First, some generational definitions. As commonly (though not invariably) defined, the Silent Generation was followed by the Baby Boomers (born 1946–64), and then by Gen X (born 1965–1976), Gen Y (born 1977–1996) and Gen Z (born 1977–2010). Because the latter terms side-stepped descriptive commitment, “Millennials” has largely replaced the generic “Gen Y.”
Generational trends are standard fare for marketers and brand managers — especially in the case of younger adult/household forming shoppers, who are in a prime habit-forming stage as consumers. Life stage naturally plays a strong role in how, at a given point in time, shopper patterns vary by generation. So do factors ranging from generational demographics to broader macro-economic trends.
