Clash of Cultures

The Gen Xers are the legitimate heirs to the Boomer spenders but the newbies buy in very different ways from their elders. The Xers rely on technology to research and affirm buying decisions. Yet it's shocking how many businesses still do not have websites or email. Will Brands that target the under 40 crowd going to adopt the communication vehicles their audience prefers to stay in the game -- or will the Gen Xers come to them? Quite a game of chicken by the brands I would say.

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