Generational Marketing and the Impact of Social Media
PART 1: Generational Marketing
STUDENT NAME:
The table below has space for 10 characteristics that distinguish among these 3 generations.
Eight characteristics have been identified; you must identify 2 others. Complete the information
for each characteristic & generation; make sure to provide source of data (if appropriate).
CHARACTERISTIC
Baby Boomers
Generation X
Generation Y/
Millennials
Date of Birth
Born 1946-1964
Born 1965-1976
Born 1977 – 1998
Market Size
80 Million
51 Million
75 Million
Size of US
Population
38.8%
24.8%
36.4%
Income
Considered a Status
Symbol
Means to an End
Today’s Payof
Relationship to
Technology
The Microwave
Handheld (Cell
Phones, PDA’s,
Bluetooth)
Ethereal - Intangible
Relationship to
Family & Friends
Mother stayed home
Children seen
“special”
Latch-Key Kids
Dual Income Families
Merged Families
Coddled Kids
(Awarded for
participation, avoid
hurt feelings)
Relationship to
Work & Workplace
Time equals
Authority,
workaholics, skills are
needed for success,
but ethic more
important.
Skeptical, & will
repeatedly test
authority, project
oriented, ethic not as
important as skills
Will test authority,
but seeks when in
need of guidance,
efective but give 0
overtime, view work
as filling free time,
motivated by learning
Media Preferences
Touch-tone phones,
Cell Phones,
Internet, Picture
(Be specific)
call anythime
Call only at work
Phones, Email
Education
A Birthright
A way to get there..
An Incredible Expense
Motivated By
Being Valued, Needed
Money
Freedom, Removal of
Rules, Time Of
Working with Bright
People, Time Of
ASSIGNMENT:
PART 1: Generational Marketing Executive Summary
(2 pages
)
Given the data you’ve accumulated in the chart above and other information gathered from
