SOSC 1000 Lecture Notes - Lecture 9: Baby Boomers, Youth Culture, Subculture

• School: York University
• Department: Social Science
• Course: SOSC 1000
• Professor: Tanja Juric

Document Summary

The idea of youth as culture vs. the grey consumer market (baby boomers have retired) They are both products of the post-ww2 culture. They are both products of a society intended to thrive and have many opportunities. Youth identity as a concept and phenomenon came from post-ww2 society. There is a functional and symbolic meaning of coming of age . More markets mean more opportunities to expand markets. Functional and symbolic value of youth culture. Willingness to adopt to new technology and trends. First to adopt to new trends and innovations. Open-mindedness can be emphasized by pointing out the flaws of previous generations. Vitality, flexibility in willingness to adapt to change, health, beauty, and open-mindedness (not being stuck to traditional values) The promise of youth is marketed and idealized to ageing consumers, who are interested in youth and rejuvenation. They are powerful motivations to baby boomer consumers.