Stereotyping Generations

Stereotyping can be defined as a perception made solely by the most common characteristics of certain groups of people, yet most tend to be destructive to one's image. Stereotypes can be seen anywhere you go, for example schools, governments, institutions and even within families. The damage this can cause to those who believe in stereotypes can be more damaging than to those groups who are being classified under a certain description. The website AdAge provides an excellent article, which can be used as an example. The article is titled, "The Misunderstood Generation," and states that there are 78 million "baby boomer's" in the country who have the buying power of $3 trillion.
A new survey was conducted from Edelman Boomer Insights Generation Group, which proves that marketers "are failing to connect with consumers born between 1946 and 1964" (Hupp). The survey confirmed that this generation is being generalized as a whole, therefore discarding them as individuals and diverse consumers. Many of those surveyed do not consider themselves "baby boomer's." Marketers and Advertisers may stereotype those surveyed as "baby boomer's", yet they do not identify themselves with that description, causing failure to any advertisement directed towards this demographic. Such advertisements are not appropriately recognizing the changes that people make throughout time in order to fit into a growing, modern society. For example, approximately 50%-60% (baby boomer's) do not remain loyal to brands in order to economize purchases.
Edelman described a group found within the "baby boomer's", which he refers to as "Bulls- eye boomer's...[they]are typically wealthy, highly educated, actively engaged socially and tuned-in politically... [and]carry a lot of influence." He advices marketers to focus on this influential target. In order to do so marketers must realize the magnitude to which "baby boomer's" feel alienated in the industry. For example 54% feel neglected by Advertising Industry, 91% by the media and entertainment industry and 76% from politicians. Stereotyping can not only create a distance and resentment between society but also within the industries. Research is the main focus for marketers, especially for those who attempt to reach "baby boomer's." We must properly identify the target while avoiding misrepresentations.

Article from which I based my blog- http://adage.com/article?article_id=124865