How to Change a Generation

Generational change begins with solid communication techniques.

As a rule, the effort to implement generational change begins with the need to properly craft a core message. In addition, the proper evaluation of the attitudes, trends and choices of the target generation creates the opportunity for effective communication and correspondence. Information derived from research and the solicitation of ideas and input from generation members assists in the effort to implement change on a wide scale. Concerned individuals must also consider the imagery and presentation of a concerted effort to maximize the effectiveness of marketing the need for generational change.

Things You'll Need

• Marketing material
• Video production equipment

Instructions

1. Study the target generation. Research the psychology, trends, choices and popular history of the generation selected for change. Speak directly with members of the generation while interviewing those associated with the care and rearing of the targeted individuals. Read popular literature and investigate the elements of popular culture aimed at the generation in question.

2. Develop a message. Create a specific message intended for elements of society that are essential in the effort to bring about generational change. Craft the message in a familiar language to both the target audience and society as a whole. Infuse the message with language highlighting the dangers of repeating the mistakes of past generations while building upon the positive aspects of lessons learned and future accomplishments.

3. Select a venue for communication. Select an avenue to deliver a specific message to members of the generation selected for change. Study the correct use of the delivery method to maximize exposure and effect. Examples of communication channels include print media, group meetings and Internet-based delivery. Ensure that the core message is delivered in a timely manner and receives constant updates to avoid oversaturation and repetitive content.

4. Employ members of the targeted generation to provide a resonant face for recipients of the crafted message. Select individuals who carry specific talents deemed useful in the attempt at generational change. Talents include speaking ability, writing expertise or charismatic characteristics useful in group interrelation and message delivery. In addition, fully immerse the selected individuals in all aspects of the campaign, and solicit input regarding new ideas and avenues of approach.

5. Create imagery. Create visual characters, logos and sloganeering designed to provide a consistent message aimed at the target generation. In addition, utilize a specific color scheme while taking advantage of the prevalent cultural references through art and video presentation. Solicit professional organizations, volunteers and independent contractors to provide expertise in presentation and the creation of unique visual branding.

6. Evaluate the campaign. Determine the effectiveness of the campaign by interviewing members of the targeted generation and observing the trends and responses to the delivered message. In addition, solicit feedback along the lines of the previously selected communication methods while researching criticism and popular attitudes toward the campaign.

References

• Second Wind Consultants; How to Implement Change...The Most Difficult Task There is; Don Todrin; April 2008
• Entrepreneur; How to Implement Change in Your Organization: The Key: Communicate, Communicate, Communicate; John A. Kline