Consumers in today's marketplace are becoming increasingly aware of the need for companies to be socially responsible so consumers can show support through fair business. The Baby Boomers, The Silent Generation, Generation Y, and Generation X cultures have embraced the megatrend of environmental and social consciousness of organizations, despite their different generational characteristics (Kotler & Ketler, 2012). Home Depot has become much more than just an orange home improvement store by continuing to effectively integrate multiple marketing strategies into its business plan. Home Depot caters to a variety of consumers, helping to gain a large customer base to support the company even during economic swings (Home Depot, 2012). By focusing on all macro-environmental factors, Home Depot is now known as a company that helps all Americans create a personal sanctuary in their homes, regardless of their income (Home Depot, 2012). Home Depot focuses on macro-demographic factors, environmental factors, effectively reaching all generations: from Baby Boomers (born between 1946 to 1964) and The Silent Generation (born between 1925 and 1945) to Generation 1978) and Generation Y (born between 1979 and 1994) by making home improvement seem accessible, convenient, and fun (Kotler & Ketler, 2012). Both the Silent Generation and Baby Boomers have been grouped into a target market labeled as “undesirable” by many organizations due to their age (Kotler & Ketler, 2012). Home Depot noticed this overlooked market and took advantage of it by employing people from both older generations, making older consumers more comfortable asking for assistance when they need it. Not aggressively marketing any particular...... middle of paper......mer basis. Home Depot, as an organization, makes it clear that based on their success, the organization's marketing strategy marks the change that today's consumers respond best to. Consumers no longer buy products, support the organization they can relate to, or feel proud to support. Home Depot is an excellent example of the type of marketing campaigns that get the most return by focusing on branding the company as an organization with a heart, one that wants to create a happy home for every kind of American. References Ferrell, O., Fraedrich, J., & Ferrell, L. (2011). Business Ethics: Ethical Decision Making and Cases: 8th ed. Mason, OH: South-Western Cengage Learning.Kotler, P., Keller, K. (2012). Marketing management. Upper Saddle River, NJ: Prentice Hall.Home Depot. (2012). Home deposit values. Retrieved from: http://www.homedepot.com/