This blog post is yet another excerpt from Windshift’s 44-page report How to Be Right for the Times
Generational preferences are a critical element of being Right for the Times. In the past, there were a number of important generational rites of passage that signalled a change in a person’s brand preferences. These included:
- getting a serious job,
- buying a house,
- becoming a couple,
- getting married,
- becoming a parent,
- building a career,
- emptying the nest
But when you go through one of these rites of passage today [if you do], do you automatically take on the same brands as the older generations used? That depends entirely on your experiences and the way your expectations have been shaped – which is after all, the only real thing a generation has in common.
Differing levels of migration and family size also affect generational preferences though – we know that in New Zealand the younger generations are less likely to be NZ European and more likely to be migrants.
We have five generations in New Zealand now — they aren’t all the same size and different people draw the boundaries in different places, so Windshift’s generations span the following years:
In our study of 18 to 69 year olds we covered the three middle generations, Millennials [Generation Y], Generation X and Baby Boomers.
[Author’s Note] Overall 60 of the 143 brands in our survey [42%] had significantly different levels of attraction [skews] for different generations. One generation was highly over-represented among the brand lovers while another produced no skews whatsoever. Guess which was which?
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