Adland needs to stop stereotyping generations
Not all millennials have a staple diet of avocado and goji berries. Not all baby boomers are technological luddites. Here, Amanda Taylor unpicks the stereotypes adland has convinced itself are true, and offers a more productive way to approach generational marketing.
As someone born in the late ’70s, I have never really identified with either Generation X or millennials.
Having grown up in the UK, I remember the Thatcher era, which brought with it private sector power, widening social inequalities and high unemployment, but at the time I was too young to become disillusioned with the establishment like Generation X.
Many of the big Gen X movements passed me by altogether. I was too busy watching the A-Team to notice the punk scene, though I did enjoy the later inventions of indie and house music.
I also don’t fit the description of a millennial. While I know my way around an iPad and Facebook, I don’t consider myself a ‘digital native’ and a selfie stick would be a most unwelcome birthday gift.
Nice article Amanda….although I can be a pedant for a moment….the reason you missed the punk scene is not due to the magnetism of the A Team but because you were born 2 years after it finished ! Alas, I am old enough to remember it
Really interesting article. I’m ‘76 so don’t quite make xennial but I like the concept of it. Spending time with people who use your products and services is so important for effective marketing.