Brand relationships: Building strong connections with Gen X and Gen Y

Jo-Ann Osipow and Kathy Sheehan

This paper helps brands understand the shift between the cultural tone set by the Baby Boomers generation in the US, to one where Generations X and Y are becoming more dominant.

Brand relationships: Building strong connections with Gen X and Gen Y

Jo-Ann Osipow and Kathy Sheehan GfK

We are in the midst of a cultural tipping point. Gen Y (or Millennials, as they are often called) will soon eclipse the Baby Boom generation in terms of sheer numbers. This is very significant here in the United States, since for most of the post-World War II era, the American cultural tone has been set by the Baby Boomers. We are now entering a new era of cultural influence dictated by a fresh generation.

Representing approximately 71 million people,...

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