Rocking the Ages

When it came out in 1997, this was a genuinely useful synthesis of Yankelovich's MONITOR data applied to generational marketing — it helped practitioners understand Matures, Boomers, and Gen X in concrete, actionable terms. But nearly three decades later, Millennials and Gen Z have reshaped every framework in this book, and more recent Yankelovich work has superseded it. This is primarily a historical document now, useful for understanding where generational marketing thinking came from rather than where it needs to go.