Brent Green Brent Green Associates
Generational marketing as a segmentation approach began with a theory posited by German sociologist Karl Mannheim. A 'Zeitgeist' is a shared feeling for an era and the unique spirit of a generation. As Mannheim observed, social upheaval during the impressionable years of adolescence can foment and solidify a generation and its collective outlook.
Just as the lessons of depression-era deprivation live on with the children...
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