Generational Cooperation – The Art of the Possible - by Ben Heinrich

“Why is the Status Quo bias so powerful?”

What do we owe the future? When making decisions and policies affecting next generations, who is present to speak on their behalf? Why is the Status Quo bias so powerful? How can we break down barriers to sharing power that lie in age discrimination and demographic inertia. And what impact will these decisions have on future generations in areas of affordable housing, sustainable living, climate change and health care.??

In the first of this three-part series, I will examine generational attitudes and how stereotypes influence our perceptions and decisions. In the second part, we will address areas where policy favors those currently in power. The last part will examine opportunities to frame the salient issues in a more productive and positive way.

The Long View

For over 200,000 years our species has been living and expanding on our planet. We are genus Homo, species Sapiens. For approximately 99.99% of these Millenia we were hunter-gatherers moving with the seasons and migrating herds.?Generations lived together with grandparents caring for children as fathers and mothers hunted for food, safety, and shelter. Families nurtured and passed down core values such as fairness, sharing and caring. The default position of Homo Sapiens has been cooperation, working together to survive, promoting the community and well-being of all family members.

“Every past culture has had its elites, kings, conquerors, slaves, peasants, and mystics.”

Power sharing evolved culturally throughout the Millenia. Originally, power and status came from physical strength and stamina. It slowly adopted and incorporated physical and intellectual prowess. There were always those who would gain sway telling stories and tales of mystical powers and magic. Every past culture has had its elites, kings, conquerors, slaves, peasants, and mystics.

In more modern times, Western developed countries have seen men sharing power with women in the right to vote, and the civil rights movement gave blacks political power at the ballot box. The status quo has always been an intoxicating drug. It is called by some, “the tyranny of the present.” People with power do not want change and are reluctant to give up any influence or perceived status. It has been so for 200,000 years.

The age of modernity has its roots in 1830 with the invention of the steam engine. Change was linear for many decades but rapidly became exponential over the 20th century. With increased freedom and mobility families began living in different locations and shared generational experiences were no longer the norm. The historical influence of the family now competes with cultural distractions from social media to an environment full of noise, fads and the latest shiny objects or trends.

Opportunity Knocks – The Consumer Age

“We tend to buy with our emotions, and then use our logic to justify our actions.”

With modernity’s rapid rise we witnessed a new age of consumerism. Marketing became a study in how to change behaviors, especially directed to the impulsive actions of individuals. Appealing to the emotional side of our personalities was the key to influencing consumer buying habits. In Daniel Kahneman’s book, Thinking Fast and Slow he discussed how our intuitive, fast reacting parts of our brain are easily manipulated. Marketing experts understand the power of repetition and how familiarity of an idea can sometimes replace truth and reason. We tend to buy with our emotions, and then use our logic to justify our actions.?

Promoting to categorized groups is also a shortcut to creating marketing leverage over large populations. It is very inefficient and much more difficult to market to individuals who think for themselves. Understanding marketing psychology means first identifying your target. Markets are broken down into segments.?The traits of these individual groups are then analyzed and identified. From there it is possible to create a stereotype, a pattern that individuals can readily accept and sometimes identify with. Remember the power of familiarity and repetition previously mentioned.?

“Baby Boomers are touted as the spoiled generation while Millennials face the stereotypes of being “entitled narcissists who love avocado toast and spend all their time taking selfies.”

During the 20th century we have seen stereotypes applied to generations. The “greatest generation” from World War 2, to the “Baby Boomers”, Generation X, Millennials or Generation Y, Generation Z up to the present. It is very convenient to categorize these groups and promote a theme or stereotype. Baby Boomers are touted as the spoiled generation while Millennials face the stereotypes of being “entitled narcissists who love avocado toast and spend all their time taking selfies.” Repeat these themes often enough and they sometime gain believers. And many of these beliefs, true or not affect how we make policy and plan for the future.?

The strongest roadblock to generational cooperation is the powerful “status quo bias”. Its basic function is to keep things as they are, from cultural norms to investment in needed housing, healthcare, and education. It is grounded in the premise of zero sum thinking. For many citizens and voters, making a change means losing something, be it power, status, or material benefits. It is the basis for exclusionary zoning and a lack of investment in schools and childcare.?

“Each generation has much to learn and much to teach.”

Many, however, see change as the positive and progressive way to increase the benefits for everyone – expanding the pie for all. In Part Two we will examine three areas impacted by the “status quo bias”, housing, health care and childcare. The challenge will be to confront and communicate in a spirit of positive cooperation and possibility. Each generation has much to learn and much to teach. If not now, when will we start?

Ben Heinrich?| [email protected]

831-915-7415 |?www.theheinrichteam.com