Generational Theory as a Proxy for Consumer Behavior in Parenting
Date
2024
Authors
Howell, Lucy
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This paper investigates the applicability of generational study to predicting consumer desires, specifically for generational groups as they age into the typical beginning years of parenting. The research and analysis included will focus on the “Millennial” generation, also known as “Generation Y,” used interchangeably in academic and non-academic discussion. A background of Generational Theory will underpin the research and analysis sections, which will focus on Millennial characterization throughout their lifespan. A historical marketing, sales, and consumer behavior analysis of this generation will show how the business sector has understood this generational from young adulthood to parenthood. Conclusions made from this research will aim to connect generational characteristics to consumer behavior, in an attempt to bolster consumer behavior forecasting for future generations as they enter parenting. The analysis of Millennial parenting preferences and how they evolved from their generational attributes could potentially provide a framework for anticipating how future generations’ distinct characteristics might someday influence their own future parenting behaviors. These findings will be applied to “Generation Z” to predict future values of this generation as parents and predict what these characteristics and values might mean for the types of products Generation Z will buy for the purposes of parenting.
Description
42 pages
Keywords
generational theory, consumer behavior, parenting, Millennial, Gen Z