as the study suggests, is that when consumers think nostalgically, they spend more money. Examples Examples of real-life businesses who appear to market towards the aspirational age include Urban Outfitters and Pepsi. An article by The Business Journals identifies how using technology, businesses market their products to the aspirational age. The aspirational age then becomes a tool for product development alongside marketing. The article cites Urban Outfitters' nostalgic marketing of introducing old famous brands i.e. Lisa Frank, Nickelodeon's '90 Are All That' time slots and Pepsi's 'Pepsi Throwback' as example of businesses which market towards the aspirational age. Thus the aspirational age as a tool, targets the particular age whilst simultaneously allowing the older generation to reflect on products or services they once loved. Differences Generational differences Differences between generations would however mean that marketing to the 'aspirational age' today might not necessarily attract older consumers, as their experiences of being younger would differ greatly. Social changes and technological advancements would have influenced different experiences thus different aspirations. Generation Y; (1981-1996) Generation Y is defined as a product of 'Baby Boomers', accustomed to the onset of media and the genesis of the Internet. Generation Y is categorised by 'choice customisation, scrutiny, integrity, speed and entertainment'. Generation Z; (1997-2012) Generation Z is characterised by the onset of 'Tweendom'. Teenagers within this generation today recognised by the need for 'instant gratification, success as a given and liberal social values'. Thus the product of a Generation Y youth would be more accustomed to 'cyber speak' (certainly within the Western world). Since one quarter of 8-18 year olds spend their time using social media, the aspirational age can be difficult to estimate. The success of the aspirational age as a marketing tool is dependable on the success of how adaptable the latter generation is towards the target audience. Industries Music Businesses can market to the aspirational age, yet this would vary depending on the industry. For example, music labels can build brand development according to their own 'aspirational ages'. Labels can identify the age of 32 as an aspirational age for example. How Music Builds Value identifies the 32-year-old lifestyle as a time which can 'supersede the elements of mass-market life'. The case study cites that the label (Smashburger) can create an 'aspirational experience' by targeting 32-year-olds due to being a 'magical age'. Food Differences within a particular industry can also occur in terms