Good afternoon! I’m Carlen Lea Lesser Director ofGood afternoon! I m Carlen Lea Lesser, Director of Interactive Strategy for RTC Relationship Marketing and for the next few minutes I’m going to talk about the generational theory of Strauss and Howe, and predictions they made in their book the Fourthpredictions they made in their book the Fourth Turning about how Boomers will evolve as a generation in later life.   

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This generational archetype cycle Strauss and HoweThis generational archetype cycle Strauss and Howe discovered has repeated itself most of the way through Anglo‐American history every 80‐100 years. The reason it’s important is it can help us understand the shifts Boomers are undergoing as they enterthe shifts Boomers are undergoing as they enter elderhood.

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This cycle is at a macro‐generational level If you areThis cycle is at a macro generational level. If you are born between 1943‐1960 you are part of this cycle’s Prophet generation.  You may see that the cycle was broken once.  The Civil War was so disruptive that no Artist generation emergedArtist generation emerged.

Civil war: (1861–1865)

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I said the cycle has repeated all through Anglo‐I said the cycle has repeated all through AngloAmerican history. Interstingly they map beautifully to Star Wars characters, which helps when thinking about the positive, negative and legacy attributes of each generation in the cycle which we’re going to walkgeneration in the cycle, which we re going to walk through next. 

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We begin with the current Artist generation theWe begin with the current Artist generation , the Silent Generation. Seen in a positive light, they are caring, open minded and expert.  In a negative light, sentimental, contemplating and indecisive.  Artists leave is pluralism expertise and due process toleave is pluralism, expertise and due process to society.

The next Artist generation is being born now.

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If we look at the faces of the Artist generation as it hasIf we look at the faces of the Artist generation as it has appeared through time we see people like First Lady Dolley Madison, Lewis & Clark, Teddy Roosevelet, and two from the modern era, Colin Powell, and Madeline Albreight and of course C3P0 and R2D2Albreight, and of course C3P0 and R2D2

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The current prophet generation is the boomersThe current prophet generation is the boomers.   Prophets can be seen positively as: Principled,Resolute, Creative

Negatively: Narcissitic Presumptious RuthlessNegatively: Narcissitic, Presumptious, Ruthless

And they’ll leave us with: Vision, Values, Religion

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Let’s look at the faces of the each the prophetLet s look at the faces of the each the prophetgeneration when it has reappeared through time.  Henry VIII, Abraham Lincoln,  Andrew Jackon, FDR, Bill Clinton and of course, Obi‐wan and Darth Vader.  

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The current nomad generation is Generation X or theThe current nomad generation is Generation X or the 13th Generation, as Strauss and Howe call them.

Nomad generations are know for being : Savvy,Practical PerceptivePractical, PerceptiveAt our worst we’re seen as: Unfeeling, Uncultured,AmoralAnd we’ll be leaving : Liberty, Survival, Humor to societysociety

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If we look at the Nomads as the generation asIf we look at the Nomads as the generation as reappeared in the cycle throughout history we see Queen Elizabeth I, George Washington, Mark Twain, Mae West, and John Stewart – Han Solo  & Chewie from Star Warsfrom Star Wars

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Our current Heros giggle if you will are the latestOur current Heros, giggle if you will, are the latest hero generation – the previous the G.I. generation of WWII.  Heroes are : Selfless, Rational, CompetentNegative: Unreflective , Mechanistic, OverboldThey leave us with: Community Affluence TechnologyThey leave us with: Community, Affluence,Technology

Let’s remember these are the kids who marched to war after Sept. 11

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If we look at the Hero generations throughout time weIf we look at the Hero generations throughout time we see puritan minister Cotton Mather, Thomas Jefferson, JFK, Betty Friedan, Mark Zuckerberg – creator of Facebook, and Luke and Lei.

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Why do we care well because if we keep treatingWhy do we care, well because if we keep treating Boomers, or any generation, like they behave they way the did, our messages aren’t going to hit the mark.  We’re all still looking backwards and showing glory shots of the 60s Do you want to be reminded of yourshots of the 60s.  Do you want to be reminded of your 20s or honored for your acheivements in the past 40 years.

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So let’s take a trip down memory lane and see whatSo, let s take a trip down memory lane and see what our current prophet generation, the Boomers have been up to for the past 40 odd years.  Remember who the prophets are doesn’t change, how the behavior manifets does We begin with sex drugs rock‐n‐rollmanifets does. We begin with sex, drugs, rock‐n‐rolland fighting the man – from Woodstock to Saturday Night Fever. 

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This was the era of big hair fast cars and fat walletsThis was the era of big hair, fast cars, and fat wallets.  It was all about the big payoff as fast as possible.  Think Gordon Gecko and Wall Street. 

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Late‐life “spiritual” careersLate life  spiritual  careersHolistic, mind‐body medicineResisting AgeMoral CrusadersSedona YogaSedona, YogaLate 40s‐mid50s

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So is this the picture of the Boomers in elderhood? Is itSo is this the picture of the Boomers in elderhood? Is it the busy‐body, quiet mind paradigm of seniors past with Shuffleboard on the Wii and Viagra and dancing with the stars until they die?  That’s not what Strauss and Howe tell us they paint a very different picture ofand Howe tell us, they paint a very different picture of Prophets in Elderhood.

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authoritarian severe and unyieldingauthoritarian, severe, and unyieldingEmbracing & glorifying ageCivic VirtueReturn of “classic values” (1930s Movie Code)Mentors of values and idealsMentors of values and idealsMoral battles intra‐generationdecisive civic action

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So don’t ask them to compromise If you want to beSo don t ask them to compromise.  If you want to be green ask them to shop at wholefoods and drive a clean diesel luxury SUV. In healthcare focus on quality, not just quantity of life. The benefit profile need to outweigh the side effects so they can have small stepsoutweigh the side effects so they can have small steps with a big payoff.

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In our communications we need to honor them todayIn our communications we need to honor them today, not just tell them how fabulous they were. Start talking about what it means to be healthy at 65, not convince them to be 30 again. Thank you and I’ll be happy to answer any questions during the breakhappy to answer any questions during the break.

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