1. AGE SUBCULTURES
Chp. 14 with Duane Weaver

2. Outline Age and Consumer Identity Teen Values and Tweens
Reaching Teens
Gen X
Baby Boomers
Mature Market

3. Age and Consumer Identity
Age cohort
group of consumers
same approximate age
similar experiences
Shared values and symbols can be used to appeal to specific age segments
Nostalgia

4. Teen Values, Conflicts and Desires (1 of 2)
Autonomy vs. Belonging
Independence from parents
Attachment to peer group
Rebellion vs. Conformity
Rebel against social standards
Overwhelming need to fit in

5. Teen Values, Conflicts and Desires (2 of 2)
Narcissism vs. Intimacy
Obsessed with appearance and needs
Desire to connect with others
Idealism vs. Pragmatism
View adults as hypocrites; view themselves as sincere
Must deal with the perceived injustice they observe in the “real world”

6. Tweens Age group: 9-14 years old
Stage between adolescence and childhood
Act like kids when they are alone
Aware of their image when they are in public
In addition to their own spending they are key product choice influencers
Computers, software, audio equipment

7. Reaching the Teen market
Rule 1: Don’t talk down.
Rule 2: Stay true to your brand image
Rule 3: Entertain. Make it interactive.
Rule 4: Show that you understand.

8. Generation X - classifications thereof
Saatchi & Saatchi classification
Cynical
Disdainers
Traditional
Materialists
Hippies
Revisited
Fifties
Machos
IN GROUPS OF THREE – take five minutes to think of an an example of an existing advertisement that would be most effective for one of the above target classifications. EXPLAIN WHY.

9. Baby Boomers (postwar to early60s) [attributes of this segment]:
Power
in Numbers
Peak
Earning Years
“Feathering
their Nests”
Created
Baby Boom Echo
WHAT IS RELEVANT ABOUT THIS SEGMENT AND WHY DO MARKETERS PAY SO MUCH ATTENTION TO IT?

10. Mature Market Key Values of Mature Consumers: Autonomy Altruism
Connectedness

11. Communicating with the Mature Market
Simple
Language
Avoid
Extraneous
Stimuli
Clear, Bright
Pictures
Marketing
Messages
Brand
Extensions
Action to get
Attention
Speak Clearly,
Low Word
Count