Culture Stores

1Cultural trends

The cultural forces that are shifting behaviours

Cultural trends impact generations in different ways. As we will see in Chapter 2, segmenting audiences into demographic generations is becoming less relevant in an era where brands are increasingly focusing on audiences bound by common interests, values and beliefs.

However, it is still useful to outline the generic traits, expectations and behaviours of each generation and to be clear how they are defined. At least this gives us a starting point as a framework to understand who we are trying to engage with. And if we find it is not so relevant, we have the information and the tools to challenge the generally held understanding of generation-based segmentation of our audience. ...