Welcome to LifeCourse Associates, a publishing, speaking, and consulting company built on the generational discoveries of Neil Howe and William Strauss.
Using a visionary blend of social science and history, we interpret the qualitative nature of a generation’s collective persona to help managers and marketers leverage quantitative data in new and remarkable ways—and to lend order, meaning, and predictability to national trends.
Our products and services help companies, government agencies, educational institutions, and non-profits solve marketing and workplace problems and exploit strategic opportunities. We invite you to put what we know to work for you.
Because history itself—and generational change—are woven from diverse threads, our interdisciplinary perspective enables us to see the patterns that others miss and to identify solutions that others cannot envision. Sound business decisions cannot be based on unchanging age-bracket boxes. Sound strategic planning cannot ignore the key lessons of history. Over time, as the members of each of today’s generations grow older together, the national mood will evolve in foreseeable ways. This has happened before, it’s happening now, and it will continue to happen, not just in America, but around the world.
We have served over two hundred clients in a wide range of sectors—from Nike to Merrill Lynch, from Disney to the U.S. Marine Corps, from MTV and Paramount Pictures to the American Petroleum Institute and Ford Motor Company. A dozen federal agencies have turned to us, as have dozens of colleges and K-12 school systems.
The challenges our clients bring us are equally diverse. A home builder wants to design communities for the graying “active adult” market. A law firm wants to retain and motivate its younger associates. A media company wants to improve how it targets the college-age audience. A trade association wants to redefine its brand for the next fifteen years. A state educational agency wants to frame school reform in a way that will motivate students, teachers, and voters. A car company wants to create buzz among young people without alienating their parents. A college wants to upgrade its reputation by attracting better students. In each of these examples, our “LifeCourse Method” raises new questions, offers new insights, and provides new answers.