Is consumer behavior a function of a person's age or generation? Some marketers maintain that age differences are critical and that the needs and wants of a 25 year old in 2011 are not much different from those of a 25 year old in 1969. Others feel generational effects are critical and marketing programs must suit the times.

For this Discussion, take a position on this debate. Discuss your position in detail and provide an example of an ad or marketing material that supports your position.