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Generational Divide

Generational Divide. By Alison Stein Wellner. A Generation Defined. Webster’s: “a category of people born and living contemporaneously.” Marketers: “a group of people who share the same formative experiences”’ Year of birth is commonly used by demographers because it is: Easy to measure

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Generational Divide

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  1. Generational Divide By Alison Stein Wellner

  2. A Generation Defined • Webster’s: “a category of people born and living contemporaneously.” • Marketers: “a group of people who share the same formative experiences”’ • Year of birth is commonly used by demographers because it is: • Easy to measure • Does not change with income, geographical region or marital status

  3. Jonathan Pontell’s “lost” generation:Generation Jones • Traditional Baby Boom too wide (1946-64) • According to Pontell, • Boomers = 1942-1953: Vietnam & Woodstock • Generation Jones = 1954-1965: AIDS & PC’s • “Generation Jones is an accurate realization that the Baby Boomers are really not a homogenous group.” • “It’s just a blatantly inaccurate way to determine who a generation is, to base it on something as random as birthrate.”

  4. American Demographics Jonathan Pontell

  5. The Other View: Size Does Matter • Birthrate = best indicator of what economy will look like in the future • ie. Diaper Company • Boomers share child-centric upbringing and value individuality, youthfulness, and respect for knowledge. • By creating Generation Jones, Pontell is acting just like a Boomer himself, by demonstrating self-absorbing tendencies

  6. Age Defying Classification • Generation vs. Psychographics • Market Size vs. Attitudes • “The new measuring stick…will by lifestyle, life stage, and health stage more than generation” • Niche Generations – increasingly smaller groups that share common experiences • “Generation Jones simply puts a sliver of the Baby Boom under a psychographic microscope”

  7. The Great Debate • Are traditional ways of looking at generation still meaningful in the world today? • What is the ideal method of segmentation? • What does this all mean for marketers who seek a deeper understanding of customers?

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