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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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MATURES

Called the mature generation or sometimes “traditionalists,” this is the oldest generation living today. They were profoundly shaped by experiences such as the Great Depression, World War II, and the Korean War. They tend to hold traditional values of duty: to God, to country, to neighbor, to community, and to friend. They believe in being a team player and pulling their own weight. Computers didn’t enter the picture until they were well into their careers, if they had a career at all; women of this generation often did not work outside the home and were full-time homemakers, wives, and mothers. Therefore, they have been slower to adapt to technology. They also were not nearly as exposed as subsequent generations to people not like themselves. For this generation, segregation in schools was a fact of life, and communities in which they lived reflected that same segregation. Whites did not necessarily go to school with blacks or even live in the same parts of town. Racial and ethnic groups kept to their own communities, and minorities in the workforce were not typically members of management. Most were in lower and mid-level positions.

This generation has seen a lot of cultural change over their lifetime, often change that rocked their world. They witnessed desegregation of schools and communities in the 1950s and 1960s and women entering the workforce in huge numbers in the 1970s. They’ve seen interracial marriages declared legal, antidiscrimination laws enacted, and people ...

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