Link to Generational Insights

Link to Cam Marston’s Blog


Elon University: Selling for Students

~ November 2011

“Tim, what a great presentation! You know a presentation is informative and entertaining when over an hour passes by and you never look at your watch! I will use what you taught me today and know that without a doubt that it increase the amount of business I do. Highest and best use of my time. Thank you!”

~Nancy Williams – Durham,NC

"I literally could have sat and listened to you all day! Your information was relevant and fresh. And you certainly addressed subjects that take priority in our marketing conversations."

Dee Merica,
-Retail Division Manager-NaturaLawn

"You already know, what a huge success, our 2013 BASF “Field of Opportunities” Dealer Update Meetings in Nebraska were over the last 2 days. I truly believe that you were a big part of that success. The information that you provided our 400 customers, will give them some true insights on “how they are selling/communicating to their customers."

Dennis Holsteen,
BASF Corporation - District Manager---Nebraska

“I think you will be happy to hear that the buzz from your presentation on generational insights is still permeating Seyfarth Shaw.”

Cassie N. Vertovec,
Seyfarth Shaw LLP

I found your presentation at the National Registry Summit to be very interesting and informative! Keep up the good work!

J. Kelly Katerakis, CPA

I enjoyed the training we received from you at the NASBA National Registry Summit in Nashville.

Lynn Smith, CPA -
Idaho Falls, Idaho

I really enjoyed your presentation. This was such an eye opener for me it makes me wonder why I hadn't appreciated or become more aware of this important information before. At any rate you've turned me on to something that I see is of vital importance. Thank you so much.

Rob Harris, North Carolina

Thanks, Tim! I truely enjoyed your presentation and have already put some specifics learned into use!

Lei Testa, CPA - Texas

I want to thank you so much for participating in our conference in Mexico. The group LOVED your presentation and there is a buzz about including you again next year!

Nicki DeCurtis - Prudential - Chicago, Illinois

I enjoyed your presentation tremendously and its content is so relevant. Thank you for the wonderful information.

Olivia E. Riley, CPA, CCMA - Cedar park, Texas

“Your topic was one of the highlights of the meeting. After reviewing your website, there may be possibilities for other topics to apply to our group in the future."

Matt Sandy - Regional Operations Manager - NaturaLawn

Thanks for sharing these ideas. They have me thinking and looking at my attitudes as well as those of others.

~ Drew Becker, Branding Specialist

“Tim, really enjoyed the rich, info-packed presentation. Being a borderline boomer added to my appreciation of all the humor, which had us all as entertained as we were educated. Well done! A HUGE THANK YOU! ! !

~Robert Geiger – Cary,NC

“WOW,talk about a fabulous learning experience! Thank you Tim for your insights. Excellent job.

~Eileen Batson – Publicist Raleigh,NC

“Outstanding presentation Tim! I was able to pull some key points out that were head on for my business! I look forward to putting the information to practice! You are awesome dude! And HILARIOUS!!!!! Thanks!”

~Veronique Link – Raleigh,NC

“This was a SUPER presentation. Jammed with pertinent info for anyone who markets there business (everyone!) Thanks to Tim Moore for the excellent content!”

~Nanette Geiger – Cary, NC

“Fantastic program. Truly on spot and educational. Thanks to Tim Moore”

~Debby Bruck – Cary,NC

“Tim –This was the best! I wish I had a video of each market segment you covered. I really appreciate your insight-it sure hit the mark. But hey,I am a Boomer bordering on Gen X,so you probably cannot trust anything I say :D

~Bill Laundon – Fuquay Varina NC Insurance

Tim – just a note to say that your remarks are still resonating with folks and we continue to take action in accordance with your good counsel. Thanks again.

Lisa Damon, Seyfarth Shaw LLP

“Tim,thank you for a fabulous presentation today about the differences between Gen X,Baby Boomer,Matures &the Millenium Generation”

~Amy Shair – RE/Max Real Estate – Durham,NC

"“Tim's Information Series on marketing to the generations,is some of the most current and business insight available!”

~ Angel Lebak, Virtual Assistant Social Media - Raleigh NC

Effective Leaders Understand They Need Differing Methods of Communicating

In an earlier time, when most of the workplace was dominated by one or two generations, it was often possible to do business mostly with people close to your own age.

Good leaders know we’re all more comfortable working with people from our own age and background.  Every generation sees the world through a filter shaped by its formative experiences. Thus, generational peers are likely to “speak the same language”.  Sending the wrong generational signals creates a generation gap. 

