BUSINESS The Silent Generation Values Loyalty and Relationships The Smallest Generation Wants Products to Make Life Easier By Daniel Breeman Sunday, February 4, 2024 12:58 AM RELATED CONTENT The Consumer Now What’s on Tap for 2024? Baby Boomers Continue to Have a Significant Impact on the Economy Gen X, AKA the ‘Me Generation’ Millennials Are Now in Power Gen(eration) Z, Growing Up as Digital Natives Generation Alpha, Able to Shape Buying Trends Who Are They… The Silent Generation refers to people who were born between 1928 and 1945 and is the smallest generation in the past 100 years. There are approximately 55 million members of the Silent Generation. They lived during the Depression and WWII. Millions made personal sacrifices to defend their country or were engaged in other at-home efforts to support the war. Values of honesty and trustworthiness are important to this generation. They are loyal to their careers and beliefs, relationships and families; they value stability and being dependable. What They Are Known For… • Silents have a deep respect for authority in the workplace as well as for professionals. • Silents had to rely on one another during difficult times so values of honesty and trustworthiness are important to this generation. • People born before 1946 currently hold about 13 percent of household wealth in the U.S. • Silents are looking for products and services that will make their lives easier. • They are loyal to the businesses with which they spend money, and they value stability. • Silents want respect and value relationships with those they do business with. • Silents are responsive to simple, straightforward content and imagery that relates to the age group.