ABSTRACT
Generations or generational cohorts can be defined as ‘groups of individuals who are born during the same time period and who experienced similar external events during their formative or coming-of-age years (i.e., late adolescent and early adulthood years)’ (Noble & Schewe, 2003: 979). Formative events include the attitudes and behaviours of parents, education, memorable incidents and shared experiences. It is argued that these shared formative experiences influence the world view, behaviours and values of an entire age cohort throughout their lifespan (Lyons et al., 2005; Mannheim, 1952). These formative experiences are significant because they help to shape specific preferences, beliefs and psychographic tendencies. They influence the attitudes of individuals from a particular cohort and how they might behave in order to satisfy their values and desires (Gursoy et al., 2008).
