Walker Smith and Ann Clurman. They are wary and uncertain about America's position in the world and about their own place in America. The first describes each of the three generational groupings in some detail while the second focuses in upon the implications of generational marketing upon certain key sectors and areas of life: technology, computer and Internet use, health care, consumption patterns, leisure, and home-buying activity. Rocking the Ages provides marketers with the strategies they need to understand and target these incredibly cohesive groups, including specific data on where they live, what they earn, what they buy and what motivates them to buy. Yet contrary to the image portrayed in the popular media, this is a savvy generation, enthusiastically ready, willing and able to take on the challenges they face. Matures grew up in tough times, so they had a more constrained set of expectations.
The authors expect that this will naturally change over time, as Xers become more job and career-oriented. You know your customer's income, where he lives, what he drives. Defining the essence of three generations-the Matures born between 1909-1945 , the Baby Boomers 1946-1964 , and the Generation-Xers 1965-1978 -it explores in telling detail the experiences, life skills, values, personal and professional aspirations, likes and dislikes, and hopes and fears that distinguish each generation. Brimming with graphs and charts -- and real-life, real-product examples of families, individuals and their buying patterns -- Rocking the Ages is the definitive guide to targeting your business's products and services to your ideal consumers. Why, for that matter, are Baby Boomers acting nothing like their parents did in their fifth decade? Their attitudes toward life and work were formed in the crucible of economic upheaval, common enemies and America's role as an emerging superpower.
These values still determine the way in which Matures relate to the marketplace. Particular interests of the Boomer generation at this point in their lives and at this point in the economic cycle is the desire to simplify, and a focus of the family. Rocking the Ages: The Yankelovich Report on Generational Marketing HarperBusiness; May 21, 1997 by J. For nearly 30 years, researchers at Yankelovich Partners, the world-famous research firm, have been compiling comprehensive information about consumers -- their preferences, habits and lifestyles -- mostly for the exclusive proprietary use of Yankelovich's corporate clients. Kevorkian - Mom or Dad Media Icons - John Huston - Edward R.
Walker Smith and Ann Clurman, Rocking the Ages: The Yankelovich Report on Generational Marketing, HarperBusiness, New York, 1997. Drawing on this unprecedented data, it elucidates how and why each generation reacts to a vast range of marketplace issues-including technology and cyberspace, healthcare and fitness, media and entertainment, retailing and financial services. But you don't know whether he prefers Bob Dylan or Alanis Morisette. Or Pepsi, or Snapple or tap water. The hidden force at work in each of these examples and many others is generational. To an astonishing degree, your generational cohort -- Mature born 1909-1949 , Boomer born 1946-1964 , or Xer born 1965-present -- defines who you are, what you believe and what you buy. Matures who are cybercitizens are quite different from the general profile of Matures overall, who tend to shy away from direct computer use.
Why, for that matter, are Baby Boomers acting nothing like their parents did in their fifth decade? They need their information presented in terms of categories and options, so that they have full access to the entire range of options available. Approaches to this group that work particularly well tend to be frank, not take themselves too seriously, and involve a little fun - at the same time, though, GenXers are still somewhat unsure of themselves, and need to be reassured that the choices they are making are fundamentally sound and practical. And let's face it, reliable data about today's three living generations can be a vital element in a marketer's arsenal -- in some instances more important than any sort of demographic information. Why does the 40-year-old of today have much more in common with her 20y-year-old self than with today's college student? Bringing Generations to a Close. This philosophy enabled them to easily embrace inclusive social policies, since there was 'enough for all'.
Turning to the use of computers and the Internet, the authors here define a new concept, cybercitizens, which simply means people who are comfortable with and frequently use this technology. For this reason, Xers seem better able to deal with economic downturns than their Boomer predecessors. But you don't know whether he prefers Bob Dylan or Alanis Morisette. You know your customer's income, where he lives, what he drives. Or Pepsi, or Snapple or tap water.
For Xers, hard work is a pragmatic necessity and they are careful in planning for the future. Simple and direct messages that appeal to them to a greater degree than ever before are 'low in fat', 'fresh' and 'ethnic'. A big concern for them is the health care needs of their family. Good Health Is a Good Day at the Office. Why does the 40-year-old of today have much more in comm You've done the research. Why, for that matter, are Baby Boomers acting nothing like their parents did in their fifth decade? Brimming with graphs and charts - and real-life, real product examples of families, individuals, and their buying patterns - Rocking the Ages is the definitive guide to targeting your business's products and services to your ideal consumers. Description: xvii, 314 pages : illustrations ; 25 cm Contents: Preface: It All Started with a Girdle -- Sect.
You don't need us to tell you this; you know it instinctively. Mature cybercitizens seek out novel experiences and opportunities for personal creativity, and actively embrace computer technology. Where it falls short somewhat is in describing the underlying drivers of differences between the generations - compared to books like, for example, David Foot and Daniel Stoffman's or David Cork and Susan Lightstone's. Strangelove - Mom and Dad - The Juice walks - Dr. Rather, promote the convenience and accessibility of products along with the idea that 'you've earned it'.
Products that fit their basic values have succeeded - and will continue to succeed - because these values grew out of their shared experiences and still guide their consumption. And you don't know why. As a result, their core values are what we think of today as traditional values - discipline, self-denial, hard work, obedience to authority, and financial and social conservatism. In order to prepare this remarkable book, two leading Yankelovich analysts have mined that incredibly deep data to generate an unprecedented wealth of marketing information about the three active consumer generations: Generation X, the Boomers and the Matures. An Economy Built on Dreams.
Other chapters in the book take the same sort of approaches to consumption patterns for homes and consumer goods. Spock - Mom, Dad, Grandfolks - The Juice runs - Dr. Born in the wake of the dominant Boomers, they have been buffeted by tumultuous political and economic conditions. But you don't know whether he prefers Bob Dylan or Alanis Morisette. The hidden force at work in each of these examples and many others is generational. Brimming with graphs and charts - and real-life, real product examples of families, individuals, and their buying patterns - Rocking the Ages is the definitive guide to targeting your business's products and services to your ideal consumers. You don't need us to tell you this; you know it instinctively.