GENERATIONS ARE MORE THAN LABELS

"Historically, the filters in our brains for marketing purposes have been age, income, gender and race. We now must add generation.” so says Chuck Underwood, a management consultant and founder of The Generational Imperative Inc., an advisory firm that works with companies including Procter & Gamble, State Farm, Coca-Cola, Macy’s and others on generational issues. Underwood is the host of a PBS series, America’s Generations, a frequent lecturer on the influence of generations, and author of The Generational Imperative: Understanding Generational Differences in the Workplace, Marketplace, and Living Room.