In order to establish a connection and a level of trust, it is important to have at least a basic understanding of how the client’s cultural experiences have influenced his or her communication style and life choices. Generational culture is one of the most important aspects in developing personality and communication preferences. 

It is believed that people develop a peer personality through shared influences and events that occur during their formative years approximately ages 10 to 18, which impacts their generation value system and methods of interaction. 

It is important to consider the following:

  • What were the events of that generation’s childhood?
  • What impact did those events have? 
  • What changes did they lead to?
  • What values or beliefs were created by those events?


Understanding the values and life experiences of different generations will help you market to your senior clients which will help you create a stronger connection and build a better rapport with your senior clients.

Keep in mind that generations transition over time and they do not change abruptly.  The descriptive norms and trends do not fit all people all the time, they are just guidelines.  Remember that not every member of a generation will exhibit all of the characteristics described for their generation, but it is fair to say that many members of each generation have these tendencies.  Also, members born very early or very late in a generation will often have more in common with the proceeding or subsequent generation and can take on a bridge status between the generations.  In many cases you may be working with a range of generations when serving your senior clients: sons, daughters, grandchildren or even great grandchildren.

Today, the senior population consists of four different generations:

  • The Lost Generation
  • The GI Generation
  • The Silent Generation
  • The Baby Boomer Generation

The Lost Generation

The Lost Generation was born between 1880 and 1900.  The Lost Generation became disillusioned by the large number of casualties of the First World War and disillusioned with the world in general.  They are sometimes referred to as the “World War I Generation”.   This generation grew up in a time when mass immigration was occurring and America was changing drastically.  

This generation is also credited with producing some the first jazz music.  During this generation, there was an explosion of American literature and art.  Ernest Hemingway and F. Scott Fitzgerald were part of a large group of authors that relocated to Paris after WW1.  Al Capone, Norman Rockwell, Babe Ruth, Humphrey Bogart, Harry S. Truman and Dwight Eisenhower are just a few of the well-known individuals of the Lost Generation.

A few of the important dates and events that influenced and shaped the Lost Generation include the Titanic sinking in 1912 in which 1513 people died.  The U.S. entered World War I in 1917 and in 1919 the war ended.  The Ku Klux Klan launched it recruitment campaign in 1920. In 1928, Walt Disney introduced the first Mickey Mouse Cartoon to the world and in October 1929, the Stock Market crashed.

The members of the Lost Generation were often accused of being shallow amusement seekers and drank a lot. They have youthful idealism and question the meaning of contemporary life.  In most scenarios, when trying to attract those seniors of the Lost Generation, you will be marketing to the adult child who is the decision maker for this individual so consider the following communication tips and techniques for that appropriate generation.

The GI Generation

The GI Generation also known as the “Greatest Generation” was born between 1901 and 1924 and is between 91 and 111 years old. Children born into the GI Generation were brought into a period of great prosperity in the United States.  They made great sacrifices during their young lives for a greater cause than their own lives.  Individuals in this generation are often viewed as heroes for the sacrifices they made for the country during the Great Depression and WWII. They worked together to create “America, the super Power.” This generation included our first Girl and Boy Scouts. There were approximately 56.6 million born into this generation in the United States alone and today about 5 million are alive.  This generation had a slew of kids…creating the “baby boom” and the baby boomers.  They drove big American and some European cars but never Japanese cars.

Some well-known names from this generation are Joe DiMaggio, Jimmy Stewart, Judy Garland, Bob Hope, Louis Armstrong, Carmen Miranda, John Steinbeck, and presidents John F. Kennedy, Ronald Regan, Richard Nixon and George Bush Sr.

The important dates and events that influenced the GI Generation included Franklin Roosevelt was elected president in 1933.  The attack on Pearl Harbor on December 7, 1941 and on December 8, 1941, the U.S. entered World War.  Race riots occurred in 1943.  June 6, 1944 D-Day and then on August 6, 1944 the Atomic Bomb was dropped on Japan.  In 1947, Jackie Robinson became the first African American to play baseball in the Major Leagues.

