Canada has a new prime minister, 43-year-old Justin Trudeau, and he’s the first Generation X-er to take power on the federal stage. The recent long (11 weeks!) election campaign played out in many strange ways, but let’s focus in on the generation issue and mistakes that were made in media campaigns targeting the generational divide.
Trudeau is 43, and his opponents for the Prime Ministerial job were 56 and 61. So it was the GenXer against the baby boomers. If you’re Gen X, or if you follow Douglas Copeland or others who highlight the limited role GenXers have had in business and power due to their demographic bad luck in following on the heels of a baby boom, you’d know that we (yes, I’m a proud, card-carrying GenXer) have spent our careers following in the shadow of boomers. Boomers got to the job market before us, and then didn’t move up and leave. There were so many of them that GenXers got cut out of a lot of opportunities. The same thing had been happening with corridors of power (and tv series and music, but don’t get me started). That’s why we’re bitter and resentful of the generation that preceded us.
So it wasn’t overly surprising that one of the big themes of Trudeau’s opponents was the he was “just not ready” to be prime minister. Because he’s too young, was the implied theme. Because only those older and wiser than him could accomplish anything substantial. Because only a boomer could be trusted to manage the economy. The television commercial that stands out in this campaign was the one where a bunch of boomers sit around a table talking about how Trudeau is too new and young to be trusted. Yet.
This theme may have played well with older voters, but given the results, it seems to have backfired with anyone younger than 50-something. Trudeau and his party swept into power and he’s just appointed a cabinet full of GenXers and even younger Millennials (and a few boomers). And in perhaps the best comment on why using a media strategy of pitting generations against each other is a bad idea, here’s Trudeau on why his cabinet is made up of equal numbers of men and women:
The lesson here is don’t discount those younger than you, understand your audiences better, and make sure your messages play to all generations without insult. It’s 2015, after all, and a new generational reality is taking hold.