Baby boom generation

Assigning stereotypical behaviors and traits associated with young people—selfabsorbed, narcissistic, lost, technologically dependent, disrespectful, financially unstable, etc.—to Millennials have become common practice in popular media and colloquial discourse and are not without consequence. Although the contemporary discourses circulating through society appear to be characteristically Millennial, similar discourses have historically appeared in conversations surrounding preceding generations. This thesis uses five popular culture case studies that capture the zeitgeist of both young Boomers and Millennials to compare discourses and critically examines the overlapping references between age groups and generational categories. This research also aims to bring visibility to the relevance of age getting lost amidst discourses about generations. Using textual analysis via discursive formations, this project reveals the reproduction of dominant power structures among generational discourses and poses implications to those power structures.

Maturing baby boomers are moving into prime giving years and, if history repeats itself, this generation will change the "philosophy of giving." These aging baby boomers will amass significant wealth either through inheritances or their successful businesses. It is therefore critical that professional fundraisers identify how to effectively communicate with the affluent members of this generation to develop them into major donors. Using a qualitative approach through in-depth interviews, this research examines characteristics and traits of baby boomers, identifying seven common themes that can be used to develop communication strategies. It concludes that affluent baby boomers demand accountability from charitable organizations and value meaningful experiences. They are focused on personal accomplishments and are deeply family oriented. Messages must be concise and delivered by those respected by the donor. High-tech media are preferred.