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From the 'me' generation to 'we': an '80s forecast

Marketing analysts say the 1980s will witness a switch from the "me" generation to the "we" generation as family responsibilities, feelings, and commitments grow stronger. Judith Langer, a New York market researcher who publishes the Lang Report, a quarterly report on consumer behavior, found that individuals are placing a renewed emphasis on family ties and relationships. She says advertisers and marketers will benefit by recognizing this trend.

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