...the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business. [2, 3] As such, an understanding of multigenerational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. generations in terms of the times in which they grew up as well as the characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is to describe various marketing understandings and strategies appropriate to each generation’s characteristics and behaviors, particularly in terms of segmentation, products and services, and communication. Keywords: Multigenerational Marketing, Generations, Baby Boomers, Xers, Gen Y, Generation Z Journal of Behavioral Studies in Business Marketing to the Generations, Page 2 INTRODUCTION Not every generation is...
Words: 8975 - Pages: 36
...strong, emotionless and rough to one more sensitive, intellectual, cultural, open-minded and well groomed (Malone 2014). Modern Australian men are becoming highly body conscious as 82% of Australian males identified they are spending significantly more money on tending to their physical appearance when compared to premillennial habits (McCrindle Social Research 2013). This can be attributed to the increased media exposure to male specific lifestyle magazines and shows (IBISWORLD 2013). Not only are Australian males become more image conscious they are also recognizing the importance of maintaining healthy lifestyles (Euromonitor 2013). Australian men can be demographically profiled by generation, Baby Boomers being aged roughly 47-65, Generation X aged early 30’s to mid-40’s, Generation Y born between 1981 and 1994 and Generation Z those born between 1995-2009 (Holroyd 2011). Over the next five years the population of Australians over 50 is expected to grow to 8.5 million people, making up 32% of Australia’s total population (Australian Bureau of Statistics 2013). The baby boomer age cohort will therefore represent a market of 4 million Australian males (IBISWORLD 2013). This presents them as a key target demographic for Bulldog Natural Skincare. Overlook of Major...
Words: 1860 - Pages: 8
...Overview Online Communication Objectives 1. To draw attention to different types of diabetes. 2. Bring forth the knowledge to the public health on the importance of diabetes treatment. 3. Identify the correct audience to build the foundation for the new program. 4. Obtain knowledge of causes diabetes 5. Establish the right direction patients need to take for treatment 6. Provide active research for 7. Address the cost and benefits for those in need. 8. Use effective methods of communication such as the channels of social media. 9. Plan a survey to should the statics on the growth and education Target Audiences 1. The target audience for the new diabetes are different generations 2. The generation X, persons who are born between 1965-1982 would be the first audience targeted. This audience would embrace the information and understand with all the analysis. 3. The baby Boomers who are born between 1946-1964. The elderly audience are more face to face, but this audience will be more detailed. 4. The Generation Y, known as Millennials, get most of the information base for the generations before them. This audience in very technologic influenced. 5. Different cultures. African Americans are more susceptible in have diabetes. Hispanics, American Indians and Alaska Natives are also likely to have diabetes than non-Hispanic whites. 6. Different associations the supports the cause of...
Words: 1357 - Pages: 6
...differences between two generations, to be specific I will be comparing Generation Y, and the Baby Boomers. Belonging to generation Y I know first hand all the criticism and complaints people have about us, especially the baby boomers, who think that everything we have ever owned has either been given to us or we probably stole it, so I’m here to defend my generation and also shed some light on the truth between these two different generations. Generation Y is the generation of people born during the 1980s and early 1990s. The name is based on Generation X, the generation that preceded them. Members of Generation Y are often referred to as echo boomers because they are the children of parents born during the baby boom. Because children born during this time period have had constant access to technology in their youth, they have required many employers to update their hiring strategy in order to incorporate updated forms of technology. Also called millennials, echo boomers, internet generation, iGen, net generation. The Baby Boomers are a person who was born between 1946 and 1964. The baby boomer generation makes up a substantial portion of the North American population. Representing nearly 20% of the American public, baby boomers have a significant impact on the economy. As a result, baby boomers are often the focus of marketing campaigns and business plans ( businessdictionary.com). The Baby Boomer generation understood that they are not owed anything. No one is going to be there...
