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Storyboard 32—Kids influence parents, and Toyota knew

SB32 top of softdrink can 29141173Not grasping children's influence on parents, a key marketer at Chrysler told a GMnavy.go volunteer in June 2004, "Kids don't buy cars; Kids buy soft drinks."

Toyota's CEO awoke each morning ecstatic! How could U.S. makers not know that Boomer women—born between 1946 and 1964—buy or influence the purchase of 80% of all cars sold in the United States? How could these U.S. makers not grasp the influence of America's 70 to 80 million Echo Boomers on their Boomer mothers?

● In the first two articles in exhibit "A," marketers are busily quoting labels they know—Millennials, Speeders, Internet Generation and Generation Next—visiting ski slopes and wondering if there are "teen codes."

● By deleting a term here and there such as PalmPilot and inserting the latest gizmo, the marketers' and auto execs' verbalizations would seem to be not just out of touch but hard-wired. In the "What's a Cool Car?" article, read the first three paragraphs and contrast the thinking there with that of the Title I high schooler in the article's "Comment 1."


As Toyota later disclosed, four years after the articles, its focus in the U.S. included Echo Boomers, ages 5 to 20. That's right! 70 to 80 million voices with unique influence on the marketing decisions of their Baby Boomer parents. This Storyboard is a preview of Storyboard 35, Storyboard 36 and Storyboard 40. NOTE, HOWEVER, THAT THE PURPOSE OF USING THE HYPOTHETICAL GENERAL MOTORS SPONSORSHIP EXAMPLE IS NOT TO SEEK GENERAL MOTORS CORP AS A SPONSOR; RATHER, THE PURPOSE IS TO REPRESENT THE POWER OF THE GMNAVY.GO MODEL.