Stereotypes Of Generation Y: Working Class Advertising

Concept 15. Gen-X purchasers are interested in living life. This ad proposes they drink Pepsi, and they are out having fun doing that. The image promotes youthful adults, doing fun things. Gen-X are not frugal like baby boomers. They do have money to spend and will use it to enhance their lives. They were recession conscious as they were sometimes being raised in the late 70s when there were very high interest rates. Their consumerism has been called “pinched” but they are a viable consumer group for many products. These include vehicles, child and teenager goods, vacations, and all kinds of food and drink, and restaurants. They are interested in the “green” options too, and are the biggest demographic for ecological products.

Concept
Generation Y are the youthful rebels. They do not often want what is traditional. There is an impetus to form their own path. These images suggest the product is for just such a Generation Y consumer. They are big on hair and personal care. They also enjoy every form of digital entertainment. They are digital because they used computers from an early age. They are the first “information age” generation. As such they want leading edge products and products that are different somehow. They are self-directed and not very herd oriented. There is room for individuality and advertising that uses this wins with Generation Y.

Concept 17. Working Class Advertising. Working people form one of the largest demographics.
They buy necessities like food and clothing. They do not buy excess luxury goods. But they are a reliable segment of purchasers of many, many products.

Application 17. The working class demographic is the subject here. The child is helping his dad get ready to go. The dad is helping the boy too, who probably has school. The product, Levi’s, is a staple among homes which need rugged and durable clothing. The pair of jeans each is wearing probably can and will be worn hundreds of times. Then passed on to younger siblings or other kids. The value of the working family is immense in the advertising world. The goods they buy are not “elastic,” meaning if price is steady, or drops, or goes up, demand stays steady. These buyers purchase goods because
Baby boomers are aging but….they don’t want to feel it, or look it. Boomers want to remain desirable as long as possible. They will buy products and services that facilitate that aim. The hair, makeup, lotions, anti-aging and vitality market forces appeal to baby boomer women especially. Self-care is a very big deal. This woman is smiling and has a good vibe. She is happy with herself and does not want to “lose” anything just because she is aging. She is ready to try new things, new products. She is not spending time worrying about aging. This is prime time for her, and she will use her money to prolong