Dr. Timothy Dewhirst, a marketing professor in U of G’s Gordon S. Lang School of Business and Economics, contributed a commentary to the Toronto Star about why marketers and demographers’ definition of Generation X doesn’t jibe with that of Douglas Coupland, the author of Generation X.

“X can be a symbol of ambiguity or the unknown. As such, Generation X is a demographic appropriately named,” Dewhirst wrote.

Dewhirst is a senior research fellow in marketing and public policy. His research expertise includes sports, arts and entertainment marketing.