The why and why not of generational marketing

It is not that I hold a grudge against anyone born between 1980 and 2000. But I do object against self appointed ‘trend watchers’ who stick random labels on generations and ascribe them unproven characteristics only to sell them in Powerpoint presentations with too many stockfoto’s on overpriced marketing conferences. Besides that, I keep forgetting who the hell they are talking about. Millennials? Generation X? Beats me. Does it make any sense to distinguish between generations or ‘age cohorts’ as I was once taught?