According to NY Think Tank scenarioDNA, Convergence of Gen Y and Boomers Puts a Spin on Generational Marketing

The convergence of two consumer groups, Gen Y and Baby Boomers (which came two generations before them) lend a unique spin on generational marketing. scenarioDNA terms that uniqueness as Ironic Consumption.

New York, NY (PRWEB) June 27, 2007 -- According to a new report, the convergence of two consumer groups, Gen Y and Baby Boomers (which came two generations before them) lend a unique spin on generational marketing. scenarioDNA terms that uniqueness as Ironic Consumption.

"We're faced with two compelling generations: One: The baby boomers who've lived through decades of excess and indulgence. Two: The Gen Y children of Gen X, who have been taught that they can do anything and don't settle for mediocrity," says Marie Lena Tupot, research director, scenarioDNA inc. "Kind of hubris meets Machiavelli. Why wouldn't we expect a cross-generational collusion that diverts mass media?"

Where the two groups converge and diverge has significant implications for a brand. Going singly after one group or the other will fall short of their requirements. The trick is to rein the duality of young adults coming into their own and mature adults approaching seniorhood into one cohesive momentum.

We're quickly moving beyond the effectiveness of generational marketing, as consumers stay younger longer while youth gains its access to information earlier than ever before.

From granddaughter to grandmother, each generation has taken on its own view of the world around them. Of course, they are at contrasting lifestages. Gen Yers are entering adulthood, likely to be starting a family and consequently budget and nutrition conscious. Meanwhile, Boomers are at the empty nest stage, likely to be heading toward retirement. But they're also budget conscious and health concerned. And so begins the allegiance. What differentiates the two are between-the-lines nuances.

Strategies that Cross the Generational Divide

Leverage the ability to collect, aggregate and share information that can then be turned into something useful for users, such as for decision making or to find information.

Leverage the confidence required on the part of the consumer to consciously make strategic decisions involving brand cherry picking, as well as mix-and-matching price points.

Leverage that it is okay to celebrate yourself, however you want to be. It's the authenticity that matters.

Leverage the great amount of effort that goes into the seeming "basics." Sometimes, it's the smallest tasks like finding real food or moving money that trip us up. These are the times when we don't even think to ask for help.

Read the whole report at http://www.scenariodna.com.

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