We need to realise that demographic cohorts (Baby Boomers / Generation X etc) are lazy marketing constructs with no more value than horoscopes. I'd urge communications professionals to stop referring to these and to resist the urge to label and divide particular generations. It simply doesn't follow that someone born in 1975 is automatically more likely to exhibit particular behaviours, attitudes or cultural preferences than someone born in 2001 simply because of the generation they belong to. Real life and human beings are far more complex and sophisticated than that. We all have much more in common than that. What began as a semi helpful method of targetting marketing towards certain groups has completely overtaken its original premise and now causes uneccessary, damaging division in society and in many workplaces. We should say 'no' to demographic cohorts and support people who are so needy that they  cling to them and adopt behaviours they think they ought to because they've read something telling them they should have a particular character trait because of when they were born. If you're with me, share this. If you're not, get in touch and tell me why.   www.comsteria.co.uk/contact

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