Seriously Cool

Seriously Cool
Marketing and communicating with diverse generations
from mccrindle research

... The 21st Century consumer has more products of higher quality across more categories than any consumer in history. In spite of this – or probably because of it, they seek redefined community, regained power, and rediscovered meaning ...


Contents
A. Laying the groundwork – an introduction 4
B. Surveying the social terrain 5
C. Defining the generations 7
D. Marketing in the 21st Century 10
E. Generational segmentation 12
F. Generational marketing 18
G. What we buy and why 22
H. The top five drivers of 21st Century consumers 25
I. Communication styles – bridging the generation gaps 29
J. Engaging with the ever-changing consumer 33
K. Marketing messages – what works best today 37
L. A final word 41
M. Endnotes 42
N. About the authors 44
O About this publication 45
P. More resources 45
Q. Notes 46


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