The generation game


Sir, – Olive Keogh’s demographic commentary (“Think millennials were bad?”, World of Work, Business, March 2nd) cautions about the pending demands of Generation Z.

As my year of birth leaves me in a cohort that is too young to be a war baby and too old to be a baby boomer, I fondly remember that my marketing professor in the 1980s confidently classified us as “classic independents”. He said that we were always going to be the generation that was born too late to qualify and too early to be entitled.

We are still here, presenting an interesting and very challenging marketing conundrum. – Yours, etc,



Co Donegal.