Consumer Typologies

1. Baby Boomers

Baby boomers are consumers who were born after World War II, approximately between the years 1946 and 1964. In 2016, the oldest generation of baby boomers reach the age of 70.

The term ‘boomer’ came about from the “boom” in the number of children born once soldiers returned home following World War II. (

Related links to the behaviour of this consumer typology:

2. Generation X

Generation X is also called mtv generation. because of music videos, new wave music, electronic music, heavy metal, punk rock, alternative rock and hip hop.

Generation X embraces and accepts social diversity

In the workforce, this consumer typology is known as systematic and works towards long term institutions. Following are their chatacteristics:

→ office and corporate works

→ gen x grew up with issues such as balancing career and marriage/family

→ narcissistic, what’s in it for them, selfish

According to Time, The next cohort — Generation X — gained the perception of being a slacker generation and more realist than their predecessors, and the moniker first came about from a Robert Capa photo essay from the 1950s. But it was popularized as a name for this group thanks to a 1965 book called Generation X as well as 1991 Douglas Coupland book called Generation X: Tales for an Accelerated Culture.

3. Generation Y / Millennials

The term millennial ( born 1980s to mid-1990s) , referring to the generation entering adulthood around the turn of the 21st century, has been around since the early 1990s. — Oxford dictionary blog

The naming of Gen X began a rather lazy era of alphabetic generational names.

Gen Y was soon used for those born between 1980 and 2000. In 1991, however, the term “millennials” was used in the book Generations, and the name eventually became widely accepted, helping Neil Howe become a preeminent expert on generations — and leading to half a dozen books written by Howe on millennials alone.