Today there are four major generations in the workplace:

Matures          (born before 1946)

Baby Boomers            (born between 1946 and 1964)

Generation X (born between 1965 and 1979)

Millennials      (born between 1980 and 1997)

Connecting with Matures:

Duty and sacrifice are at the heart of the Mature mindset.  Matures usually do not have an inflated ego or sense of self-importance and they don’t expect special treatment but they do believe they have earned a certain amount of deference and respect for all that they have accomplished.

  • Clearly Communicate to Matures what is needed from them and their teammates.
  • Matures prefer to communicate face-to-face, by telephone, and by mail.
  • Matures prefer to read documents on paper not on a screen.


Connecting with Baby Boomers:

Boomers have a work ethic measured in face time. Commitment to “team” is paramount and face-to-face skills are critical to success.  The Boomers tend to be optimists. Boomers are of two minds on technology.  They recognize that technology is now ubiquitous, but a good number aren’t convinced it has made things better.


  • Face to face or phone call is the preferred way to communicate.
  • Focus on team goals – work in individual recognition
  • Assume that even older Boomers think of themselves as young, fit, and active.


Connecting with Generation X:

Gen Xers have learned to be skeptical of just about everything.  Address their innate cynicism with back-up plans for the inevitable time when a problem arises.  Xers dislike hierarchy, prefer transparent communication, and value efficiency.  They embrace technology and use it in most aspects of their lives.

  • Get straight to the point
  • Probably will prefer email updates.
  • Likely let your calls go to voice mail
  • Dislike face to face: Will not want to make hard decisions face to face.

Connecting with Millennials:

Build rapport with Millennials by recognizing their individuality and accomplishments.  They live in a digital world – texting, email, and social media are musts. This generation regards personal information much differently than older generations.  They share info more freely and may know the “nitty gritty” details of friends’ and business associates’ lives.

  • Be authentic – don’t try to fake youth or “cool.”
  • Recognize individuality and uniqueness.
  • Texting is OK. Preferred! Do it.



No one can be all things to all people. No leader can be everyone’s best friend. But if a leader can earn a little likability by connecting across generational lines, it will go a long way towards getting others to help them achieve their objectives.



Exploring the Generations – “Late Baby Boomers”

Exploring the Generations – “Late Baby Boomers”


Recently I was talking with a good friend who is a Gen X and married to a “Late Baby Boomer” about the differences in how her husband sees the world and how the older Boomers view things.  For many Late Baby Boomers, born between 1958 and 1964, the tag or label of “Boomer”, while accurate for their generation, never felt like they were in the club and have never identified with the whole “Boomer Movement.”

There are reasons for someone like her husband or my sister (Born in 1958) to feel this way.  They were born at the tail end of the Boomer generation and have very little in common with someone born in 1940’s.  They are really members of “Generation Jones”, a sub group of the Boomer Generation.  Generation Jones is a term coined by Jonathan Pontell, a Los Angeles marketing and political consultant to describe the Late Boomers.  The name “Generation Jones” derives from a number of things, the “keeping up with the Joneses” of our youth, as well as the slang term “jonesin” that teens used to describe any craving, it is a part of who they are, it came from their childhoods.

The Boomers were the biggest generation in America until recently when they    were eclipsed by the Millennials and number about 80 million strong.  Late Boomers or Generation Jones never truly identified with the typical traits and description of “Baby Boomers”. Late Boomers or “Gen Jones” members were riding bikes and playing with dolls back when early boomers were fighting in Vietnam, protesting the draft and getting stoned at Woodstock.

Jonesers were too young to be part of the protests of the sixties, rather than being Flower Children, they were babies.  While the Early Boomers were out leaving their mark on the world, Jonesers were still in elementary school and by the time they came of age, the world had changed.

Drilling Down through the Boomers:

While the press has spent countless hours focused on the graying of the Woodstock generation boomers those born after 1958, missed Woodstock and the anti-war movement.  Their coming-of-age decade was the 1970s, not the 1960s. Vietnam was far-away, most of them have no memory of Vietnam’s personal impact.

Jonesers were children in the idealistic ’60s, searched for their identity in the ’70s under the shadow of Watergate, and scrambled for their place in the world as young adults in the ’80s.  They were defined by gas lines and 20% interest rates. Their cultural touchstones were groups like the Carpenters and Steely Dan (on eight-track tapes then later on cassette tapes), and shows like “All in the Family” and “Charlie’s Angels” and were tuning into “Soul Train.” They grew up watching The Brady Bunch, not Leave It to Beaver.

