Book Review: Generation Ageless 3 - A Segmented View
Yankelelovich, Inc. discovered that by measuring attitudes across a large number of values and ambitions, they could divide Baby Boomers into six segments. If you are a Baby Boomer, which segment do you fit into?
1) Straight Arrows - Spiritual priorities are foremost in this group. They make up 1/3 of the Boomer population. They are guided by traditional values and religion. Their worldview is in balance and orthodoxy. Traditional values define their focus on the future. They believe it is important to share their personal beliefs and ethics.
2) Due Diligents - This group represents 10 percent of all Boomers. They think things through and look out for pitfalls, then plunge into life. They plan for the worst but are willing to take risks as long as they feel protected. They enjoy safe adventures that are protected and secure while radical and extreme.
3) Maximizers - This group comprises 15 percent of Boomers. They want to continue to achieve, accumulate, stay involved and hold center stage. Their future focus is to push aggressively in order to stay active, engaged and in control. They seek fulfillment by immersing themselves in everything possible.
4) Sideliners - This group makes up 20 percent of Boomers. They are less involved in activities and amusements. This group of people are private, self-contained, and undemanding. Their future focus is to be as self-contained as possible for enjoyments that are moderate and undemanding. Personal priorities matter to them.
5) Diss/contenteds - Societal priorities are among the highest for this group. But they make up only 8 percent of all Boomers. They see social problems they would like to fix. Their sympathies are with the protestors. However, they shy away from getting involved. They are dissatisfied and challenge the status quo, but not to the point of sacrificing their personal comfort. Their future focus is to connect with a broader vision or mission that restores and renews hope and trust.
6) Re-Activists - For this group, societal priorities are at the highest. They represent 15 percent of all Boomers. They are ready to join campaigns in support of social causes. They want to get involved while they can still make a difference. They want to save the world. Their focus for the future is with bigger ideals and movements before the chance is gone forever.
Not all Baby Boomers think alike. One interesting fact about this segmentation of the Boomer generation is that while this generation has one of the largest age ranges forming a generational cohort, age is not involved in these segments. There is no one segment above that one particular age of Boomer embraces. In other words, younger Boomers do not cluster themselves in one segment while older Boomers cluster themselves in another. Younger, middle and older Boomers can be found in every segment.
Other interesting tidbits:
- Sideliners and Diss/Contenteds are more likely to be men.
- While whites make up the largest percent in all segments, African Americans and Hispanics form large percentages of the Maximizers and Re-Activists.
- There is a high percentage of disabled Americans among the Due Diligents.
- Sideliners tend to be less educated.
- Maximizers and Diss/contenteds and Re-Activists are the best educated segments.
- Education is a high priority among the Straight Arrows as well.
- Diss/Contenteds and Re-Activists are the most liberal groups.
- Diss/Contenteds and Re-Activists are less likely to consist of family households.
- Straight Arrows are the most committed to traditional values.
- Due Diligents and Maximizers are also strongly committed to strong traditional values.
Source: Generation Agless
by J. Walker Smith, President
and Ann Clurman, Senior Partner
Yankelovich, Inc.
HarperCollins Publishers, 2007.
US $24.95/ Canada $28.95/ UK L 14.99
Continue to the next segment of this review:
rate
email
print
link to this page
Comments: 6
And,your review, Beverly, is terrific! Well done!