Church, the Mormons, and Protestant groups (Moral
Majority)Right-to-life movement endorsed presidential
campaigns of Ronald Reagan and George H. W. Bush

Conservative Counterattack (cont'd)In Webster v. Reproductive
Health Services (1989) and Planned Parenthood of Southeastern
Pennsylvania v. Casey (1992), Supreme Court allowed states to
impose certain restrictions on abortionConservatives were more
successful in contesting the ERA
Conservative Counterattack (cont'd)1973: Phyllis Schlafly
spearheaded nationwide campaign against ratification of
ERAShe argued that it would:Subject young women to the
military draftDeprive divorced women of alimony and child
custodyMake married women legally responsible for providing
50% of household income
Phyllis Schlafly drew much of her support from working-class
women who were left vulnerable by the recession after 1973.
Phyllis Schlafly drew much of her support from working-class
women who were left vulnerable by the recession after 1973.
*
Conservative Counterattack (cont'd)Schlafly’s efforts struck a
chord—the pro-ERA campaign lost momentum and stalled,
falling 3 states shortBy 1980, ERA was dead

The Rise of Gay and
Lesbian Rights
The Rise of Gay and
Lesbian Rights“Minority rights” rhetoric and example of
activists in other movements encouraged gay rights activists to
proceed along similar lines1969: New York City police raided
the Stonewall Inn in Greenwich Village and arrested occupants
for “solicitation” of illegal sexual acts
The Rise of Gay and
Lesbian Rights (cont'd)Crowds outside began fighting back, a
riot ensued, police retreated, and event became turning point
The Rise of Gay and
Lesbian Rights (cont'd)Gay activists embarked on numerous
campaigns to eliminate discriminationChallenged the American
Psychiatric Association’s stance that homosexuality was a
mental illnessFiled suits to eliminate discrimination against
gays in education, housing, education, and employmentActivists
such as Harvey Milk ran openly for public office

Harvey Milk was the first openly gay candidate to be elected to
office in California.
Harvey Milk was the first openly gay candidate to be elected to
office in California.
*
AIDS
AIDS1981: Centers for Disease Control (CDC) alerted
American health officials to an outbreak of rare bacterial
infection in Los AngelesDistinctive because this particular
infection, usually found in infants or older people with fragile
immune systems, had struck five healthy young men—all were
homosexuals, and all died from it
AIDS (cont'd)By 1982, the CDC called this new disease
acquired immunodeficiency syndrome (AIDS)
AIDS (cont'd)The CDC learned that AIDS was caused by the
human immunodeficiency virus (HIV), lethal virus that destroys
the body’s defenses against infection, making victims
susceptible to many diseasesHIV spreads when an infected

person’s body fluids come in contact with someone else’s
In this electron microscopic photograph
In this electron microscopic photograph, two human
immunodeficiency virus (HIV) cells, in different stages of
budding, are emerging from an infected T-lymphocyte human
blood cell (pink). The HIV cell that has almost broken free
includes RNA (green—the cell’s genetic code) and it will
reinfect other T-cells. T-cells are part of the body’s immune
system.
*
AIDS (cont'd)By end of 1982, CDC documented 900 cases of
AIDS; the disease was increasing exponentiallySoon HIV
contaminated a few of the nation’s blood banks; some recipients
of transfusions came down with AIDS
AIDS (cont'd)1985: Congress approved Reagan’s call for
substantial increase in AIDS fundingNearly 21,000 Americans
had died; by 1999, the total number of AIDS-related deaths
would reach 400,000AIDS epidemic affected public policy and
private behaviorNationwide educational campaign urged “safe”
sex
AIDS (cont'd)Gay and lesbian organizations continued to fight

for social acceptance and legal rights
AIDS (cont'd)Acquired immunodeficiency syndrome (AIDS)A
deadly, and very often sexually transmitted disease that
emerged in the 1980s and that at first spread chiefly among
injection drug users and gay male populations, but soon affected
all communities.
AIDS (cont'd)Acquired immunodeficiency syndrome (AIDS)The
disease is a complex of deadly pathologies resulting from
infection with the human immunodeficiency virus (HIV). By
2000, AIDS deaths in the United States had surpassed 40,000.
AIDS (cont'd)Human immunodeficiency virus (HIV) A virus,
usually spread through sexual contact, that attacks the immune
system, sometimes fatally. HIV, which causes acquired
immunodeficiency syndrome (AIDS), first appeared in the
United States in 1980.
Publicly Gay
Publicly GayIn 1992, President Bill Clinton promised to end the
ban on gays and lesbians in the armed servicesAmid objections,

Clinton settled for “don’t ask, don’t tell” policyIn 2010,
Congress voted to openly admit gays and lesbians to the armed
forcesAnother long-term objective for gay activists was same-
sex marriage
Publicly Gay (cont'd)In 2006, conservatives proposed
amendment to the Constitution that would define marriage as “a
union between a man and a woman”—fell just short of passage
in Senate2000: Vermont became first state to recognize same-
sex civil unions
Publicly Gay (cont'd)2004: Massachusetts was first state to
recognize same-sex marriage; within the next five years, a half
dozen states passed similar laws
Table 31.1 Gender Activist Victories and Conservative
Responses
Table 31.1
Gender Activist Victories and Conservative Responses
*
Crime and Punishment

