Posted on: Sunday, April 18, 2004

Learn about generations through pop culture

By Deborah Willoughby
Montgomery (Ala.) Advertiser

Call it the generation gulf — the cultural challenge facing a 50-year-old who does business with a 25-year-old.

An understanding of generation identity can help with sales and marketing as well as understanding the person in the next cubicle.

And, says Susan Saurage-Altenloh, 46, president of Saurage Research in Houston, the key to understanding a generation — particularly the youngest generations — comes in popular culture .

Generation Xers, the "nomads," were born from 1965 through 1977. They tend to be industrious, smart, independent, savers and volunteers. They often serve as the computer experts for their families. They are listening to OutKast, Eminem, BeyoncŽ, Sheryl Crow, Norah Jones, White Stripes and Staind.

Generation Xers enjoy ads with dry wit, self-awareness, clear and informative communications and a sophisticated Internet presence, she said.

Millennials, also known as Generation Y and "the heroes," were born after 1978. They tend to be mature, responsible, self-sufficient and pragmatic. They value fairness, responsibility, goals, honesty, boundaries, respect for others and assertiveness. They are listening to the Ataris, Missy Elliott, Ashanti and 50 Cent.

Millennials have a "green streak," a strong awareness of social responsibility, she said. They respond to edgy yet pragmatic advertising and believability.

Saurage-Altenloh's tips for trend spotters:

• Read magazines that are geared toward young people, such as Jane, Detail, US and Teen People. Recalling her parents' generation's sometimes negative reaction to MTV, Saurage-Altenloh said, "That's going to be your reaction to some of what you'll see in Jane or Detail. Get over it."

• Watch what people are wearing in the movies and at concerts. After Keanu Reeves wore tight black clothing in the film "The Matrix," "that's what the whole country did for two years," she said.

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