Is “Generational Theory” Useful In Financial Services Marketing?
November 9, 2021 by Teresa Kuhn
While they introduced the term “millennial” to the world, William Strauss and Neil Howe were not the first researchers to promote the concept that generations can help explain changing societal attitudes. Social scientists have long tracked generations, writing about phenomena such as the post-World War II economic boom that seemed to coincide with a surge of new humans, the “Baby Boom.” It’s fashionable these days to explain everything from finances, political leanings, and family values as resulting from being born in a particular year.
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