Even though we wouldn't agree that age reflects in our decisions and that we can find age subcultures among the vast majority of people. We have often read major age subcultures like- the wannabe Gen Y, the sophisticated Gen X , the narcissistic baby boomers and now the new generation is a set of " Gizmo(gadget) lovers! Often these characteristics will influence in their normal decision making processes and in developing a loyalty towards any product or a service.
The baby boomers, who were born between 1946 and 1964, are in the age category, in between 40 and 60. This was one of the most sought after segment as they wanted themselves to look young, lively, attractive and often bought for themselves many things, dwelling in a world of indulgence. As they were brand loyal, by building powerful brands, marketers could maintain a rapport with them.
The Gen X ( born between 1965 and 1979) wee more materialistic but quite cost - conscious and often ignored hype. They were not so impulsive in their decisions and they portrayed complex buying behaviour with lot of judgemental decisions. They gave more importance to subtle things and believed in enjoying life and often preferred freedom and flexibility. And, therefore marketing to them had to be more creative; focused on style, fashion and language!
But the Gen Y ( born between 1977 and 1994) were more pragmatic, technology savvy and were value oriented. They turned tables and always searched for a price-quality balance, but they were more brand embracing!.
But while the baby boomers are now getting old, the new category of gizmo lovers, the new generation have their own characteristics. Although they are very proud, stylish and adventurous, they are not as much brand loyal. They are technology savvy and spend their life in the web and in their mobiles, and marketing to them needs to be more innovative and media savvy!
Gizmo lovers are trendy, young, innovative, early adapters and net savvy. They are likely to be influenced from online advertisements and mobile phone ads, rather than newspapers and hoardings! They experience technology and embrace the most recent ones, leaving the lesser tech savvy versions behind. Innovations become the major requirement, in order to market, sell and satisfy the needs of these Gizmo lovers. We have to take cues from all these hints, as they are likely to be the decision makers in coming future!..
For advertisers, Living in the Present would be the major catchline!