Crime and PunishmentDuring the late 1960s, antiwar protests
closed down college campuses and race riots ravaged cities and
violent crime increasedMany called for restoration of “law and
order”
Crime and Punishment (cont'd)During the 1970s and 1980s,
conservatives succeeded in implementing many of the goals of
the “law and order” movementElected officials who: Passed
tougher lawsHired more policeBuilt additional prisons
Crime and Punishment (cont'd)Shift toward capital
punishment:Legislators rewrote statutes to accommodate prior
Supreme Court rulings1976: Supreme Court upheld these laws
and capital punishment resumedSince then, over 1000 convicts
executed
Crime and Punishment (cont'd)Tougher sentences made it more
difficult for prisoners to obtain parole1973: New York State
passed laws mandating harsh sentences for repeat drug
offenders1977: California replaced parole system with
mandatory sentencing, which denied convicts the prospect of
early releaseNationwide, proportion of convicts serving long,
mandatory sentences increased sharply

Crime and Punishment (cont'd)Huge, costly increase in prison
population came as a result
Narcotics policemen in Bridgeport, Connecticut, arrest a suspect
Narcotics policemen in Bridgeport, Connecticut, arrest a suspect
for selling crack near housing projects in 1994.
*
Crack and Urban Gangs
Crack and Urban GangsMultiple factors intensified problem of
violent crimeOne was a shift in drug useIn 1980s, growers of
coca leaves in Peru and Bolivia greatly expanded
productionDrug traffickers in Colombia devised sophisticated
systems to transport cocaine to the United StatesPrice of
cocaine dropped from $120 an ounce in 1981 to $50 in 1988
Crack and Urban Gangs (cont'd)More important was
proliferation of cocaine-based compound called “crack”Crack
was sold in $10 vialsMany users found it gave intense spasm of

pleasure that overrode all other desiresLucrative crack trade led
to bitter turf wars in the inner cities
Crack and Urban Gangs (cont'd)More than 150,000 young
people belonged to 1,000 gangsIn 1985, before crack had seized
hold of the inner city, there were 147 murders in Washington,
D.C.; in 1991, figure skyrocketed to 482Black-on-black murder
became major cause of death for African Americans in their 20s
Crack and Urban Gangs (cont'd)By 2010, 30% of African
American men in their 20s were in prison, or on probation or
parole
Violence and Popular Culture
Violence and Popular CultureViolence soared in pop culture,
particularly moviesThree movies released during the late
1980s—Robocop, Die Hard, and Rambo III—each produced a
death tally of 60 or more, nearly 1 every 2 minutesTrend
culminated in Natural Born Killers (1994)
Violence and Popular Culture (cont'd)TV imitated movies as
networks crammed violent crime shows into prime time1991:
Survey found that by age 18, the average viewer had witnessed
some 40,000 murders on TV

Violence and Popular Culture (cont'd)Pop MusicPop music also
acquired a new edge1981: Warner Brothers launched MTV; its
surreal images, disjointed editing, and frenzied music set a new
standardIn 1988, the American Academy of Pediatrics expressed
concern that teenagers were spending 2 hours a day watching
rock videosOver 1/2 featured violence and 3/4 contained
sexually suggestive material
Violence and Popular Culture (cont'd)RapA new sound called
“rap” emerged from the ghetto and quickly spread beyond black
audiences“Cop Killer” and “Illegal Search” contributed to
charge that rap condoned violence and crimeSeveral major
rappers were murdered, and others ran afoul of the law
Violence and Popular Culture (cont'd)RapFor those who had
grown up in ghettos, the culture of violence seemed to
legitimate the meanness of everyday life
Violence and Popular Culture (cont'd)Violence and criminality
became so much a part of popular culture, and popular culture
of adolescent life, that some retreated wholly to imaginative
worlds conjured by movies, video and computer games, TV, and
pop music
From Main Street to Mall to Internet

From Main Street to Mall to InternetThirty years after the civil
rights movement targeted them, many downtown business
districts had been all but abandoned, giving way to the
transformative growth of American suburbsAmong the many
possible reasons given:Inner-city protests and the desegregation
of city schools caused many whites to fleeThe rise in crime in
the late 1960s
Growth of Suburban St. Louis, 1950–1960
Racial Shifts in St. Louis During the 1950s
During the 1950s, the white population of St. Louis declined by
more than 200,000, while the black population increased by
100,000. Much of the central core was almost entirely black.
*
During the 1950s, the suburban townships in St. Louis county
west of the city gained nearly 300,000 people, an increase of 73
percent. More than 99 percent of the suburban residents were
white.
*

From Main Street to Mall to Internet (cont'd)Among the many
possible reasons given:Postwar federal policies played a major
role in transforming cities and giving rise to the suburbsThe
G.I. Bill of 1946 offered veterans cheap home mortgagesReal
estate developers bought huge tracts of land and built
inexpensive houses designed for veterans
From Main Street to Mall to Internet (cont'd)Among the many
possible reasons given:Postwar lending policies of the Federal
Housing AuthorityEisenhower’s decision to pump money into
highway construction
From Main Street to Mall to Internet (cont'd)Retailers followed
consumers to the suburbs, leading to the development of
shopping mallsIn 1946 there were only eight shopping malls in
the nation; by 1972, over 13,000
From Main Street to Mall to Internet (cont'd)By the 1980s,
retailers such as Wal-Mart built “big box” storesThen came the
Internet—online shopping represented a major shift for the
consumerWithin a half century, shopping had not only become
more private, but it also was less social
From Main Street to Mall to Internet (cont'd)Similar shifts from
public to private have characterized many other daily
activitiesBanking reduced to transaction with a machinePersonal
interaction with service sector jobs had disappeared: milkmen,

