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'It's Generations X and Y, Stupid!'
Reuters, Generational Targeted Marketing ^ | 1-4-2008 | Ann Fishman

Posted on 01/04/2008 3:51:25 PM PST by unspun

Iowa Caucus Results Show that 'Spin' is Out, Authenticity is In, as Presidential Candidates Must Match the Generational Characteristics of the Youth Vote

NEW YORK, Jan. 4 /PRNewswire-USNewswire/ -- The victories of Mike Huckabee and Barack Obama with a good showing for John McCain in Iowa demonstrate that spin is out and authenticity is in, as Presidential candidates address the most important voting block in the 2008 race: Generations X and Y.

"Some have overlooked what Iowans told us with certainty last night - a critical factor in this election is not race, religion, or gender, but speaking the language of Generation X, the language of authenticity and with the tone of optimism and hope of Generation Y," said Ann A. Fishman (www.annfishman.com), President of New Orleans-based Generational-Targeted Marketing Corp. and a commentator on generational trends in politics and culture.

She continued, "Generation X, born between 1961 and 1981, are a huge block of voters in this year's election, and a major key to victory. Although they are proud to be the first generation to consider themselves both color-blind and gender-neutral, they will not elect a President for those reasons alone, nor on the basis of party affiliation. Being practical-minded and averse to being 'sold' on spin or empty promises, they are looking for candidates who address them with authenticity and passion, and not as mere partisans - so far, Mike Huckabee and Barack Obama have connected with them on this level."

"GENERATION Y, born between 1982 and 2000 are the second key to the road to the White House. While Huckabee, Obama and McCain remained true to themselves, a trait necessary for the new-style politics of Gen X, the idealism and hope Obama and Huckabee displayed, perfectly match the optimism and civic-mindedness of Generation Y."

As exit and entrance polling made clear, Obama and Huckabee garnered a disproportionate share of Gen X voters and GEN Y voters in Iowa, to supplement the strength of the former among women, and the latter among Evangelical Christians.*

Based on Fishman's research into the habits and values of the working generations - Baby Boomers, Generation X and Generation Y -, each generation brings a distinctive set of traits, habits and characteristics. These are important as keys to understanding political dynamics and voting patterns in elections.

Fishman concluded, "Understanding the changeover, now underway in American society, from the values of Baby Boomers to those of Generation X and generation Y is a key to understanding what moves contemporary voters and their attitudes. Candidates would do well to heed the call - as it seems, Huckabee and Obama have begun to do."

About Generations X, Y and the Baby Boomers Generation Xers are "latch-key kids," children of Baby Boomers whose divorce rates were high. Xers had to fend for themselves from an early age and are a generation of practical "survivors" whose attitudes are reflected in their politics, values and consumer preferences.

Baby Boomers are the 79 million Americans who were born between 1943 and 1960. Among other trends, they presided over the relaxation of societal standards in a variety of areas, including the liberalization of rules governing the traditional family, loosening strictures on corporate responsibility and the popularization of the drug culture.

Generation Y feels empowered. This generation was raised with the societal supports necessary for young children - strong families, strong religious upbringing and strong government programs for the disadvantaged. This is a generation that wants a voice in its future.

*"Polls of Iowa voters as they entered the caucuses showed that Obama outpolled Clinton among women, and benefited from a surge in first-time caucus-goers and young voters . . . In their victory speeches, Obama and Huckabee struck similar cords and distinguished themselves from their respective fields portraying themselves as unifiers and change agents who didn't view the world in simply Republican and Democratic hues."*

- Associated Press story, January 4, 2008 About Ann Fishman and Generational Targeted-Marketing More information on Ann Fishman's generational expertise can be found at www.annfishman.com/ . Fishman's company, Generational-Targeted Marketing Corp. (GTM), is a specialized marketing firm providing insight into consumer preferences, buying habits and trends affecting the American consumer. As GTM's president, Fishman has served as a consultant to numerous corporations, government agencies and non-profit organizations on generational issues and also serves as a member of the Adjunct Faculty at New York University. For further information on GTM, call 1-504-813-7890.

Contact: Michael Frenkel, MFC PR (212) 808-6556/michael@mfcpr.com

SOURCE Ann Fishman and Generational Targeted-Marketing

Michael Frenkel of MFC PR, +1-212-808-6556, or michael@mfcpr.com, for Ann Fishman and Generational Targeted-Marketing


TOPICS: Editorial; Politics/Elections
KEYWORDS: generations; generationy; genx; huckabee; ia2008; iowa; obama; youthvote
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To: scrabblehack

WOW... I never realized that McCain was a year older than my father. He is kinda up there in years, isn’t he?


