Millennials have been doted on by the media to a near gag reflex inducing level… as we all know (this is not their fault).
Gen X wasn’t, much, but could care less about what others think about them, or whether others think of them at all.
They were supposedly starkly different generations. a) Depending on who’s numbers you use, there are up to 31 Million less Gen X’ers than there are Millennials. B) For Gen X, the 4 slice toaster hadn’t been invented yet, nonetheless Marketing Tech… and c) Media consumption had not yet gone into hyper drive. The narratives about them differed as a result. Millennials were often characterized by their impact on markets (Boomers were too, but not nearly to the degree of Millennials). They were savvy consumers. They were immune to traditional marketing. They were putting off big Financial events like weddings, cars and houses…but wouldn’t do so forever. Not so religious. Liberal. Gen X was Skeptical. Self Reliant. Well educated. More religious. Conservative.
What’s striking is how the Generation prior to Gen X; Boomers, and the one coming up after the Millennials; Centennials, are described – 50 years apart:
“This generation has no fantasies.” – Time magazine, 1966
“This Generation is growing up with a more pragmatic edge. They have realistic expectations.” – Kantar Futures 2016
“Today’s youth appears more deeply committed to…decency and tolerance than almost any generation.” – Time magazine, 1966
“This Generation gives others permission to be different and express those differences how they see fit.” – Kantar Futures 2016
“What this generation possesses in every stratum is a keen ability to sense meaning on many levels at the same time.” – Time magazine, 1966
“This Generation agree that they enjoy and celebrate life despite its many obstacles and challenges.” – Kantar Futures 2016
“Today’s young are committed as was no previous generation to redeeming…social imperfections” – Time magazine, 1966
“This Generation would prefer to live in a society where people accept different beliefs and values.” – Kantar Futures 2016
I paraphrase some of that, but WOW, I guess what comes around goes around! Have all the consultants run out of descriptive qualifiers? How many more Generations have to come and go before Marketers break from the narrow obsession? To dump literally Millions of people into these large theoretical constructs is interesting at best, and largely meaningless (when given the complexity of human behavior and how it varies within Generations) at worst.
For a much smarter take on this, check it out from a true agency veteran, Bob Hoffman.
Thanks to Type A Group for The Time Magazine stuff..and Kantar Futures for the Centennial stuff.
