The document discusses marketing strategies for different generations. Baby Boomers, born 1946-1964, are motivated consumers nearing retirement. Generation X, born 1965-1979, value work-life balance over salary and are skeptical of labels. Generation Y, born 1980-1994, are tech-savvy, brand-disloyal, and career-focused. Case studies show successful marketing to Gen X and Y focus on individuality, causes, and technology. All generations are impacted by recessions differently based on life stage.