Kids these days...

Because members of Generation Y have grown up with the internet, they are the most global of generations - and that can be a challenge for marketers.

If you don't understand Gen Y, you don't understand the future. For more information, check out this story from Businessweek.com.

http://www.businessweek.com/magazine/content/07_27/b4041401.htm?campaign_id=nws_insdr_jun23&link_position=link1

Boomers fail at retirement

Although most Boomers expect to retire around age 63, the majority of them will continue working for pay while "retired." The reasons? Staying busy, making ends meet, and affording the "extras" top the list.

Retirement just doesn't seem to stick with this group, and the Boomers won't stay out of the workforce for long.

I also suspect it also has to do with the perception that retirement is for old people - and the Boomers will never consider themselves old. Therefore, if you're marketing a product or service for the 60+ crowd, you'll have to re-think the way you talk to the Boomers.

Here's some more information on retirement and the Boomers:
http://abcnews.go.com/WNT/Business/story?id=1491624

Generation X Gender Roles

In 1972 Title IX guaranteed equal educational rights for American males and females. The result is that Gen Xers did not grow up with same strict gender roles as previous generations. Boys took home economics class and girls took wood shop class.

As adults, Gen Xers are also less likely to adhere to strict rules about what tasks are done by women and what are done by men. This is especially true for Gen X parents. Read more in this article from insidebayarea.com:

http://origin.insidebayarea.com/timesstar/localnews/ci_6163778

Gen Xers disgusted with hierarchy

A recent research study shows that companies that don't start hiring - and retaining - Gen X workers soon will be in trouble now that the Babyboomers are starting to retire.

Why can't companies hold onto Gen X workers? An article posted to reliableplant.com has the answer: "According to exit polls and research studies, Gen-Xers are disgusted with the mismanagement of top corporate officials, hierarchical politics, corporate ladders, and the lack of job satisfaction and job fulfillment."

http://www.reliableplant.com/article.asp?articleid=6735

And what does this have to do with marketing? If you can't keep Gen X employees, you certainly won't be able to keep Gen X customers.

Library of Congress

The Library of Congress has jumped on board with a great resource for generational marketers.

http://www.loc.gov/rr/business/marketing/generational.html