Generation X and Millennium Generation
Travel through time is one of the most enigmatic, imaginative, and scientifically daring concepts that had occupied the minds of many people centuries ago and will continue into the future. Nonetheless, not employing any time-machine contraptions, modern archeologists and paleontologists are traveling back in time more than anybody else. They examine the rich iridium layer in Wyoming’s clay deposits and take exploratory tours back to early Cretaceous period. Why? Scientists search for the proof that dinosaurs’ extinction 65 million years ago was caused by a cataclysmic collision of a large extraterrestrial object with the Earth (What Killed The Dinosaurs, 2007). The hypothesis is still publicly debated, and even the scientific world at large is full of non-believers. Luckily, the controversy has not harmed the study of mass extinction causation, but rather has made it a dynamic and interesting area. The reader would rightfully wonder: what does this scientific hypothesis have to do with Generation X (Gen X), Generation Millennium (Millenniums), and marketing? The author of this paper offers the answer in sociocultural, generational cohorts’ trend comparison—in yet another hypothesis that might not be too far from the plausible truth. As Homo sapiens of today anxiously try to unearth the secrets of previous civilizations through tireless archeological, astro-biological, forensic DNA, and other scientific endeavors, the future generations of marketers would likely peel the history’s onion uncovering socioeconomic, psychological, and sub-cultural structures to re-discover marketing trends of modern times. Just as modern paleontologists dig through the layers of Wyoming clay, or enologists associate specific characteristics of ‘terroir’ accentuated in single-varietal wines, marketing professionals of the distant future will try to describe the social and economic forces’ affects on marketing in the 21st century. How would they conduct their research? What would they deduce from artifacts found in knowledge layers of human history? Which of the two generations—X or Millennium— would consume their imagination, guide their inspiration, and influence the sociocultural beliefs? What is important to Millennium Generation? The author of this paper will answer these and many other questions in the following sections. Even though the paper will depart from a typical third-person, APA-required format of story-telling, the author hopes the style deviation will be redeemed by engaging and inspired research. The story is told through the open letter written by the University of Phoenix, MBA570 class of 2061 to both generational cohorts. Letter from the Future—To Gen X and Millenniums
Hello dear Gen X and Millenniums. We are the Generation 21-3, MBA marketing students. Unlike in your 20th century, when marketers followed socio-economic cycles while stamping different names on consecutive generations, we systemized everything. For example, the name of our generation stems from the third quartile of the 21st century. We were tasked by our professor to analyze, compare, and interpret attributes and marketing processes of your generations. We conducted our research based on everything we could put our hands on—from the university library records to free press archives 1990-2007. Hence, we enclose our findings, and we hope that they accurately depict your times. Gen X—Traits and Attitudes. Even though we found discrepancies in records for Gen X’s timeframe estimation—Kerin (2005) insisted on 1965-1976—, our research gives preference that Gen X’ers occupied the birth period from 1961 to 1981 (Campbell-Bruneau, 2003). Nonetheless, we asked ourselves a question:--How this organizational cohort was represented by social, psychological, and economic attributes in the global consumer environment? Approximately 20 million strong—15% of the total population at the time—, and worth $125 billion in cumulative...
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