Randy Ferguson, the husband of HHB office manager Kendra, died on Saturday, August 29th.  His funeral is Tuesday, September 1st in Hawkinsville, GA.  Our love to Kendra and her family during this difficult time.

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;