Silent Generation / Traditionalists (born before 1946)

Who? Population Characteristics At Work Historic Events

• Grew up during the • 55 million • Behaviors are based on • Loyal to employers • Great Depression
Great Depression experiences from the and expect the same
and WWII • Majority are retirees Depression in return • WWII

• Either fought in • Largest voting • Want to feel needed • Possess superb • The Cold War
WWII or were population interpersonal skills
children • Strive for financial security • McCarthyism
• Enjoy flexible
• Behaviors are based • “Waste not want not” arrangements so • Started the Civil
on experiences attitude they can work on Rights Movement
during the • Conformity their own schedule
Depression and • Conservatism • Children were
WWII • Traditional family values • Believe promotions, “seen, but not
raises, and heard”
• Wealthiest • Strive for comfort recognition should
generation • Demand quality come from job
• Simplicity tenure
• Men typically
worked while • Understands the nobility of • Measure work ethic
women stayed home sacrifice for the common on timeliness,
to raise children good productivity, and not
drawing attention
• Has largest lobbyist • Patriotic
group, AARP • Patience
• Team players

Sources: http://www.marstoncomm.com/matures.html; http://merrillassociates.com/