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Research on gender attitudes has consistently found that younger generations have more gender egalitarian views than older generations. Less attention, however, has been directed toward examining whether the generation gap has grown or shrunk over time and whether it differs across dimensions of gender attitudes. Using data from the General Social Survey for years 1977–2018,the authors examine the generational gap in gender attitudes across three components: views toward women in leadership, working mothers, and the gendered division of family labor between public and private spheres. The results show that differences between generations vary significantly across these dimensions. Attitudes have converged over time in support for women’s leadership, yet Baby Boomers espouse slightly higher levels of support than other generations, including the younger Generation Xers and Millennials. In contrast, consistent generation gaps are observed in support for working mothers, where younger generations hold more supportive views than respective older generations. Attitudes toward the gendered division of public/private sphere labor have converged between Millennials, Generation Xers, and Baby Boomers, with only Pre-Baby Boomers holding significantly more traditional views. Collectively, these trends highlight how cultural change through cohort replacement does not uniformly advance gender egalitarian ideologies. Instead, these shifts vary across specific dimensions of gender attitudes.

The purpose of the current study was to compare and contrast various marketing‐ and consumer‐related attitudes and behavior across the baby boomer (those born between 1946‐1964) and baby buster (those born between 1965‐1976) generations. Study results suggest that baby busters, compared with baby boomers, are more favorably predisposed toward marketing and advertising. It was also found that the two generations differ in their understanding of the domain of marketing. These findings have important implications for marketing practitioners and academics alike. Possibly the most significant finding of the present study was the generally elevated levels of compulsive buying found across both generations. Using Faber and O’Guinn’s compulsive buying clinical screener, we found that 7 percent of baby boomers and 11 percent of baby busters were classified as compulsive buyers. These are considerably higher than earlier estimates of the incidence of compulsive buying and warrant further investigation.

The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y.

Two methods were used for data collection: a simulation study with 17 Baby Boomers and 23 Generation Y subjects using eye-tracking technology; and a questionnaire from a sample of 82 Baby Boomers and 84 Generation Y consumers.

Generation Y are more inquisitive and focus greatly on technical information. Baby Boomers are more confident with their choices, taking a shorter time to reach a purchase decision; they are more concerned with aspects that protect the wearer.

Limited demographic information was collected from participants in the simulation study, further research is required in this area.

This study provides important insights into the purchase decision behavior of Baby Boomers and Generation Y for compression sportswear. By providing better understanding of some of the key drivers for purchase decisions it enables marketers to develop more effective marketing plans to engage with these important consumer groups.

The focus and findings of this study provide further understanding of the motivations of two significant consumer cohorts. This study provides further momentum to the body of cohort research already available.

This study addresses a gap in literature with reference to the comparison of consumer behavior of generational cohorts when purchasing compression sportswear. Findings can be applied in other areas of sportswear and to other countries.

Interest in generational research has garnered a lot of attention, as the workplace is seeing multiple generations (i.e., the Silent Generation, Baby Boomers, Gen Xers, and Millennials) working side-by-side for the first time. However, it is unclear how multiple generations of workers interact with each other and affect the workplace. Although there is extant literature on generational differences, some scholars have argued that the effect sizes are small and the differences are not meaningful. The focal aim of this chapter is to present the current state of literature on generational research. We present the relevant conceptualizations and theoretical frameworks that establish generational research. We then review evidence from existing research studies to establish the areas of differences that may exist among the different generations. In our review, we identify the issues arising from generational differences that are relevant to human resource management (HRM) practices, including new workforce entrants, aging workers, the changing nature of work and organizations, and leadership development. We conclude with several directions for future research on modernizing workplace policies and practices, ensuring sustainability in current employment models, facilitating future empirical research, and integrating the effects of globalization in generational research.

Over the next decade the older travel market will experience a generational shift as the pre-war generation is replaced by the baby boomer generation. For destinations such as Norfolk Island that have built a substantial market segment based on older tourists this generation shift will have significant implications. While changes will be required in the type of products and experiences offered by the Island's tourism industry the increased size of the baby boomer generation offers considerable scope to increase yield. This paper examines these issues and discusses the need to recognise the importance of the baby boomer tourist as a distinct and separate tourism segment. To illustrate the possible impact of generation change the paper proposes a product gap model.

An extensive literature search was conducted to better understand and to dispel the current stereotypes in the workplace regarding Generation X and Baby Boomers. For the purpose of the article Generation X consisted of those born between 1961 and 1981, while Baby Boomers consisted of those born between 1943 and 1960. The purpose of this article was to use an exhaustive review of eclectic/multidisciplinary literature to address six commonly held myths presented by Paul and Townsend (1993). Furthermore, it was intended to examine empirical research gathered by a literature review of the stereotypes in the workplace, to better understand the profiles and factors that motivate the Baby Boomers and Generation X, in conjunction with the following independent variables: age, productivity, motivation, training, and mentoring and job satisfaction. Selected hypotheses were tested suggesting Generation Xers are more productive, more motivated, easily trainable and exhibit higher job satisfaction levels as compared to Baby Boomers. Results were convergent and divergent in several cases worth noting. It is important for organizations to recognize the limitations that stereotypes create in the workplace. As was demonstrated by the varied research, Baby Boomers and Generation Xers are not dissimilar as employees; they possess more similarities than differences. Organizations need to engineer/design an environment of respect for both groups to create synergies between them to build and maintain a productive workforce.

