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Introducing a new generational category
by Sue Unerman, Chief Strategy Officer,
There is an online survey I
occasionally get asked to fill in. It begins with two simple
questions. The first asks gender (with a picture - there is a
boy in blue and a girl in yellow - I normally get that one
right). The second question asks your age bracket with more
little pictures to help you decide. As the picture for the
over 40 year old bracket shows a little grey haired woman I rarely
get past question two as I feel militant on behalf of the millions
of women in this age bracket (without a hint of grey). (On the
other hand at least the picture depicts long hair… the male picture
40 plus is greying and bald!). I wonder if the survey
designers ever note a lack of respondents from the forty plus
sector or indeed if they care?
Today Sylvia Auton, CEO of IPC
media, announced a new generational category designed
to dispel the old and rather redundant clichés about the generation
of women aged between 40 and 60. Welcome "Generation Ynot!
Rather than traditional housewives
slaving over a hot stove, or scrubbing the kitchen
floor, imagine instead dynamic sports car driving credit card
flashing women on their way to the champagne bar at Westfield.
More information is at http://www.generationynot.co.uk.
Although several spontaneously come to
my mind I will leave it to you to think of the right name of the
equivalent male generation aged between 40 and 60!
As a Guatemalan proverb states:
"Everyone is the age of their heart".
First published here on Sue Unerman's blog.
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