Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

Abstract

PurposeThe purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.Design/methodology/approachConsidering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.FindingsThe results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.Research limitations/implicationsAlthough limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.Practical implicationsAs a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.Social implicationsFrom a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.Originality/valueThis paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.