This generation is confident and optimistic.  They tend to be successful in many facets of their adult life.  The GI Generation seniors are seen as logical problem-solvers.  Because they survived they great depression, they are easily made happy with a good job, mild future and a little house for their family.  Members of the GI Generation are high achievers and are described as fearless but not reckless, patriotic, idealistic, and morally conscience.  This is the group that feels that customer service “isn’t what it used to be.” In addition, members of this generation feel that one is defined by their career or title. 

Many of this generation are concerned about social security.  They feel that formality is important, suits and ties show respect.  The GI Generation believes uniformity is good and normal.  This group is civic minded, putting trust in government and authority and believes that the leaders of the community put public interest over personal interest. This generation is also considered to be male dominated and have long term marriages and a strong faith in god.

When communicating with this generation, empower them by asking how you can assist them, do not attempt to “tell” them what they want!  Ask specific to the point questions.  Be courteous and respect their need for independence and privacy.  Present yourself as a “specialist” and Dress in business attire.

The Silent Generation

The Silent Generation also known as the “Post War Generation” was born between 1925 and 1945, and is now between 67 and 87 years old.  Sandwiched between the “get it done” GI Generation and the very vocal Baby Boomer Generation, the Silent Generation is often considered withdrawn, cautious and silent.   This generation is also the smallest generation of the last 100 years. 

Members of the Silent Generation were raised during the Great Depression and WWII, but most were too young to participate in the war.  They were taught to be loyal, respectful, and patient and were expected to make sacrifices for the greater good.  The Silent Generation is generally comfortable with structure and prefers rules and stability.  This group gave birth to the “Generation X” kids and unlike the GI Generation, they do drive Japanese cars.

Some of the well-known people of this generation are Ray Charles, Marilyn Monroe, Shirley Temple, Elvis Presley, Woody Allen, Phil Donahue, Paul McCartney, Mohammed Ali, Mick Jagger, Jacqueline Kennedy, Barbara Bush and notably almost all of the key players in the civil rights movement came from the Silent Generation including Martin Luther King Jr. and Malcolm X.

The Silent Generation experienced the start of the Korean War in 1950 and McCarthy began the "Red Scare.” In 1953, Julius and Ethel Rosenberg were executed.  Segregation in public schools was declared unconstitutional in 1954.  In 1955, the first McDonald’s restaurant opened and Rosa Parks took her famous bus ride. The first ever televised Presidential debate with Kennedy vs. Nixon aired in 1960.  

The Silent Generation is often considered to be unimaginative, withdrawn, cautious, indifferent and silent.  They are seen as adaptive and followers, not leaders.  They entered into marriage early and had children immediately.  This generation was very content to settle down and is risk adverse.  The Silent Generation is regarded as a very indecisive group and most have a fear of outliving their money and assets.

When communicating with the Silent Generation emphasize your experience, training and successes.  Ask detailed and specific questions to find out what they really want. This generation prefers face to face interaction.  They want and expect discounts, so focus on saving money.  Stress the value associated with product(s).  Remember this group is still very active, so highlight the active and independent lifestyle at your community.

The Baby Boomer Generation

The “Baby Boomer Generation” was born between 1946 and 1964 and is 48 to 66 years old today. Their lives were shaped by the Korean War, the Civil Rights Act, Martin Luther King, Jr., JFK, the Cuban Missile Crisis, and the Vietnam War.  Many of the Baby Boomers were involved in activist movements for causes they believed in.  The traditional family structure that had been strong in the past began to change with this generation as a result of the growing rate of divorce.

Notable members of this generation include Oliver North, Janis Joplin, Steve Martin, Gilda Radner, David Letterman, Oprah Winfrey, Spike Lee and John McEnroe.  The Baby Boomer experienced Astronaut John Glen orbit the earth in a spacecraft in 1962. On November 22, 1963, JFK was assassinated by Lee Harvey Oswald.  In 1965, Malcolm X was assassinated and in 1968, Martin Luther King Jr. and Robert Kennedy were assassinated.  The first man walked on the moon in July 1969.  The Watergate investigation began in 1973 and Nixon resigned as president in 1974.

The Baby Boomer Generation is considered rebellious and often question authority and makes decisions based upon their inherent beliefs of right and wrong.  As children and young adults, they were pampered by their parents. They remember Wood Stock…they were at Wood Stock but may not remember it though.  This generation tends to be wealthier and has more disposable income than other generations but has not saved much.  Many of this generation are still working and actually this is the first generation to work beyond retirement age.  They are focused on Mind, Body and Soul and seek out more medical procedures in the name of preventive medicine than any other generation.

