• Understanding the Builder Generation will help churches minister to them

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Most of us have never heard of Dorothy Anderson Tormoehlen. She was hardly known outside her small, Indiana community. Yet, at one time her image was one of the most familiar in the United States. She was the Morton Salt girl.

There were actually several Morton Salt girls over the years, but Dorothy was the one with the pretty yellow dress and the ribbon in her hair found on containers in the 1920s and 1930s. As a niece of professional artist Mary Anderson, Dorothy was used regularly as a model for various renderings of children.

The Morton Salt Company began using a girl with an umbrella on their round, blue salt containers in 1914. Today, 88 years later, the phrase "when it rains, it pours" continues to remind us of the philosophy of a generation that felt if you got one problem, you were going to get even more.

Three groups

The Builder Generation is made up of people who were born prior to 1946 and includes some 59 million people or 21 percent of the U.S. population. Various names have been coined to describe the Builders. Some describe them today: Suppies (senior, urban professionals), Opals (older people with active lifestyles), Rappies (retired, affluent professionals), Whoopies (well-heeled older people), and Grumpies (grown-up mature people).

Perhaps the most characteristic names are Strivers, Survivors and Builders. Whether as adults or children, Builders strived through World War I and World War II. They survived Black Tuesday, the Great Depression and Pearl Harbor. Through tough times and with hard work they built families, traditions, values, homes, friendships, communities, churches, and the greatest nation in the world.

We can divide the Builders into three smaller groups: the G.I. Generation, the Silent Generation and the War Babies.

The G.I. Generation

The oldest Builders can be called the G.I. Generation because they came of age and fought during World War I and World War II. Born prior to 1925, they are today more than 77 years old. There are approximately 16 million people in the G.I. Generation representing 6 percent of the population. Seven presidents came from this G.I. Generation. President George Bush was the last.

The Silent Generation

The Silent Generation is comprised of people born between 1926 and 1939 who are between 63 and 76 years old. There are currently around 25 million people in the United States in this age group, or 9 percent of the population. They are called the Silent Generation because when they were in their prime, in the 1950s, they were fairly content and silent, especially when compared to the G.I. Generation. As a generation, they reached young adulthood during our country's years of prosperity in the 1950s. There was no need to be outspoken.

The War Babies

People born between 1940 and 1945 were called War Babies. They represent about 6 percent of our total population for 16 million people. Today they are between the ages of 57 and 62 years old.

Characteristics

Win Arn, writing about this generation in Live Long and Love It says, "We were here before pantyhose, drip-dry clothes, icemakers, dishwashers, clothes dryers, freezers and electric blankets." Builders were also born before the birth control pill, television, penicillin, polio shots, Frisbees, hula hoops, frozen foods, Dacron, Xerox, the Kinsey Report, radar, credit cards, ballpoint pens, tape decks, CDs, electric typewriters and computers.

There is a danger in characterizing an entire generation with the broad brush strokes that follow. Of course, many people in a generation will not fit into such a description, but when the generation is taken as a whole it seems to exhibit these characteristics.

Hard workers

As a group, Builders are hard workers. A rural lifestyle made this a necessity. Even with the emergence of the industrial age and the growth of factories and industry, hard work was required to survive in poor economic times. Labor laws were not strictly enforced, unions were just beginning to gain power, and working hard was the best way to keep your job and feed your family. Builders moved ahead due to diligence and perseverance. Builders who have retired often continue to work hard. Common statements from Builders are, "I've got too many things to do" or "I'm busier in retirement than I was while working."

Savers

Sixty-one years ago, Americans were learning to live with rationing and shortages in an effort to support the needs of World War II. It was a time of unity as everyone pitched in to support the Allied war effort. People got along. They adapted and learned to make something out of nothing. They found a way.

The Great Depression and the rationing of World War II taught Builders to save anything that might have value. You never knew when you might need that piece of string, used bar of soap, or piece of metal. The loss of money in the stock market crash and the bank closures created a desire to save money rather than spend it. Parents tried to save money in order to leave an estate to their children. A top priority was the future welfare of children.

