CHAPTER 15 age subcultures

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CHAPTER 15age sub-cultures

• Solomon

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Chapter topics

• Age consumer identity
• The Youth market
• Baby Boomers
• Senior markets

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AGE CONSUMER IDENTITY

• Age cohorts (my generation)
• People with Similar ages
• with similar experiences

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Important cohorts

• Teens
• College Students
• Baby Boomers
• Senior adults

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Youth market

• Concept of teenage
• Coined in 1950s
• Gen X
• whiners
• Gen Y (teenagers of today???)
• Born 1979-1994

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Teen values, conflicts desires 4 dominant themes

• Autonomy vs. belonging
• Want independence
• but needs support
• Rebelling vs. conformity
• Against social norms,
• but want acceptance

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Teen values, conflicts desires 4 dominant themes

• Idealism vs. pragmatism
• Reconcile how world
• should be with reality
• Narcissism vs. intimacy
• Obsessed with appearance,
• but wants sincere relationships

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Tweens

• Age 8-14
• Spend 14 billion / year

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Gen Y

• Younger siblings of Gen X
• Born 1979-1994
• Aka
• Echo boomers - millennials
• Spend 170 billion/ year
• Connextity
• Ipods, Mp3, cellphones, IM

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Marketing to Gen Y

• Teen language
• Dont talk down
• Dont try to be what you are not
• Stay true to your brand image
• Entertain us
• Make it interaction
• Keep the sell short
• Show that you know what they are going through
  but keep it light

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Researching the Youth mkt Cool-hunting

• Being relaxed
• How others perceive you
• Macho hip trendy
• Video

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Researching the Youth mkt - Coolhunting

• Being different
• Acting cool is being uncool
• Create an identity for selves
• that mirrors what we see
• in magazines, etc.

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Gen X

• 1966-1976
• 46 million Americans
• Baby Busters
• Latch-key kids
• Attitudes
• Alienation Cynacism - dispair

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Baby boomers

• 1946-1964
• Largest generation after WW2
• Stable strong families
• Rebellion
• Style, politics attitudes
• Woodstock generation
• Very influential today

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More on BB

• More active physically fit
• than past generations
• They had the baby boomlet
• Gen Y

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Seniors 4 groups

• Older 55-64
• Elderly 65-74
• Aged 75-84
• Very old 85

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Gray market

• Gray Power
• 2010 1/10 older than 65
• Activity
• Discretionary income 60
• No economic burden to children
• Exception Sandwich generation

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Understanding Seniors

• Autonomy
• Connectedness
• Altruism
• Giving something back to world

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Seniors selling to them

• Gerontographics
• Segmenting market based on
• Level of physical well-being
• Social conditions
• Becoming grandparents
• Losing spouse
• Product adaptations

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Message content to Seniors

• Messages
• Keep language simple
• Use clear bright pictures
• Use action to attract attention
• Speak clearly keep word count low
• Single sales message emphasize brand
• Avoid extra stimuli

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Perceived age vs. Chronological age

• You are only as old as you feel
• A state of mind
• Perceived age is best
• Marketers emphasize benefits

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The end