"The only way to perpetuate independent agencies and assure the future of our distribution channel is to undertake bold efforts like this and to educate agencies on the opportunities and benefits of reaching out to the younger generation," noted IIAB President Thomas B. Ahart, who is also president of Ahart, Frinzi and Smith in Phillipsburg, N.J.

The report, developed by the association's National Young Agents Committee, is in response to Mr. Ahart's call to bring the younger generation into the business during his inaugural address, the association said in a statement.

The report says the current generation of agents, defined as "Seniors'' and "Boomers," born before 1946, has trouble understanding the younger generation, "Xers," those born between 1964 and 1978.

The generation, which suffered from empty homes while parents worked, suffered through a rising divorce rate, and watched as employers laid their parents off to meet the bottom line, have developed a different attitude to the workplace. This attitude is in conflict with the ideas developed by their parents, the "Boomers.''

"While Boomers live to work, Xers work to live," the report observes.

Among some of the observations the report makes for the older generation to successfully deal with the new generation, the report observes:

? Be direct and honest in sales techniques, and treat the new generation clients as important clients.

? Recognize that the new generation is highly educated and enjoys technology.

? Realize that the manners, clothing and style are different from the older "Boomer's" ideas. "You have a right not to appreciate the fashion," the report notes to older agents, "but don't assume there is more to it than that."

? Women are an important part of this generation and have the resources and determination not to rely upon someone else to make decisions for them.

On recommendations for what agents should do, the report notes the agent needs to define his marketplace and bring that younger generation into his or her market. Also, Gen Xers, because of their entrepreneurial nature and desire to be recognized for their talents, are likely candidates to become producers. They also know the generation the older agent is trying to market to. The new generation speaks the language of their generation and will be the ones to build their business around them.

The full text of the report, "Targeting Generation X ? Preparing for Tomorrow Today" is available under the Young Agents button at www.independentagent.com.