NEW YORK—Burson-Marsteller is launching a partnership with LifeCourse Associates, a consulting and speaking firm built around the writings of Bill Strauss and Neil Howe, renowned experts and authors on generational theory and social moods.
“Strauss and Howe have rightly predicted many of the events and developments—social, economic and political—that we have seen in the past three years,” said Chet Burchett, chief executive officer of Burson-Marsteller USA. “But they made their prediction in 1997 when many thought the good times would never end.
“We have found their insights about generational behavior and historical turnings enormously useful as a means of informing and adding context for clients developing corporate, marketing and product strategies. The challenge today is to help clients see around the corner. Strauss and Howe offer a lens that helps sharpen that view.”
Strauss and Howe have written four best-selling books on generations and history, making a vital contribution to the new discussion about the future of America and the world.
“During the 1990s, most futurists drew straight lines into the new century and foresaw everything moving in a familiar direction,” said Neil Howe. “Then came 9/11. Collectively, America lurched in a direction that suddenly seemed unfamiliar. And, individually, Americans began to reconsider where they supposed history must be going.”
According to BM, understanding generations helps clients recruit and communicate with diverse employees. Strauss and Howe also have worked to refine communications and product strategies—understanding how different generations perceive product offerings and marketing communication. The partnership will offer consulting services and customized seminars to clients seeking a deeper understanding of the impact of generational trends on their business.