Generational

Overview

Defining the "generations" is not an exact science - the breakdowns are subjective and generalized. One can find disagreements over the time frames covered by the generations and the names given to the generations as well as complaints about the over-generalized "personality" of the generations. However, marketers and journalists do sometimes find these groupings useful in targeting their marketing to particular age groups. For an example of a fairly rough outline of generational breakdowns, see the Millennials Rising web site.

Articles

Stephen Brown, "Marketing to Generation(R)," Harvard Business Review. June 2003. v. 16, no. 6; p. 16.

William H. Frey, "Generational Pull," American Demographics. May 2004. v. 24, no. 4; p. 18.

"Lifestage Marketing: Showing your Age," Campaign, April 30, 2004. p. 23.

Books

American Generations : Who They Are, How They Live, What They Think by Susan Mitchell. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2000.
LC Call Number: HC110.C6 M545
LC Catalog Record: 2002511433
Publishers' Website: http://www.newstrategist.com

Market Segmentation

Table of Contents

Introduction
Generational
Ethnicity
Geographic
Other Groups

Gender
Gay/Lesbian
Lifestyle

Boomers, Xers, and Other Strangers : Understanding the Generational Differences that Divide Us by Rick and Kathy Hicks. Wheaton, Ill. : Tyndale House, c1999.
LC Call Number: HM681.H53 1999
LC Catalog Record: 99027725
Table of Contents: http://www.loc.gov/catdir/toc/99027725.html

Future Marketing : Targeting Seniors, Boomers, and Generations X and Y by Joe Marconi. Lincolnwood, Ill. : NTC Business Books : in conjunction with The American Marketing Association, c2001.
LC Call Number: HF5415.127 .M35 2001
LC Catalog Record: 00038000
Publisher's description: http://www.loc.gov/catdir/description/mh021/00038000.html

Generations Apart : Xers vs. Boomers vs. the Elderly edited by Richard D. Thau & Jay S. Heflin. Amherst, N.Y. : Prometheus Books, 1997.
LC Call Number: HN90.I58 G45 1997
LC Catalog Record: 97034296

Generations : the History of America's Future, 1584 to 2069 by William Strauss and Neil Howe. 1st ed. New York : Morrow, c1991.
LC Call Number: E179.S89 1990
LC Catalog Record: 90045679

The Mid-youth Market : Baby Boomers in their Peak Earning and Spending Years by Cheryl Russell. Ithaca, N.Y. : New Strategist Publications, c1996.
LC Call Number: HN60.R87
LC Catalog Record: 96224677
Publisher's Website: http://www.newstrategist.com

Rocking the Ages : the Yankelovich Report on Generational Marketing by J. Walker Smith and Ann Clurman. 1st ed. New York, NY : HarperBusiness, c1997.
LC Call Number: HF5415.1 .S57 1997
LC Catalog Record: 96052509
Table of Contents: http://www.loc.gov/catdir/toc/96052509.html

Internet Resources      

U.S. Census -- Age Data
http://www.census.gov/population/www/socdemo/age.html

CHILD / TEEN

Articles

"Merchants of Cool: A Report on the Creators & Marketers of Popular Culture for Teenagers," Frontline / PBS. Published February 2001; updated November 2002.
http://www.pbs.org/wgbh/pages/frontline/shows/cool/

"ANNALS OF STYLE: The Coolhunt", New Yorker. March 17, 1997.
http://www.gladwell.com/1997/1997_03_17_a_cool.htm

Echo Boom Young Adults (Information Resource Inc.)
http://www.infores.com/public/us/newsEvents/thoughtleadership/tt_april_05.pdf

Lev Grossman, "The Quest For Cool: Predicting the Future is Hard Work. Ask Any Professional Trend Spotter: It Takes Insight, Dedication--and Secret Armies of Superhip Teenagers," Time. September 8, 2003.

