The Word of the Day: "It's Generational"

"There's no doubt that we represent the kind of change Senator Clinton can't deliver on. And part of it's generational," Barack Obama on Fox News November 2007.

"I think we need a transformational figure. I think we need a president who is a generational change and that's why I'm supporting Barack Obama, not out of any lack of respect or admiration for Senator John McCain." -- Colin Powell on Meet the Press Sunday.

Obama's Gen Y appeal has accelerated public awareness that Millennials are not just younger versions of their Boomer parents and Gen X siblings, but the result of a massive generational shift. Obama was named "Marketer of the Year" by Ad Age today largely because of his savvy use of his knowledge of Millennials. I agree with Winograd and Hais that Millennials are not politically motivated this year because of the appearance of Obama. They would have been involved regardless. But Obama's marketing has been pitched perfectly to this group in everything from message to medium, and that is not an accident. Team Obama did careful research, created focused brand messages and showed clear strategic understanding that Millennials matter. Here is what Winograd and Hais, authors of Millennial Makeover, had to say on their blog Oct 8:

...the political attitudes and identifications of Millennials were clearly evident long before the Obama candidacy gained widespread visibility. A Pew Research Center survey conducted in March 2007 indicated that Millennials identified as Democrats over Republicans by nearly a 2:1 ratio (52% vs. 30%). And, a study conducted at about the same time by the Millennial Strategy Program of communication research and consultation firm Frank N. Magid Associates showed that Millennials were the first generation since at least the GI Generation to contain a greater number of self-perceived liberals than conservatives. All of this at least raises the possibility that the high level of Millennial political involvement is significantly based on the Democratic and liberal affinities of the generation and would be strong even without Obama's strong candidacy....Millennials are intent on working together to create a better America than the one Boomers have left them as an inheritance. Their confidence, political activism, and unity will begin to initiate that change on Election Day this year thanks to a record turnout of young voters. The 1.7 million vote plurality given to John Kerry by young voters in 2004 will grow to between 8 and 10 million for Barack Obama when this involved and unified generation goes to the polls on November 4.