Demographics of Age: Generational and Cohort Confusion

Abstract A wide range of dates is accorded Baby Boomers, Gen-Xers, and Gen-Ys. The range of dates is compounded because the term cohort and generation are often used interchangeably when they measure distinctly different time periods, making it impossible to disentangle the group's size and their distinctive lifestyles. This complicates the ability of advertisers to target markets and can prevent product placement and even product development. A standard is set forth in this paper to more clearly define both a generation and a cohort to end the confusion. The standard will provide a clearer measure of who one is talking about when discussing the distinctions among the various age groups and the impact the group will have on society when their attitudes and values are examined.