Charles Schewe

Professor of marketing

Consumer behavior, Marketing to generational cohort segments, Implications of the aging of America

Phone: (o) 413/545-5672

Email: schewe@mktg.umass.edu

Charles Schewe created the field of generational marketing with the publication of "The Power of Cohorts," his widely-acclaimed article in American Demographics.

Generational marketing differentiates target markets based on age and the experiences shared during late adolescence and early adulthood. Schewe’s research has covered groups ranging across America's demographic landscape, from those in their upper 80s to today's youth markets, finding unique values that drive each group’s behavior, especially their buying behavior. Marketers now frequently use this research to determine product positioning and the development of promotional programs.

In addition to his academic work, for decades Schewe has provided consultation to Fortune 500 companies including Coca-Cola, Kellogg's, IBM and Eastman Kodak to help them develop, strengthen, and maintain long-lasting relationships with customers differentiated by age.