Target groups: Cohorts, generations

 

The 'charmed generation' refers to a group of wealthy older people who are retired or close to retirement, that was the focus of a 2005 article in Market Leader by Dick Stroud. Here, Stroud revisits t

Part generational DNA and part life stage, Millennials are looking towards the future with a sense of ever increasing happiness and success - despite the current recession. This brief article uses sur

This brief article uses survey data to look at the early-adoption attitude of African-American and Hispanic consumers ages 50 and older and shows how marketers can leverage their need to “Be the First

The influence of the recession on Millenials (those born between 1979 and 1992) is discussed in this article. The downturn is seen as a defining event for this demographic group, who are seen to be th

Based on survey data, this brief article examines some of the differences between Generation Xers and other generations (older Boomers and younger Millennials) and explains how and why marketers shoul

Generation Y (born between 1977 and 1985) have very different work expectations and demands compared against the Boomers before them. However, if a company wants to attract and retain the talented mem ...

This brief study examines US Baby Boomers' attitudes towards aging and anti-aging products and services. It argues that this group is less concerned with looking older, but more with losing energy and

This brief study includes data from a Yankelovich report into green attitudes among US consumers. It argues that younger consumers are more likely to be motivated by environmental concerns, and to bel

This brief study argues that the 10m African Americans who fall into the Baby Boomer generation have been relatively ignored by marketers. It argues that this group have specific characteristics, some

This week's MONITOR Minute takes a closer look at the widespread criticism of the Echo demographic of US consumers. It argues that this criticism has often been unfair, and contends that Echoes have m

This presentation discusses the increasing "family focus" of Generation X in the US, as members have children of their own. The savvy, diverse and entrepreneurial generation will bring a sense of "fun

This MONITOR Minute report highlights the growing trend toward living a “child-free” lifestyle and what it takes to connect with these families. It encourages marketers to avoid generalizations and fa

This presentation discusses the habits of "Echo Boomers" - defined as those born between 1979 and 1991. The generation can be characterised by their autonomy and liking for authenticity, enabled by th

This presentation discusses current trends among Baby Boomers. This generation is characterised by their youthful spirit (Middle Age-lessness), their wish to make a difference, and their linking of pe

This report uses data from the Yankelovich MONITOR to describe the generation of US consumers known as Echo Boomers who were aged between 16 and 29 in 2008. According to the report, echoes who are the

This report provides a quick look at key mindsets and characteristics of the three largest American generations: Baby Boomers ("Boomers"), Generation Xers ("Gen Xers" or "Xers ...

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...

14% of all single-person householders in the UK are aged 30-40. Joel Conway, an associate director at RDSi, looks at the values, lifestyles and desires of this growing target group. He describes two t ...

Brent Green, founder of Brent Green & Associates, considers the marketing opportunities provided in the USA by the 76 million baby boomers, born from 1946-66 and who start hitting 60 this year. He pr ...

This 2006 report is based on the Yankelovich MONITOR, providing insights on American Men aged 18-34. They are shown to be invested in being knowledgeable, have high expectations about the future and t

This report uses data from the Yankelovich MONITOR to describe the generation of US consumers known as Echo Boomers who were aged between 16 and 26 in 2005/2006. It is identified that novelty and new

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Today’s 18-35 year olds face a bleak financial future. Housing costs and student loans mean that they are not investing in pensions. In 2003, 13% of men under 35, dropped out of pension schemes. While ...

Brent Green, founder of Brent Green & Associates, describes a 'generational' marketing campaign aimed at leading edge baby boomers ( roughly those born between 1946 and 1955) to recruit members for th ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

Consumers don’t always understand financial products and they don’t trust financial service providers. Meanwhile, financial marketers find it increasingly difficult to create propositions that can mea ...

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when th ...

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers ...

This 2006 report is based on the Yankelovich MONITOR, providing insights on the attitude to health in the US 50-65 year old bracket. Three quarters of these are from the Baby Boomers generation, chara

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...