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Battle Of The Generations - The Fight For Igen, Millennial, Gen X And Baby Boomer Consumers

Executive summary

iGen/Generation Z (Born 1996 and later)

Key behavioural traits
Overview
Recession damaged
Powered by technology
Doing the right thing
Just say no
Embracing diversity

Millennials/Generation Y (Born 1977 to 1995) Key behavioural traits

Overview
Used to being in control
Millennials and wine
Why millennials love wine
Case study: Fruit-based wine
Spirits and wine over beer
Big beer’s fighting back
Millennials key to the off-trade
Millennials and e-commerce
Gender gaps

Generation X (Born 1965 to 1976) Key behavioural traits

Overview
Backpacker generation
Haves and have-nots
Escape to victory
Brands with personality

Baby Boomers (Born 1946 to 1964) Key behavioural traits

Overview
Feeling ignored
Experienced drinkers
Limited choice
Health-conscious
Happy with technology

Summary Technology is bringing us all together

Seeking emotional relationships

About the Author

Battle Of The Generations - The Fight For Igen, Millennial, Gen X And Baby Boomer Consumers

Different consumer age groups now have very different expectations and relationships with brands. Understanding what those are, and developing ways to influence them, is becoming increasingly crucial to how successful drinks brands are going to be in the future.

Award-winning drinks journalist Richard Siddle compares and contrasts the four different generations (iGen, Millennial, Gen X and Baby Boomers), with specific reference to their relationship with what they drink and how the drinks industry is talking to them. It explores the different personality and behavioural traits of each generation and looks at the best ways for drinks brands and retailers to engage with and talk to them.

As the report asserts, the successful drinks brands of the future will be those that find a way to seamlessly connect and engage with their target consumer or generation group by truly understanding all their likes and dislikes.

Extract: “Each and every generation has its own unique and very definite distinguishing characteristics. The time in history when we grow up cannot fail to have an enormous influence on how we develop, both as individuals and as a wider generation... For brands and retailers this throws up different challenges. On the one hand, they must understand the intricacies, the likes, dislikes and trigger points of each generation they are hoping to engage with.”

This 28-page report identifies four core demographics that make up the majority of today’s consumers, and examines how the drinks industry serves and talks to each in turn:

  • iGen/Generation Z (Born 1996 and later)
  • Millennials/Generation Y (Born 1977 to 1995)
  • Generation X (Born 1965 to 1976)
  • Baby Boomers (Born 1946 to 1964)

The report also considers the different forces acting upon on each generation, and yet how, in some important ways, the generations are arguably closer to each other as they have ever been.

Understand how the battle for drinks consumers is affecting each generation - buy this report today.


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