Chuck Underwood

Chuck Underwood is one of the handful of people who developed and popularized the discipline of generational study. His original principles are a permanent part of this discipline. As the founder/principal of consulting firm The Generational Imperative, Inc., he consults and trains American business, government, education, religion, and other institutions on Generational Marketplace Strategies and other niche applications of generational study. Mr. Underwood is formally trained in qualitative research methodology and conducts primary generational research for his clients and his own firm.

Among his clients are Hewlett-Packard, Procter and Gamble, Coca Cola, Time Warner Cable, Macy’s, State Farm, United States Military, Veterans Healthcare Administration, and hundreds more across virtually all industries. His education clients include the American Council on Education, Council for the Advancement and Support of Higher Education, Association of Community College Trustees, numerous community colleges and universities, and technical and charter schools.

His 2016 book entitled America’s Generations in the Workplace, Marketplace, and Living Room is the most comprehensive presentation of generational business and personal-life dynamics ever published. In addition, Mr. Underwood is the host of the public-television series America’s Generations With Chuck Underwood, the first such presentation in the history of national television. Faculty use his book and the DVDs from his PBS television shows in a long list of courses.

Mr. Underwood spent his earlier career years in the mass media of radio and television, first as an award-winning broadcast journalist and national sports play-by-play announcer, and then as a creator and producer of original programming. He has hosted and produced shows that have aired nationally and internationally.

Today, Mr. Underwood has taken his rightful place as an eminent authority on generational study as he travels throughout the United States, Canada, and Europe for consulting assignments, seminars, research, and keynotes. He also authors newspaper and national-magazine columns on generational dynamics, guest-lectures at universities, and is regularly interviewed for generational news stories by magazines, newspapers, and network newscasts.