Sunday, February 17, 2008

Generational Definitions

Once more, the New York Times has a solid piece on the definitions of generations, or the lack thereof.

The context is the presidential race -- is Barack Obama a Boomer or not? But the most important point of the piece for marketers is this:

"Generationality is not just what sociologists or advertisers decide. It is more crucially how one imagines oneself"
True self-identity is indeed in the eyes of the beholder.

We use the Baby Boomer label only as a tool to identify a consumer group that deserves attention, and requires some new understanding from marketers in order to reach them successfully. Even if some argue the dates are hard and fast, what's more important is which generational cohort feels like the best fit for someone personally.

No comments:

Valuable Insights into the Hearts, Minds and Wallets of Today's Baby Boomers

This blog is by the authors of Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group, on sale now.

Here is where you'll find information referenced in the book, as well as updates, news and perspectives from Matt Thornhill and John Martin, founders of the Boomer Project.