Library: Marketing at Webster University Library: Market Research/Consumers

Marketing "generations" by age

Marketers label the generations using birth years and age ranges. The following document lists generation titles and profiles from: American Generations: Who they are and how they live, 9^th ed., 2018. Ithaca, NY: New Strategist Publication, Inc.

American generations: who they are and how they live (9th ed.) by New Strategist Press Editors (Editor)
Publication Date: 2018
eBook

Summary: This book provides an in-depth overview of the demographics of each generation, covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth. It includes 2016 attitudes data from the General Social Survey, 2015 time use data from the American Time Use Survey, as well as recent income, housing, labor force, and spending data. Household net worth, assets, and debt are also profiled.

The Generations (Gen X, Gen Y, Baby Boomers, etc.) and the Four P's
This document provides terms and synonyms (e.g. Millennials or Generation Y) to help one search for articles and reports about the generations and marketing concepts of place, promotion, product and price.

Consumer demographic databases

Reference Solutions (Data Axel) database - US Consumer/Lifestyles module

Reference Solutions provides access to two databases:

- US Businesses covers over 79 million companies

- US Consumers / Lifestyles covers over 270 million consumers

The Consumers / Lifestyles module's Advanced Search allows one to search across geographic, demographic and lifestyle data:

- Housing - home value and household income

- Lifestyles - from apparel choices to travel.

- Consumer Snapshot - age, gender, ethnicity, religion, political party, years in home, etc. This data is considered "sensitive" and is reported only in the aggregated level; that is, individual consumers are not identified.

(image from ReferenceUSA database)