Unformatted text preview: aby boomers
are receptive to anything that makes them feel younger. Olay’s Total Effects product
line, for example, includes anti-aging moisturizers, cleansing cloths, and restoration
treatments designed for this age group.
The baby boom cohort is followed by Generation X, which includes the 15 percent
of the population born between 1965 and 1976. This period is also known as
the baby bust, because the number of children born each year was declining. This
is a generation of consumers who are self-reliant, supportive of racial and ethnic
diversity, and better educated than any previous generation. They are not prone to extravagance and are likely to pursue lifestyles that are a blend of caution, pragmatism,
and traditionalism. In terms of net worth, Generation X is the first generation to have
less than the previous generation. As baby boomers move toward retirement, however, Generation X is becoming a dominant force in many markets. Generation X,
for example, is replacing baby boomers as the largest segment of business travelers.
In response, hotel...
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This document was uploaded on 01/30/2014.
- Spring '14