Meet The Matures

Born between:
1909 - 1945

When you think of this generation think:
Duty, Sacrifice

Formative events:
The Great Depression
Pearl Harbor
WW II
Hiroshima

Think of:
Jimmy Carter
Charlton Heston
John Glenn
George Bush
Billy Graham

Matures: An Overview
The Matures are actually a combination of two generations, the Veterans (1901 – 1924) and the Silent Generation (1925 – 1942), whose characteristics in the workplace are very similar. They either fought in World War II or were children during the war. The eldest members of the Matures remember the Great Depression and their memories of those times have made an indelible mark on them. Many of their behaviors today can be traced back to their experiences during the Depression.

Of the four generations, the Matures are the smallest in numbers (55 million). They’re also the wealthiest. They either first entered the workforce after WWII or came home from the war and got a job with companies that took care of their employees. Both the company and the employee believed that loyalty to one another created even more loyalty. Most of the Matures worked for only one company in their lifetime and stayed with their employer until they retired and the company rewarded them with a gold watch. The post-war workplace they inhabited was primarily male dominated. The mothers stayed at home and kept up the house and raised the children.

Today the Matures are being acknowledged on every front for their efforts. They’re being written about by Tom Brokaw (“The Greatest Generation”), featured in films (“Saving Private Ryan”, “Band of Brothers”) and are courted by politicians since they vote en masse. They have one of the nation’s most powerful lobbies in the AARP.

Matures in the workplace
In the workplace, they:

* Are loyal to their employer and expect the same in return.
* Possess superb interpersonal skills.
* Are enjoying flextime arrangements today so they can work on their own schedule.
* Believe promotions, raises, and recognition should come from job tenure.
* Measure a work ethic on timeliness, productivity, and not drawing attention.

Matures in the marketplace
In the marketplace, they:

* Have great faith in the nation’s institutions: people (i.e., Charlton Heston), companies, and the government.
* Demand quality. It is more important than speed or efficiency.
* Are loyal customers but aren’t afraid to shop around.
* Willingly follow the rules that have been established. They believe they are there for a reason.
* Think the standard options are just fine. There is no need to get fancy or customize.