Boomers tend to focus more on lifestyle and plan on enjoying life.  In many cases, the Boomer may be supporting their children as well as a parent these days.  Members of this generation don’t view themselves as “seniors” and resent being referred to as such.  Today, 40% of Baby Boomers are considered obese.

When communicating with Baby Boomers, remember that they are the “show me” generation and body language is important.   Speak in an open, direct style but avoid controlling language.  Answer questions thoroughly and expect to be pressed for the details. Present options to demonstrate flexibility in your thinking.  Don’t waste their time, give them just the highlights and summarize details so that can make a decision quickly.  Show that you are resourceful to win the Baby Boomer’s trust.

The Dos & Don’ts of Communicating with Seniors

Regardless of the generation, do not stereotype or assume anything when communicating with anyone, especially seniors. For example don’t assume that all seniors have difficulty hearing so you talk really loud. Don’t patronize, talk down to them in really simple terms or treat them as if they are a child and cannot make their own decisions.  Show respect, do not use first names without permission and avoid using industry jargon such as “unit” or “property” they want to live in an apartment or a home in a community.

Do listen and be patient sometimes your senior client feels that they need to tell you their life story so you will understand why they are here looking at an apartment.  Quite frankly, a lot of times, it is the senior trying to convince themselves that this is why they need to move.  Make the senior client feel important and keep in mind, most of these people have lived independently in their own homes for 30, 40, 50 60 years and that was their status symbol a trophy of their success.  Now they feel they must give up their independence and along with that they feel less important.  Empower them by showing how living in a community such as yours will allow them to do the things that they always wanted to do before but did not have the time or the ability before.  Most importantly, counsel them don’t sell them.  Give them the information they need to make the right choices. 

In many housing transition situations, a senior is facing the loss of control, loss of a spouse, loss of status and may have concerns about their health, concerns of running out of money or concerned about moving out of familiar surroundings into unknown territory.   So be patient and help them review all possible housing options to determine which one is best for them.

When advertising always keep in mind who you are sending your message to and be sure that your message is not only clear but easy for the targeted reader to read.  There are several tips to remember when advertising to mature populations.  When doing print advertisement including newspaper, flyers and brochures or doing internet advertising make the copy easy to read, use lots of “white” space, bold headlines and subheadings.  Keep it simple, stick to basic common fonts and use them consistently.  Avoid drop shadows, decorative or narrow fonts.  Whenever possible use serif typeface.  Serif is easier to read because it helps the eyes differentiate between characters. 

Size does matter, so don’t scrimp on the font size.  Use 12-14 point text for the copy in an ad.  Titles and headlines should be about 2 points larger.  Resist the urge to be trendy and don’t be TOO LOUD.  Use of all caps decreases legibility.  Instead, capitalize the first letter of each word or use bold font to make words stand out.          

Keep the copy short.  People get overwhelmed with a lot of copy and many won’t read past the first couple of lines any way.  Although more expensive, use color as much as possible.  A four color piece is better  and more effective than black and white and use contrasting colors such as yellow and black, blue and white or red and yellow…which are more easily read by 55+ and older eyes. Don’t make it difficult for the reader to see, read or understand the message; eyes get distracted by to many graphics so banish the clutter to make your message clear. 

Many seniors tend to feel about 13 years younger than their actual age and they think they look about 7 yours younger than their actual age.  Seniors often feel that “old age” is associated with health and mobility not a number, so when using images of people and/or activities, use younger-looking models and show plenty of activity.  Always, choose words carefully; skip stereo types by banning words such as “old”, “elderly”, “aged” and “golden years”.  Remember, the most effective advertising is in a clear and straightforward way so stick to the facts.

Something to keep in mind.

Young and middle-aged adults who endorse negative stereotypes about older people display high rates of strokes, heart attacks and other serious heart problems later in life, compared with aging peers who view the elderly in generally positive ways… Yale University psychologist Becca Levy

Those over the age of 60 fondly remember what those over the age of 40 vaguely remember:  Full Service Gas Stations, Records and Turn Tables

Contact us to learn more!