Smart Meetings

Interview with Phil Goodman

November 2007

Give Me 5

President and CEO of Generation Transitional Marketing

Marketing guru Phil Goodman has been involved in advertising and marketing since 1955. He started Western Media Corporation, a media and marketing firm specializing in the hospitality industry, in 1974. During the mid-1980s, he noticed changes in media use and spending patterns—trends that piqued his interest, as they differed from the traditional ones. In 1995 he opened the Boomer Marketing Research Center in San Diego, followed soon after by Generation Transitional Marketing. In 2005, he launched Genergraphics®, a new way to appeal to people. Today he is one of the foremost experts on generations, counseling such companies as FOX Television Network, USA Today, the Wall Street Journal, Harrah’s Hotel & Casinos, New York Life and Hotel/Motel Management Magazine. 

Q: To begin, we’ll need to know how you identify the generations.

A: There’s the Forgotten Generation (born between 1935 and 1945); the Boomers (1945-1964); Generation X (1964–1976); and the Echo Boomers, or Generation Y, (1977–1994). 

Q: What is Genergraphics, and how does it differ from other marketing approaches? 

A: First, you had demographics, which show the age, gender and income of people. Then, psychographics, which demonstrates why people do what they do based upon the lifestyle and mindset of their generation. Genergraphics adds to psychographics an understanding of generational influences. It's not about individual people; it's about the traits of an entire generation. 

Q: Echo Boomers are all the buzz right now. What can you tell us about this generation? 

A: They’ll have a major impact. The oldest Echo Boomers turn 30 this year. Moving up eight years, to 2015, they’ll take over from the Boomers; they’ll be the biggest part of the population (see charts). Gen X never factored into the equation; they’re too small. The workplace right now is in an uproar with the Echo Boomers. What they want, they will get. Boomers didn’t get tracked in their teens and 20s—the biggest blunder in marketing history. Gen X and Boomers like one-on-one personal communication. Echos even at 30 are heavily involved in text messaging, YouTube, blogs—they communicate with peers in the workforce, but not with all generations. Echo Boomers are an entirely different breed. They’re individualistic, self-inventive and celebrate diversity. They rewrite the rules, want to have a killer lifestyle and find institutions irrelevant. This won’t change. No generation ever really changes (90 percent of your mindset is formed between the ages of 12 and 17). Echo Boomers are basically more optimistic (than Gen X); they like challenges. You don’t command them, you collaborate with them. They want a work/life balance. They are more likely to be team members than Gen X. 

Q: How can meeting planners and companies deal with this tide of up-and-coming Echo Boomers? 

A: They’ve got to embrace it and, as fast as they can, get these young people into management positions, because that’s who’s going to run it. They won’t do it the same way, but they’ll get results and you’ll need to acknowledge them for it. (Boomers were the helicopter generation, hovering over them, praising them.) Echo Boomers are bored in meetings; you’ve got to offer different events by generations. You can send out a survey before a meeting and ask people what activities they’re interested in—that’ll give you an idea of the group’s ages without directly asking. Planners will need to have separate booths and displays at trade shows, expos and other B-to-B events. They’ll have to have more interactive sessions, hold Webinars. Companies will have to advertise on other media to reach them. Echo Boomers are coming up so fast; each year 4 million of them are turning 30. They will be the mainstream of travel. Put kids’ programs together for them—they won’t leave the kids at home (they’ll be worse than Boomers). They're extremely family-oriented. 

Q: How does this emphasis on Echo Boomers impact the other generations in a meeting? 

A: Genergraphics separates generations without alienating them. Meeting planners need to go with the flow, realize that each generation is different, and to study these generations—there’s lots of information out there. One shoe doesn’t fit all. And planners can’t wait for Echo Boomers to get older; there’s no choice. 

Q: Where can planners learn more about Echo Boomers and the Genergraphics approach?