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Generational Cohorts in Consumer Behavior

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.


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