81 posted on 01/04/2008 6:54:49 PM PST by LibertyRocks (Fred in '08)
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To: Welsh Rabbit; qam1

There are no good breakdowns. I tend to prefer this once since I’m obviously Gen-X (I was born in late 1963), even though Qam prefers the 1965-1981 breakdown. Thing is, with a 20 year spread, there is going to be little in common. Sociologically a generation should be 10 years even though 20 years is a good biological definition.


82 posted on 01/04/2008 6:54:50 PM PST by Melas (Offending stupid people since 1963)
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To: Disambiguator

Actually, there is a name for us. Google Generation Jones.


83 posted on 01/04/2008 7:00:40 PM PST by Melas (Offending stupid people since 1963)
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To: fzx12345

You are right, although it’s not just GenY — I lost at least one classmate from High School in Afghanistan, and my best friend’s husband is going over there sometime this Spring...

Also, please remember that it was mostly GenX that fought in the first Gulf War, and all the “little” skirmishes in between — the “new recruits” in the first Gulf War were from my HS graduating class (1990). It’s not like we’re all “untouched” or didn’t see any hard times at all. (Not to mention growing up during the end of the Cold War — we still had air raid drills — although they said it was just for tornados. Anyone else remember “The Day After”???

Plus, both my parents were born in the 30s so they were quite “old school” compared to some of my friends’ parents, and DEFINITELY my Sister’s friends’ parents.

I think it has more to do with what generation your PARENTS belonged to that determined how you viewed the world, frankly...


84 posted on 01/04/2008 7:03:49 PM PST by LibertyRocks (Fred in '08)
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To: scrabblehack

Interesting, I was born in 1963 and I consider myself an Xer. Although big boomer events mean nothing to me. I was a newborn when Kennedy was shot, so I have no idea where I was. Psychadelic music was old before I ever developed an interest in music. I learned about Viet Nam and the moon landing from history books. My family never owned a black and white television etc etc.

On the other hand, I remember all the pivotal X’er events very well. I remember being woke up when Callenger exploded. I waited in line to see Star Wars. I owned an Atari, a Colecovision and a personal computer before I was grown. And most importantly...I know all the words to every schoolhouse rock song ever broadcast.


85 posted on 01/04/2008 7:09:25 PM PST by Melas (Offending stupid people since 1963)
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To: Melas

Make it about 15 years and I think it’d be a lot closer. LOL

‘65 - ‘79 = X
‘80 - ‘94 = Y

‘95 - ‘09 = Z??? LOL

You’re right though... There is no perfect breakdown... LOL


86 posted on 01/04/2008 7:10:10 PM PST by LibertyRocks (Fred in '08)
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To: Melas

You actually had a history book that covered Vietnam? LOL Our HS History books didn’t have but one or two paragraphs in it about Vietnam in the late 80s!

Seriously though, the Schoolhouse Rock songs — Yep, definitely a Gen X thing. Ditto for Star Wars, PONG & Atari 2600, The Challenger Disaster... etc...


87 posted on 01/04/2008 7:15:01 PM PST by LibertyRocks (Fred in '08)
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To: Huck

This is me.
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

It may be you but my experience with xers is that a large percentage of them expect their parents to take care of them forever. Maybe I am just unfortunate but the ones I know show less independence at thirty than most of my generation(world war II babies) did at twenty. Of course “fending for themselves” would have to be defined. For me it meant doing chores as soon as I was physically able, plowing with a draft horse, cutting wood with an axe, pulling one end of a five and a half foot crosscut saw etc. while still in grade school. I suspect that for the gen X group it might have meant making your own sandwich when you got home from school while Mom was still at work. I don’t know, you tell me. I am sure that if someone even permitted his children to do what my father required me to do as a pre-teen the state would take them away to a foster home.


88 posted on 01/04/2008 7:25:21 PM PST by RipSawyer (Does anyone still believe this is a free country?)
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To: MNJohnnie

Talk about drama queen teen angst and hysteric nonsense.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Amen, Johnnie! Please read my post no. 88 on this subject.


