Our research shows that much of the data on ?generations? is not an accurate predictor of behavior, attitudes, and choices. We have identified five Value Populations?age groupings that share a common set of core values?and show how understanding these value-sets can enhance leadership, management, sales, and marketing skills. \x0ALearning Objectives - Recognize and apply value sets to challenges and opportunities Use the Value Population data in at least three ways in your own work Develop an action plan in one selected problem area