Bye-bye, boomers -- and hello to Generation Y

02/4/2013 | Guardian (London), The

Generation Y consumers are replacing baby boomers as the key target demographic for green marketers, writes Gwynne Rogers. The "born green" generation is more suspicious of corporations in general but more eager to live a sustainable lifestyle, making them a perfect target for eco-branding messages. "Understanding what makes this consumer group tick is an investment that will pay off for businesses for years to come," Rogers writes.

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Guardian (London), The

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