This workshop covers the concept of targeting consumers through shared generational experiences and traits. The current population can be segmented into four cohorts: Matures (born from 1909-1945), Baby Boomers (1946-1964), Generation X (1965-1978), Generation Y (1979-1997) and Millenials (after 1997.) Participants will learn the traits that define these groups from one another and how this affects their buying habits and arts participation. They will learn how to integrate generational marketing into the overall audience development efforts of the organization, and how to leverage the right media for the right audience.