There is no doubt that, of all the criteria that explain a consumer’s behaviour, the most crucial is his or her age and generation. This unavoidable fact affects everything, from what you say, where you say it, how you say it, and what you charge for your offerings. What appeals to a millennial may irritate a baby boomer. What delights a baby boomer may make a millennial cringe. You must seek to understand your audience if you hope for them to understand you. Generational marketing provides guidelines to help you do just that...