"Tracking Teen Shopping Habits: How Teens Shop" June 4, 2007.
http://www.washingtonpost.com/teenshopping/

On June 4, 2007, the Washington Post did a series of stories on how teens shop. Various statistics noted - : $33.1 billion - amount spent by teens on apparel and footwear for the 12 months ending March 2007 (source: NPD Group); $1,487-average amount parents spent this spring on teen apparel, up 7% from last year (source: Piper Jaffray); Girls $1,847 and Boys $762- average amounts spent by teens this spring on apparel, shoes and accessories (source: Piper Jaffray). The series included the following articles:

• Nui, Ylan Q. "As the Kids Go Buy; 61 Teens Descend on Tysons, and We're There to Watch," p. D.1
• Nui, Ylan Q. "When Mom's Not Paying, Cost Is a Deal-Breaker," p. D.3
• Nui, Ylan Q. "On a Mission to Buy, With a Plan of Attack," p. D.3
• Nui, Ylan Q. "It's Not Just Parents Saying No Skimpy Clothes," p. D.4
• Nui, Ylan Q. "That Denim's Looking a Little Worn," p. D.4
• Aratani, Lori. "Drool Now, Spend Later," D.5
• Nui, Ylan Q. "The Store They Love, or Love to Hate," p. D.4
• "Follow that Kid and Watch Those Sales," p. D. 6-7. (graphic representation, charts)

Books

Tweens: A Force to be Reckoned With: Changing Consumption Habits of 8-12 year olds to 2010
Euromonitor, January 30, 2006.
(Not available at the Library of Congress)

Tweens have a large influence on family decisions and their spending power worldwide is higher than ever. Important drives like the "age compression" phenomenon, or KGOY (kids getting older younger), means that this generation largely rejects toys in favor of products previously targeted at teenagers, such as mobile phones, video games and music players. Also, the influence of television, the lure of brands/icons, and celebrity increasingly drive the tween market. Geographic focus in: Australia, Canada, France, Germany, Italy, Japan, the UK, and the US. Available for purchase from the publisher. The table of contents may be viewed free of charge on the publisher's web site.

The U.S. College Market by Robert Brown and Ruth Washton ; project manager, Washton Brown Associates, Inc. New York, NY : Packaged Facts, 2001.
LC Call Number: HF5415.33.U6 B773 2001
LC Catalog Record: 2003274165

The U.S. Infant, Toddler, and Preschool Market by Marigny Research Group, Inc. New York, N.Y. : Kalorama Information, c2000.
LC Call Number: HF5415.127 .U17 2000
LC Catalog Record: 2003272298

The U.S. Market for Young Adults : Generation X Grows Up by Robert Brown and Ruth Washton ; project manager, Washton Brown Associates, Inc. New York, NY : Packaged Facts, c2001.
LC Call Number: HF5415.33.U6 B774 2001
LC Catalog Record: 2003278855

Wise up to Teens : Insights into Marketing and Advertising to Teenagers by Peter Zollo. 2nd ed. Ithaca, N.Y.: New Strategist Publications, c1999.
LC Call Number: HF5415.32.Z65
LC Catalog Record: 2002511854
Publisher's Website: http://www.newstrategist.com

Youth Markets Alert. Long Island City, NY.
LC Call Number: Current issues only. Request in the Newspaper & Current Periodical Room
LC Catalog Record: sv 89071380

Marketing to Teens & Tweens by Marsha Cohen and the editors of Youth Markets Alert. New York, NY: EPM Communications, c2001.
LC Call Number: HF5415.127 .C64 2001
LC Catalog Record: 2002510946

Statistics

Statistical Handbook on the World's Children by Chandrika Kaul. Westport, Conn. : Oryx Press, 2002.
LC Call Number: HQ767.9.K38
LC Catalog Record: 2002277771
Table of Contents http://www.loc.gov/catdir/toc/fy02/2002277771.html

Internet Resources      

Census -- Age Data
http://www.census.gov/population/www/socdemo/age.html

Census -- Children
http://www.census.gov/population/www/socdemo/children.html

"L Style Report" (customers only)
http://www.lstylereport.com/

GENERATION Y
(Eco Boomers, Millenials)

Definition

Articles

Michael J. Weno, "To Be About To Be," American Demographics. September 2003. v. 25, no. 7; p. 28

Don O'Briant, "Millennials: The Next Generation Kids Coming of Age are Close to Their Parents, Comfortable with Authority," The Atlanta Journal-Constitution, August 11, 2003.

