The Generations Factor

How to effectively communicate your message to each of the four age groups in today's workforce

The latest buzz in the consumer marketing field is the concept of generational marketing. Understanding the needs of each demographic group can help us as meeting professionals apply these techniques to our attendance-boosting efforts.

The Matures or the Silents, born between 1921 and 1945, comprise 58 million people — many of whom are still in the workforce. Association members and meeting attendees in this category may continue to work at least part time and stay active in th

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