marketing to generations
Identifying, understanding (and marketing to) the generations For years, marketers have made it their business to study different age groups for ways to best reach out to, and communicate with, the various generations. But who are we referring to when we break down the generations? Mature or silent generation (1928 - 1945) Characteristics: Hard working, married young, family-friendly, affluence, domesticity, activism, conventional, morally confused. Defining events: World War II, the start of the Cold War, sub-urbanization, Elvis Presley, the Beat movement, the Korean War, Women’s liberation. The so-called silent generation consists of children who grew up surrounded by war and depression. Stuck somewhere between two significant cultural periods, they inhabited a difficult middle ground: born too late to be war heroes like their fathers and older brothers and too early to enjoy the liberty and youthful folly of the first Baby Boomers. They married young, w...