“Starting points” are a key concept for generational analysis, as they can help marketers track evolving habits and attitudes based on comparable insights into different age groups.

Why it matters

Generations are a useful construct for analysing trends over time, but marketers should not ignore the impact of wider social and lifestyle factors – such as technology, economics and culture – on different cohorts as they come of age.

Takeaways

J. Walker Smith, Chief Knowledge Lead at research firm Kantar, discussed this topic at the Advertising Research Foundation’s (ARF) 2022 AUDIENCExSCIENCE conference.

• The idea of starting points, or “where...