door-to-door salespeople, “service station” attendants, bakery
owners and candy makers, etc.
From Main Street to Mall to Internet (cont'd)With the advent of
the Internet and improved software, many people became their
own travel agent, tax preparer, financial adviser, grocer,
cosmetician, medical assistant, and bookseller
The mostly abandoned main street
In 2007 a storm approaches the mostly abandoned main street of
Robert Lee, county seat of Coke County, Texas.
*
From Community to Facebook
From Community to FacebookReligionReligious institutions
witnessed a remarkable expansion in the postwar period
From Community to Facebook (cont'd)ReligionBy 1990,
membership in all churches and synagogues surpassed 148

million, an increase of 60 million during the previous four
decadesRoman Catholic Church membership more than doubled
due to influx of Hispanic immigrantsMembership in mainstream
Protestant churches generally declined, but rose solidly in
fundamentalist and evangelical churches
From Community to Facebook (cont'd)ReligionBy 1990,
membership in all churches and synagogues surpassed 148
million, an increase of 60 million during the previous four
decadesThe Jehovah’s Witnesses and the Mormon Church grew
as wellIn 1990, 2/3 of all Americans reported that they belonged
to a church, the highest percentage by far among the major
industrial nations of the West
From Community to Facebook (cont'd)ReligionBut the
membership numbers were misleading
From Community to Facebook (cont'd)Since 1970, church
attendance among persons below 60 has dropped about 20%By
2000, the percent of college freshmen who said they never
attended church had more than doubled since 1970
From Community to Facebook (cont'd)By the 1970s, moreover,
millions of Americans went to church by turning on the
TV“Televangelists” founded their own churches and educational
institutions, supported by direct appeals to viewersA few
established their own colleges, such as Falwell’s Liberty
University, Oral Roberts University, and Robertson’s Regent

University
From Community to Facebook (cont'd)Community-based
ministers saw congregations shrink; thousands of churches
closed their doors
From Community to Facebook (cont'd)Sports and
ExerciseParticipation in team sports fell at about the same rate
as church attendanceBy first decade of 21st century, more
young people played basketball and soccer than in the past, but
far fewer played softball, baseball, football, tennis, and league
bowlingThe fields on which young Boomers spent much of their
lives had been sold to developers or fenced in and locked
From Community to Facebook (cont'd)Sports and ExerciseLack
of exercise among Millennials became a source of national
concernBy 2010, 1 in 3 American children was obese, in part
because of too much time spent on electronic mediaHowever,
some Millennials exercised while engaged with electronic
mediaSince 2000, membership in gyms skyrocketed
From Community to Facebook (cont'd)EducationThe rise of
online learning illustrates the transformation of social activities
into solitary Internet pursuitsBy 2009, over 4 million Americans
enrolled in online courses, twice as many as in 2003One reason
distance online education took off was it spared students the
hassle of commuting, which occupied more of the American
schedule

From Community to Facebook (cont'd)Living at HomeThe
postwar suburban home was conceived as a private refuge from
the hustle and bustle of downtown and increasingly became
more privateBy the 1990s, many well-to-do people moved into
privately owned “gated communities”—only residents and
specified guests were allowed in
From Community to Facebook (cont'd)Living at HomeThe trend
toward increased privacy could be seen even within the homeBy
1975, fewer than half of Americans ate dinner with their whole
family; and by 2000, that number was fewer than one-
thirdFamily members retreated to their own rooms to watch
their own television shows or log onto the Internet
From Community to Facebook (cont'd)Social MediaMillennials
withdrew to the privacy of their rooms in order to socialize on
the Internet, via Facebook and other sitesSome worried that
Millennials spent so much time attending to their own circle of
Facebook friends that they often failed to encounter people with
ideas or perspectives different from their own
From Community to Facebook (cont'd)Social MediaOthers
endorsed the Internet as an ideal if somewhat odd way to meet
strangers and exchange opinionsSecond Life, a virtual 3D world
populated by some 18 million “residents,” allowed strangers to
converse and imaginatively interact

From Community to Facebook (cont'd)Virtual communities
possessed both the advantages and disadvantages of
anonymityAnonymity helps protect people who wish to
articulate ideas and explore behaviors that might generate
disapproval in “real” settingsBut the anonymity of the Internet
also carries risksSexual predators target teen chat rooms and
social-networking sites
From Community to Facebook (cont'd)Virtual communities
possessed both the advantages and disadvantages of
anonymityAnonymity, too, allows people to vent frustrations,
prejudices, and spite without concern for
consequences“Cyberbullying” also emerged as a major concern,
and has led to the passage of protective legislation
These two avatars engage in virtual courtship
In Second Life, multi-player online game, these two avatars
engage in virtual courtship.
*
Greying of the Boomers

Greying of the Boomers2011: Nearly 1/7th of the American
population was over 65Demographic projections indicated that
by the time the Millennials reached 65, 20% of the population
would be over 65The aging of the nation’s population had
serious economic implications
Greying of the Boomers (cont'd)Nation’s wealth shifting from
economically productive purposes to providing health care and
pensions for the elderlyOf particular concern was the viability
of Social SecurityAs of 2010, the Social Security Trust Fund
had $2 trillion in assets, but the projected cost of Social
Security by 2050 exceeded $7 trillion
Greying of the Boomers (cont'd)Of particular concern was the
viability of Social SecurityThe difference would have to be
covered by the contributions made by working Millennials,
many of whom worried that the fund would be gone by the time
they retiredMedical advances during the late twentieth century
led to an increase in the life span: an American born in 2000
was projected to live to 77
Greying of the Boomers (cont'd)But this good news further
complicated the transition from Boomers to Millennials, which
were compounded by attitudinal differencesHow Millennials
will treat aging Boomers is anyone’s guess

