MARKETING DEBATE—Is Consumer Behavior More of a Function of a Person’s Age or Generation?

January 17, 2024January 17, 2024 Discipline: Marketing

One of the widely debated issues in developing marketing programs that target certain age groups is how much consumers change over time. Some marketers maintain that age differences are critical and that the needs and wants of a 25-year-old in 2022 are not that different from those of a 25-year-old in 1972. Others dispute that contention and argue that cohort and generational effects are critical and that marketing programs must therefore suit the times.

Do you think age differences are fundamentally more important than cohort effects or do cohort effects dominate age differences? Does where a person is in their own life cycle influence their purchase behavior or does when a person was born have more of an impact?  What impact does this have on marketing research?

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