Dan Kennedy's Magnetic Marketing Podcast Generational Data: Who's Spending, Buying, Renting, & Driving Growth
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Feb 27, 2026 Chris Porter, co-author of Big Shifts Ahead and demographic analyst for housing and real estate, outlines how birth-decade generations shape housing, labor, and consumer demand. He breaks down distinct generational behaviors, migration and immigration trends, and how young adults, retirees, women, and immigrants create business opportunities. Conversations cover multi-generational living, rentals vs ownership, and regional shifts driving growth.
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Decade Cohorts Reveal Clearer Consumer Patterns
- Decade-born cohorts reveal clearer behavioral patterns than broad generational labels.
- Chris Porter divides Americans by birth decade (e.g., 1930s Savers, 1990s Connectors) to track distinct societal shifts driven by each group.
Childhood Recessions Shape Lifelong Money Habits
- Childhood economic conditions leave lasting spending mindsets across generations.
- Porter links the 1930s 'Savers' and 1990s 'Connectors' to formative experiences of scarcity during the Depression and Great Recession respectively.
Each Decade Drove Distinct Societal Shifts
- Different decades led distinct societal shifts like entrepreneurship, gender equality, and the sharing economy.
- Examples: 1950s 'Innovators' produced tech founders; 1960s 'Equalers' boosted female college grads; 1980s 'Sharers' birthed Airbnb/Uber mindsets.