Consumers in this age subculture have a number of

Consumers in this age subculture have a number of needs (including some that conflict with one another), such as
experimentation, belonging, independence, responsibility, and approval from others. Product usage is a significant
medium that lets them satisfy these needs.
78)
Although there is general consensus when analysts describe age cohorts, the labels and cutoff dates they use to put
consumers into generational categories are subjective. One rough approximation looks like this:
• The Interbellum Generation N People born at the beginning of the twentieth century
• The Silent Generation N People born between the two World Wars
• The War Baby Generation N People born during World War II
• The Baby Boom Generation N People born between 1946 - 1964
• Generation X N People born between 1965 - 1985
• Generation Y N People born between 1986 - 2002
• Generation Z N People born 2003 and later
79)
The Saatchi & Saatchi advertising agency identified four basic conflicts common to all teens:
1. Autonomy versus belonging: Teens need to acquire independence, so they try to break away from their families.
However, they need to attach themselves to a support structure, such as peers, to avoid being alone.
2. Rebellion versus conformity: Teens need to rebel against social standards of appearance and behaviour, yet they
still need to fit in and be accepted by others. A Canadian company called Rad Cosmetics Ltd. targets this dimension
of teenage culture.
3. Idealism versus pragmatism: Teens tend to view adults as hypocrites, while they see themselves as sincere. They
struggle to reconcile their view of how the world should be with the realities they perceive around them.
4. Narcissism versus intimacy: Teens tend to obsess about their appearance and needs. However, they also feel the
desire to connect with others on a meaningful level.
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Answer Key
Testname: UNTITLED13
80)
The baby boomer age cohort (Canadians born between 1947 and 1966) consists of the 9.7 million people (over 30
percent of the Canadian population) whose parents established families following the end of World War II and
during the 1950s, when the peacetime economy was strong and stable. The sheer size of this age cohort has helped to
make it the source of many fundamental cultural and economic changes.
By the age of 30, older baby boomers (born between 1947 and 1959) were earning 30 percent more than their fathers
did at that age. As baby boomers grew older, they moved up to more responsible and lucrative jobs. Thus,
consumers on average are becoming older and wealthier. And now that some baby boomers are retiring, they are
starting to spend on luxury items such as pleasure boats. However, a U.S. study revealed that almost half of baby
boomers felt overlooked by marketers, and in a Canadian study 80 percent felt that marketers were not interested in
them and did not communicate effectively with them.