Sixty-year-old John A. Garraty, his first twenty-four-mile
marathon
In 1980, sixty-year-old John A. Garraty, co-author of this book,
completed his first twenty-four-mile marathon in New York
City. He completed his last marathon when he was seventy-two.
*
Chapter Review
Chapter Review
*
other links for resources
Comparing Boomers and Millenials January 18, 2017
http://www.businessinsider.com/comparing-millennials-to-baby-
boomers-2017-1/#millennials-have-accumulated-about-half-as-
many-assets-as-the-same-age-group-had-in-1989-they-also-
make-about-10000-less-on-average-1
SOCIAL TRENDS review interactive graphics (2015)
http://www.pewsocialtrends.org/2015/03/19/comparing-
millennials-to-other-generations/#!5
Generational Differences:
http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf
War of Words—taken from a survey in 2016 from 18,810 people
over age 16 in 23 different countries.
https://www.statista.com/chart/9959/war-of-the-words_-

millenials-vs-baby-boomers/
Review the chart (you can download it from the site if you
would like)
http://www.cnn.com/2017/07/25/politics/brownstein-
millennials-largest-voter-group-baby-boomers/index.html
Voting changes!
Generational Differences Chart
Traditionalists Baby Boomers Generation X Millennials
Birth Years 1900-1945 1946-1964 1965-1980 (1977-1994)
1981-2000
Current Age 63-86 44-62 28-43 8-27
Famous
People
Bob Dole, Elizabeth Taylor Bill Clinton, Meryl Streep Barak
Obama, Jennifer Lopez Ashton Kutcher, Serena Williams
# 80 Million 51 Million 75 Million
Other Names
Veterans, Silent, Moral Authority,
Radio Babies, The Forgotten
Generation
“Me” Generation, Moral Authority Gen X, Xers, The Doer,

Post Boomers,
13th Generation
Generation Y, Gen Y, Generation Next,
Echo Boomers, Chief Friendship Officers.
24/7’s
Influencers
WWII, Korean War, Great
Depression, New Deal, Rise on
Corporations, Space Age,
Raised by parents that just
survived the Great Depression.
Experienced hard times while
growing up which were followed
by times of prosperity.
Civil Rights, Vietnam War, Sexual
Revolution, Cold War/Russia,
Space Travel

Highest divorce rate and 2nd
marriages in history.
Post War Babies who grew up to
be radicals of the 70’s and yuppies
of the 80’s.
“The American Dream” was
promised to them as children and
they pursue it. As a result they are
seen as being greedy, materialistic
and ambitious.
Watergate, Energy Crisis, Dual Income
families and single parents, First
Generation of Latchkey Kids, Y2K,
Energy Crisis, Activism, Corp.
Downsizing, End of Cold War, Mom’s
work, Increase divorce rate.
Their perceptions are shaped by
growing up having to take care of
themselves early and watching their
politicians lie and their parents get laid
off.
Came of age when USA was losing its
status as the most powerful and
prosperous nation in the world.
The first generation that will NOT do as
well financially as their parents did.

Digital Media, child focused world, school
shootings, terrorist attacks, AIDS, 9/11
terrorist attacks.
Typically grew up as children of divorce
They hope to be the next great generation
& to turn around all the “wrong” they
see in the world today.
They grew up more sheltered than any
other generation as parents strived to
protect them from the evils of the
world.
Came of age in a period of economic
expansion.
Kept busy as kids
First generation of children with
schedules.

Core Values
Adhere to rules
Conformers/Conformity
Contributing to the Collective
good is important
Dedication/Sacrifice
Delayed Reward
Discipline
Don’t question authority
Duty before pleasure
Family Focus
“Giving Back” is important
Hard Work
Law and Order
Loyalty
Patriotism
Patience
Respect for authority
Responsibility
Savers
Stabilizing

Trust in Government
Anti war
Anti government
Anything is possible
Equal rights
Equal opportunities
Extremely loyal to their children
Involvement
Optimism
Personal Gratification
Personal Growth
Question Everything
Spend now, worry later
Team Oriented
Transformational
Trust no one over 30

Youth
Work
Want to “make a difference”
Balance
Diversity
Entrepreneurial
Fun
Highly Educated
High job expectations
Independent
Informality
Lack of organizational loyalty
Pragmatism
Seek life balance
Self-reliance
Skepticism/Cynical
Suspicious of Boomer values
ThinkGlobally
Techno literacy
Achievement
Avid consumers
Civic Duty
Confidence
Diversity
Extreme fun
Fun!
High morals
Highly tolerant
Hotly competitive
Like personal attention
Self confident
Socialability
Members of global community

Most educated generation
Extremely techno savvy
Extremely spiritual
Now!
Optimism
Realism
Street smarts
Attributes
Committed to company
Competent
Confident

Conservative
Dedication
Doing more with less
Ethical
Fiscally prudent
Hard-working
Historical viewpoint
Honor
Linear work style
Loyal to organization/employers
(duty, honor, country)
Organized
Patriotic
Respectful of Authority
Rules of conduct
Sacrifice
Strong work ethic
Task oriented
Thrifty-abhor waste
Trust hierarchy and authority
Ability to handle a crisis
Ambitious
Anti-extablishmentism
Challenge Authority
Competent
Competitive
Consensus Leadership
Consumerism
Ethical
Good communication skills
Idealism
Live to work
Loyal to careers and employers
Most educated as compared to

other 3 generations
Multi-taskers
Rebellious against convention
beginning with their conservative
parents.
Traditionally found their worth in
their work ethic but now seek a
healthy life/work balance
Optimistic
Political correctness
Strong work ethic
Willing to take on responsibility
Adaptable
Angry but don’t know why
Antiestablishment mentality
Big Gap with boomers
Can change
Crave independence
Confident
Competent
Ethical
Flexible
Focus on Results
Free agents
Highest number of divorced
parents
High degree of brand loyalty
Ignore leadership
Independent
Loyal to Manager
Pampered by their parents
Pragmatic
Results driven
Self-starters