David Brooks, "The Organizational Kid," Atlantic Monthly, April 2001.
Online edition: Subscribers only: http://www.theatlantic.com/issues/2001/04/brooks-p1.htm

Books

The Millennials : Americans under Age 25 by the New Strategist editors. 1st ed. Ithaca, N.Y. : New Strategist Publications, 2001.
LC Call Number: HQ796.M4797
LC Catalog Record: 2002510039
Table of Contents: http://www.loc.gov/catdir/toc/fy032/2002510039.html

Millennials Rising : the Next Great Generation by Neil Howe and Bill Strauss ; cartoons by R.J. Matson. New York : Vintage Books, 2000.
LC Call Number: HQ796.H74
LC Catalog Record: 00034949
Publisher description: http://www.loc.gov/catdir/description/random0413/00034949.html
Publisher-supplied biographical information: http://www.loc.gov/catdir/bios/random051/00034949.html
Publisher's website: http://www.millennialsrising.com/

Generation Y: Marketing to the Young Ones (18-26s)
Euromonitor, January 2, 2007
(Not available at the Library of Congress.)

Generation Y are typically the children of affluent baby boomers, those born immediately following World War II. This generation is entering their student years or embarking on a professional career. Many of them are still single, very technology-driven, fashion-conscious, status-aware, keen to spend and not afraid of credit and have high expectations of themselves and others. Market focus on cosmetics and toiletries; consumer foodservice; and alcoholic drinks. A look at shifts in major markets in the countries of: China, France, Germany, Italy, Japan, the UK, and the US. Available for sale from the publisher. The table of contents may be viewed free of charge on the publisher's web site.

GENERATION X

Definition

Articles

"Farther ALONG the X Axis," American Demographics. May 2004. v. 24, no. 4; p. 20

Christopher Reynolds, "GEN X: The Unbeholden," American Demographics. May 2004. v. 24, no. 4; p. 8

Matthew Grimm, "A Post-Cynic's Manifesto," American Demographics. May 2004. v. 24, no. 4; p. 42

Peter Francese, "In the Shadow of the Boom," American Demographics. May 2004. v. 24, no. 4; p. 40

Joan Engebretson, "Odd Gen Out," American Demographics. May 2004. v. 24, no. 4; p. 14

"OrthodoX," American Demographics, May 2004. v. 24, no. 4; p. 32

Christopher Reynolds, "Overlooked & Under X-Ploited," American Demographics. May 2004. v. 24, no. 4; p. 48

Andrew Zolli, "ParadoX," American Demographics. May 2004. v. 24, no. 4; p. 26

James Morrow, "X-IT Plans," American Demographics. May 2004. v. 24, no. 4; p. 34

Books

Generation X : Americans Aged 18 to 34 by Susan Mitchell. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2001.
LC Call Number: HC110.C6 M544
LC Catalog Record: 2003267368
Publisher's Website: http://www.newstrategist.com

Internet Resources      

Brian Morrno. "Special Report: Marketing to Generation Xceptional" http://www.briannorrno.com/articles/markettogenx.html

"Generation X: Lives on Hold"
http://archives.cbc.ca/IDD-1-69-1209/life_society/generation_x/

BABY BOOMER / MATURE

This section includes Baby Boomer specific information as well as marketing to older people.

Americans 55 & Older : a Changing Market edited by Sharon Yntema. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2001.
LC Call Number: HQ1064.U5 A6455
LC Catalog Record: 2002511432
Table of Contents http://www.loc.gov/catdir/toc/fy032/2002511432.html
Publisher's Website: http://www.newstrategist.com

The Baby Boom : Americans aged 35 to 54 by Cheryl Russell. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2001.
LC Call Number: HN60.R84
LC Catalog Record: 2002511428
Publisher's Website: http://www.newstrategist.com

Baby Boomers Turning 50 : Implications and Directions for Marketers. New York : Find/SVP, c1996.
LC Call Number: HC110.C6 B32 1996
LC Catalog Record: 00687366

Boomers: Now they Are Sixty: Changing Consumption Habits of 40-60 year-olds to 2010.
Euromonitor, March 1, 2006
(Not available at the Library of Congress)

Boomers represent a major economic force in many developed markets, and due to their sheer size, have tended to reshape each phase of life as they have passed through it. Important drivers like spending power, attitudes towards retirement and health/fitness, as well as living trends and travel are focused on. Attention is paid to their impact on specific markets and their impact on retail trends. Geographic focus on: Australia, Canada, France, Germany, Italy, Japan, the UK, and the US. Available for purchase from the publisher. The table of contents may be viewed without charge on the publisher's web site.

