Demographics and Social Stratification #4

Seven American Generations

Pre-Depression

Depression

Baby Boom

Generation X

Generation Y

Generation Z

Generation Alpha

The Coleman-Rainwater Social Class Hierarchy

Upper Americans

Middle Americans

Lower Americans

Upper Americans

Willing and able to pay for products and services that not only enhance the quality of their lives but are symbolic of their status.

Middle Americans

Concerned with respectability. They care what their neighbors think.

Upward Pull Strategy

Positioning a moderately priced product as one that will allow its users to experience some elements of the upper middle class lifestyle.

Middle Americans - The Working Class

Skilled and semi-skilled factory, service, and sales workers. Dislike upper middle class.

Lower Americans

Lack of education

Low income

Marginal housing

Despair can lead to harmful consumption

The Hollingshead Index of Social Position

Occupation - education

Age cohort

Group of persons who have experienced common social, political, historical, and economic environment

Social Class System

Hierarchical division of a society into distinct groups with respect to attitudes, values, and lifestyles.

Status Crystallization

Reflects consistency of status dimensions.

What are two basic approaches used by marketers to measure social class?

Hollingshead Index of Social Position

The Coleman-Rainwater Social Class Hierarchy