The Key to Presidential Politics, 2008 - Staying 'Young at Heart'

Five Ways to Gauge Whether Candidates are Appealing to Generation X and Generation Y Voters

NEW YORK, Jan. 16 /PRNewswire/ -- With the Presidential Primaries taking a turn South, and other demographics such as senior voters moving into the spotlight, candidates would do well to remember the old song and remain "young at heart" -- because it is the Generation X and Y "swing votes" that will determine the winning candidates, and ultimately, choose the next President of the United States.

According to the 2000 Census, Generation Y, ages 26 and younger, and Generation X, ages 27 through 47, can outvote all older generations combined -- which leads generational marketing expert Ann A. Fishman to offer the following tips to help candidates stay focused on wooing, and winning, the hearts and minds of younger voters:

#1 - No apologies

"Generations X and Y like their candidates genuine -- which means no flip-flopping, no re-creating a candidate's image, no positioning according to the latest poll numbers," says Fishman. As in Iowa, where Obama, Huckabee and McCain won on the basis of their authentic connections with voters, and as in Michigan, where Romney presented himself connecting authentically on the economic issues, projecting authenticity remains key. "Without it, a candidate will be relegated to the ash heap of ineffective, unauthentic candidates who do not connect effectively with the young voter."

#2 - No Hype, No Spin

"The younger generations have been bombarded with TV commercials and Madison Avenue sales pitches since they were kids, so they can spot a 'sound bite' a mile away," says Fishman. And they are not easily sold. Her advice: "Stay true to yourself, and keep your message short, concise and genuine."

#3 - Just the facts, Ma'm (or Sir)

Generation X is a cynical generation, according to Fishman. "Having experienced high divorce rates, violence in the schools and corporate scandals, this is the 'fend-for-yourself' generation. They want just the facts, want them fast, and can make their own decisions." Candidates would do well to give them the straight talk they seek.

#4 - Hope and Optimism

"Generation Y feels empowered and fully capable of making changes for the better," says Fishman. "Never mind their tattoos, body piercings and green hair, they respect tradition and want a candidate that gives them a voice in their future and offers them hope and optimism." The candidate that addresses these basic needs, she concludes, is sure to gain Gen Y votes.

#5 - Word-of-Mouth Marketing

"These are the generations of YouTube, Blogs and news-from-the-Internet," says Fishman. This implies that traditional "programmed" advertising is less important than recommendations of friends, associates and online communities -- which they themselves helped to form, and trust. "Candidates who want to make a real connection with young voters are best advised to do so by electronic word of mouth, in all its forms," concludes Fishman.

About the Generational Approach

Based on Fishman's research into the habits and values of the working generations -- Generation Y, Generation X and Baby Boomers -- 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 -- and adjust their political communication strategies accordingly."

About Generations Y, X 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.

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(at)mfcpr.com

              Source:  Generational Targeted-Marketing