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

Accessing Simmons Insights

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Generational Identification

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

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