Bryan Adams’ hit song “Summer of ’69” was allegedly originally titled “Summer of ’75”, but the record company insisted he change the title to “Summer of ’69” to appeal to Boomers even though Adams himself was a Joneser and only 8 yrs. old in ’69.   Most Jonesers remember gas lines and even / odd license plate days to fill up with gas, not hippie “Chevy vans”.  As Pontell describes them, “They were wide-eyed, not tie-dyed,”

Older boomers set the changes in motion; Jonesers grew up with the impact.  They went to integrated schools, they grew up with a doubling of the divorce rate and their mothers returning to work out of necessity, they were the first generation to realize all the implications of the 1960s including women’s rights, civil rights, abortion and the changing of family structure.  They were a too late for the “we can change the world” attitude of the Early Boomers and too early for the hopelessness of a world gone crazy that Generation Xers inherited.   They have been described as “practical idealists.”

These Jonesers tend to be less ideological than early boomers, more respectful of contrary opinions, more pragmatic and a lot less likely to get glassy eyed when remembering the 1960s, according to historians, marketers and pollsters.

Pontell said he came up with the label Generation Jones because he regarded those later boomers as a lost, anonymous generation. Among their traits are a competitive drive (a need to keep up with the Joneses) and an intense, often-unrewarded yearning — in the argot of the 1970s, this generation always has a Jones for something more.

“This generation had big expectations, but it was confronted with a souring economy that left it with a certain unrequited Jonesing quality,” Pontell said.

“Older boomers had this naive assumption that you could get rid of the bad and the good would be wonderful,” said Ann Clurman, executive vice president of the Futures Company and coauthor of “Generation Ageless,” a treatise on baby boomers. “Younger boomers tend to say there is bad and good in everything, and nothing is perfect.”

The Late Boomers or Jonesers Common Experiences:

Came of age in the era of Jimmy Carter and Ronald Reagan

News reports about Watergate and Iran interrupted our favorite TV shows.

School was a safe place

Could legally drink at 18 but did not have to worry about the draft

Pong was the first video game they played

Remember a life before remote controls, microwaves, cell phones, and satellite TV.

Worried about the 1973 Oil Crisis, the 1979 Energy Crisis, and Iran.

Nuclear war with the Soviet Union was a ominous threat and the Russians were evil.

Disco: Love or hate it, was everywhere. Sparkles and cocaine seemed sophisticated.

The words inflation and recession were part of our daily vocabulary.

Argued over the Jackson 5 vs. The Osmonds

Purchased mood rings and pet rocks

Guide to Understanding Generation X, Y, Boomers and More!


GENERATIONAL FACT:Surveys and market research have shown that different generations have very distinct views about products, politics, religion, careers, and just about everything else. Generation is one of the most important factors that shape people’s opinions and views.


Matures – 40 Million born before 1945: Are now past the traditional retirement age of 65. Although most are retired, about a third will continue to work at least 5 years beyond retirement. Most Matures are now focused on retirement pursuits, health and aging issues, and their legacy to their children and grandchildren. 16 million Matures served in the armed forces during World War II. Almost one million of them were killed or wounded during the war. Matures have the highest household net worth of any generation.



Baby Boomers – 80 Million born between 1946 and 1964: Range in age from their mid-40s to their mid 60s. The oldest Boomers are preparing for retirement. They started turning 65 in 2011. The youngest Boomers are often still raising kids. Some younger Boomers are also the classic “Sandwich” generation. They feel “sandwiched” between caring for their children on the one hand and their elderly parents on the other.


Generation X – 45 Million born between 1965 and 1980: Got its name from a 1991 fictional novel, Generation X, written by Canadian author Douglas Coupland. Members of Generation X are in their thirties and forties. They are advanced in their careers and are moving into leadership positions. They have started families and are buying big-ticket items. The average homebuyer is a member of Generation X. If they haven’t already, members of Generation X will soon need to begin to prepare seriously for retirement.


Millennials – 85 Million born between 1981 and 1997: Called Millennials because they are coming of age in a new millennium. They are also known as: Generation Y, The Echo Boom, Generation Next, and Generation Net. Millennials are in their teens and twenties. Adult Millennials often seem stuck in a stage between adolescence and adulthood – adult-olescence, if you will. They are in college and in their early careers. Almost half still live at home. They generally defer marriage, childbearing, and career decisions until later than previous generations. The oldest Millennials are beginning to start families and buy homes. The average first time homebuyer is a Millennial.



Gen i or Gen Z – approx 38 Million – born 1998 – present: Highly connected, as many of this generation have had lifelong use of communications and media technologies such as the World Wide Web, instant messaging, text messaging, MP3 players, mobile phones and YouTube. Generation i members have virtually no recollection of the September 11 attacks as children; most were not even alive during the attacks. Our Country has been at war for most of or all of their lives.

To Learn More:

Tim Moore: 888-620-6809 Office