by Craig Vogel

Transgenerational Marketing + Mass Customization

One of the unique unanticipated results of this trend is that it is centered in baby boomer generation but has impact across the generations. The term “sandwich generation” is used to express this issue but it is incomplete. There is a new trend of boomers talking to their echo boomer children in a way that is unprecedented in history. Both generations have a mutual respect and are not trying to emulate each other but rather work together for the mutual benefit of both. In addition the Boomer generation is having significant impact on parents and the impact of caring for parents in subtle and significant ways is having an impact them. The concept of market segmentation needs to be rethought in an era were transgenerational communication is replacing advertising as one of the most powerful decision forces in culture and consumption. Transgenerational marketing is a new concept and may even replace market segmentation as the way for companies to introduce and evolve new products and services. Transgenerational marketing (family and friends communicating on multiple channels) and mass customization (Digital personalization Wikinomics) are becoming a new tag team for consumers to make choices.

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US population