At the heart of this book is a thesis most good PR pros already know: Demographics don't tell the whole story.
While marketers continually aim products at "baby boomers" or "Gen Xers," those crafting campaigns realize that reaching target consumers involves far more insight than just knowing their birth year.
This book is a well-researched analysis of what those other factors are, breaking down generations into new categories defined by shared values and experiences, using the premise that social and cultural heritage are far better predictors of consumer behavior than age alone.
For example, those commonly called "The Greatest Generation" are split into two groups, Patriots and Performers, which are differentiated by social changes from wars to color TV. The idea is simple, making this an interesting anthropological study.
However, a study it is. Consistent reads like a textbook. But the dry tone shouldn't deter you. The information is worth the effort.
Title The Consistent Consumer: Predicting Future Behavior through Lasting Values
Authors Ken Beller, Steve Weiss, Louis Patler
Publisher Dearborn Financial Publishing (May 2005), 272 p.
Reviewed by Anita Chabria