Abstract
This chapter deals with the role of society in shaping generations. At the societal level, many aspects that contribute to shaping generations are found: values, the political climate, individualism versus collectivism, the attention society pays to institutions and authorities, and major changes in popular and consumption culture, in addition to other factors that influence a generation. How these and related factors contribute to the understanding of generations as well as how businesses and other organizations can use this knowledge to improve their attractiveness are the main interests of this chapter.
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© 2014 Anders Parment
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Parment, A. (2014). The 90s Generation and Society. In: Marketing to the 90s Generation. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137440785_3
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DOI: https://doi.org/10.1057/9781137440785_3
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-49560-3
Online ISBN: 978-1-137-44078-5
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