Born between 1980s and 2000, Millenials were the first so-called digital generation, while their younger siblings Centennials were the first born with smartphone in their palms. Access to technology and information has influenced their behavioral patterns globally. However, technological ‘native-ness’ is not the only trait that differs the two younger consumer age groups, a research by the Futures Company finds.
JWT London’s in-house trends and research team, Planning Foresight, is to reveal a demographic report on mindset, behaviour and attitudes of the UK’s 50+ year olds—the Elastic Generation, as the agency calls them. Using a Sonar online panel they have polled 501 UK people of both genders, of 50-69 years old.
The statement that the age group of 15-24 years old are “digital natives” has been questioned by the recent in-depth consumer study by the UK Kantar Media’s research division TGI Clickstream. Anne Benois, Director of Insights and Integration, proves that age cannot be regarded a crucial factor of digital behaviour, but a mix of cultural and economic experience is what defines our digital “fluency.”
In 1963, Pepsi-Cola kicked off a TV, radio, print and billboard campaign that made advertising history. Pepsi showed young people motorcycling, skiing, surfboarding, flirting. The product itself was barely described except as the choice of “livelier, active people,” with “the young view of things.” The campaign’s tagline: “Come alive! You’re in the Pepsi generation!”
Cheryl Swanson’s recent article on Popsop discussed the ever-growing Generation Z and their influence over the larger populous. But this increasingly influential consumer group represents just one part of the age debate. The other? Anyone 50+. One third of the U.S. population will be over 50 by next year and whilst this consumer group may have made up a negligible part of the consumer demographic in past years, they are now stepping up and raising their expectations.