Youth culture is shaped by global cultural flows (Kjeldgaard and Askegaard, 2006). Hence, generations are used by marketers to ascertain similarities within groups allowing more effective targeting of consumers which is more likely to produce the desired response (Schewe and Meredith, 2004). While generational theory focuses on similarities and shared experiences within groups it also allows the identification of differences both across and within cohorts (Griffin, 2004).