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Tracking the Characteristics of Generations

Mark Harris is the founder of The Harris Development Group, an organization that works with businesses from an array of industries to help teams strengthen communication, augment diversity and collaborate more effectively.

As part of this quarter’s High Performance Retailing main feature, Harris breaks down the differences between the most active subsets of home improvement customers.

Learn more about how you can target your marketing to include information most desired by all age groups. Subscribe today to receive each future issue of High Performance Retailing the moment it’s available.


  • They grew up with technology and expect to use it in most aspects of their lives.
  • As a unit, they are concerned about the safety and security of the world.
  • The cohort largely believes in equality, especially between races and genders.
  • Marketing that highlights lifestyle diversity is particularly resonant for this generation.

Generation X

  • This generation saw family dynamics shift, and many members grew up in single-parent households.
  • Generation X was one of the first generations to speak openly about different lifestyles, cultural experiences and life goals.
  • Computer technology became more common and useful as members of this cohort grew up.

Baby Boomers

  • After World War II, many members of this generation left cities and began to live in the suburbs of the U.S.
  • Post-war prosperity and the popularization of television brought new aspirations for products and home designs.
  • Having experienced the turbulence of the 1960s, this generation is not as unilaterally patriotic as their parents or grandparents.


About Todd Taber

Todd is trends editor for Hardware Retailing magazine. He graduated from Indiana University where he majored in journalism and French. Throughout his career, he has aimed to highlight small businesses and their community value. He joined NRHA in 2017.

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