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The Pew Internet & American Life Project released its second 'Generations" reportlast week, with data about what various cohorts - from Gen Y/Millennials to Baby Boomers to the Greatest Generation - are doing on the Internet.  Turns out, these cohorts are becoming more alike in their online activities.  A quick synopsis: Activities Dominated by Millennials Pew found that Gen Y/Millennials…

While Creating Results spends its time focusing on Baby Boomers and beyond, marketer Carol Phillips focuses on Millennials.  After two "what's the matter with kids these days" articles in high-profile publications, she mused about a Generational Culture Gap on her blog. "Millennials have a way of driving older folks crazy ... Gen X’ers and Baby Boomers find this generation puzzling,…

"In social media, not only do women rule, but it seems that the middle-aged are Social Media’s largest share holders," writes Brian Solis in a new blog post.  Solis shares new data from a Pingdom study of 19 social networks which found the age groups that dominate the social Web are 35-44 (Gen X, 58%), 17 and under (21%) and…

The Chronicle of Philanthropy reported this week on new research into how different generations - from Millennials to Silents - support and interact with charities.  The survey claims that Gen X and Millennials/Gen Y now make the majority of potential donors but notes that both younger cohorts "contribute less money and support fewer charities" than Baby Boomers.  Convio estimates 79%…

Wrapping up our short takes from new Pew Research Center data, we turn to religion.  Pew’s study says that Millennials are not as religious as the four elder cohorts – Gen X, Baby Boom, and generations Silent and Greatest.


Pew points to people’s natural “tendency to place greater emphasis on religion as they age” but notes that – when you look at how the generations felt when they were of similar ages (18-29 years old), Millennials are more like Baby Boomers than Gen X.

“[Y]oung people today look very much like Baby Boomers did at a similar point in their life cycle; in a 1978 Gallup poll, 39% of Boomers said religion was very important to them.”

We are reminded that marketing to Boomers or any other generation for that matter) cannot be based on a cohort’s label alone.  It’s what what Dick Stroud once called the “the blindingly obvious – lifestyle and lifestage trumps age.”

More insights from a new Pew Research Center study on the Millennials, which compares the attitudes and habits of 18-29 year olds with those of the Baby Boom, Silent and X generations.  Today's topic: Social networking. Despite tremendous growth in the numbers of Baby Boomers and matures actively participating in social networks, Pew Research Center found that “Only 30% of all Boomers…

Another look at the generational marketing snapshots provided in the new Pew Research Center study on Millennials (see yesterday's post).  Today's topic: Technology.   Two years ago, Harris Interactive asked Americans what they'd re-name their generation, if they could.  A full quarter of both Millennials and Gen X chose "Generation Tech."  That finding is confirmed in Pew's new research which reported…

The Pew Research Center's latest study, "Millennials: Confident. Connected. Open to Change" provides insights for marketing to Gen X, Baby Boomers and Silent Generation as well as the nation's 18-29 year olds.  This week we'll post short takes related to social networking, economic outlooks and other topics.  We recommend reading the full study and spending some time with the terrific interactive…

Just before the holidays, REI released its first-ever TV advertisements – two spots that depart from typical outdoor gear marketing that show products as heroes and outdoor enthusiasts as superheroes.  Designed to inspire sales during the holiday season, they actually inspired a first-ever “generational face-off” blog post from the Creating Results team: will REI’s new TV ads connect with Baby Boomers and beyond?

The REI Holiday TV Ads

Both new spots feature intergenerational groups.  In one, a group of hikers (including a sixty-something gent) wait for the rain to stop under a rocky ledge.  In the other, a mother and daughter enjoy a meal of peanut butter sandwiches on a cold mountaintop.  Both depict the outdoors as perhaps a little wet, cold or uncomfortable but still fun.

Holiday Hikers/Just Add Water (cave)

Mountain View/4-Star Dining

Tom Vogl, REI vice president of marketing, says “We hope viewers find them inviting, fun and authentic…”

Dan Neil of the LA Times says “I think the retailer just walked off a cliff.”

What did our team have to say?

She Said:  Boomers Love the Outdoors, Won’t Love these Ads

It’s only right that Kathy East, VP of Client Services Director and a Baby Boomer herself, starts our generational face-off.

What a missed opportunity!  And worse than that … The elders in both spots are TOTALLY IGNORED!  I’m not feeling all warm and fuzzy about that co-op I joined 35 years ago in Seattle.  Yes, 35 years ago when I was 2 years old 20 years old.