1) Recently, some marketers have noted that it is easier to develop communications programs to Generation X members than Generation Y. Briefly describe the characteristics of Gen X and Gen Y and whether or not you believe this to be true.

There is some debate as to whether Gen X’ers (born between 1965-1978) or Gen Y’ers (1978 to 1986) is more easily targeted by marketers. Each of these groups has their own identifying characteristics. Generation X consumers are typically characterized as self-confident, yet distrustful of those of previous generations (and of marketing practices). They also tend to be less optimistic than their Gen Y counterparts. They are demanding consumers, less concerned with brand names and image and more concerned with quality.

Gen Y consumers love to spend. They process information quickly, are quick to adopt new technologies and are more optimistic about the future. In the eyes of some, they are “shameless consumers”. Compared to Gen X they are less rooted in social mores, and buy because they like to do so. While marketers may argue that Gen X is hard to relate to and more cynical and skeptical than the Y’ers, once you have their trust, they will become loyal and remain so—making them an attractive segment. The key is getting their trust. On the other hand, reaching Gen Y is not as hard. They will buy based on wants rather than needs, focus on image and brands, and consume as a way of life. They are easier to reach given a proliferation of media—particularly the Internet—and a much improved cable selection. They may not stay loyal, but there is always someone behind them with money to spend. So on the one hand it is brand loyalty versus spontaneous buying on image and appeal. For Gen X all you have to do it get their trust—not an easy task. For Gen Y, all that is required is to have a strong brand, create one, or develop an appealing