GENERATION THEORY

Generation Theory

Generation Theory

Introduction

Generational theory simply relates to the fact that era in which a person came into existence has significant affect on their approach of the world. Every person values system are formed in the first decade as well as their lives, by their families, their friends, their communities, important events and the general era in which they are born. Initially one of the scholar who investigated the incident and effort to describe and present generation theory was German, named Karl Mannheim.

At early times, global forces, summing up with the effects of international media and news channels, and converging world into one globe have shown that majority of people are impacted by defining events. People at the same age, who are influenced by the same events, passing through similar issues and sharing similar experiences, tend to have similar underlying value systems, irrespective of their expectations and behaviour. These value systems are considered to be the initiator or actual force of behaviour and attitudes. Generation is generally span over duration of 20 years, representing basically from their birth to the birth of their children. Widely used labels for the recently generations in the United Kingdom are GI Generation (from 1900-1920s), Veteran or Silent (from 1929-1945), Baby Boomers (from 1946-1960s), Generation X (from 1968-1989) and the Generation Y (from midst of 1980s to present).

There is a difference between generations on the basis of varying different factors impacting it. These differences are basically regarded as generation gaps where the new generation will tend behave slightly differently than the previous generations. These gaps are generated because all are restrict to varying degree by the economical, social, technological and political factors. These factors results into changing behaviour, attitudes, and ways of thinking.

Marketers are keen over using generation theories as it enables them to understand and reach their customers easily. They are able to analyze their target markets and their generation gaps. As a result, they are able to develop marketing strategies respectively matching with their level of generation. Further it able to analyze generation gaps and implement strategy accordingly for overcoming it. Moreover, if marketers are able to understand their target marketers on the basis of generation they are able to make more lasting impact of their ads over their target market.

Discussion

Generation concept has occupied a well-known place in many of the cultures across the world since the initial of recorded rime. Great sociologist named David Kertzer put forward that its ultimate fortunate place in situated over western socities is highlighted in its its codification in the Bible, where as the most unlike societies of Asia, Africa and Australia have built-in the generational concept in their philosophy of social order (Kertzer, 1983, 125). Recently, concept such as known to the generations, generation gaps, the baby boomers and the generational conflict are pertaining of popularity (Edmunds and Turner, 2002, 1-2).

History of Generations

Generation concept was in existent from the earlier stage of 19th century (Fogt, 1982, ...