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Using Co-operative Values to Reach the Post-Crisis Generations

Using Co-operative Values to Reach the Post-Crisis Generations. Neil Fitzgerald – The Very People. the very people.

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Using Co-operative Values to Reach the Post-Crisis Generations

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  1. Using Co-operative Values to Reach the Post-Crisis Generations Neil Fitzgerald – The Very People the very people

  2. GenerationSGen Y (Millennials): Born in the 90s/00s - oldest now in early twentiesGen X: Born during the tumultuous 70s/80s – now in early twenties to mid-fortiesBaby Boomers: Born in mid-40s to mid-60s – now in their early forties to mid-sixties (!!) the very people

  3. Concern less about money than getting themselves heard and recognised for it, very loyal to brands that connect with them but switch readily. Expect honesty, transparency, fairness (Fair Trade/Ethics) – God help the brand that lets them down (Apple). Fiercely inter-connected, active group formers/joiners. Least affected by crisis – duck and dive (stay home) Most commonly linked to Gen Y but.... Self-sufficiency (no gilt-edged pension)/adaptability too, retrenching/setting up on own, much more What’s In It for Me (and my family friends etc – “local”), “squeezed” (twixt Gen Y and BBs); demand commitment from you. Associated commonly with Gen X but.... Baby boomers drove economy, now“stressed” (kids/ageing parents); but optimistic, resourceful “stayers”; also retrenching, facing new life stages, drawing on own resources; retiring early or (?) working longer but both looking for what will keep them at it – values, meaning, connections (fastest growth demographic for Facebook!).... the very people

  4. Terms associated with co-operatives by age group Term Average for % of 18-34 % of 35-54 % of 55+ all agesLocal 81 74 83 87 Share profits 79 61.5 82.5 91Fair 75 64.5 76.5 82Honest 63 52.562.5 71.5Good way to run a business 67 54.5 67.5 77.5Trusted 66 52 68.5 76Modern 33 36.5 32 31.5Profitable 52 46.5 53.5 56.5Innovative 37 38 38 34.5 Good Business? Public perceptions of co-operatives –Giles Simon & Ed Mayo the very people

  5. “Liminal” Self-help/autonomy – Group/the Co-Op “Movement”/”Revolution” Community – Market Corporate – Civic Profit – Not for profit Inclusive – Membership Social benefit – Economic benefit the very people

  6. Co-operative Values self-help democracy equality fairness solidarity social responsibility the very people

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