Dr. Spock's babies take charge

Abstract

A shift in values has been occurring among young adults in the United States with important implications for business planning, for it is altering and will continue to alter buying behavior. The “new morality,” as Daniel Yankelovitch calls it, seems to be symptomized in: the sexual revolution; the anti‐Vietnam War movement; antibusiness attitudes, including increased consumer sensitivity, environmental protectionism, and an antiprofit orientation; and an antigovernment mood. In fact, the new values run deeper than even these movements suggest. They reflect an entirely new way of looking at the world that is going to spread and be expressed and acted upon with increasing energy and severity.

Citation

Binstock, J. (1977), "Dr. Spock's babies take charge", Planning Review, Vol. 5 No. 5, pp. 10-29. https://doi.org/10.1108/eb053814