Generation gasp.

• Position: Marketing News - Marketing to different age groups - Brief Article

Oh, kids today. Who can understand them? That depends, say Lynne Lancaster and David Stillman, authors of "When Generations Collide: Who They Are, Why They Clash. How to Solve the Generational Puzzle at Work." (Harvard Business, February 2002). Which kids are you talking about? The baby boomers (who aren't exactly kids, anymore, but you know what we mean), the generation Xers, or the millennials--those youngsters who are now nearing the end of their high school and college careers and entering the workforce in large numbers? They all have different goals and worldviews, and you'll need to approach them in different ways.

Boomers: Eighty million of them, are essentially optimistic, say the authors. They grew up during the nation's economic boom times, indulged and encouraged by their parents to believe that their opportunities are boundless. Boomers are also highly competitive, and they've taken these characteristics with them as they move into corporate leadership positions.

Generation Xers: A relatively smaller group (about 46 million), they grew up during a period when most American institutions were being questioned, when divorce rates tripled and when the media explosion encouraged...