Marketing across the Generations : Fifty-plus. Sarah White. Dubuque, Iowa : Kendall/Hunt Publ., c2000.
LC Call Number: HG2037 .W45 2000
LC Catalog Record: 2002279758
Table of Contents http://www.loc.gov/catdir/toc/fy034/2002279758.html

Marketing to the 50+ Population by Marsha Cohen and the editors of EPM Communications, Inc.
New York, NY : EPM Communications, Inc., 2002.
LC Call Number: HF5415.13 .C6335 2002
LC Catalog Record: 2003266903

Marketing to the Mindset of Boomers and their Elders Carol M. Morgan and Doran J. Levy. Saint Paul, MN : Attitudebase, c2002.
LC Call Number: HF5415.127 .M668 2002
LC Catalog Record: 2002091275

The Mature Market. New York : Packaged Facts, [1996]
LC Call Number: HF5415.13 .M3673 1996
LC Catalog Record: 99171286

The Maturing Marketplace : Buying Habits of Baby Boomers and their Parents George P. Moschis ... [et al.]. Westport, Conn. : Quorum Books, 2000.
LC Call Number: HF5415.33.U6 M36 2000
LC Catalog Record: 99036602

Older Americans Almanac : a Reference Work on Seniors in the United States. Ronald J. Manheimer, editor, with North Carolina Center for Creative Retirement, University of North Carolina at Asheville. Detroit : Gale Research, c1994.
LC Call Number: HQ1064.U5 O416
LC Catalog Record: 94009305

Segmentation Models for the 50+ Population. New York, NY : EPM Communications, Inc., c2002.
LC Call Number: HF5415.127 .S445 2002
LC Catalog Record: 2003266902

Statistical Record of Older Americans Arsen J. Darnay, editor. Detroit : Gale Research, c1994.
LC Call Number: HQ1064.U5 S697
LC Catalog Record: 94215546

The Swing Generation: Marketing to the Over 65s
Euromonitor, January 2, 2007
(Not available at the Library of Congress)

Populations are aging due to the fact that people are living longer as a result of medical advances, rising disposable incomes and increased awareness of health and nutrition. The swing generation, while smaller than boomers, tend to be more set in their ways, more frugal and less hedonistic, and more likely to save than to spend freely; however like boomers, they do intend to enjoy their retirement. Geographic shift profiles in: Brazil, China, France, Germany, Italy, Japan, the UK and the US. Available for sale from the publisher. The table of contents may be viewed free of charge on the publisher's web site.

Internet Resources      

Baby Boomer homepage
http://www.aginghipsters.com/index.shtml

TREND TRACKERS/RESEARCH GROUPS

This is a sample of the research groups and trend trackers with a generational focus.

Bolt
http://www.bolt.com

Direct Impulse
http://www.directimpulse.com/

Generational-Targeted Marketing
http://www.annfishman.com/

Ice Lounge
http://www.icelounge.com

Icon Culture
http://www.iconoculture.com

Lambesis Agency
http://www.lambesis.com/

Radar Communications
http://radarcom.com/

Teenage Research Unlimited
http://www.teenresearch.com/home.cfm

Trend Central
http://www.trendcentral.com

TwentySomething.com
http://www.twentysomething.com/

Youth Intelligence
http://www.youthintelligence.com/

Zandl Group
http://www.zandlgroup.com/

LC SUBJECT HEADINGS

Additional works on generational marketing in the Library of Congress may be identified by searching the Online Catalog under appropriate Library of Congress subject headings. Choose the topics you wish to search from the following list of Library of Congress subject headings to link directly to the Catalog and automatically execute a search for the subject selected. Please be aware that during periods of heavy use you may encounter delays in accessing the catalog.