Generational Rejection
Each generation defines itself partly against its parents' consumption, then converges with them later; brands live and die on which side of the divide they land, and marketers exploit both the rebellion and the reunion.
An everyday example
Refusing your parents' brand at twenty; buying it for your children at forty.
What it can cost you
Rejecting good things to differentiate; buying to belong to a generation as defined by advertisers.
Warning signs
- I reject it because they liked it.
- I like it because my cohort does.
One thing to do
Ask whether a preference is yours or your cohort's boundary marker; keep what works regardless of who else uses it.
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