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reports that car manufacturers like Honda and Toyota are now successfully utilising a multi-cohort strategy with their products.Probably the most successful motor vehicle company has been Harley–Davidson, which has successfully targeted Baby Boomers by utilising their proclivity to stay young and their positive memories of the 1969 movie The resurging interest in cohort analysis is derived from the impact of Baby Boomers on American economic structure and culture.These memories are related to future actions, Schuman and Scott state ‘these deep personal feelings related to this event are a crucial element in the translation of experience into future action’ (p. Further validation has been found through studies looking at nostalgia preferences.Holbrook and Schindler conclude that many reputed differences by age are really differences by cohorts.With the life expectancy age of 77.4 years, concerns about the long-term impact on the solvency of social security have arisen.Bernake, the chairman of the Federal Reserve Bank, states that Baby Boomers will severely test the current social security system because they will increase the number of people reaching retirement age over the next 25 years to 19 per cent of the US population up from 12 per cent today.The Baby Boomer cohort is roughly 78 million strong who came of age amid the 1960s, an era of cultural turmoil and drastic social change.The large number of Baby Boomers, 78 million has had a tremendous impact on the ageing of the American population.

More recently, automobile manufacturers are designing cars with more comfort and technologically advanced entertainment equipment for the Generation Xers (born between 19) because the members of this cohort dress casually and carry their entertainment with them.Therefore, cohort effects draw special attention to a shared or collective field of emotions, attitudes, preferences and dispositions and a set of embodied practices like leisure activities that each cohort uses to create its own traditions and cultures.add that these effects are highlighted by social events (ie September 11 and The Challenger incident) deemed ‘defining moments’ that are the glue that bind these cohorts and also differentiate them from other cohorts.Examples included reporting of World War II by people who were between the ages of 16 and 24 during the early 1940s and the Viet Nam conflict by people of the same age period in the 1960s and 1970s.The authors concluded that these important events/changes that occurred during these respondents' youth became an autobiographical memory that left an imprint in their long-term memory.

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