Words: 1114 - Pages: 5
...Baby boomers are the first generation to actively declare a higher priority for work over personal life. They generally distrust authority and large systems. Their values were shaped primarily by a rise in civil rights activism, Viet Nam, and inflation. They are more optimistic and open to change than the prior generation, but they are also responsible for the “Me Generation,” with its pursuit of personal gratification, which often shows up as a sense of entitlement in today’s work force. Because of the fall of the dot.com marketplace, retirement savings of Baby Boomers were decimated and many now find themselves having to work longer than they had planned. A recent AARP survey of 2,001 people born in this era revealed that 63% plan to work...
Words: 617 - Pages: 3
...competitive advantage. Lastly, we will talk about how our marketing tactics achieve desired marketing outcomes. Positioning Statement “We can better serve the needs of baby boomers than our competitors in terms of privacy, relationship building, access to information and simplicity.” Baby boomers have needs. We want to change our positioning statement because in retrospect our initial positioning statement did not really all of the baby boomer needs we identified. We can co-create value by helping fulfill these needs. Table 1 shows a simple table defining the needs. In short they are: Relationship Building, Simplicity, Access to Information, and Privacy/Security. (Table 1: Needs) |Needs |Definition of the need |Gender |Justification that it is a need |Source/Citation | | | |Affected | | | |Relationship |Using technology to |Both |Baby boomers need to connect with friends and family. This |Mashable | |Building |sustain relationships. | |has driven a high growth rate. | | |Simplicity |Using technology must be|Both |Social Media must be easy to use. Must not make them feel |Mashable | | |easy, intuitive....
Words: 1080 - Pages: 5
...Is Fifty the New “Over-the-Hill” for Marketing Professionals? Rejoining the “Corporate Band” after a Successful Solo Career Author’s note: After a couple of months of seeking re-entry into the workforce, I determined that those employers looking to fill traditional marketing, advertising and media sales positions seem disinterested in a “seasoned” professional. Are you someone who has faced a similar experience? Perhaps you are a hiring manager who disregards qualified but older candidates when sifting through resumes. If you fall into either of these categories, then this article is for you. If you are an individual of a certain age, then the names Don Henley, Sting, David Lee Roth and Stevie Nicks will mean more to your than just “outstanding solo recording artist”. You will know that at one time, these stars were part of some incredible bands. You will also know that these superstars, despite experiencing massive successes with solo careers, have all opted to regroup, so to speak, hooking up with former band-mates to recreate music magic that is as worthy and sellable today as it was back in its heyday. Yes, EDM, hip-hop, rap and auto-tuned pop dominate the airwaves and I-Tunes playlists, and these genres generate massive record sales and concert and radio advertising revenues. But thanks to video games like Rock Band and Guitar Hero, plus a generation of parents who drove their kids to school and selected the in-car musical entertainment, boomer-parented children...
Words: 2521 - Pages: 11
...Basics: A Guide to the Advantages of Breastfeeding Breastfeeding in our culture has become social devastation – it is almost viewed as unacceptable in the U.S. According to the Centers for Disease Control and Prevention, only 14% of infants born in recent years were breastfed exclusively for at least six months (“Breastfeeding Among U.S. Children”). That means that 86% are being fed with formula. Formula cannot provide infants with the antibodies and nutrients that they need. These numbers are alarming. Breast milk is a living substance that contains millions of antibodies used to help build an infant’s immunity. It changes constantly to meet the needs of a growing baby and contains ingredients not found in regular dairy milk, or formula for that matter. Mothers have been breastfeeding their babies since the beginning of time, and the fact that we have come up with an alternate method defies what is natural. The main reasons mothers are formula feeding are due to the social pressures of American culture and the freedom formula feeding offers. Americans live in such a fast-paced society, that it is hard for a mom to take the time to breastfeed, especially among those in the workforce. While formula feeding may the liberties that breastfeeding cannot, research and studies reveal that breastfeeding is the healthier alternative. Resulting research proves very shocking evidence in favor of breastfeeding. When a mother knows the benefits and is able and willing to breastfeed...
