Stereotypes Of Generation Y: Working Class Advertising

Concept 15. Gen-X purchasers are interested in living life. This ad proposes they drink Pepsi, and they are out having fun doing that. The image promotes youthful adults, doing fun things. Gen-X are not frugal like baby boomers. They do have money to spend and will use it to enhance their lives. They were recession conscious as they were sometimes being raised in the late 70s when there were very high interest rates. Their consumerism has been called “pinched” but they are a viable consumer group for many products. These include vehicles, child and teenager goods, vacations, and all kinds of food and drink, and restaurants. They are interested in the “green” options too, and are the biggest demographic for ecological products.

Concept
16. Generation Y.
The ads that appeal to Generation Y are iconoclastic, and non-traditional. These consumers were born, 1977-1994. They were brought up using computers and the internet is second nature to them; they also like popular culture.

Application 16.
Generation Y are the youthful rebels. They do not often want what is traditional. There is an impetus to form their own path. These images suggest the product is for just such a Generation Y consumer. They are big on hair and personal care. They also enjoy every form of digital entertainment. They are digital because they used computers from an early age. They are the first “information age” generation. As such they want leading edge products and products that are different somehow. They are self-directed and not very herd oriented. There is room for individuality and advertising that uses this wins with Generation Y.

Concept 17. Working Class Advertising. Working people form one of the largest demographics.
They buy necessities like food and clothing. They do not buy excess luxury goods. But they are a reliable segment of purchasers of many, many products.

Application 17. The working class demographic is the subject here. The child is helping his dad get ready to go. The dad is helping the boy too, who probably has school. The product, Levi’s, is a staple among homes which need rugged and durable clothing. The pair of jeans each is wearing probably can and will be worn hundreds of times. Then passed on to younger siblings or other kids. The value of the working family is immense in the advertising world. The goods they buy are not “elastic,” meaning if price is steady, or drops, or goes up, demand stays steady. These buyers purchase goods because
they are needed and these items are always being bought by working people.

Concept 18. Middle Class Consumers.
Middle class consumers buy things that denote achievement, shared themes and will pay premium prices. These consumers are both “conented” and “aspiring.” They are a huge demographic for household goods: furniture, televisions, microwaves, rugs, groceries.

Application 18. Middle class purchasing power is depicted here. A couple is grocery shopping and they are surveying items on shelves. They look open to buying a new item. They may be searching for brands they know and like. They are also open to a bargain, but not forced to buy clearance. They are dressed comfortably. They are relaxed and enjoying their shopping experience. It is obviously a two-income household. This makes for consumers who have choices and will exercise them. They probably have some kids to feed at home.

Concept 19. Cognitive Age Advertising. Humans aspire to be things and among baby boomers, there is an aspiration to remain youthful. There are ads that cater to this market. They do things like recommend healthy habits for consumers who may be 60 but want to hike like they’re 25.

Application 19.
Baby boomers are aging but….they don’t want to feel it, or look it. Boomers want to remain desirable as long as possible. They will buy products and services that facilitate that aim. The hair, makeup, lotions, anti-aging and vitality market forces appeal to baby boomer women especially. Self-care is a very big deal. This woman is smiling and has a good vibe. She is happy with herself and does not want to “lose” anything just because she is aging. She is ready to try new things, new products. She is not spending time worrying about aging. This is prime time for her, and she will use her money to prolong
that.

Concept 20. Emerging Values Advertising. There is a fitness boom, and this is an example of a value relatively new in the number of demographics that are participating. It is spurred by medical information that exercise prolongs life and prevents disease. It is very appealing to baby boomers, GenX and GenY and even Millennials.

Application 20. This is a poster most people are seeing in their neighborhoods. It reflects the emerging fitness trend, Zumba. This kind of advertising reflects changing lifestyles and more broadly responsive demographics. Zumba is catching on across multiple consumer segments and reaches out to all ages. The trend is a lot like “earth” friendly consumerism or “green” options in the marketplace. There is the chance to get fit and people who care about health will sign on. The Zumba kraze is more colorful and involves dancing, to appeal to those who have not found their exercise niche yet. It shows people actively involved in a Zumba session for cardiovascular fitness.