Generations influence marketing trends

by Stephanie Bloyd
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HARLEYSVILLE, PA. — Consumer decisions often are influenced by a shopper’s generation, per the new annual trends report just released by the Natural Marketing Institute.

For example, Generation Z (25-45 year olds) represents a generation fueled by caffeine-packed energy drinks. The report cautioned against the increasing trend of busy working families "opting out" of consumer culture in favor of a simpler life and renewed focus on "quality versus quantity."

The aging population heading toward its "Golden Years" is redefining old age, with unprecedented levels of autonomy, choice and lifestyle participation.

A new immunity trend driven by consumer desire to be more proactive in health care decisions is fueling the growth of organic foods and non-toxic home products.

The report authors noted a duality across most trends. The countertrend of new immunity, for example, was shown among a group labeled "Eat, Drink and be Merrys" who showed little regard for health or environmental factors.

But the overall culture of sustainability is predicted to permeate every aspect of consumer lifestyles.

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