Chapter 1 in Mark Gobe’s Emotional Branding book compares three main consuming populations in today’s market sphere. The populations are Baby Boomers, Generation X and Generation Y.
Baby Boomers are people that were born between (and including) 1946 and 1964. After the American soldiers returned home from World War II in1946, the United States experienced an explosion of births (hence the name baby boom) that continued for the next 18 years, when the birth rate began to drop. In 1964, baby boomers represented 40% of the population, which means that more than one third of the population was less than 19 years of age. Today, there are about 75 million boomers in the U.S and they currently represent about 29% of the U.S. population. Since baby boomers make up such a sizable portion of the consuming public, their spending habits and lifestyles have a powerful influence on the economy. Baby boomers’ spending is estimated at over $900 billion annually, much more than any other group. This group responds to signals of high performance, prestigious status and achievement. Due to the modernization, advanced medicine, competitive careers and demanding families, the baby boomers are not getting older; they are just reaching a juvenile maturity. Examples for brands that successfully reach the baby boomers’ group are Harley-Davidson, which has made some significant changes (ads depicting middle-class couples and event with family appeals) in its marketing strategy in order to reach this group and Estee Lauder, which has made changes such as bringing back to its ads Karen Graham, one of its most renowned models of the seventies and the eighties, an act that was very appreciated by the female baby boomers.
Generation X, or the eXcels as Marc Gobe likes to name them, represents the consumer group that consists of the post- baby boomers generation, born between 1965 and 1976. The eXcels are estimated to include 46 million Americans, or 17% of the U.S. population, which makes...
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