LAS VEGAS — Chuck Underwood, author of the soon-to-be released The Generational Imperative, said that credit unions can use the study of the behaviors of the various generations to determine how best to market to them.

"In those formative years, you and I mold our core values that we will hold for life," Underwood explained. This is how the various generations become defined, like the GIs (born 1901-1926) who were impacted by the prosperity of the 1920s to the 16 years of the Great Depression to World War II, and their Silent children who succumbed to "extreme conformity" all the way up to the Millennials (1982-present).

Companies who have really embraced this idea include Disney and Coca Cola. Disney not only advertised to the wealthy Silents who have a strong commitment to being involved in their grandchildren's lives, but also to the Boomers (1946-1964) by appealing to their "forever young" spirit and try anything attitude in their television advertising. Secret anti-perspirant worked toward the independent female Gen Xers (1965-1981) while Hummer wanted to "Restore your manhood" for the Gen X males.