Understanding Generational Cohorts in Consumer Behavior
Some commonly used generation categories for marketing
Baby Boomers: Born between 1946 and 1964, Baby Boomers are often characterized as being traditional, hardworking, and loyal. They are typically thought to be motivated by security and stability in their lives.
Generation X: Born between 1965 and 1980, Generation Xers are often characterized as being independent, self-reliant, and skeptical. They tend to be focused on work-life balance and may be less brand loyal than previous generations.
Millennials: Born between 1981 and 1996, Millennials are often characterized as being tech-savvy, diverse, and socially conscious. They are typically thought to value experiences over material possessions and prioritize work-life balance.
Generation Z: Born between 1997 and 2012, Generation Zers are often characterized as being digital natives, socially conscious, and diverse. They tend to be more focused on individualism and personal expression than previous generations.
Generation Alpha: Born after 2012, Generation Alpha is still emerging and their characteristics and behaviors are not yet fully understood. However, they are likely to be even more digitally savvy than Generation Z and may prioritize authenticity and social justice.
These categories are not set in stone and can vary depending on cultural, economic, and social factors. Additionally, some people may identify with different generations based on their individual experiences and values.
REFERENCES
Lieberman, M. D., & Albert, R. S. (2018). A generation of change: The implications of baby boomer and millennial shoppers. Journal of Marketing Development and Competitiveness, 12(2), 51-64. doi:10.33423/jmdc.v12i2.1662
Cordero, R., Lim, J. S., & Salazar, A. J. (2016). Generational cohorts in consumer behavior: A review of the literature. Journal of Retailing and Consumer Services, 31, 246-257. doi:10.1016/j.jretconser.2016.03.010
Kim, S. H., & Park, H. J. (2019). The effects of generational cohort and shopping motives on store format choice: A study of South Korean consumers. Journal of Retailing and Consumer Services, 47, 256-263. doi:10.1016/j.jretconser.2018.11.005
Pickett-Baker, J., & Ozaki, R. (2008). Pro-Environmental Products: Marketing Influence on Consumer Purchase Decision. Journal of Consumer Marketing, 25(5), 281-293. doi:10.1108/07363760810889300
Jang, S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460. doi:10.1016/j.jbusres.2008.01.029
Wiki Hyphen Website | Updates 18th March 2023 | Link: https://www-wiki.com/Generational-Cohorts-in-Consumer-Behavior