Marketing 124 - Spring 2020 - Consumer Behavior - Prof. Caccavale

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The following identification of generational cohorts is from the Richard K. Miller Consumer Behavior Handbook 2019 - 2020

In this description, generations are identified by their birth year

• Seniors (Great Generation): 1945 and before 
• Baby Boomers: 1946-1964  
• Generation X (Gen X): 1965-1979 
• Millennials (Gen Y): 1980-2000 
• Generation Z (Gen Z): 2001 - present