Defining moments: segmenting by cohorts

Abstract

Cohorts are groups of individuals who are born during the same time period and travel through life together. They experience similar external events during their late adolescent/early adulthood years. These "defining moments" influence their values, preferences, attitudes, and buying behaviors in ways that remain with them over their lifetime. We can identify six known American cohorts that include those from age 88 to those coming of age in 2000. While generational cohorts are far from the final solution for marketers, they are certainly a relevant dynamic. Marketers should seriously consider targeting these age groupings, especially in their marketing communications