Think Locally To Reach Generations Globally

Terms like Generation X and Boomers are used widely to describe the behavior and needs of a group of people that are born in a certain time period. These generations are defined by a similar development path and have shared experiences, which result in common attitudes and behaviors. But groupings like Generation X can't be used globally. Factors like economic and political systems, traditions, and culture influence consumers' experiences and result in different generational groups. When conducting global research, market research professionals need to understand the factors that influence the generations in each country surveyed in order to translate global research results into actionable insights for global product and brand managers.