Words: 1999 - Pages: 8
...Nestle Alimentana of Vevey, Switzerland, one of the world’s largest food-processing companies was at war with the world. Nestle was under fire from the Pan American Health Organization for allegations of the mass amount of deaths amongst babies of in many of the third world. As a result, Nestle began to suffer from an international boycott of its products. Nestle was severely under attack by the world, many of the charges brought against Nestle were against the issues of their advertising and marketing campaigns. The charges raised against Nestle dealt with the alleged discouragement of breast feeding, particularly among third world mothers. The allegations claimed that the advertising and marketing strategies of Nestle are responsible for mothers of third world countries misuse of their products, which directly resulted in infant malnutrition and death. The major problem facing Nestle was that many people believed they were intentionally misrepresenting their products to the public. This however was very untrue. Nestle has never advocated bottle feeding instead of breast feeding. Also, it clearly states on Nestles products that breast feeding is the most effective way to properly deliver the essential nutrients and vitamins to growing babies. As evidence for their support of breast feeding, Nestle took a page from their oldest educational booklets on “Infant Feeding and Hygiene” dating from 1913 which encourages breast feeding (Murray). Nestles major problem was how they were...
Words: 1350 - Pages: 6
...Economy Medicare is facing a problem of retiring baby boomers, rising life expectancy, and decreased fertility rates that will increases the proportion of the population over age of 65 who be eligible for Medicare benefits. The problem with Medicare is that they never made adjustments for people who live longer. Also, there are inadequate funds to meet the needs of the future enrollees. Organization Information Medicare is a national social insurance program. It is administered by the United States federal government and was signed into law on July 30, 1965 by President Lyndon Johnson (CMS, 2012). Currently Medicare covers 60 million Americans. The health insurance is available to individuals 65 years and older. It is an insurance program for which these enrollees have money deducted from their pay while they are still working. The health care insurance covers hospitals, physician’s services, nursing home care or home and community-based services Also, the participant pays part of the services called “deductibles”. Medicare provides health insurance benefits to 38.7 million people age 65 years and older. (Center for Medicare & Medicaid services, 2011). Gist of The Problem The problem with Medicare is that the regulations have not changed even though there are more people enrolled in the program. Medicare will be unable to provide the same services unless the premiums are increased. Description: The Problem The baby boomer generation, who were born between 1946...
Words: 1460 - Pages: 6
...Baby Boomers Shuyang Wang, Team of Amanda, Brittany, Kesiri and Shuyang Introduction The population born between 1964 and 1964is commonly referred to as the Baby Boom generation (Census, 2006). Understanding the demographic characteristics of the Baby Boomers in the present day is very essential because Baby Boomers now comprise what is seen as one of the largest generations in U.S history. In 2013, Baby Boomers are ages 48 to 66. There are about 77 million boomers (the largest single generation surpassing children) in the U.S. today accounting for approximately $2 trillion in marketplace spending clout (Brandweek, March 2006.). Demographic Information The population size of Baby Boomers in 2006 was 77,980,296, with a percentage of 50.3% male and 49.7% female. The population by region in 2006 in South, Midwest, West, and Northeast are respectively 28060126, 17569066, 17421670, and 14929434. California (8,992,331), Texas (5,665,790), and New York (5,110,668) ranked the top three in population size in 2006. The education level of Baby Boomers in 2006 is 12.5% of less than high school graduate, 29.8% high school graduate, 28.9 some college, and 28.8 bachelor’s degree or higher. The employment states of Baby Boomers in 2006 is 74.1%employed, 3.3% unemployed, 0.1%armed forces, and 22.4% not in labor force. The selected household income in 2006 shows that 91.8% of Baby Boomers are with earnings, 10.4% are with social security income, 11.3% are with retirement income, and...
Words: 1182 - Pages: 5
...changed my thinking on how I would reach out to the baby boomer generation. I used to think it was wrong to use social media to market towards baby boomers and generation x and I was wrong. I am pretty amazed on how many people from this generation are using sites like Facebook, Linkedin, Twitter, and Myspace. I will definitely keep social networking at the top of my list as a way to market towards these generations. More specifically I will primarily use Facebook as the main source of marketing because more than 1/3 of baby boomers and half of Generation X has a Facebook page. Mavens are most likely to be Generation Jones and working full/part time and these individuals could have huge impact on the target market. These are the type of people who are always expanding their social network and are recommending products and services more than 10 times a year. This could be a domino affect by mavens in your target market continuing to speak about your product through their social network. In a matter of time you could expand your business from being very well know just being using social networks like Facebook. Targeting towards Generations Jones and workers. 2. As an eMarketer choosing digital marketing vs. traditional marketing to means revolutionizing ways companies reach their consumers and target audience. Here in New York City we see that with basic billboards going digital displaying different images and content. Social media has been a new trend for marketing. I remember...