This paper provides a critical assessment of academic and policy approaches to population ageing with an emphasis on the baby boomer cohort and constructions of late‐life identity. It is suggested that policy towards an ageing population has shifted in focus, away from particular social hazards and towards an attempt to re‐engineer the meaning of legitimate ageing and social participation in later life. Three themes are identified: constructing the baby boomers as a force for social change, a downward drift of the age associated with ‘older people’ and a shift away from defining ageing identities through consumption, back towards work and production. The paper concludes with a discussion of the implications for future social and public policy.

The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort.

Data were collected using a mixed methods approach of focus groups (n=49) followed by an online survey (n=627) of Baby Boomer, Generation X and Generation Y consumers. Focus group data were thematically analysed. Descriptive, ANOVA and factor analysis was conducted on the survey data.

The results show that most consumers only have a vague association with their generational label and profile and find it easier to characterise generations that are different to their own. Generation self-identity congruency is greater among members of the Baby Boomer cohort compared to the younger generations. Yet, even in the Baby Boomer cohort, generational identity is not homogenous among its members.

The results challenge the explicit use of generational labels and stereotypes in marketing strategy.

Given the immense interest and application of generational cohort segmentation, understanding whether and why consumers identify with cohort labels and profiles is critical. The paper questions the longevity of generational cohort analysis given the limited understanding and relevance of this concept to consumers.

The purpose of this paper is to examine the relationship between stereotypes, in-group favoritism, and in-group bolstering effects across generations.

Based on the trends found in a qualitative study on generational stereotypes, questions on work ethic, work-life balance, and use of technology were administered to 255 participants identified as Millennials, Generation X, and Baby Boomers. Hypotheses predicted that with a strong stereotype, traditional in-group favoritism will not be found; however, an in-group bolstering effect will emerge. In the absence of a strong stereotype, traditional in-group favoritism is expected.

Generally, there was a strong stereotype that Baby Boomers are worse at technology than Generation X and Generation X is worse than Millennials. There was also a strong stereotype that Millennials do not do what it takes to get the job done as much as other generations. In the presence of these stereotypes, traditional in-group favoritism was not found, but in-groups bolstered themselves by rating themselves more favorably than other groups rated them. Although these findings did not hold for every item studied, there was moderate support for all three hypotheses.

As employees become aware of their biases, they can collaborate better with employees who are different than they are. Practical recommendations are suggested.

The paper applies theory of in-group favoritism to the perceptions of generational cohorts.

As consumer health-care spending increases, so does the need for effective communication of preventive health-care information (PHCI) with the potential to prompt lifestyle changes. Through proactive, effective dissemination of PHCI, health-care service providers can minimize and prevent costly health conditions while improving the efficiency of a traditionally reactive health-care system. Taking into account the considerable time consumers spend on social media and networks (SM&N) and hefty health-care spending among Baby Boomer and Generation X consumers, this study aims to address critical questions concerning the importance of SM&N for gathering PHCI, SM&N preferences for gathering PHCI and the types of behavioral changes consumers have pursued in response to PHCI.

Designed as a generational cohort analysis, this study is based on the responses of 936 Baby Boomer and Generation X respondents to a questionnaire containing 200 items related to PHCI and social/digital media as a vehicle for acquiring both general and preventive health information. Crosstab analysis was used to examine differences in the characteristics of the generational cohorts. Analysis of variance (ANOVA) was used to assess differences in the degree of importance Baby Boomer and Generation X health consumers assign to 28 SM&N sites as delivery systems of PHCI. The researchers used ANOVA to determine generational differences in behavioral changes associated with a healthier lifestyle as a result of exposure to PHCI.

There are significant differences in the characteristics of Baby Boomer and Generation X cohorts. Generation X health-care consumers assign greater importance to SM&N sites as PHCI delivery systems. Additionally, Generation X health-care consumers report greater behavioral change resulting from exposure to PHCI.

New information is provided concerning health-care consumer perceptions of SM&N as a source of PHCI and the behavioral changes consumers pursue as a result of PHCI exposure.

This paper measures the effectiveness of interactive health-care marketing activities, explaining the role of SM&N as an effective source of PHCI and providing marketers with insights useful for PHCI content management and dissemination.

Effective dissemination of PHCI via SM&N may help prevent illness among Baby Boomer and Generation X consumers and, accordingly, improve quality of life while easing the increasing pressure on the US health-care system.

Study results evidence the value of SM&N sites to health service providers as they endeavor to improve and extend consumer lives through dissemination of PHCI. Ideas and insights within this paper will inform and enhance social media marketing management practices within pharmaceutical and health-care organizations.