Identifying and understanding these

Identifying and understanding these expectations of the workplace will be a challenge that must be met by
management. “When managers and coworkers do not understand each other‟s generational differences, tension
increases and job satisfaction and productivity decreases” (Kupperschmidt, 2000, p. 65).
Generations of Consumers
Targeting specific generations for their preferences and reaching them through media that is suitable to
their style is an important marketing trend (Marconi, 2001). Customizing for these dissimilar cohorts will require
knowledge of their particular attitudes and inclinations.
Traditionalist consumers are said to be resistant to trying new products (Smith & Clurman, 1997). Many prefer
sales by mail for reasons that include their disappointment with the loss of good customer service and their trouble
with transportation. This makes catalog and television sales a natural fit for them. According to one study (Eastman
and Iyer, 2004), Traditionalists of higher income levels will use the Internet for purchasing products online. Once
financially conservative, they are now willing to spend money on themselves - even to splurge on now or never bigticket
items (Generational-Targeted, 2007). Traditionalists also represent 31% of domestic travelers with 53% of
them retired travelers and 45% of them employed travelers. Group travel is often preferred by this cohort group.
Their favored activities are shopping, visiting historic places and museums, attending cultural events and festivals,
and gambling (“Executive summary,” 2008).