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. 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. The brand lovers were more likely to belong to one generation, while another produced no skews whatsoever. Guess which was which?
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