How to Sell to the Unnamed Generation

A diverse collection of kids in costume trick or treatingHalloween is tomorrow, and the newest generation of witches and goblins will knock on your door in the time-honored tradition of begging for treats.

They are not the much-maligned Millennials. That generation – one that outnumbers the beloved Baby Boomers – is already in adulthood. In fact, the newest generation has yet to earn a name. But they could turn out to outnumber even the Millennials and be even more diverse.

Is it too soon for businesses and marketers to try to define them? That’s like asking if it’s it too early for political pundits to predict the winners and losers in the 2016 presidential race. Or sports junkies to predict the Super Bowl winner. Remember, most sports pundits picked the Washington Nationals to win the World Series this year. It’s a time-honored tradition.

But we need some data to make a determination. Perusing the top toys for 2015 isn’t much of a clue. The top four toys for 2015 as named by The Street are all tied to a movie that has not even been released yet, Star Wars Episode VII. Number five is based on a popular kid’s show I never heard of because my kids are dreaded Millennials.

I remember Boomer toys being tied to the newfangled three-channel television phenomena, and my daughters’ top picks were tied to movies and TV too. So no clues there. Kids are kids.

Perhaps some clues can be drawn from names already suggested for the up and coming generation. Digital Natives? Generation Like? Selfie Generation? Rainbow Generation? Homelanders? The 9/11 Generation?

None of them ring to me, perhaps because the post-Millennial generation remains a consortium of unformed minds. So let’s let them have their childhood, secure in the knowledge that older generation parents and grandparents will fork over the dough for the little rug rats’ movie- and television-related merchandise.

Besides, we’re still attempting to figure out the Millennials. One obnoxious generation at a time.

Tom Pfeifer is the managing partner and chief strategist for Consistent Voice Communications. Reach him at


One response to this post.

  1. Posted by Cathy Moody on October 31, 2015 at 8:44 am

    Enjoyed this, Tom! Go w selfie gen ; now where do you think i could find a selfie stick? Signed, boomer

    Sent from my iPhone


    Liked by 1 person


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