Intergenerational Issues - Book Report/Review Example

Intergenerational IssuesTechnological advancement and other factors have lead to a generation gap among the Boomer generation and the Generation Y. While it may cause a conflict, this gap along with other factors including communication, technology, and values has also lead to a difference in preferences. The article highlights the differences in preferences of consumers who belong to the Boomer generation and those who belong to the Generation Y and demonstrated the attempts to bridge the gap between the two generations as both of them are of equal importance for the retailers (Poythress, 2013).

Although more retailers are now focused on the younger aspect of lifestyle, it is also important to consider that certain products and services also have a demand among the older generation. In short, both generations do “buy” and therefore contribute immensely to the retail industry.In the International Council of Shopping Centers Western Division Conference held in San Diego, Alan Thicke gave a speech about the importance of a Boomer generation consumer (Poythress, 2013). I completely agree with the idea as despite the presence of different preferences in some cases, the Boomer generation forms an important part of the retail industry contributing a significant amount.

Therefore retail companies should also center their targets at Boomer consumers. Thicke encouraged retailers to also focus on Boomer generation consumers at the same time they attempt to attract younger generations (Poythress, 2013). Thicke mentioned various companies and organizations including Starbucks and Apple who target at consumers of all ages. Also, shopping malls are attempting to meet the demands of all the generations by incorporating items and products or stores that are germane to all generations.

For example, the opening up of departmental stores and other stores is to provide convenience as some aspects are “cross-generational” (Poythress, 2013). Some companies regard targeting at the younger population more profitable and these include some shopping centers that now have social events for the younger generation.Thicke emphasized the need to focus on both generations as potential consumers because both contribute quite much to the industry as well as the economy (Poythress, 2013).

Thicke said that a Boomer generation although might not spend a greater time at a shopping center are straightforward and leave after they have bought what they wanted. Thicke emphasized the fact that they do “buy” i.e. spend money thereby contributing dollars to the industry (Poythress, 2013). By bridging the gap between the two generations retailers can help create a sense of community and can result in more positive results.Thicke’s speech aimed at promoting the retailers to focus on Boomer generations and the Generation Y both.

Doing this would give positive outcomes as this would bring the two generations closer. Also, according to Thicke a buying transaction made by a Boomer is an investment for the generations of the future (Poythress, 2013). The whole idea of engaging the two generations will create a sense of involvement among the older generations as they will feel better about having things that are targeted towards them. This will help reduce intergenerational conflicts and create a common feeling of a society and community rather than different groups.

ReferencesPoythress, K. (2013, September 20). Retailers struggle to bridge generational gaps. San Diego News. Retrieved September 25, 2013, from http://www.utsandiego.com/news/2013/Sep/20/generational-gap-retailers-shopping-centers/