Self sufficient
Skeptical of institutions
Strong sense of entitlement
Unimpressed with Authority
Willing to take on responsibility
Willing to put in the extra time to get a
job done
Work/Life Balance
Work to live
Ambitious but not entirely focused. Look
to the workplace for direction and to
help them achieve their goals.
At ease in teams
Attached to their gadgets & parents
Best educated - Confident
Diversity Focused - Multiculturalism
Have not lived without computers
Eager to spend money
Fiercely Independent
Focus is children/family
Focus on change using technology
Friendly Scheduled, structured lives
Globalism (Global way of thinking)
Greatly indulged by fun loving parents
Heroism -Consider parents their heroes
High speed stimulus junkies
Incorporate individual resp. into their jobs.
Innovative-think our of box
Individualistic yet group oriented
Invited as children to play a lead role in
family’s purchasing and travel decisions
Loyal to peers
Sociable -Makes workplace friends
“Me First “ Attitude in work life

Most doted upon of any [email protected]
Net-centric team players
Open to new ideas
Optimistic
Parent Advocacy (Parents are advocates)
Political Savvy (like the Boomers)
Respect given for competency not title
Respectful of character development
Self –absorbed
Strong sense of entitlement
Techno Savvy - Digital generation
Think mature generation is “cool”
Want to please others
Hope to make life contributions to world
Very patriotic (shaped by 9/11)
Seek responsibility early on in their roles
Family
Experience
Traditional
Nuclear
Disintegrating
“Cleaver Family”
Mom stayed home
As children were seen as “special”
Latch-key kids
Women widely expected to work
outside the home

The first “day care” generation
Dual Income families
Merged families
Coddled kids (they got a trophy for
coming in 8th place)
Education A dream A birthright A way to get there An
incredible expense
Value Family/Community Success Time Individuality
Dealing With
Money
Put it away
Pay cash
Save, save, save
Buy now, pay later Cautious
Conservative
Save, save, save
Earn to spend
% of
Workplace
%5 45% 40% 10%
Work Ethic
Dedicated
Pay your dues
Work hard
Respect Authority

Hard work
Age=seniority
Company first
Driven
Workaholic-60 hr work weeks
Work long hours to establish self-
worth and identity and fulfillment
Work ethic = worth ethic
Quality
Balance
Work smarter and with greater output,
not work longer hours.
Eliminate the task
Self-reliant
Want structure & direction
Skeptical
Ambitious
What’s next?
Multitasking
Tenacity
Entrepreneurial
Focus Task Relationships and Results Task and Results Global
and Networked
Technology Adapted Acquired Assimilated Integral
Entitlement Seniority Experience Merit
Contribution
Workplace
View on

Respect for
Authority
Authority is based on seniority
and tenure.
Originally skeptical of authority but
are becoming similar to
Traditionalists-Time equals
authority
Skeptical of authority figures
Will test authority repeatedly.
Will test authority but often seen out
authority figures when looking for
guidance.
Workplace
View on Time
at Work
Punch the clock
Get the job done
Workaholics
Invented 50 hr work week
Visibility is the key
Project oriented
Get paid to get job done
Effective workers but gone @5PM on dot.
View work as a “gig” or something that fills

the time between weekends.
Workplace
View on Skill
Building
Training happens on the job
Newly developed skills benefit
the company, not the individual
Skills are an ingredient to success
but they are not as important as
work ethic and “face time”.
Amassed skills will lead to next job, the
more they know the better. Work ethic
is important, but not as much as skills
Training is important and new skills will
ease stressful situations. Motivated by
learning / want to see immediate results.
View on
Work/Life
Balance
Work hard to maintain job
security
Were hesitant of taking too
much time off work for fear of
losing their place on the
corporate team. As a result,

there is an imbalance between
work and family.
Because of parents who are Boomer
workaholics, they focus on clearer
balance between work and family.
Do not worry about losing their place
on the corporate team it they take
time off.
Not only balance with work and life,
but balance with work, life and
community involvement and self
development. Flex time, job sharing,
and sabbaticals will be requested
more by this generation.
BusinessFocus Quality Long Hours Productivity Contribution
Work Ethic
and Values
Adhere to rules
Dedicated work ethic
Duty before fun
Expect others to honor their
commitments and behave
responsibly
Individualism is NOT valued
Like to be respected
Like to hear motivational
messages

Linear Work style
Socialization is important
Their word is their bond
Value due process and fair
play
Value Honor
Value compliance
Value Sacrifice
Value Dedication
Value Hard work
Value Good Attitude
Value Attendance
Value Practical Knowledge
Value Loyalty
Challenge authority
Crusading causes
Dislike conformity and rules
Heavy focus on work as an anchor
in their lives
Loyal to the team
Question authority
Process oriented
Relationship focused at work
Strive to do their very best
Value ambition
Value collaboration
Value Equality
Value Personal
fulfillment/gratification
Value personal growth
Value teamwork
Value youthfulness
Want respect from younger

workers
Want a flexible route into
retirement
Willing to take risks
Work efficiently
Care less about advancement than
about work/life balance
Expect to influence the terms and
conditions of the job
Work/family balance is important to
them
Enjoy work, but are more concerned
about work/life navigation
Have a work ethic that no longer
mandates 10 hr days.
Like a casual work environment
Looking for meaningful work and
innovation
Move easily between jobs and criticized
for having no attachment to a
particular job/employer
Outcome oriented
Output focused
Prefer diversity, technology, informality
and fun
Rely on their technological acuity and
business savvy to stay marketable.
Want to get in, get the work done
and move on to the next thing.
Believe that because of
technology, they can work flexibly
anytime, anyplace and that they should

