Wednesday, December 26, 2007
Generation X-mas: Wonderful Life falls from favor
America has a new favorite Christmas movie. For the 11th year in a row, TBS aired its 24-hour Christmas Story movie marathon on December 24 and 25. TBS officials report most movie re-runs fade over time, but Christmas Story has continually risen in the ratings.
In a 2006 Harris poll, respondents from 18 to 41 years old named Christmas Story their favorite holiday movie, while their parents and grandparents picked Wonderful Life or Miracle on 34th Street.
Time magazine ran a story about Christmas Story in its November 29 issue, referring to it as “one of those little pop-cultural shifts” like football overtaking baseball, or salsa defeating ketchup.
I would argue that it’s not just a little pop-cultural shift -- it’s a significant social shift being influenced by Generations X and Y. It is yet another example of how younger generations are influencing change in our society and establishing traditions of their own.
A Christmas Story (1983) is a tale about Ralphie, a 9-year-old in 1940s Indiana, and his lust for a Red Ryder b-b gun. Ironically, Christmas Story takes place decades before Generations X and Y were born. But we relate to its nostalgia, remembering childhood in terms of less-than-perfect occasions.
In the traditional Christmas movies (Wonderful Life, Miracle on 34th Street, Christmas Carol) the holiday is a community good. It uplifts, renders peace, and embraces the Scrooges and Grinches and turns them into good citizens with loving hearts.
A Christmas Story -- and Christmas Vacation and other holiday comedies that have followed it -- inverts this moral. There’s no revelation about how Christmas isn’t really about presents. The stresses, disappointments, and frustrations of family celebrations are the focus of the story, and this candor is what Xers and Ys appreciate and find especially humorous.
Xers and Ys can relate to the dreams and disappointments of A Christmas Story, but perhaps there’s something even more simplistic about why we would prefer to watch that movie instead of Wonderful Life or Miracle on 34th Street. Perhaps we also appreciate seeing our movies in color.
In a 2006 Harris poll, respondents from 18 to 41 years old named Christmas Story their favorite holiday movie, while their parents and grandparents picked Wonderful Life or Miracle on 34th Street.
Time magazine ran a story about Christmas Story in its November 29 issue, referring to it as “one of those little pop-cultural shifts” like football overtaking baseball, or salsa defeating ketchup.
I would argue that it’s not just a little pop-cultural shift -- it’s a significant social shift being influenced by Generations X and Y. It is yet another example of how younger generations are influencing change in our society and establishing traditions of their own.
A Christmas Story (1983) is a tale about Ralphie, a 9-year-old in 1940s Indiana, and his lust for a Red Ryder b-b gun. Ironically, Christmas Story takes place decades before Generations X and Y were born. But we relate to its nostalgia, remembering childhood in terms of less-than-perfect occasions.
In the traditional Christmas movies (Wonderful Life, Miracle on 34th Street, Christmas Carol) the holiday is a community good. It uplifts, renders peace, and embraces the Scrooges and Grinches and turns them into good citizens with loving hearts.
A Christmas Story -- and Christmas Vacation and other holiday comedies that have followed it -- inverts this moral. There’s no revelation about how Christmas isn’t really about presents. The stresses, disappointments, and frustrations of family celebrations are the focus of the story, and this candor is what Xers and Ys appreciate and find especially humorous.
Xers and Ys can relate to the dreams and disappointments of A Christmas Story, but perhaps there’s something even more simplistic about why we would prefer to watch that movie instead of Wonderful Life or Miracle on 34th Street. Perhaps we also appreciate seeing our movies in color.
Labels: A Christmas Story, Generation X, Generation X-mas, Generation Y
Monday, December 17, 2007
Association execs running out of excuses, time
I’m just returning from a trip to Florida where I was a presenter at the American Society of Association Executive’s Great Ideas Conference. The idea lab I hosted was specific to marketing to Generations X and Y, but the generation topic was dominant throughout much of the conference. The sessions I attended, the speakers I heard, the people I met--everyone was talking about how to reach the next generation of members!
Yet, five years after I started researching associations for my book, The New Recruit (2007), I am still hearing phrases like: “The younger generations just aren’t joiners” and “They just don’t get it.”
These association executives have adopted a ‘we versus them’ attitude and use the generational issue as an excuse to blame younger generations for declining membership, a lack of member involvement, and a whole host of other challenges facing their organizations.
I was especially shocked to hear someone in the audience say the generation shift is being blown out of proportion and Generations X and Y really aren’t that different from the Boomers. (Not surprising, this was a statement being made by a Boomer.)
The excuses being made by association executives are both alarming and dangerous. Yes, it's easy to make excuses or to ignore or downplay what is happening. But the easiest option isn’t always the best option.
