Size: 27 million / 8% of the U.S. population
This post is part of our series on the ways that Utility Customer Relationship Management affects customer engagement. Because they serve people of all ages, utility messaging needs to be multigenerational.
The Silent Generation is actually the latter part of The Greatest Generation. Some of the formative historical events for this generation include:
Members of the Silent Generation have social and economic habits formed during times of significant hardship that overlapped starting with the Stock Market Crash of 1929 when the oldest of them were one year old through the end of World War II 17 years later. The economic hardship, rationing, and the agricultural ravages of the Dust Bowl, meant that when they were children, The Silent Generation saw their families work hard, and make do with what they had, and spend frugally and only when necessary. Families and communities had to pull together and help each other. Some of the formative events of their time reflect this, for instance this generation was instrumental in starting the Civil Rights Movement.
This generation finished the 60-year project of building current electrical grid in the 1950s.
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The Silent Generation’s values emphasize the importance of quality, hard work, understanding and helping each other. Members of the Silent Generation do not like drawing attention to themselves either by complaining or for their accomplishments. They tend to be conservative and to strive for financial security. They believe in making sacrifices for the common good, and they want to feel needed. They are socially adept, patriotic, good team players, loyal to employers, and emphasize traditions and family values.
Importantly for utilities, members of the Silent Generation: