Generations bring together individuals who share not only a similar age, but also common attitudes, beliefs, interests, and behaviors. The definition of generational cohorts can vary from one country to another, depending on the history and culture of each society. According to Richard Ladwein, Antoine Carton, and Elodie Sevin, the concept of generation is transdisciplinary and takes on diverse meanings depending on the context, sometimes linked to age, sometimes to lineage, or even to the historical period. Studies on generations primarily originate from the humanities and social sciences. Belonging to a generation stems from social interactions, not biological criteria, and constitutes an abstract category shaped by the social imagination to structure time and individuals, thus helping each person to position themselves within their era.

To refine marketing strategies that traditionally relied on well-defined age groups, the 1990s saw the emergence of “marketing generations,” such as Generation X and Generation Y, among the best known. Other groups have also been identified, such as the Millennial Generation, similar to Generation Y; the Hip-Hop Generation, initially composed of African Americans born between 1965 and 1984 but now expanded; the Net Generation, born with the advent of the internet; Generation XL, referring to overweight individuals among children and young adults; and Generation G, characterized by the generosity of its members and the companies that represent them through random acts of kindness (RAKs).

The generational approach in advertising makes it possible to reach a broad audience beyond traditional socio-demographic criteria. With the aging population in many countries…