1. Generational Divide By Alison Stein Wellner

3. A Generation Defined Webster’s: “a category of people born and living contemporaneously.” Webster’s: “a category of people born and living contemporaneously.” Marketers: “a group of people who share the same formative experiences”’ Marketers: “a group of people who share the same formative experiences”’ Year of birth is commonly used by demographers because it is: Year of birth is commonly used by demographers because it is: Easy to measure Easy to measure Does not change with income, geographical region or marital status Does not change with income, geographical region or marital status

4. Jonathan Pontell’s “lost” generation : Generation Jones Traditional Baby Boom too wide (1946-64) Traditional Baby Boom too wide (1946-64) According to Pontell, According to Pontell, Boomers = 1942-1953: Vietnam & Woodstock Boomers = 1942-1953: Vietnam & Woodstock Generation Jones = 1954-1965: AIDS & PC’s Generation Jones = 1954-1965: AIDS & PC’s “Generation Jones is an accurate realization that the Baby Boomers are really not a homogenous group.” “Generation Jones is an accurate realization that the Baby Boomers are really not a homogenous group.” “It’s just a blatantly inaccurate way to determine who a generation is, to base it on something as random as birthrate.” “It’s just a blatantly inaccurate way to determine who a generation is, to base it on something as random as birthrate.”

5. Jonathan Pontell AmericanDemographics

6. The Other View: Size Does Matter Birthrate = best indicator of what economy will look like in the future Birthrate = best indicator of what economy will look like in the future ie. Diaper Companyie. Diaper Company Boomers share child-centric upbringing and value individuality, youthfulness, and respect for knowledge. Boomers share child-centric upbringing and value individuality, youthfulness, and respect for knowledge. By creating Generation Jones, Pontell is acting just like a Boomer himself, by demonstrating self-absorbing tendencies By creating Generation Jones, Pontell is acting just like a Boomer himself, by demonstrating self-absorbing tendencies

7. Age Defying Classification Generation vs. Psychographics Generation vs. Psychographics Market Size vs. AttitudesMarket Size vs. Attitudes “The new measuring stick…will by lifestyle, life stage, and health stage more than generation” “The new measuring stick…will by lifestyle, life stage, and health stage more than generation” Niche Generations – increasingly smaller groups that share common experiences Niche Generations – increasingly smaller groups that share common experiences “Generation Jones simply puts a sliver of the Baby Boom under a psychographic microscope” “Generation Jones simply puts a sliver of the Baby Boom under a psychographic microscope”

8. The Great Debate Are traditional ways of looking at generation still meaningful in the world today? Are traditional ways of looking at generation still meaningful in the world today? What is the ideal method of segmentation? What is the ideal method of segmentation? What does this all mean for marketers who seek a deeper understanding of customers? What does this all mean for marketers who seek a deeper understanding of customers?