Alphabet soup

Graham Hall

Labels such as 'Generation X/Y/Z' fail to reflect reality: consumer behaviour transcends age. Generation X and Y are found to be outdated and inaccurate labels with not much relevance for today.

Alphabet soup

Graham Hall, Informer, believes we have our generations in a twist, and explains why

WHAT'S WITH marketing? I had hoped it had grown tired of this bland menu, but brand managers and account execs seem to be going back to the old alphabet soup. After 'Generation X' I had hoped more sophisticated tastes would be developed, but no, and marketing is once again fishing around for more pesky letters. But it's just not appetising.

I am talking about this compulsion marketing people have for labelling age groups with meaningless letters as though the secret of youth will...

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