Today, a significant delineation has occurred between the generations. Each subset within the generational makeup of the consumer market has specific needs, wants and desires, which presents a challenge when trying to capture all segments simultaneously. Baby Boomers, Generation X, Millennials and Generation Z each have their personal preferences when making purchases, some of which are shared, while others are in direct opposition. Each group views value differently; while some are fiercely brand-loyal, others solely hunt for the best deal, no matter the brand. Conversely, for certain generations, a rewarding experience heavily outweighs the burden of price. No matter what overlays or opposing desires exist among the generations, one thing is certain; operators are better able to capture increased market share by gaining insight into what makes each individual generational group tick.