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Talkin’ ‘Bout My Generation

by Meredith Wilkins on January 17th, 2012
Generations resize

Adults 18-54 are traditionally one of the most common and sought after demographics because of their purchasing power. Over the years, we have seen our fair share of target demographics of 18-49 or 25-54 for campaigns in industries ranging from retail, to QSR, to Healthcare.

Lately though, the tide has been shifting, both to target more narrow demographic segments and to include individuals outside of the 18-54 year-old target. We think this is a good thing. After all, how much will a 19-year-old college student have in common with his 52-year-old mother? Other than a shared history, their media usage and purchasing decisions are likely quite different, for a number of reasons. And, each of them will be different from the 35-year-old with a young family. What about the new retiree who has more discretionary income than ever before?

So, over the next few months, we will be taking some time to explore the differences between the Baby Boomers, Generation X and Generation Y. We will look at their values, needs and media consumption to determine how to reach each segment with the right message, in the right place.

The breakdown of the generations seems to be a little fuzzy, with many sources categorizing each of these segments in a slightly different way. For our review we will use the following:

• Baby Boomers born between 1946 and 1964
• Generation X born between 1965 and 1981
• Generation Y (or Millennials) born between 1982 and 2000

We hope you will follow us as we take this journey.

Don’t forget to leave a comment to let us know what you are interested in and what you want to hear from us.


Meredith Wilkins

About Meredith Wilkins

I am an Account Executive at Sheehy+Associates. I have over 8 years in advertising where I have enjoyed working with clients from various different industries. I have a passion for learning everything I can about each client and work to develop marketing plans that address their unique communication needs. When I’m not working you can find me on the soccer field as a coach or referee or hanging at home with my husband and puppy.

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