1. Chapter 12
Consumer Diversity

2. Learning Objectives~ Ch. 12
To understand:
The role of consumers’ age and marketing
The role of consumers’ gender and sexual orientation and consumer behavior
Regional, ethnic, and religious influences on consumer behavior and targeting specific groups

3. Consumer Diversity

4. U.S. Population by Age

5. Age & Consumer Behavior
U.S. Age Trends
Teens and Generation Y—Born 1979 to 1994
Generation X—Born 1965 to 1976
Some still have “angst”
Boomerang kids
High discretionary income
Delay marriage
Baby Boomers—Born 1946 to 1964
Largest demographic
Peak earning years
Seniors—65+ years old

6. Teen & Tween Market Purchasing Power = $108 Billion
World’s teens have similar tastes, attitudes, preferences
Brand Loyalty—Develops at a younger age
Positioning—Establish identity, rebelling, peer acceptance
Advertising Messages—Incorporates symbols, issues, and language of teens
Media—Specific TV networks, radio stations, and Internet
Recreation and special events

7. Gen X Born between 1965 and 1976 49 million Fewer Xers own homes
Boomerang kids
Cynical about obvious marketing
Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots
How is Gen X different from Gen Z?

8. Baby Boomers Born between 1946 and 1964 78 million
Influential consumer segment because of size and buying power
Value individualism and freedom
Segments: leading boomers, core boomers, and trailing boomers

9. Baby Boomers & Marketing
Target for cars, housing, travel, entertainment, recreation equipment, motor homes
Heavy consumers of financial services
Gourmet fast food
Comfortable clothing
Anti-aging products

10. Seniors Over 65 years old Women outnumber men
Reduced information processing skills
Susceptible to the “truth effect”
Tend to be brand loyal

11. Seniors & Marketing Aging Population Health-related products/services
Retirement communities
Marketing Communications
Oldies radio
Activity-specific publications & TV
Lifestyle-related events
Specialized Sales and Promotion

12. This ad shows an elderly gentleman enjoying his retirement in a state of financial freedom & independence as a potential result of long-term retirement planning with Allianz.
Courtesy Allianz SE, Germany

13. This ad targets Baby Boom & Senior men who want to look younger but not unrealistically younger. The ad focuses on the active lifestyle of older Americans with a surfboard.
Combe Incorporated

14. Gender/Sexual Orientation & CB
Sex Roles- Goals
Agentic
Communal
Gender & Sexual Orientation
Masculine
Feminine
Androgynous
Differences in Acquisition & Consumption Behaviors
Women = Deliberate, thorough research
Men = Driven by themes, simple heuristics

15. An increasingly larger number of marketers are beginning to target gay and lesbian consumers in their marketing communications. This ad for Paris-Las Vegas targets gay men.
Courtesy Paris Las Vegas

16. Gender/Sexual Orientation & CB
Targeting Gender
Men—More emotional/caring
Women—Important/professional
Media Patterns
Targeting Gay/Lesbian Consumers

17. Regional Influences Regions of U.S. Regions of World Clustering
PRIZM NE & Mosaic
Regions of World

18. Regions Across the World
Individualism vs. collectivism
Horizontal vs. vertical orientation
Masculine vs. feminine

19. Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing
Ethnic Subcultures in Nations

20. Ethnic Composition of Minors

21. Hispanic American Consumers
Acculturated
Bicultural
Traditional
Intensity of Ethnic Identification

22. Hispanic Americans are one of the largest, most diverse, and fastest growing ethnic groups in the United States. This State Farm ad targets this huge target market, which is estimated to include over 42 million members.
Copyright State Farm Mutual Automobile Insurance Company Used by permission.

23. African American Consumers
With rising incomes, want to preserve cultural identity
Importance of style, self-image, & elegance

24. Asian American Consumers
Fastest growing major subculture
More diverse than Hispanic and African American
Strong Emphasis
Family
Tradition
Cooperation
Shop frequently/luxury goods

25. Asian Americans, particularly Chinese Americans, represent a large and lucrative target market for many businesses, including Charles Schwab investment services.
Reprinted with permission. Copyright ©2008 Charles Schwab & Co. Inc.

26. Questions?