Title: Two models of representation for the baby boom and millennium generations in France: 'elitist identity capital' v. 'universal, democratic capital'

Authors: Thierry Lorey

Addresses: Pau Business School, ESC Pau, 3 Saint John Perse Street BP7512, Pau Cedex, France; Bordeaux University, Pôle Universitaire de Sciences de Gestion, 35 avenue Abadie CS 51412 33072, Bordeaux, France

Abstract: Profound changes in France's wine-drinking habits (reduced consumption, rise of rosé wine, etc.) have occurred alongside long-term societal phenomena such as increased life expectancy and the internet revolution. The aim of this article is to analyse these developments from the angle of the concept of generation, initially defined by American sociologists. Two qualitative studies carried out five years apart and focusing on France's two largest generations, revealed a distinct generation gap between baby boomers and millennials in terms of 'representations of wine' and 'wine culture'. Our results show that the system of representation for both generations is based on two opposing socio-cultural wine models: an 'elitist identity capital' for the baby boomers, integrating the following four dimensions: France, terroir, history and gastronomy; and a 'democratic and universal capital' for the millennium generation, capitalising on four values (simplicity, accessibility/shedding of complexes, sharing and instant gratification). These two comprehensive models are reflected in specific marketing strategies for each of the generations.

Keywords: baby boom; millennium generations; wine; representation; culture; identity; elitism; democratic; rosé; revolution.

DOI: 10.1504/IJESB.2017.085986

International Journal of Entrepreneurship and Small Business, 2017 Vol.32 No.1/2, pp.79 - 101

Received: 19 Jun 2015
Accepted: 24 Feb 2016
Published online: 21 Aug 2017 *

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