Conducting a cohort analysis involves describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. As you learned in this chapter, there are seven major generations functioning in America today: pre$-$Depression, Depression, baby boom, Generation X$,$ Generation Y$,$ Generation Z$,$ and Generation Alpha.

It is important to understand the key differences between these major generations as each generation behaves differently than those generations that came before them. Marketers and advertisers must understand these differences in order to develop effective marketing strategies for these cohorts at the various stages of their lives.

Match the description of consumer behavior below to the cohort that it best describes.