Generational Marketing - are we missing the point?

13/12/2017 By Piers Lee


The marketing obsession with the Millennial generation can be a distraction. Potentially causing lazy thinking when it comes to understanding markets.

True, Millennials are growing up in a very different age which is characterized by debt, economic uncertainty, environmental degradation and global terrorism.  These all play a role in impacting consumer values, preferences and behaviour.  But this doesn’t tell the whole story.  Marketers can end up ignoring more valuable segments of the market, such as the Baby Boomers who have considerably more spending power.

In this paper, voted ‘Best’ at the Asia Research Seminar, we presented findings from the travel, tourism and visitor attractions market on how generations can be different, but how we also need to be cautious about stereotyping and missing opportunities.

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