The war between generations regardless of what letter represents it has always raged and always will. It is just like siblings having a go at each other: it’s in our make up to ‘take the mickey’ out of each other.

I’m Generation X, so therefore I blame the Baby Boomers for the polluted mess of a planet they have left us, which is now being put right by my generation. As for Gen Y, well they are all a generation who believe in entitlement and live at home with mummy and daddy because it is easy. Cliché statements? Yep, because they are just generalisations said in jest.

I really don’t believe any of these 3 generations have had it harder or easier, just different challenges.

For instance the baby boomers had the luxury of being able to leave school (or if they wanted, to get a fully paid for uni degree) and pick and choose a job. According to Australian statistics the unemployment average from 1945/46 – 1973/74 was only 2%, as for my generation the unemployment figure average from 1977/78 – 2002/03 was 7.5%, currently sitting at 6.1%.

A lot tougher for X and Y to get jobs and the volume of manual/labour options has reduced meaning we need to get qualifications that we pay for!

When it comes to marketing it is harder to convince Gen Y than it was the Baby Boomers.

Back then Baby Boomers could be sold Camel cigarettes with a ridiculous advert of a picture of a doctor smoking with the headline ‘More Doctors Smoke Camels Than Any Other Cigarette’, now that is gullible (I’m being kind here). Perhaps more should have taken the free hand out of tertiary education.

In Tony’s blog ‘Why? Oh ‘Y’?’ Tony writes “We’ve sold this generation on buying water for God’s sake. Do the numbers and you’ll find a bottle of water is dearer than a litre of fuel”. Well that’s a better purchase on so many levels than a generation that would burn its money and inhale the smoke for health reasons.

Today consumers aren’t fooled by the advertising smoke and mirrors, we all go online and research. Todays marketing is about facts, transparency, research and consumer feedback.

Regardless of the generation some things remain the same: celebrities as brand advocates will remain, Marilyn Monroe for Chanel then, Gisele now. Aspiration is for products that find solutions and improve situations and have lasting quality.

And the best generation? X!