8 February 1994

Generation without a cause: a very different commodity

I AM not a target market," declared author Douglas Coupland in his celebrated book, GenerationX, and the world of marketing still hasn't recovered.
Released in 1992 to universal controversy, Coupland's book laid claim to be the first to label the post-Baby Boomer generation. The Xer has since entered the pop culture vocabulary alongside other "people products" such as the SNAG(sensitive new age guy) and the DINKs (double income, no kids). And let's not forget the yuppie, or indeed the Boomers themselves.
Now a new survey of Sydney teenagers will launch yet another label epithet into this already crowded marketplace: make way for "Generation Why?" - the generation without a cause, the sons and daughters of the sons and daughters of the boomers.