OK…that’s not entirely true. Generation could be several letters, depending on what you call it–X, Y, Z, V, Millenial, Boomer, Silent, Mature…not necessarily in that order.
Rohit Bhargava has a fabulous post entitled Why Only Stupid Marketers Use Age As A Demographic. He says, “Age doesn’t matter. What matters is relevance.” Why?
- People are age shifting and not living lives based on their ages.
- The top end of a demographic (34) has almost nothing in common with the low end (18).
- Age demos leave out influencers, gift buyers and others for whom a message may be relevant, but don’t fit the age requirements.
- Focusing on age can take you away from emotional or relevant benefits.
- People lie about their age all the time.
I say forget age. Behavioral demographics are far more valuable. Think about life stage, digital orientation, level of education, occupation. These are very manageable datapoints for associations, especially groups that form around a profession.
I also say forget generation. The defined generations draw boundaries around something that actually exists on a continuum. And while we may be able to find truths there, it’s like looking at the surface of the earth while standing on the moon.
As an Xer, I reserve the right to change my mind about all of this. (Just kidding.)
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7 responses to "Age is only a number. Generation is only a letter."
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Amen and no so surprizingly ASAE’s latest research Decision to Volunteer uncovered the same! The differences in volunteer behavor is based on life and career cycle, family history of volunteering and career type. And of course as a boomer who happens to be often mistaken (until they see my pix!) as an Xer, I think its time we looked at where age matters and doesn’t. Mostly it matters to those who are looking down or up
I’m totally down with this.
Except for the fact that I claim Barack Obama as the first Gen-X president (which he is, depending on which definition you pick of where Gen X begins).
“It’s not entirely true,” is a good summation, Lindy. Age is an important variable (as you have said in the past), but it’s not the only one.
Relying solely on age – or any other demographic – to make decisions is very dangerous.
It’s people’s experiences that really matter. As they get older they may have the opportunity to learn from experience – but they don’t always take advantage of that opportunity.
So age may matter, but not always.
@Peggy – I knew you’d like this post. Thanks for pointing to the DOV research. It’s a good point I didn’t include.
@Elizabeth – This post was totally inspired by our YAPPY Hour conversation. It occurred to me that generation discussions often spur disagreements based on different delimiters and perceptions. In the end, we’re all right and we’re all wrong. Isn’t there a better way to look at it?
@David – Doh! Using my own words against me. LOL. To be fair, my own attitude about using age as a demographic has evolved over the last few months. You’re right, though. It is an important clue, sometimes. And for groups like AARP, for example, it’s vitally important.
I’m good to go with your point of view Lindy. Like so many things in life, we can re-define where we fit and where we make an impact without regard to generation or age. Does that make for odd moments, like the 53 year old Barista at Starbucks with a best selling book? Sure. Yet isn’t that the point. All of us reach and perhaps more importantly seize our potential at different moments along the grid.
I agree with you 100%. I am a mature 36 years of age when I need to be, but like most guys I still act 18 at times. The number of your age is no determining factor of anybody’s maturity. Although, you may have a hard time convincing my wife of that fact.
Hmmm. Perhaps I could send you an interesting e-book about generations?
I agree with the earth/moon metaphor, but if that’s true, then I wouldn’t say “forget” generations. Being able to see the earth from the moon is actually significant. Knowing that there are continents, that there are people in other parts of the world, that the world is not flat. These are important. This information may not give you precise answers or tell you exactly what to do, but knowing it is better than NOT knowing it.
I feel the same way about generations. It’s background information that has, in fact, helped me as I figure out what to do in certain organizational situations. But it doesn’t tell me what to do, and it never tells me what a specific individual is going to do or think.
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