The document discusses marketing strategies for different generations. Baby Boomers, born 1946-1964, are motivated consumers nearing retirement. Generation X, born 1965-1979, value work-life balance over salary and are skeptical of labels. Generation Y, born 1980-1994, are tech-savvy, brand-disloyal, and career-focused. Case studies show successful marketing to Gen X and Y focus on individuality, causes, and technology. All generations are impacted by recessions differently based on life stage.

1. The New Generation Gap: How Baby Boomers should market to Gen X and Y. Dr. Steven Ward Murdoch Business School Australian Market and Social Research Society

12. Major Differences between Baby Boomers, Gen X and Y. Context Baby Boomers Gen X Gen Y Economy Prosperity Downsizing economy Capitalism Rules Cohort Vietnam War Death of Socialism Rise of China and high technology Experience Cold War Economic reforms Iraq War, Global Warming Core values Idealistic, individuality Pessimistic, diversity Positive, globalisation Buying Habits Spend a lot, brand loyalty Very sceptical consumers Products with cool images are important

13. Effect of Generation X and Y on Media: Change in media habits Source: Shoebridge, AFR 30 Sept 2006 14-29 year old media habits 1998 2006 Those who watch two or more hours of commercial TV a day 64% 60% Those who read a newspaper 24% 16% Those who read two or more magazines over four to six weeks 55% 48% Those who listen to at least two hours of commercial radio a day 80% 73% Those who went to the movies at least once every three months 45% 33% Those who use the internet at least once a week 70% 65% Those who use the internet more than seven times a week 28% 75% Households with pay TV 7% 35%

14. What do Gen Y do online?