Subcultures

Subcultures

1. A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

   • by AGE
     • Baby Boomers
       • Born between 1946 y 1964 (52-69 years old today)
         • Effort to feel and look young. Great market for plastic surgery, baldness treatments, spas. Like to shop for themselves. Yuppies: financial success, good academic level, managers or directors, use of status brands.
     • Generation X
       • Born between 1965 and 1979 (34 to 48 today)
         • No rush to get married, start a family or work extra hours for higher salaries High rate of divorce; More possibilities to stay with parents longer or go back once they left. Boom of AIDS Satisfaction at work is more important than salary
     • Generation Y (millenials)
       • Born between 1980 and 1994 (20-34 today), children of the Baby Boomers.
         • Do not trust traditional marketing; Dedicate huge amount of their time to internet and social networks; Independant and autonomous; Time of opportunities and development for women; Families with double income, more money, less free time. Respect for ethnic, cultural and sexual diversity.