Marketing to Generational Groups
War Generation • Silent Generation • Baby Boomer • Gen X • Gen Y
War Generation – Ages 81+
Helpers
Sacrifice
“For the children”
The Greatest Generation
6% of the U.S. population – approximately 18 million
Life Shaping Issues:
Great Depression
WWII
Work at the same job until retirement
Everybody pulls their weight
Silent Generation - Ages 63-80
Right vs. Wrong
Resentful
“I’ve earned it”
Do the right thing
6% of U.S. population – 18.5 million
Life Shaping Issues:
Take care of younger siblings
Work hard
Don’t waste – save money
Look after parents
Do your part – pull your own weight
Boomers - Ages 45-62
Me, me, me
Forever young
Choices/privileges
“Spoil Me”
27% of the U.S. population (292,199,316 total U.S. population)
Boomer Life Shaping Issues
Cold War
Civil Rights
Vietnam War
Space Race
Television
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Boomer Messages
Special privileges
Tailored for you
No waiting
Expensive, but you are worth it
Bragging rights
Forever young
I just want to have fun
Generation X - Ages 25-44
Born 1961-1981
30% of U.S. population in 2003 (292,199,316 = U.S. pop.)
87 million Gen Xers
Called “Gen X” because they have no unifying “cause”
Suspicious
Disenfranchised
Non-confrontational
Waste not
Facts/family/fundamentals
Generation X Life Changing Issues
Nixon/Watergate
Home alone
AIDS
Hostages in Iran
Save the planet
Computers
$$$ does not = happiness
Generation X Messages
Family time/reunions
How we take care of the planet
Ethnic tourism
Latch Key Kids
Single Parent/Blended Families
How to Reach Generation X
Internet – search engines
E-mailers
Travel Channel
Direct Mail
Cell Phones
Gen Y - Millennium - “Deja boom”- Ages 5–24
Born 1982 – 2000
Approximately 31% of U.S. population
88 million in 2003
Came of age at the Millennium
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Gen Y Generation Issues
Economy
Healthy bodies
Diversity (changing families)
Desert Storm
Bill Clinton
Overcoming minority issues
(gay rights, etc.)
Care for environment
9/11
Prone to credit card debt
Gen Y Values
Optimistic
Strong
Empowered
Care for others
Care for environment
Realism
Gen Y Generation Messages
Challenge yourself
“Just go online”
Interactive
Down time
Recycle
Learn a different culture
How to Reach Gen Y
Internet search engines
Portals
Links
Support youth organizations
Good causes
Travel Channel
Downloadable video
Millenium/9/11 Generation - (2001 to present)
9/11 major issue shaping their lives
Over protected
Family closeness is critical –
and will be their entire lives
Not risk takers
Conformers
Personal safety critical – nothing “scary”
Almost “Gen X” BUT with new influences
Highly interactive
Operate computers at age 3
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