GENERATIONAL COMPARISON: XERS IN THE UNITED STATES AND KOREA

Cultural convergence continues to transform the marketplace as borrowing among cultures accelerates. It is valuable to evaluate groups of residents of different nations to identify generational similarities and/or differences. This manuscript presents the results of a pilot study comparing Generation X in the United States, and South Koreans who fit the age requirements for membership (born between 1961–1981). The focal points for the study include: Financial wealth, family, spirituality and religion, and society. The areas of agreement and disagreement are identified, results interpreted, and implications for marketers explored.