Should we bury generational marketing once and for good?

Many years ago I realised that the mystical generational zeitgeist was next to useless when it came to marketing. You know, the idea that 'this is how Millennials think' or 'Boomers like to communicate using XYZ..'

If you are still a tad confused about the worth of generational marketing then I suggest spending 5 mins reading 'Labels like Boomer and Millennial are obsolete' in the HBR blog. I don't agree with every word but it is not a bad summary. Dick Stroud