The Traditional or Silent Generation

They were born between
1925 and 1945 and are now in their 70’s to early 90’s. They make up about 8% of
the American population (as I write this).

There are several
theories as to why they were called the silent generation. I am going to go
with the most obvious.

First; as they were
growing up, they were told to be seen and not heard. Many of them still carry
that as a way of life. They know a lot, but they won’t share unless you ask
them. Ask them!

Second; they grew up in
the era of McCarthyism. They were afraid to share their beliefs or chance being
called a communist. A BIG no-no at the time. They became cautious about where
they went and whom they were seen with. Better to just stay silent.

Time magazine first used the term “Silent Generation” in a November 5, 1951 article titled “The Younger Generation“

As children, this
generation grew up in conditions complicated by war and economic troubles.

From 1929 to 1939 America
suffered from the ‘Great Depression’. All social classes were affected. Many
losing everything. This event alone would lead to them becoming frugal when it
comes to spending.

Don’t expect a member of
this generation to buy the latest smart phone when their flip phone works just
fine. Remember, they were raised by parents that just survived the Great
Depression.

As far as the family
structure; mom would stay home and raise the kids while dad went to work.
Chances are that dad worked for the same company his whole career.

If they drank Coca-Cola,
they didn’t switch to Pepsi (or the other way around to be fair to both
companies). If you want them to change, you better have a good reason.

They believe in adhering
to rules. They trust their government. They are hard workers and sacrificed for
the greater good.

When it comes to money,
they are savers. They put it away and when making a purchase would pay cash.

They have a strong belief in respecting their elders and are very polite in communication. They say “Yes, sir”, “No, ma’am”, “please” and “thank you.” Use of profanity is a no-no.

This was the first generation in American history to be smaller than the generation that preceded them.

Some of the events that
helped shape their lives include:

– The Golden Age of Radio

– Swing Dancing

– 1929 Stock Market crash

– 1933 The New Deal

– 1935 Monopoly Board Game

– 1935 Social Security System put in place

– 1938 War of the Worlds radio broadcast

– 1941 Pearl Harbor attacked

– 1945 Atomic bomb dropped on Japan

– 1945 FDR elected President for 4th term

– 1945 The Cold War begins with the Soviet Union

When marketing to this
generation, remember to be polite and respect their traditionalism. If you want
to know something from them, you must ask. They will not volunteer.