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GENERATIONS
How to use this information in your marketing program.:
- Position your products to meet the characteristics of you core customers.
- New product development is essential and must be based on customer characteristics.
- Homeowners want information at the point of sale that will help them make the right product choice (In store displays)
- Open lines of communication are essential across all customer levels.
Key differences of Characteristics of Generational Cohorts
G.I. Generation 1901-1943
- Civic values and building
- Expanding affluence
- Institutions over individuals
- Conserving values
Post War Generation 1926-1945
- Loyalty for order and establishment
- Negotiators, Adaptive, Compromise
- Avoid risk
- Proponents of incremental change
- Preserve values
Boomer Generation 1946-1965
- Focused on individual development
- Idealism
- Start change and break from the past
- Individuals over institutions
- Liberal values
- Risk takers
Generation X 1966-1981
- Emphasis on autonomy
- Sustaining values
- Reactive, pragmatic, and creative
- Self-forming networks
- Financially engaged and work oriented
- Values oriented
- Wants to “settle down”
- Very marketing savvy—wants straight talk and just the basics
- Independent and driven—determined to have more stable families and more secure financial future than predecessors.
- 80% want a home that reflects personality and style
- Place a premium on things they consider authentic or classic
Source: Distillation of information from Yankelovich Research and Standpoint Marketing Research
John F. Gardner
Birding Consultant
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