Prospectively. The next 20 years: how to evolve the attitudes of customers and the workforce

Business projects with long horizons of time, such as R & D of products, design of the workplace, and compensation planning, must deal with a key question: What are the needs, demands and desires of consumers and employees in decades more? If you think the answer is "more of the same", is wrong.

Howe and Strauss, authors of Generations, The Fourth Turning and Millennials Rising, among other books, studied the differences between generations over 30 years. His extensive research has revealed a fascinating pattern, a pattern so strong that lends credibility to their ability to predict. They point out that based on historical precedent we can predict how today's generations will think and act in the coming decades.



Three of those generations will still be vital forces in American society in 20 years: the Boomers, Generation X and Millennium. Their attitudes and behaviors influence a lot in the economy, the workplace and social institutions in general. For example, as older Boomers reject high-tech medicine in favor of a holistic self-care, natural foods and healing techniques for body and mind, some hospitals offer alternative medicine and spiritual counseling.

Gen Xers, who grew up in an era of poor schools and marriages, will remain alienated, disaffected, and pragmatic in its maturity. And are the most entrepreneurial generation in U.S. history and it will be able to drive innovation, efficiency and mass customization. In contrast, young adults prefer Millennium teamwork, close family relationships, job security and a popular culture without depth. Their unprecedented digital empowerment and organizational skills will create a major political force and may even revive the labor movement.