be evaluated on work product-not how,
when or where they got it done.
Expect to influence the terms and
conditions of the job
Have a work ethic that no longer
mandates 10 hr days.
High expectations of bosses and
managers to assist and mentor them in
attainment of professional goals.
Want long-term relationships with
employers, but on their own terms
“Real Revolution”>decrease in career
ambition in favor of more family time,
less travel, less personal pressure.
Goal oriented
Looking for meaningful work and
innovation May be the first generation
that readily accepts older leadership
Looking for careers and stability
Mentoring is important to them
Obsessed w/ career developments
Prefer diversity,technology,informality&fun
Recognize that people make the company
successful
Tolerant
Thrive in a collaborative work environment
Training is important to them
Understand importance of great mentors
Want to enhance their work skills by
continuing their education
Preferred
Work

Environment
Conservative
Hierarchal
Clear chain of command
Top-down management
“Flat” organizational hierarchy
Democratic
Humane
Equal Opportunity
Warm, friendly environment
Functional, Positive, Fun
Efficient
Fast paced and Flexible
Informal
Access to leadership
Access to information
Collaborative
Achievement-oriented
Highly creative
Positive
Diverse
Fun, Flexible, Want continuous feedback
Work is…
An obligation
A Long Term Career

An exciting adventure
A Career
Work and then Retire
A difficult challenge
A contract
Just a Job
A means to an end
Fulfillment
Flexible Work Arrangements
What They Are
Looking For In
a Job
Recognition and respect for their
experience
Value placed on history/traditions
Job security and stability
Company with good reputation
and ethics
Clearly defined rules/policies
Do what you know needs to be
done
Ability to “shine”/”be a star”
Make a contribution
Company represents a good cause
Fit in w/ company vision/mission
Team approach

Need clear and concise job
expectations, and will get it done
Like to achieve work throughteams.
Dynamic young leaders
Cutting edge systems/tech
Forward thinking company
Flexibility in scheduling
Input evaluated on merit, not
age/seniority
If you can’t see the reason for the task,
they will question it. If you can’t keep
them engaged then they will seek it
in another position.
Want to be challenged-Don’t want boring
job
Expect to work with positive people and
company that can fulfill their dreams
Strong, ethical leaders/mentors
Treated w/ respect in spite of age
Social network
They expect to learn new knowledge and
skills(they see repeating tasks as a
poor use of their energy and time and
an example of not being taken
seriously)
Friendly environments(Respond poorly to
inflexible hierarchical organizations.
Respond best to more networked, less
hierarchical organizations.
Flexible schedules
Want to be evaluated on output not input-
on the work product itself
They expect to be paid well
They want to make a difference

Because of being a product of the “drop
down and click menu”, they may need
to be given a list of options
Work
Assets
Bring value to the workplace with
their experience, knowledge
Consistent
Disciplined

Dependable
Detail Oriented
Hardworking
Loyalty
Stable
Thorough
Use their institutional
experience and intuitive
wisdom to face changes
in the workplace.
Anxious to please
Challenges the status quo
Can creatively break down the big
picture into assignments.
Good at seeing the big picture
Good team players
Mission oriented
Politically Savvy-gifted in political
correctness
Service oriented
Will go the extra mile
Works hard
Adapt well to change
Consumer mentality
Direct communicators
Don’t mind direction but resent intrusive
supervision.
Eager to Learn, Very Determined
Good task managers
Good short term problem skills
Highly educated
Multitaskers

Not intimidated by authority
Thrive on flexibility
Technologically savvy
Will do a good job if given the right tools
Value “information”
Want feedback
Consumer mentality
Collaboration
Goal oriented
Highly educated
Multitask Fast
Optimistic
Positive attitude
Technical; savvy
Tenacious
Work
Liabilities
Don’t adapt well to change
Don’t deal well w/ ambiguity
Hierarchical
Typically take a top down
approach modeled by the
military chain of command
Avoid Conflict
Right or wrong
Expect everyone to be workaholics
Dislike conflict
Don’t like change
Challenge Authority of
Traditionalists

Judgmental if disagree
Not good with finances
Peer loyalty
“Process before results”
Self-centered
Built “portable” resume
Cynical;skeptical
Dislike Authority
Dislike rigid work requirements
Impatient
Lack people skills
No long term outlook
Respect Competance
Mistrusts Institutions
Rejects rules
Don’t understand the optimism of
Boomers and Gen Y
Distaste for menial work (they are brain
smart)
Inexperienced
Need supervision
Need structure
Lack discipline
High expectations
Lack of skills for dealing with difficult
people
Impatient
Lack of experience
Respond poorly to those who act in an
authoritarian manner and/or who
expect to be respected due to higher
rank alone.

Keys to
Working
With
Think that work is not suppose to
be fun

They follow rules well but want to
know procedures.
Tend to be frustrated by what
they see as a lack of
discipline, respect, logic and
structure especially if the
workplace is more relaxed or
spontaneous.
Consider their feelings
Tend to be conservative in
Workplace
Like the personal touch
Want to hear that their ideas
matter.
They were valued youth, teens and
young adults and expect to be
valued in the workplace.
Their careers define them, their
work is important to them.
Silly routines are frustrating.
They expect their work, and
themselves to matter.
Before they do anything, they need
to know why it matters, how it fits
into the big picture and what
impacts it will have on whom.
Do well in teams
Are motivated by their
responsibilities to others
Respond well to attention and
recognition.
Don’t take criticism well
Less likely to offer necessary
recognition.

