As marketers, we have to understand people. We have to understand our audiences so that we can communicate to them on behalf of our clients. Whether they are veterinarians, young families, or home buyers. Each audience has several things that define it: its generation, its location, its gender, its motivation for the category, and much more. You will hear me talk a lot about generations. Here is what I have in this head of mine for each generation. And if you are one of my clients, you have already heard me go on and on about it.

The Silent Generation (born 1925 and 1945):

Characteristics:

• Most are retired now
• At their peak in the 1950’s
• Small generation (people had fewer children in the 1920’s and 1930’s)
• Patriotic and trusting of the government
• Many are quiet and hardworking

Moments that Shaped Them:

• Many people in this generation struggled with internal conflict over issues like Women’s Lib and Civil Rights
• They saw the US make nice with countries like Japan and Germany (less than 10 years after war with them)
• The Cold War was normal to them and spanned for most of their lives

Baby Boomers (born 1946 and 1964):

Characteristics:

• Defined by professional accomplishment and are competitive in this arena
• They aren’t as flexible in the workplace and abide by traditional organizational structures of organizations
• Highest rates of higher education than the previous generation
• The first generation to see the world in continual improvement

Moments that Shaped Them:

• They experienced the assassination of JFK, Malcolm X and Martin Luther King, Jr
• They watched the first man walk on the moon
• They risked being drafted to Vietnam

Generation X (born 1965-1979):

Characteristics:

• Independent, resourceful, self-sufficient
• In working situations, they are responsible and value freedom.They also don’t like to “punch a clock” or to be micro-managed
• They work for several more employers than their boomer and silent generation parents
• Adapt well to change and accepts alternative everything
• Grew up during the time of a two-income family
• Many were latch key kids
• They take time to evaluate their choices and purchasing decisions

Moments that Shaped Them:

• End of the Cold War
• Falling of the Berlin Wall
• Introduction of computers, video games, and the internet
• Rise of AIDS
• MTV
• As a young adult, they witnessed the real-time attack of 9/11
• Very affected by the current recession, where many of them only “heard” about the dot-bomb era

Millennials (born 1980-1995):

Characteristics:

• Grew up with Reality TV
• Received participation trophies for sitting the bench in Little League
• They are largely responsible for electing President Obama for hope and change (even if they didn’t know what it meant)
• Born into prosperity and leisure
• Only take yes for an answer and they always come first
• Attention-cravers (constantly looking for feedback, guidance, praise)
• They lack music and art education in public schools
• Prefer texting and email to face-to-face communication
• Want a work/life balance
• Have really high (often unrealistic) expectations for their employers
• They see being a consumer as part of life. They have been brought up in a culture of spending, spending, spending

Moments that Shaped Them:

• They haven’t seen or really been part of a tough economic time, until now. Some of the older members of this generation are searching for their first job when there are few available for them.
• No person left behind era
• They experienced 9/11 from a TV in school or from their college dorm

The New Silent Generation or Generation Z (born 1996-present):

Little is known about this generation since they are still in their formative years and are all under the age of 12.

Many marketers have predicted that this generation will have a high level of influence over their parents purchasing decisions.

The Grandparents of this new generation are experiencing a new era of “active” grandparenting.

They will be digital natives.