Page 243 - Marketing Management

220 PART 3 CONNECTING WITH CUSTOMERS

TABLE 8.3 Profiling U.S. Generation Cohorts

Generational Cohort Birth Range Approximate Size Defining Features

Millennials (Gen Y) 1979–1994 78 million Raised with relative affluence, technologically plugged in and concerned
with the environment and social issues, they also have a strong sense of
independence and a perceived immunity from marketing.
Gen X 1964–1978 50 million Sometimes seen as falling between the generational cracks, they bridge the
technological savvy of Gen Y with the adult realities of the baby boomers.
Baby Boomers 1946–1964 76 million Still largely in the prime of their consumption cycle, they embrace products
and lifestyles that allow them to turn back the hands of time.
Silent Generation 1925–1945 42 million Defying their advancing age, they maintain active lives and products and
marketing that help them to achieve that.

Sources: Kenneth Gronbach, “The 6 Markets You Need to Know Now,” Advertising Age, June 2, 2008, p. 21; Geoffrey E. Meredith and Charles D. Schewe, Managing by Defining Moments: America’s 7
Generational Cohorts, Their Workplace Values, and Why Managers Should Care (New York: Hungry Minds, 2002).

Because Gen Y members are often turned off by overt branding practices and “hard sell,” mar-
keters have tried many different approaches to reach and persuade them. 20
1. Online buzz—Rock band Foo Fighters created a digital street team that sends targeted e-mail
blasts to members who “get the latest news, exclusive audio/video sneak previews, tons of
chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.”
2. Student ambassadors—Red Bull enlisted college students as Red Bull Student Brand
Managers to distribute samples, research drinking trends, design on-campus marketing initia-
tives, and write stories for student newspapers.
3. Unconventional sports—Chick-fil-A sponsored the National Amateur Dodgeball Association,
“a recreational pursuit for nontraditional sport enthusiasts.”
4. Cool events—Hurley, which defined itself as an authentic “Microphone for Youth” brand
rooted in surf, skate, art, music, and beach cultures, became the title sponsor of the U.S.
Open of Surfing. Other sponsors included Casio, Converse, Corona, Paul Mitchell, and
Southwest Airlines.

Hurley reinforces its strong
identification with Gen Y
consumers through its sponsorship
of the U.S. Open of Surfing.