This press release starts with the claim that there are: “4 different generations in the marketplace today, each characterized by its own distinct buying behaviours”. Well let me add to this revelation. There are two sexes in the market, there are black, white and every other shade of colour, there are rich and poor, there are university educated and school dropouts, there are healthy and ailing people, there are religious and non-believers etc etc etc.
All of these facets of a person are going to affect their buying behaviour. What is the mystical equaltion that blends all of personal characteristics together to give any sensible conclusions? The usefulness of age groupings, cohorts, generations or whatever you want to call them, relies on a single, tenuous, assumption, namely: the shared experiences of a cohort influence the type of people they become and the way they behave as consumers. That is one hell of a big assumption and one I have never seen justified. Dick Stroud www.20plus30.com
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