Need flexibility, attention and
freedom
Want independence in the workplace
and informality
Give them time to pursue other
interests
Allow them to have fun at work
Give them the latest technology
Like a team oriented workplace
Want to work with bright, creative people
Take time to learn about their personal
goals
They expect to be treated respectfully.
Raised to feel valued and very positive
about themselves;they see as a sign of
disrespect any requirement to do things
just because this is the way it has
always been done or to pay one’s dues.
Want to work with friends
Provide engaging experiences that
develop transferable skills
Provide rational for the work you’ve asked
them to do and the value it adds.
Provide variety
Grow teams and networks with great
care;develop the tools and processes
to support faster response and more
innovative solutions.
Provide a work environment that rewards
extra effort and excellence
Pay close attention to helping them
navigate work and family issues.
Offer structured, supportive work
environment

Personalize work and also involve in
teams
Interactive work environment
Leadership
Style
Hierarchy
Directive
Command-and-control
Consensus/Consensual
Collegial
Competence
Everyone is the same
Challenge others
Ask why
Achievers
TBD(this group has not spent much time
in the workplace so this characteristic is
yet to be determined)
View of
Authority
Respectful Impressed Unimpressed Relaxed
My heroes
are….
The unit Kennedy’s, Martin Luther King .. What’s a hero?
Boss

My grandparents
Boss-if things are right
Themselves
Interactive
Style
Individual Team Player
Loves to have meetings
Entrpreneur Participative
Technology
is…
Hoover Dam The microwave What you can hold in your
hand;cell,
PDA
Ethereal - intangible
Communica-
tions
Media
Rotary phones
One-on-one
Write a memo
Touch-tone phones

Call me anytime
Cell phones
Call me only at work
Internet
Picture phones
E-mail
Communica-
tion
Discrete
Present your story in a formal,
logical manner
Show respect for their
age/experience (address
as Mr, Sir, Mrs)
Use good grammar and
manners (no profanity)
Deliver you message based on
the history/traditions of the
company and how they can fit
Use formal language
Don’t waste their time
Use inclusive language (we, us)
Focus-words not body language
Slow to warm up
Memo
Like hand-written notes, less
email and more personal
interaction
Diplomatic

In person
Speak open – direct style
Use body language to
communicate
Present Options (flexibility)
Use E-Comm’s/face-to-face
Answer questions thoroughly and
expect to be pressed for details
Avoid Manipulative/controlling
language
Like the personal touch from
Managers
Get consensus-include them or
they may get offended
Establish a friendly rapport
OK to use first names
Learn what is important to them
Emphasize the company’s vision
and mission and how they can fit
in
Blunt/Direct
Immediate
Use straight talk, present facts
Use email as #1 tool
Learn their language & speak it
Use informalcommunication
style
Talk in short sound bytes
Share info immediately and often
Has the potential to bridge the
generation gap b/w youngest and
oldest workers.
Don’t mico-manage
Use direct, straightforward approach
Avoid buzz words and company jargon

Tie your message to “results”
Emphasize “WIIFM” in terms of training
and skills to build their resume
Polite
Use positive, respectful, motivational,
electronic communication style.(Cell
phones, email, IM, text)>these are“fun”
Communicate in person if the message is
very important
Use email and voice mail as #1 tools
Don’t talk down-they will resent it
Show respect through language and they
will respect you
Use action verbs
Use language to portray visual pictures
Be humorous-show you are human
Be careful about the words you use and
the way you say it(they are not good at
personal communication because of
technical ways of communicating)
Be positive
Determine your goals and aspirations and
tie message to them
Prefer to learn in networks, teams using
multi-media while being entertained
and excited
Feedback and
Rewards
No news is good news
Satisfaction is a job well done
Feedback on performance as
they listen

Want subtle, private recognition
on an individual level without
fanfare.
Feel rewarded by money and will
often display all awards,
certificates and letters of
appreciation for public view.
Like praise
Title recognition
Give something to put on the wall.
Somewhat more interested in soft
benefits than younger
generations
Enjoy public recognition
Appreciate awards for their hard
work&the long hrs. they work
Not enamored by public recognition.
Want to be rewarded wit time off.
Freedom is the best reward
Prefer regular feedback on their work
but as less dependant on being told
that they are good people.
Somewhat more interested in benefits
than younger generations
Need constructive feedback to be more
effective
Are self-sufficient,give them structure,
some coaching, but implement a
hands-off type of supervisory style
Like to be given feedback often and they
will ask for it often.
Meaningful work
Be clear about goals and expectations

Communicate frequently
Provide Supervision & Structure
Want recognition for their heroes;bosses
and grandparents. Managers who
balance these frames of reference in
rewarding workers create a more
valuable experience for both the
employee and worker.
Messages that
Motivate
“Your experience is respected” “You are valued”
“You are needed”
Do it your way
Forget the rules
You will work with other bright, creative
people
Motivated by… Being respected
Security
Being valued, needed
Money
Freedom and removal of rules
Time Off
Working with other bright people
Time Off

Money is… Livelihood Status Symbol Means to an end Today’s
payoff
Work and
Family Life
Balance
“Ne’er the two shall meet”
Keep them separate
At this point in their lives they are
interested in flexible hrs and
are looking to create balance
in their lives after working
most of it.
No balance
“Live to work”
At this point in their lives they are
interested in flexible hrs and are
looking to create balance in their
lives. They have pushed hard,
all work and no play and they
are beginning to wonder if it was
worth it.
“Work to live”
Balance is important. They will sacrifice
balance, but only occasionally.
They work to live, not live to work.
“Work to live”

