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Baby boomers
Once the largest genration
Baby boomers
Reluctant to change
Baby boomers
first group that “in mass” went to college
Baby boomers
“me generation”
Baby boomers
beginning of gender/racial conversations
Baby boomers
Not living on phones
Baby boomers
Use daytime traditional media
Baby boomers
Products that are durable and reliable; lasting value
Baby boomers
Clear and direct communication with
Baby boomers
highlight family values
Baby boomers
“accessible” tech use
Gen X
1st time with dual income being normal
Gen X
More women in the workplace
Gen X
Rising divorce rates, mixed families
Gen X
Individuals became self-sufficient early on
Gen X
more entrepreneual
Gen X
Use multichannel marketing
Gen X
Authenticity and transparency
Gen X
play into self-esteem and self-actualization
Gen X
Address financial security
Millennials
Women have full employment opportunities
Millennials
little brand loyalty
Millennials
more accepting of diversity
Millennials
computers introduced during early education
Millennials
challenge hierarchy
Millennials
FOMO
Millennials
autonomous and independent
Millennials
experiences>possessions
Millennials
helicopter and snow-plow parents
Millennials
engage through social causes/social responsibility
Millennials
embrace individuality and competence
Millennials
value sense of togetherness; play into FOMO
Millennials
Social media engagement
Millennials
personalization and customizationM
Millennials
Instant gratification/conveniency (ex: fast shipping)
Gen Z
Grew up with technology
Gen Z
more accepting
Gen Z
highly collaborative
Gen Z
last majority white cohort in US
Gen Z
don’t splurge as much
Gen Z
Financial midset affected by the Great Recession
Gen Z
Cherish work/life balance
Gen Z
single parent/multicultural households
Gen Z
care about mental health
Gen Z
more adaptable
Gen Z
optimistic
Gen Z
focus on wellbeing and mindfulness
Gen Z
Mobile-centric
Gen Z
inclusivity & diversity
Gen Z
Short form content
Gen Z
emphasize experiences
Gen Z
promote lasting value and investments
Gen Z
Sustainability
Gen Alpha
Digital immersion
Gen Alpha
Visual content
Blacks
fashion trendsetters
Blacks
Changed music in America
Blacks
Buying power ~1.5T
Blacks
Black women spend 10X more on beauty products than white women
Blacks
Drink more bottled water
Blacks
use more laundry detergent
Blacks
use mobile technology more (media consumption)
Blacks
proud of culture and committed to preserving it
Blacks
equate brand names with quality and status
Blacks
dress to please themselves > others
Blacks
spend time with families; has the most households in the US
Blacks
Post-Civil rights Blacks see race as less divisive
Blacks
Communicate in intimate AND relevant ways
Blacks
more confident about the economy
Blacks
aspire to get ahead/have lots of money
Blacks
moving from urban to suburban (need for transportation and larger houses)
Blacks
Increase savings
Blacks
Celebrate ethnic diversity in a relevant way
Hispanics
buying power ~2T
Hispanics
largest subculture
Hispanics
largely bilingual
Hispanics
importance put on family
Hispanics
shopping is a family activity
Hispanics
Use and spend more on mobile technology
Hispanics
teens are “Americanized”
Hispanics
more likely to purchase a product advertised on social media
Hispanics
Longer acculturation periods
Hispanics
spend more time on online stores
Note 
Flashcard (37)