2015 marks a demographic milestone. The Pew Research Center reports, “More than one-in-three American workers today are Millennials (adults ages 18 to 34 in 2015), and this year they surpassed Generation X to become the largest share of the American workforce.”

In addition, “The Millennial population as a whole (not just its workforce) is already projected to surpass that of Baby Boomers this year as the largest generation, according to the Census Bureau.” As they retire–and their numbers are not replenished by immigration–the Boomers’ influence in the workplace will wane.

The notion of applying generational analysis is relatively new. Perhaps it was inevitable that Baby Boomers would recognize that the distinctive worldviews of various generations merits systematic analysis. It has various applications, including in leadership, management, communications, sales and marketing, and politics.

Ann Arnof Fishman is president of Generational Targeted Marketing, LLC. She is a pioneer in this exciting field, highly regarded for her scholarship and practical applications. Her new book, Marketing to the Millennial Woman, is an excellent guide to cracking the code of an important, influential demographic.

[Read more…]