South Africa, Jan. 28 -- Atos ad positions car specifically for Gen Z and millennials.

One of the biggest - and some would say most questionable - growth industries of the 21st century is the endless analysis and segmentation of humankind into different groups based on when they were born, something which has provided myriad clever people with a very nice living indeed.

It's questionable because much of it - which some marketers use as a Bible - relies on stereotypes and cliches. and, as we all know, people seldom lie comfortably in the "one size fits all" box.

Of course, I would say that, because I am a Boomer, the offspring of the post-World War II baby boom caused by soldiers returning home to peace. (I came quite a while after that...