We're forever a fickle bunch of assholes

Dave breaks down what other marketers don't seem to have a clue about.

One of the biggest shifts is the focus on family. Gen Xers grew up in a world that was not particularly interested in kids (during the '60s and '70s) and spent young adulthood trying to find their own way (in the '80s and '90s). They are, as a rule, a fairly independent bunch and don't believe that institutions or groups really have their best interest in mind.

But as this pragmatic and individualist generation is now well into the age of parenthood, some of their values are shifting.