Planners and marketers have long valued demographic data. One of the oldest and most basic demographic variables has been gaining added value in recent years – age. That’s because age can be used to assign population to generations.

Some of the monikers assigned the more recent and studied generations in America are familiar, including the “Baby Boom” and the “Millennial Generation.” And while most people readily accept that there may be some general differences among the generations, they are often unaware of the growing body of research about these differences, and the implications that may have for organizations.

The age composition of populations, and therefore the generation composition, can vary from place to place. In smaller geographic areas such as the communities and block groups in your market area, the differences in generation composition are usually even more pronounced.

But does it matter? Do people in different generations really think or behave differently? Do they have different expectations and priorities as consumers of goods and services? Do a little browsing on the topic, and you will find some pretty compelling evidence.

If generations can help you understand consumer differences, what about employee differences? Is each generation expecting the same from the employment relationship? What motivates each? What attracts each to your organization?

Unraveling the answers begins with information. How are the different generations represented in your marketplace, your community, and your workforce? As is often the case, the place to start is with good data and a primer on the generations and their differences. Give me a call if I can help.

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