Living in a world where advertising is a daily interaction, to the point most people just don’t notice or care anymore, marketers are constantly trying to classify and categorize you as an individual to better their marketing campaigns. This is done by the study demographics. “Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The demographic environment is of major interest to marketers because it involves people.” (Marketing an Introduction, Armstrong/Kotler, pg. 71)
Demography has categorized people into the following: Baby Boomer, Generation X, and Generation Y. I happen to fall under the umbrella of Generation X. “Generation X is the 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom.” (Marketing an Introduction, Armstrong/Kotler, pg. 73) Although Gen Xers seek success, they are not overly materialistic and value experience over acquisition. “From a marketing standpoint, the Gen Xers are a more skeptical bunch. They tend to research products before they consider a purchase, preferring quality over quantity, and they tend to be less receptive to overt marketing pitches.” (Marketing an Introduction, Armstrong/Kotler, pg. 73)
Both Baby Boomers and Gen Xers have difficulty saving money for the future/retirement but from what you read previously, Gen Xers spend more cautiously compared to the free spending of the Baby Boomers. I find this to be true having grown up in this era and watching the increase in pay and technologies go up and up. Were when I was a child, my parents or their friends would be care free with their money and just buy whatever looked good. I find myself asking questions and researching a product before I even think about buying it. So once you think about them and consider their pros and cons, even though you might fit a particular Generation type, I still think we all as a race share some commonalities.
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