Balance is important. They will sacrifice
balance, but only occasionally.
They value their lifestyle over upward
mobility. If presented with a work
promotion that will throw their life out of
balance, they will choose their lifestyle.
Mentoring
Investment in long term
commitment
Support-long term commitment
Show support for stability,
security and community
Actions w/ focus on standards
and norms
Allow the employee to set the
“rules of engagement”
Ask what has worked for them in
the past and fit your approach
to that experience
Let them define the outcome that
you both want
Use testimonials from the
nation’s institutions
Respect their experience
Emphasize that you have seen
an particular approach work in
the past, don’t highlight
uniqueness or need for radical
change
Stellar career important as they
question where I have been and
where I am going

Appreciate they paid their dues
under the hierarchical rules
Teach them balance:work, family,
financial, etc.
Need to know they are valued
Show them how you can help them
use their time wisely
Pre-assess their comfort level with
technology before new projects
Demonstrate the importance of a
strong team and their role
Emphasize that their decision is a
good one and a “victory” for them
Follow up, check in, and ask how
the individual is doing on a
regular basis, but DO NOT
micro-manage.
Offer a casual work environ.&lighten up.
Get them involved, Encourage creativity
Allow flexibility, Be more hands off
Encourage a learning environment
Listen - and learn!
They work with you, not for you
Offer variety and stimulation
May need help in taking responsibility
for full process completion and in
appreciating how their input affects
the whole.
Need their managers to appreciate that
they have a life/can be more efficient
one task at a time. They will leave in
a second if a better deal comes along.
Provide learning and development
opportunities
Provide situations to try new things.

Ask for their input in selecting an option
Be prepared to answer “why” often
Present yourself as an information
provider, not Boss
Use their peers as testimonials
Appear to enjoy your work
Follow up and meet your commitments.
They are eager to improve and expect
you to follow through with information
Encouragement to explore new avenues
through breaking the rules
Raise the bar on self as they have high
expectations
Goals – in steps and actions
Establish mentoring programs
Honor their optimism and welcome and
nurture them
Be flexible
Challenge them
Respect them
Offer customization-a plan specific to
them
Offer peer-level examples
Spend time providing information and
guidance
Allow options, including work from home
and flex time
Be impressed with their decisions

Career
Development
Not really an option for the
Traditionalists. Just taught to
keep their nose to the
grindstone. The ultimate goal
was simply to move up within the
organization, but realized this
happened only to a few.
Focus on developing their careers
through opportunities within one
organization or at least one
industry. Moved up based on
seniority, not always based on skill
and expertise.
Take a pro-active approach to career
development through more degrees
and experiences both within the
organization and without. This is often
seen as being dis-loyal to the company,
but Gen Xers see it as being loyal to
themselves.
Millennials will enter the work force with
more experiences than any generation
before them. They will continue to seek
this through requests for more
experiences and opportunities. If they
don’t get it at their work, they will seek it
elsewhere.

Training and
Development
Training should contribute to the
organization’s goals
Training is a contribution to the
organization’s goals, but is also a
path to promotion and additional
compensation.
Training enhances their versatility in the
marketplace and investment in their
future. Not necessarily loyal to the
company who trained them.
Willing and eager to take risks;don’t mind
making mistakes-they consider this a
learning opportunity.
Retirement
Put in 30 years, retire and live off
of pension/savings
If I retire, who am I? I haven’t
saved any money so I need to
work, at least part time. I
I’ve been downsized so I need to
work , at least part time.
I may retire early;I’ve saved my money.
I may want different experiences and
may change careers. I may want to
take a sabbatical to develop myself.

Jury is still out but will probably be similar
to Gen Xers.
Fundraising
Tips
Offer them conservative planned
giving and financial management
tools.
Have one on one meetings and
ask their advice.
No email fundraising here. The
more personal the better.
Older generations (include
Boomers) may be more
interested in planned giving and
financial management tools.
They will respond better to
traditional solicitation strategies
like personal letters and fact to
face meetings.
Put them out front and in the
spotlight.
Get them involved, allow them to
find self-fulfillment through work
with your organization.
Offer them more aggressive
planned giving and financial
management tools.
Appeal to their idealism
Could your agency be where they
spend their “third age.?”

Use humor in appeals.
Allow them to work independently for
your agency and o their own terms-
can’t stand infinite committee meetings.
Social entrepreneurs-“micro-loans”.
Creative use of new technologies.
Understand their primary focus is their
family.
Lone ranger philanthropy and
volunteerism.
Younger generations have shorter
attention spans. The trick is to engage
them quickly (often with humor) let them
see how they can make a difference,
and connect things they care about like
their families and environment.
Messages can be delivered by
technology but need to be short and to
the point.
Use them for focus groups, ask their
opinions.
Put them in charge of using technologies
for appeals-no long appeal letters.
Utiliize their networks-have them plan
events that interest them.
Act fast on their interest or you will lose
them.
Link your cause to sustainability.
“Mid Century Modern” is cool again.
Birth YearsOther NamesInfluencersCore ValuesAttributesWork
EthicBusinessFocusMentoringRetirement

There is no doubt that there has been much discussion about the
US entitlement programs such as Social Security and Medicare.
And according to the US Government Census Bureau there are
some significant issues that will face America.
Review the graphs below. What can be taken from the graphs
that may shed light on what some of these significant issues
might be.
Graph 1: The y axis is the total number of babies born between
1940 and 1970 (x axis)
Graph 2: Population of those 65 and older (y axis) over time (x
axis 2012 – 2050)
Graph 3: Percentage of total US population of those 65 and
older (y axis) over time (x axis 2012 – 2050)
ASSIGNMENT: Write a brief analysis of the three graphs
presented below—minimum 2 paragraph.
[footnoteRef:1] [1:
https://www.census.gov/prod/2014pubs/p25-1140.pdf]
1

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