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Concumer Groups

In: Business and Management

Submitted By tina12345
Words 1162
Pages 5
Consumer Groups

According to a recent online article by Neil Kokemuller, a consumer group is defined as “including hundreds or thousands of members, often connected via the Internet, that share common concerns about a marketplace. Furthermore, a May 2013 Fox Business article noted a study by the 1,400-member Environmental Working Group revealing that SPF labels on sunscreen products were regularly misleading.
These groups typically communicate concerns or findings with the public in an effort to hold businesses accountable for meeting social and environmental standards.” For the purpose of this project this author has selected to conduct further research on the Generation Y consumer group. Generation Y is also known as Millennials and they are the generational cohort that follows Generation X and have birth years ranging from the early 1980’s to early 2000’s.
According to Strauss and Howe (2000), they note “that each generation has common characteristics that give it a specific character, with four basic generational archetypes, repeating in a cycle. According to their theory, they predicted Millennials will become more like the "civic-minded" G.I. generation with a strong sense of community both local and global.”
This general trait postulates that this consumer group is one of the most influential and the impacts of their reach can be seen in the dramatic shift to more social media such as Facebook, Twitter and LinkedIn, as this group detached from institutions and more involved in network of friends or colleagues. This group represents nearly 80 million and is ethnically diverse. This group also has the highest level of education compared to any other group. In understanding the demographics of this consumer group, it must be noted that Generation Y or Millenials were the first to be raised with computers and in their homes, enjoyed cable television...

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