Brodeur Partners Uncovers Boomer/Gen Y 'Practicality Divide' in Retail

For baby boomers, the ideal shopping experience is about getting a good deal on a decent product. For Gen Yers, it's more about a stimulating, sensual, "sharable" experience. Think sensible shoes vs. smartphones. This practicality divide is among the many discoveries in a new in-depth study on retail by Brodeur Partners, which is introducing quantitative social science to the often subjective practice of communications, branding, public relations and social change initiatives.