When analysing generational differences, marketers should take care to consider “period effects”, “lifecycle effects” and “cohort effects” to fully understand the influences that shape people’s lives.

Why it matters

While generational analysis is a powerful tool for thinking about the future, most types of generational analysis have been corrupted by stereotypes, myths and clichés which, in turn, fuel fake age-group patterns that can distract marketers from vitally important trends.

Understanding generations

Bobby Duffy, Professor of Public Policy and Director of the Policy Institute at King’s College London, told delegates at the Advertising Research Foundation’s (ARF) 2022 AUDIENCExSCIENCE conference that generational...