Understanding the ethnic, geographic, and gender differences that influence the buying habits of your customers and potential customers is important. Age also plays a major role. Each generation is distinct, with its own cultural and historical influences.

The Greatest Generation
Born between 1922 and 1945

Historic/social context – WWII heroes; escape into onscreen Hollywood entertainment and big studio productions during the Great Depression; Big Band music; Dust Bowl poverty; patriotism; advent of labor unions; agriculture and manufacturing reigns; advent of suburban sprawl

Traits and Preferences: Conservative, patriotic, patriarchal, conforming, trusting, logical, skeptical, does not readily warm to change; strong work ethic, authoritative; entertainment & leisure a treat, not a standard; women in support roles; children are seen but not heard; nothing much taken for granted; realistic; no-nonsense life view; children to be seen, not heard

Baby Boomers (I and II)
Group #1- (Born between 1946-1954)
Group #2- (Born between 1955-1964)

Historic/social context — dramatic population boom; Kennedy’s Camelot era; the Cold War; beginnings of counter-cultural revolution; Vietnam, civil rights & women’s liberation movements; sexier cinema; classical music and large scale musicals (Rodgers & Hammerstein); women still emerging in the work force

Traits and Preferences: ambitious; family-centered; goal-oriented; goal-oriented; compassionate; emotional; often restless; likely to invest in what are perceived to be ideas; higher education a plus; fine arts aficionados; into “big toys”; more is better

Generation X
Born between 1960 and 1980

Historic/social context: Nixon & Watergate; video games & arcades; dot.com boom; fall of Communism; Wall Street halcyon years; drug problems; oil/gas crisis; environmental awareness; Viagra; Madonna; easy credit; TV sit-coms reign; Saturday Night Live; AIDS; warnings about pollution/global warming emerging but no widespread fears

Traits and Preferences: loyal to social groups; back-to-basics ideal prevails; easy-going, less up-tight; family-oriented; child-centered families; ambitious, but not to the point of personal sacrifice; free-spending; risk-taking; higher education a must; waiting later to marry; parent-dependent

Generation Y (Millennials)
Born between 1980 and 1990

Historic/social context: the Internet reigns; STDs; intricate video/virtual games; human cloning; emphasis on good health, exercise; “boy genius” millionaires; rap & hip-hop, alternative; fast food nation rises and falls

Traits and Preferences: big spenders; team players; optimistic; materialistic; toys & digital gadgets; entertainment-oriented; naturalistic; sports-minded; technologically savvy; prefers to work in groups; higher education just one option; sexually sophisticated; monogamous; eager to lock into a significant other;

Plugged-In Generation [or Generation Z]
Born since 1990

Historic/social context: Wall Street plummet; 9-11; death of Diana; news as entertainment; reality TV; e-Bay; iPod; Apple iPhone & 36K apps; Britney Spears; home schooling; everything online; specialization reigns; plastic/weight-loss surgeries mainstreamed; nerd comics of Comedy Central; Smart phones and thousands of apps; rise of social media; the paperless office; eco-green; economic downturn creates a new frugality and dependence on all things digital; first African-American U.S. President; gas guzzling SUVs out, hybrids in; Michael Jackson’s dies, influence renewed

Traits and Preferences: confident fun-loving; open; honest; confrontational; experimental; socially diverse; into retro everything; sexually knowledgeable but less promiscuous; rampant drug use no longer the thing; higher education the rule, not the exception;

This entry was posted on Tuesday, July 7th, 2009 at 8:23 pm and is filed under Other. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.