Business leaders are beginning to care about understanding generations and how important it is to develop effective marketing and communications tactics to target audiences.
Due to the scarcity of scientific resources that provide appropriate content for the Saudi community, the marketing specialist has been forced to use Western research for generations in the West and apply them in Saudi Arabia. Also, this applies in colleges of management and marketing, which rely mainly on studies of Western societies.
In this report, generations are defined as “The average time between the birth of parents and the birth of their offspring,” putting the generation in the 20-year range. Which successfully served sociologists in analyzing the past old generations. However, this segmentation is not applicable nowadays due to the speed of generational changes resulting from technological and social transformations. Based on this, McCrindle Research adopted a 15-year generation range, making it challenging to generalize specific social trends or fashions for any duration less than this.
This report presents research on 6 Saudi generations from different Saudi regions. Each generation is named based on specific events and marks that distinguish it, instead of using Western names such as (Baby Boomers, Generation X, Generation Y, etc.). Also, to avoid confusion between the generation’s birth date and the historical events that characterize its youth, for example, the nineties generation, in fact, they were born in the eighties, and so on.
From this point of view, the report follows McCrindle method, where the names presented in this research were inspired by the period of the person’s life stages and were divided based on the adolescence stage of young adulthood.
