Generational Marketing

"The method of marketing to a specific generation is affecting the way that we promote and sell products and services. We are all a product of our generation. Each generation have their own characterestics, because of this as a marketing target we can usually categorize by generations by the way that we act and speak as well as our belief systems."

There are four popular generational categories that most marketers tend to focus on.
They include:
1.Millenials or Generation 2001ers, born after 1980
2.Baby Busters or Generation Xers born between 1965 and 1980
3.Baby Boomers born between 1946 and 1964
4.Mature Citizens born between 1909 and 1945

In order to market effectively to a generation we must find a way to grab their attention, by using a message that resonates with them. Generational determined lifestyles and social values exercise as much influence on buying and purchasing as more commonly understood demographic factors like income, education, and gender do - perhaps even more.

To succeed in generation marketing we must understand how the motivation of our consumers correlate with the underlying values of their generation. When we know this we are able to customize our message to cater to the generation when it comes to our products and services. We can then present the message with your products, services, and communication to their needs and desires.

Of course, every generation ultimately will pass through the same life stages, from youth to old age. As the younger generations find their place in society as consumers, employees and parents, it becomes more and more important for businesses to acknowledge this soon-to-be-powerful demographic. We have to build brand loyalty with them now, and we may reap the results for the rest of their lives.



Marketer’s Age Generation includes much more groups:
1.Pre-school
2.Children
3.Tweens
4.Teens
5.Generation Y
6.Generation X
7.Baby Boomers (young)
8.Baby Boomers (old)
9.Grey
–Over 55s
–Young Olds
–Old Olds
–Silver Surfers
–Skiers

UK resident population trends

I am going to write more about Generation X
Those people in their late twenties to early thirties belong to Generation X or those born between 1965 and 1977 (40 million people).

Generation X is a term used to identify people born after the post-World War II increase in birth rates (the baby boom) The term has been used in demography, the social sciences, and marketing, though it is most often used in popular culture.

In the UK the term was first used in a 1964 study of British youth by Jane Deverson.
Deverson was asked by Woman's Own magazine to interview teenagers of the time. The study revealed a generation of teenagers who "sleep together before they are married, don't believe in God, dislike the Queen, and don't respect parents," which was deemed unsuitable for the magazine because it was a new phenomenon.


Deverson, in an attempt to save her research, worked with Hollywood correspondent Charles Hamblett to create a book about the study. Hamblett decided to name it Generation X. Douglas Coupland's 1991 novel, Generation X: Tales for an Accelerated Culture, about young adults (who were then in their late twenties) in the late 1980s, helped to popularize the term.

Generation X values espouse community, relationships, altruism and entrepreneurship.

Coming age after Vietnam, they witnessed the end of the cold war and saw the fall of the Berlin wall. This generation saw the inception of the home computer and later the Internet, as a tool for economic purposes: Dot.coms, MTV, Grunge music, Hip hop culture and Security-Moms attributed to this generation.

Unfortunately, they experience also some social problems: homelessness, AIDS and fractured families.

However, the US Census Bureau cites this group (Generation X) statistically as holding the highest education levels when looking at age group.

The generation X tend to has its own favourite brands, e.g. Apple, Levis, Lee, Nike etc.

"Gen X'ers were the first generation raised where consumption is a way of life,
X'ers buy because they want it."



"My name is Bill. I’m looking for a new computer and I’ve heard about Apple."



What is more, , generation X likes dark, sombre, intuitive and moody music. Their favourite artist is Michael Jackson.

Generation X distinguished a few sub-cultures, for example: Yuppies, New romantic, Gothz, Metal headz.



Furthermore, they are not so trusting on marketing. At this point in time, they look for a balance between work and leisure. Gen X-ers are close to their parents and they tend to live at home. They are not drawn to traditional forms of advertising such as hyping up products.
Gen X-ers express their need to stay in control by purchasing communications equipment such as:
·Beepers
·Fax machines
·Mobile phones

They prefer to buy products based on their practicality including personal care products. They are not so into latest trends or fads in clothing. They prefer foods that are healthy at the same time quick to prepare.

More reading about marketing generations: http://www.brandchannel.com/features_effect.asp?pf_id=136