Scarcely a presentation on marketing trends is complete without reference to the Boomer, Gen X, Gen Y, and Gen Z segments and allusions to each generation’s unique expectations, behaviors, attitudes, and values. The grand conclusion is always that these distinct demographic segments define generation-specific consumption patterns that marketers ignore at their peril. Gen Xers, born between the mid-1960s and 1980s, are the successor generation to Boomers, born between the end of World War II and the mid-1960s, and each successive generation takes up about 20 years.
