Stop lumping X & Y together
Everyone is different and every generation is different. Marketers certainly know that. There is a seismic gap between the Mature Generation and the Millenials. Even Baby Boomers and Generation X have their fundamental differences.
However, too often we tend to lump Generation X and Generation Y together. Even their names (X & Y) are too similar. Smart marketers (and executives and boards) are wise to recognize that you must fundamentally reach these two key demographics in radically unique ways. Strauss & Howe, the leading demographers, define Generation Y as those born between 1961 and 1981 (currently between the ages of 33 and 53). Generation Y are those born between 1982 and 2003 (between ages 11 and 32).
Consider these key points:
- Generation X is growing up, raising families and living their careers—Repeat after me: “Generation X are no longer the kids.” They are raising the kids (yes, that is a scary thought!). Gen. X live incredibly busy lives. They are the soccer moms and the entrepreneurs (and sometimes both). Generation X can actually have kids from diapers to college.
- Generation Y is family oriented—“We are seeing a closer relationship between generations than we have since World War II,” says Jeffery Arnet, an expert on emerging adulthood. He goes on to say, “These young people genuinely like and respect their parents.” Guess what, mom and dad? They come back! While Generation X celebrated their independence and uniqueness, Gen. Y is closer to their parents.
