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October 7, 2008
Generations Change, Not Personality
Posted by Brad Abare | Filed under: Research
Last year I wrote a review of Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers by Lisa Johnson. The book is a fascinating peak into the minds of the next generation.
Along these same lines, Adweek ran a great opinion piece last week from Deborah Morrison, a professor of advertising at the University of Oregon. The article is a punchy piece of pithiness that is both relevant and researched. Although Morrsion is writing in the context of why the ad industry will change because of the next generation, her points are applicable to a wide range of industries.
Personality Advisors are keenly aware of these generational trends when it comes to their profiling work with clients. Although the personality of the organization does not necessarily change with each passing generation, the expression of that personality does. So while messaging, style guides and structures may come and go based on generational differences, the personality of the organization will continue to serve as a compass for onward advance.
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