Lets start with defining the birth dates of the seven living generations in America.
GI Generation 1901-1926 A spirit for teamwork; strongly believe in civic duty and community effort. Value personal responsibility, duty, honor and faith. Kids should contribute, conform, be seen and not heard. Attitude: Can-do; establish authority Archetype: American Hero Size of generation as of 2016: 2 million Age: 90+ Mature/Silents 1927- 1945 “The Silent Generation values (family, motherhood), inclusion, acceptance, consensus and compromise but they sought these things in the confines of a G.I. defined world.” (Kruse Kronicle, 2005 “Silents”). They are patriotic, team players, and a wealthy generation. Waste not, want not. Parenting is a valuable status in life. Attitude: Respect authority Archetype: Quiet Artist Size of generation as of 2016:20 million Age: 70s and 80s Baby Boomer 1946 and 1964 Nonconformists known for going against social norms, including a liberal expression of their sexuality, experimentation with drugs, women's rights, gay rights, handicapped rights, environmental concerns and rock and roll music. Workaholics. Believe rules are meant to be obeyed, unless they are contrary to what they want, then they should be broken. Hands-off parenting. Attitude: Rebel against and seize authority Archetype: Prophet Size of generation as of 2016: 75 million 50s and 60s Generation X 1965 and 1979* Independent. If you want something, get it yourself. Very entrepreneurial. Overprotective parents. Culture and civics are irrelevant. Reject rules; Mistrust institutions; Multi-taskers; value family time; helicopter parents. Attitude: Whatever. Archetype: Nomad/ Slacker Size of generation as of 2016: 50-64 million Age: 30s and 40s Generation Y/Millennium 1980* and 1994* Ambitious yet clueless; Optimistic; Patriotic; Impatient; More culturally and racially tolerant; Acceptant of change; Achievement-oriented; Financially savvy; Want instant gratification; “Everybody wins!” Attitude: Keep Calm and Carry on Archetype: Optimistic Hero Size of generation as of 2016: 75-80 million Age: 20s Generation Z/Digital Natives 1995* and 2009* Conservative, independent, stubborn, pragmatic, always in a rush; unaware of a world without Internet; live in the moment; want to discover the truth Value: intelligence, authenticity, creativity, humor, independence, traditional family values, responsibility Attitude: “FOMO” fear of missing out Archetype: Sage, Jester, Creator Size of generation as of 2016: 61 million Age: Teens and Tweens Alpha Generation 2010*---2025? Tech savvy, global thinkers, diverse, educated; want to break free and explore Attitude: I can do anything Archetype: Explorer Size of generation as of 2016: 20 million and growing Age: Children under the age of 8, and those yet to be born within this generation *These dates are contested and differ depending on the source; Gen X varies between 1965 and 1979/1982; Gen Y varies between 1979/1982 and 1994/2000; Gen Z varies between 1995/1997 and 2004/2009; Alpha Generation varies from 2005/2010. |
There are defining differences between the generations. A person’s birth date may not always be indicative of their generational characteristics, but as a common group they have similarities. Search for commonalties … and be innovative in the way you create promotions. Place yourself outside of your personal generation. Attempting to gain overall market share made up of Baby Boomers, Generation X, and Y can be costly but will maximize a company’s profits. Baby Boomers and Generation X can afford to spend, therefore marketers should create a brand or line of products that is of higher quality targeted for Baby Boomers and Generation X; And create a second lower quality but innovative and constantly evolving product for Generation Y. |