Targeting the Millennial Generation

Abstract

From a critical analysis of Howe and Strauss (2000; 2003) theory of recurrent cycles of generations in History, we intend to extract useful Advertising principles that can be applied when aiming at Millennials as consumers. Noting that the notion of “generational trait ” resembles the empirically validated concept of “cohort effect”, we find Howe and Strauss ideas to be very compelling, and useful, when it comes to find guidelines that allow for an understanding of generational variations on consumer behaviour. I. Perspectives on generational psychological traits The term “Cohort Effect ” is used in the field of Social and Human Sciences to describe the influence of being born and raised in a time and situation which are shared by other members of a group. By sharing these temporal and spatial elements, the members of one group of people have similar experiences which make that set of people unique in respect to any other group (Santrock, 1998). For example, the Challenger Space Shuttle explosion, the movie ET or the first Gulf War are happenings with which Generation X (born 1965-1980) has particularly sharpen emotional links, whereas the Vietnam War

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