Rising Stars in the Consumer Constellation: a Peer Personality Profile of the Post-Baby-Boom Generation

Abstract

Post-baby-boomers, the generation following the baby boom, present the hospitality industry with an unusual marketing opportunity. Marketing strategies that appealed to the baby-boom generation will have to be revamped to gain the loyalty of this skeptical and cautious group of consumers. Post-boomers are distinctly different from the optimistic, self-indulgent baby boomers. They are family-oriented communitarians, a group of consumers who will search for community, belonging, and safety throughout their lives. As hospitality consumers at the turn of the century, they will be few in number, tough in spirit, pragmatic, and technologically sawy.