Generation Customer: Defined by Attitude, Not Age

I hate the idea of chopping our population into generations: the Greatest Generation, the baby boomers, Generation X, Generation Y, millennials and so on. The assumption is that everyone born during an arbitrarily selected time period shares certain traits. It also results in people projecting ideas — often romantic ones — onto huge groups of people. Romantic misconceptions are projected back in time; less-flattering misconceptions are projected forward, toward younger generations.

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