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Intergenerational Issues - Book Report/Review Example

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Intergenerational Issues

For example, the opening up of departmental stores and other stores is to provide convenience as some aspects are “cross-generational”. 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. 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. 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. 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. ...Show more
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Summary

The paper "Intergenerational Issues" 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 generations as both of them are of equal importance for the retailers…
Intergenerational Issues
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