Words: 1268 - Pages: 6
...Economy Implodes ➢ Crash of the stock market and land prices(hammering banks, business, investors, borrowers, customers, and employees ➢ Lost US$16 trillion, 3 times the size of GDP ➢ Lost Decade ▪ A story about how businessmen, policymakers, regulators, and investors RECONSIDERED the norms and verities of Japan, Inc. and began the process of RETOOLING economics institutions, practices, and patterns to REVIVE the economy ▪ Measured and incremental reforms ▪ Other people: Disparities, betrayal ➢ Company ▪ First, little retirement with less pay and bonuses ▪ After the baby boom generation, companies relied on non-regular workers who are usually paid much less and have little job security(Regular workers needed to work long hours(Low birthrate • Baby boomers: people born during the Post-World War II baby boom between 1946 and 1964. ❖ Lessons from Japan ➢ “Lehman shock” in 2008 ▪ Bankruptcy of Lehman Brothers: Financial services firm. Largest bankruptcy in U.S. history. September 15, 2008. ➢ Differences between international economics crisis and the Japanese one ▪ Japan’s was domestic ▪ Japanese gov’t failed to act with dispatch and solve the problems of massive bad debts ➢ Gov’t...
Words: 1031 - Pages: 5
...Association of Obstetricians and Gynecologists. All of these agencies agree that breastfeeding should be done for the first twelve months of life. Mothers and babies build unspeakable bonds during breastfeeding. Breastfeeding is one of the most natural things a mother can do, yet it is becoming a declining choice among mothers when it comes to feeding their newborn. When a mother chooses to use formula over breast milk, both she and the baby loose out in many ways, two of the most important being critical nutrition and bonding time. Parents spend what could be considered small fortunes on formula when they could be feeding the babies for free by choosing the breast. A way to address the problem of the decline in mother’s breastfeeding is to provide more education, and to provide more support while beginning to change the public’s opinion on mom’s breastfeeding in public. Typical education on breastfeeding usually comes from two sources. One of those sources is prenatal classes that parents take while they are still pregnant. Breastfeeding is talked about but not in an in-depth or continual way. An example of a typical prenatal class is a four week course. The breastfeeding portion is about fifty-five minutes of one of those Saturdays. (Durham, nd.) The other time that parents learn about breast feeding is right after their baby is born. A lactation consultant will come into the recovery room, often only by request, to assist with positioning and feeding guidelines. In order to get...
Words: 1725 - Pages: 7
...Nestle Alimentana of Vevey, Switzerland, one of the world’s largest food-processing companies was at war with the world. Nestle was under fire from the Pan American Health Organization for allegations of the mass amount of deaths amongst babies of in many of the third world. As a result, Nestle began to suffer from an international boycott of its products. Nestle was severely under attack by the world, many of the charges brought against Nestle were against the issues of their advertising and marketing campaigns. The charges raised against Nestle dealt with the alleged discouragement of breast feeding, particularly among third world mothers. The allegations claimed that the advertising and marketing strategies of Nestle are responsible for mothers of third world countries misuse of their products, which directly resulted in infant malnutrition and death. The major problem facing Nestle was that many people believed they were intentionally misrepresenting their products to the public. This however was very untrue. Nestle has never advocated bottle feeding instead of breast feeding. Also, it clearly states on Nestles products that breast feeding is the most effective way to properly deliver the essential nutrients and vitamins to growing babies. As evidence for their support of breast feeding, Nestle took a page from their oldest educational booklets on “Infant Feeding and Hygiene” dating from 1913 which encourages breast feeding (Murray). Nestles major problem was how they were...
Words: 1332 - Pages: 6
