Generation X (Gen X) consists of those 66 million Americans born between 1965 and 1980. Gen X tends to be less materialistic than other cohorts, valuing experiences over possessions. Gen X parents often put family first, over career and other pursuits. Of the recent generational cohorts, Gen X is the most skeptical about marketing, but does tend to become very brand loyal over time. Millennials (Generation Y or Gen Y) consists of those 75 million Americans born between 1981 and 1996. Millennials view digital technology as a fundamental part of life since they are the first generation to grow up with computers, mobile phones, and social media. Millennials tend to be more frugal, connected, and impatient than other cohorts. Millennials look for authenticity and value from marketers and brands.
Generation Z (Gen Z) consists of those 80 million Americans born between 1997 and 2012. These consumers take Wi-Fi, smartphones, and digital media for granted since they have never known life without digital connectivity. Gen Z blends the online and offline worlds seamlessly in both their social and their consumer worlds. Like the youth generations before them, Gen Z tends to be fickle and not brand loyal.
Given the profiles of the three generational cohorts, which cohort do you recommend targeting?