Pro Paper 1

Pro paper 1

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Tweens

The term “Tween” is the combination of two words i.e. between and teenager. The central idea is that children between a specific age who never wants to be called a kid anymore. Each age group and life stage hold some unique, descriptive and identifying names and they do not always essay to identify. Each generation has its special characteristics and varies from others based on physical, social and emotional development (Biroscak et al, 2019, pp. 53-76). Generally, there are four groups’, namely baby boomers, X Generation, Y Generation, and Z Generation and two of these are discussed below in detail in special references to their demographics.

Generation X

The birth years for Generation X range from 1965 to 1979 and in terms of age, they are from 40 to 54, they are generally called X generation but there are some other names as well, i.e. Latchkey generation and MTV generation. This generation was well known for its media consumption and still reads magazines, newspapers, spends time watching TV and listens to the radio. If we talked about the time that this generation spends watching TV it is around 165 hours a month. Members of this generation also spend time using social media, and roughly, they spend 7 hours a week on Facebook. (It’s the highest of any generational cohort). Since they use digital media, members of this generation do research online i.e. they do online financial management, but if they are given a choice, they would prefer to do the transaction in person. This generation believes that banking in person would reflect their brand loyalty (Want, 2019). In history, there have witnessed many events that shaped their lives, beliefs, personalities and attitudes, and these events include the end of the cold war, feeling the loss between huge generations, the rise of personal computing, etc.

Marketing needs to be done by keeping the target audience in mind and it is tricky for the brands to devise marketing strategies for Xers as they grew in 80/90 and are lined between the pre- and post- the digital world. They search for both online and traditional resources before purchasing anything. If they are once won by any service or product, they would prove loyal customers. According to eMarketer.com Gen Xers are brand loyal. Most of the Xers are parents now, so their interest shows their values and especially the women of this generation enjoys more sentimental advertisements that may focus on family life. Marketing strategies should be based on the real world possibilities as they are more realities people.

Generation Y

1980 to 1994 are the birth years of the Millennials, who are commonly known as generation Y. In terms of age, members of this generation range from 25 to 39 years and as per the calculations, the generation size of this group is 95 million. Media consumption is one of the important aspects of their life and still 50% watch TV. Netflix is used as main streamline cable provider and cord-cutting in favor of streaming services are also one of the popular choices. This generation is more comfortable with mobile technology but the computer is still purchased by 32 % of the members of this generation (Osbeck, 2019, pp. 247-260). This generation usually has multiple social media accounts. Talking about brand loyalty, generation X is more popular as compared to this generation Y. They are more conscious of features and prefer to shop for the products. They are impetuous and show little patience for any sort of poor service or inefficiency. This is one of the reasons why this generation shows more interest in product history and they would be more attracted to Apple and Google. They use more digital gadgets for doing their transactions as compared to relational factors. This generation also went through some of the events that cast lasting effects on them and shaped their personalities and thinking. Events that shaped their lives include the Great Recession, explosion and advancement of social media and the internet, 9/11, etc.

One of the central things that have been noticed is that there is a difference between these groups are approached by using different marketing strategies. Millennials being slightly more advanced, show more interest and respond positively to the marketing that involves innovation. They focus on innovation and they believe in the next big thing. Comedies and fun trendy restaurants and coffee shops are becoming more popular with the use of social media (Mauriello et al, 2019). Marketing to Millennials must take an approach that shows a new perspective on common issues as this demographic group believes in the novelty of the idea. This demographic group uses reviews as it has reshaped the ways services and goods are being marketed. It won’t be wrong to say that this demographic group chooses where to eat and what to eat by checking their Instagram, chooses their hairstylists from Facebook, and are more interested in their groceries delivered to their doorsteps based on their friend's recommendations.

References

Biroscak, B. J., Bryant, C., Khaliq, M., Schneider, T., Panzera, A. D., Courtney, A., ... & Hovmand, P. (2019). Using system dynamics modeling to evaluate a community-based social marketing framework: A computer simulation study. Journal of Social Marketing, 9(1), 53-76.

Mauriello, M. L., Zanocco, C., Stelmach, G., Flora, J., Boudet, H., & Rajagopal, R. (2019, April). An Energy Lifestyles Program for Tweens: A Pilot Study. In Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems (p. LBW1118). ACM.

Osbeck, C. (2019). Knowledge development of tweens in RE–the importance of school class and communication. British Journal of Religious Education, 41(3), 247-260.

Want, W. D. T. (2019). ALTHOUGH THE TERM TWEEN started appearing in the 1940s, it gained popu-larity in 1987 when it was used as a marketing ploy to target children between theages of nine and fifteen. The age range varied based on the product; some-times tweens were eight to twelve years old, while sometimes they were as young as seven. It worked rather well, as advertisers had found a group of consumers who wanted to appear older and more mature in public, while still partaking in childlike behavior in the privacy of their home. Creating a Tween Collection: A Practical Guide for Librarians, 57, 1.