Everything about the younger generations is new and different, from our values and expectations to the way we communicate and spend our time. What worked in the past for membership associations simply won’t work for the younger generations.
The fact is, younger generations are joiners when an association has something of value to offer them. The associations that survive the test of time will make an effort to tailor their products, services, and benefits to them, but most associations aren’t willing to go this extra mile.
Yes, the Baby Boomer generation has sustained membership associations for quite some time. But that era is nearing an end. It’s time to quit making excuses and start thinking about the next generation of association executives, board members, and volunteers.
Clearly, this is a topic that concerns and threatens the vitality of membership associations. I would encourage ASAE to host a special generations conference to prepare association executives for the change that is taking place and provide them the tools they need to survive, sustain, and succeed. Because the Boomer-centric associations aren't only running out of excuses--they're also running out of time.
Yet, five years after I started researching associations for my book, The New Recruit (2007), I am still hearing phrases like: “The younger generations just aren’t joiners” and “They just don’t get it.”
These association executives have adopted a ‘we versus them’ attitude and use the generational issue as an excuse to blame younger generations for declining membership, a lack of member involvement, and a whole host of other challenges facing their organizations.
I was especially shocked to hear someone in the audience say the generation shift is being blown out of proportion and Generations X and Y really aren’t that different from the Boomers. (Not surprising, this was a statement being made by a Boomer.)
The excuses being made by association executives are both alarming and dangerous. Yes, it's easy to make excuses or to ignore or downplay what is happening. But the easiest option isn’t always the best option.
Everything about the younger generations is new and different, from our values and expectations to the way we communicate and spend our time. What worked in the past for membership associations simply won’t work for the younger generations.
The fact is, younger generations are joiners when an association has something of value to offer them. The associations that survive the test of time will make an effort to tailor their products, services, and benefits to them, but most associations aren’t willing to go this extra mile.
Yes, the Baby Boomer generation has sustained membership associations for quite some time. But that era is nearing an end. It’s time to quit making excuses and start thinking about the next generation of association executives, board members, and volunteers.
Clearly, this is a topic that concerns and threatens the vitality of membership associations. I would encourage ASAE to host a special generations conference to prepare association executives for the change that is taking place and provide them the tools they need to survive, sustain, and succeed. Because the Boomer-centric associations aren't only running out of excuses--they're also running out of time.
Labels: ASAE, Baby Boomers, Generations X and Y, membership associations, The New Recruit
Monday, December 3, 2007
New generations, new opportunities
In the 1990s, REM wrote a popular song that exclaimed, “It’s the end of the world as we know it, and I feel fine!”
I can’t think of a better explanation to describe what is happening in our world today. The change happening is significant, and yet most of our business and community leaders are choosing to ignore these changes. They insist everything is fine and hope the passage of the Baby Boomers will come to a quick and painless end.
But don’t count on it. The values, interests, needs, and wants of Generations X and Y are drastically different from that of their predecessors, which is already wreaking havoc throughout our workplaces, communities, companies, schools, membership associations, and non-profit organizations.
The fact is, Boomers are struggling to recruit, retain, and market to these younger generations. While they realize Generations X and Y are their only succession plan, they just can’t seem to relate to them.
Welcome to my blog. I have spent the last six years researching my generation — Generation X — and the generations to follow. Return often to read or write about the latest strategies and issues relevant to reaching these younger executives, employees, clients, and consumers.
Indeed, it is the end of the world as we know it. But rather than fear the change, consider this an opportunity to succession plan and succeed. This isn't the end — it's a beginning.
I can’t think of a better explanation to describe what is happening in our world today. The change happening is significant, and yet most of our business and community leaders are choosing to ignore these changes. They insist everything is fine and hope the passage of the Baby Boomers will come to a quick and painless end.
But don’t count on it. The values, interests, needs, and wants of Generations X and Y are drastically different from that of their predecessors, which is already wreaking havoc throughout our workplaces, communities, companies, schools, membership associations, and non-profit organizations.
The fact is, Boomers are struggling to recruit, retain, and market to these younger generations. While they realize Generations X and Y are their only succession plan, they just can’t seem to relate to them.
Welcome to my blog. I have spent the last six years researching my generation — Generation X — and the generations to follow. Return often to read or write about the latest strategies and issues relevant to reaching these younger executives, employees, clients, and consumers.
Indeed, it is the end of the world as we know it. But rather than fear the change, consider this an opportunity to succession plan and succeed. This isn't the end — it's a beginning.
Labels: Baby Boomers, Generations X and Y
Subscribe to Posts [Atom]