89 posted on 01/04/2008 7:33:54 PM PST by RipSawyer (Does anyone still believe this is a free country?)
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To: Melas

I was born in 1968, making me a “Gen Xer”. I remember the how bad the ‘70s and the Carter administration were. When Reagan was elected I sensed fear in a reporters voice. I saw how America changed radically for the better in the ‘80s. Today I work with a bunch of “Gen Y” twenty somethings who were taught that Carter and Clinton were great presidents, Reagan was a terrible president and that Bush is practically the Antichrist. I try to talk some sense into them but they don’t listen.


90 posted on 01/04/2008 7:35:50 PM PST by CtBigPat
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To: Melas

I’ll just call myself Xoomer Jones. Maybe Spielberg will make a series of adventure films starring me.


91 posted on 01/04/2008 7:44:26 PM PST by Disambiguator (Political Correctness is criminal insanity writ large.)
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To: Welsh Rabbit

There is no way that Gen X goes up to those born in 1981. The “X” (from Douglas Copeland’s book, not the band that predated it by well over a decade), is the “baby bust”. The Baby Boomers who started having kids brought us Generation Y, another boom.


92 posted on 01/04/2008 8:24:17 PM PST by weegee (End the Bush-Bush-Bush-Clinton/Clinton-Clinton/Clinton-Bush-Bush-Clinton/Clinton Oligarchy in 2008.)
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To: CtBigPat

I was born in 1968 too (by parents who were born during WWII, who happened to be conservative)and agree with what you said. We were lucky enough to go from teen to adulthood with the greatest President of our time in office, which is why Gen X tends to be more conservative...at least the older part of Gen X anyway. As a teen, the Reagan Presidency made me (and a most of the people I grew up with) proud to be an American.


93 posted on 01/04/2008 8:35:50 PM PST by Kellykoop (All you need to start an asylum is an empty room and the right kind of people.)
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To: unspun

You’re not going to be able to sell the Weasel in Sheep’s Clothing here.


94 posted on 01/04/2008 11:09:55 PM PST by Mr. Silverback (Support Scouting: Raising boys to be strong men and politically incorrect at the same time.)
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To: LibertyRocks

I have similar memories...I remember kids on the schoolyard talking about the election, and all of them thought Carter was a moron. And this was in Southern Maine!


95 posted on 01/04/2008 11:19:14 PM PST by Mr. Silverback (Support Scouting: Raising boys to be strong men and politically incorrect at the same time.)
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To: Mr. Silverback
You’re not going to be able to sell the Weasel in Sheep’s Clothing here.

I suppose that could be one reason I would not try to sell any rodents here, but I hadn't thought of it.

Oh!

Are you referring to Mike Huckabee?

He's very human and is not a curmudgeon and I like that guy. FReepers should listen to him with open ears.

He has been learning a lot, in the last dozen years or so and gives indications he won't stop learning important and even unsettling lessons. I'm not sure I can say the same, for many FReepers -- but I'll still discuss such things.

96 posted on 01/04/2008 11:20:58 PM PST by unspun (God save us from egos -- especially our own.)
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To: unspun

Is Z gonna be the last generation? Or do we start all over again at A?


97 posted on 01/04/2008 11:22:50 PM PST by tiki (True Christians will not deliberately slander or misrepresent others or their beliefs)
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To: tiki

I think they have determined they must then go with numbers, maybe.


98 posted on 01/04/2008 11:24:26 PM PST by unspun (God save us from egos -- especially our own.)
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To: unspun

Who would have thought that lowering the voting age from 21 to 18 would turn this country into a failed Socialist state in just two generations.


99 posted on 01/04/2008 11:28:01 PM PST by Kickass Conservative (Guns don't kill people, gun free zones kill people)
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To: unspun
He's very human and is not a curmudgeon and I like that guy. FReepers should listen to him with open ears.

Why in the bloody world would you think that because I don't support your guy I haven't paid attention to him?

I was listening real good the other day when Mr. Positive said "What does it profit a man to gain the world but lose his soul" while he did his "I won't say Mitt Romney is scum, but I will show you my ad saying Mitt Romney is scum" dog and pony show in Iowa. Yeah, I expect politicians to act like politicians, but that whole deal was Clintonian.

I have been listening, and what I've learned is that he doesn't have the character he's flim-flammed you into believing he has, he is ideologically no better than the Rudy McRomney crowd and his fair tax proposal makes him unelectable in the general.

100 posted on 01/04/2008 11:28:06 PM PST by Mr. Silverback (Support Scouting: Raising boys to be strong men and politically incorrect at the same time.)
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