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Marketing and Advertising

This is a guide to key marketing and advertising resources, both at USC and within the marketing industry.


There may be some slight variations in the definitions of a specific "generation", but the following list most generally reflects the standard years ascribed to each:

  • Greatest Generation:                         pre-1928
  • Traditionalists/ Silent Generation:     1928 - 1946
  • Baby Boomers:                                 1946 - 1964
  • Gen X:                                               1965 - 1976
  • Gen Y / Millennials:                           1977 - 1995
  • Gen Z / iGen / Centennials               1995 - 2010

More information available at the Center for Generational Kinetics

USC Databases

In addition to general searching in our databases, search here for specific information on different age groups.

Specific age demographic terms you can search are: Baby Boomers, Mature Adults, Generation X, Generation Y, Millennials, Generation Next, Echo Boomers, Teens, Tweens, Youth.

Find More Books

To find more books on the subject of "Older Consumers" in the USC Libraries collections, click this link.

To find more books on the subject of "Young Adult Consumers" such as Gen X and Y, click this link.