Frugal

Luxuries were not available to most Builders until after the children left home, if then. During the lean years of the Depression, adults and children learned frugality. Christmas mornings found stockings filled with nuts, apples or oranges. Things were mended and repaired rather than thrown away - cardboard often stretched the life of shoes. Lights were turned out, heat was turned down, and energy-burning items were turned off to save money. In those days, Builders used public transportation or walked to nearby stores. They planted gardens and canned food. Charging purchases on credit was not widely practiced. "Use it up; thin it out; make it last; do without" and "make do or do without" were common sayings. Today, Builders still tend to be frugal.

Patriotic

Many Builders fought in at least one war and are very patriotic. During the world wars, the personal sacrifice required by all those who remained at home also created strong patriotic feelings. Holidays are important, particularly those having to do with patriotic themes such as Veterans Day, Independence Day and Memorial Day. Builders love and zealously support their country, its leaders and its ideals. This meant that Builders in general found it difficult to be sympathetic with Baby Boomers who fled the country to avoid the draft during the Vietnam War or burned draft cards and flags in the street.

Loyal

Commitment is highly valued by Builders. They united together to win the greatest wars ever experienced. They worked together as families to make it through the Great Depression. They still debate theological issues and defend their religion. They "buy American." Builders often worked for only one company for a lifetime, often on the same job. They trust the company, union or government to take care of them for a lifetime. Builders often see things as black and white rather than in grays. They do things because they believe it is right to do them.

Private

"We don't air our dirty laundry in public" was a regular admonishment from Builder parents to their Boomer children. "Good company, good food, good night!" was another saying that stressed the need for privacy.

Builders like the idea of knowing about people but resist sharing deep concerns that would allow them to really know each other. Small groups for Bible study are fine but not for personal sharing of deep hurts or needs. Such sharing is only acceptable within the family. Topics of a personal or intimate nature are taboo. Personal expressions of a sexual nature even between husbands and wives are not for public display. As they grew up, many Builders never received a hug or experienced closeness with their fathers.

Cautious

The times of simply surviving taught older Builders to settle for modest goals, hold on to savings, and be thankful for simply having a job. Few people were protected by life insurance, and the Depression stopped many from saving for retirement. Their lives were lived at the mercy of an unplanned economy and limited occupational opportunities. Luxuries had to wait until after the children left home, and even then, many Builders were too cautious to indulge.

Respectful

During their formative years most Builders were taught to have respect for people. Children were taught to respect their parents and elders. Workers respected their bosses. Privates in the military respected their officers. The position was respected even if the individual in the position was not.

As a result, Builders tend to be more thoughtful, considerate, and kind to others than the succeeding generations. Theirs was not a "me" generation as much as a "we" generation. They go out of their way to help neighbors and support each other in times of need.

Dependable

Builders see value in self-discipline, sticking together, and staying with the task in the face of any adversity. "If the job is worth doing, it's worth doing well," is their motto. Builders have continued to work hard even as the times have become more affluent.

Stable

For Builders who grew up in a rural lifestyle, life was fairly predictable. You rose early to do the chores. You cultivated, planted, watered, cultivated some more, and waited for the harvest, which eventually came. You planted and harvested at about the same times every year.

Certainly life was unpredictable in terms of the Depression and war, but in the things closer to home, such as family, work and church, things were the same. As the times have changed and life has become more unpredictable, Builders try to remain stable, holding to the same goals and ideals their generation has valued for years.

Intolerant

As a group, Builders tend to be less tolerant than the Boomers, Busters or Bridgers of people who are different from them. This is partly due to the fact that most Builders have spent most of their lives in fairly homogeneous communities. They have resisted change, believing the way they and their parents have done things is the best way.

"When it rains, it pours" became a watchword for the Builder Generation. The Morton Salt girl's prophecy was fulfilled in several dramatic ways that continue to fashion the members of this generation.

While generational change is taking place, wise church leaders will continue to provide effective ministry to this powerful generation.

Dr. Gary L. McIntosh is professor of Christian Ministry & Leadership at Talbot School of Theology in La Mirada, Calif. He is a nationally known author, speaker, and church growth consultant. He may be reached at e-mail: cgnet@mac.com.

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