'It's Generations X and Y, Stupid!'

Iowa Caucus Results Show that 'Spin' is Out, Authenticity is In, as
Presidential Candidates Must Match the Generational Characteristics of the
Youth Vote

NEW YORK, Jan. 4 /PRNewswire-USNewswire/ -- The victories of Mike Huckabee
and Barack Obama with a good showing for John McCain in Iowa demonstrate that
spin is out and authenticity is in, as Presidential candidates address the
most important voting block in the 2008 race: Generations X and Y.
"Some have overlooked what Iowans told us with certainty last night - a
critical factor in this election is not race, religion, or gender, but
speaking the language of Generation X, the language of authenticity and with
the tone of optimism and hope of Generation Y," said Ann A. Fishman
(www.annfishman.com), President of New Orleans-based Generational-Targeted
Marketing Corp. and a commentator on generational trends in politics and
culture.
She continued, "Generation X, born between 1961 and 1981, are a huge block
of voters in this year's election, and a major key to victory. Although they
are proud to be the first generation to consider themselves both color-blind
and gender-neutral, they will not elect a President for those reasons alone,
nor on the basis of party affiliation. Being practical-minded and averse to
being 'sold' on spin or empty promises, they are looking for candidates who
address them with authenticity and passion, and not as mere partisans - so
far, Mike Huckabee and Barack Obama have connected with them on this level."
"GENERATION Y, born between 1982 and 2000 are the second key to the road
to the White House. While Huckabee, Obama and McCain remained true to
themselves, a trait necessary for the new-style politics of Gen X, the
idealism and hope Obama and Huckabee displayed, perfectly match the optimism
and civic-mindedness of Generation Y."
As exit and entrance polling made clear, Obama and Huckabee garnered a
disproportionate share of Gen X voters and GEN Y voters in Iowa, to supplement
the strength of the former among women, and the latter among Evangelical
Christians.*
Based on Fishman's research into the habits and values of the working
generations - Baby Boomers, Generation X and Generation Y -, each generation
brings a distinctive set of traits, habits and characteristics. These are
important as keys to understanding political dynamics and voting patterns in
elections.
Fishman concluded, "Understanding the changeover, now underway in American
society, from the values of Baby Boomers to those of Generation X and
generation Y is a key to understanding what moves contemporary voters and
their attitudes. Candidates would do well to heed the call - as it seems,
Huckabee and Obama have begun to do."
About Generations X, Y and the Baby Boomers
Generation Xers are "latch-key kids," children of Baby Boomers whose
divorce rates were high. Xers had to fend for themselves from an early age and
are a generation of practical "survivors" whose attitudes are reflected in
their politics, values and consumer preferences.
Baby Boomers are the 79 million Americans who were born between 1943 and
1960. Among other trends, they presided over the relaxation of societal
standards in a variety of areas, including the liberalization of rules
governing the traditional family, loosening strictures on corporate
responsibility and the popularization of the drug culture.
Generation Y feels empowered. This generation was raised with the
societal supports necessary for young children - strong families, strong
religious upbringing and strong government programs for the disadvantaged.
This is a generation that wants a voice in its future.
*"Polls of Iowa voters as they entered the caucuses showed that Obama
outpolled Clinton among women, and benefited from a surge in first-time
caucus-goers and young voters . . . In their victory speeches, Obama and
Huckabee struck similar cords and distinguished themselves from their
respective fields portraying themselves as unifiers and change agents who
didn't view the world in simply Republican and Democratic hues."* - Associated
Press story, January 4, 2008
About Ann Fishman and Generational Targeted-Marketing
More information on Ann Fishman's generational expertise can be found at
http://www.annfishman.com/ . Fishman's company, Generational-Targeted
Marketing Corp. (GTM), is a specialized marketing firm providing insight into
consumer preferences, buying habits and trends affecting the American
consumer. As GTM's president, Fishman has served as a consultant to numerous
corporations, government agencies and non-profit organizations on generational
issues and also serves as a member of the Adjunct Faculty at New York
University. For further information on GTM, call 1-504-813-7890.
Contact: Michael Frenkel, MFC PR
(212) 808-6556/michael@mfcpr.com

SOURCE Ann Fishman and Generational Targeted-Marketing

Michael Frenkel of MFC PR, +1-212-808-6556, or michael@mfcpr.com, for Ann
Fishman and Generational Targeted-Marketing