What kind of restaurants do Baby Boomers eat at and who do they eat with? What jeans do Millennials wear and how much are they willing to pay for them? What brands and kinds of makeup do Generation Z use?

In this innovative book, consumption constellations are generated for each of the living adult generations. Product categories such as cleaning products, personal care items, automobiles, media, banking, etc. are studied and presented with stunning data visualizations.

Dr. Heather Meyer delves into the cultural zeitgeist and utilizes generational cohort theory to explain the importance of each generation’s formative years. Demographics, geographics, psychographics, and lifestyle are all investigated. Uncover the relevant product categories and brands for each generational cohort.