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Generational Cohorts

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• Born between 1901 & 1924 • Lived through the Great Depression during their youth • Fought WW II (1941-­‐1945) as young adults • Winning WW II defined the generation and gave them their name (for Government Issue) • Peer personality: confidence, conformity & problem solving through teamwork

• Born between 1925 & 1942 • Came of age during the ’50’s, and fought the Korean War (1950-­‐ 1953) • This period’s icons are ‘beatniks’ and ‘rebels without a cause’ (James Dean, Elvis Presley, Clint Eastwood) • Married young; families averaged 3.3 children • Highly educated mothers were first to speak for women’s liberation • This group was overshadowed by the larger G.I. Generation • They were more process oriented, interested in helping professions, less decisive than previous generation

1965-­‐1979 Generation between the Boomers and Ys Approximately 40 million in the U.S. (proportional worldwide)

Having grown up at a time when 50% of marriages ended in divorce, the world in was in a state of decay, and there was a

skeptical outlook on life and brand promises or guarantees of As the first generation of latchkey kids, Xers are fiercely independent. Not only have they fended for themselves since elementary school, but having graduated

to forge their own path in the workforce, resulting in them being an incredibly resilient and resourceful generation.

Conditioned to being disappointed, Xers

something, they are afraid to commit to the wrong thing, hence the reason most have postponed major life decisions such as marriage, bearing children, home buying, and career decisions. Thus, they need extra assurance that something is

Raised by Kurt Cobain, gangster rap, and all else MTV, this generation just may be the last defiant generation. To that end, they respect rule breaking and out of the with intelligence and authenticity. This is not a forgiving generation.


Happy Marriage




1980-­‐1995 Primarily sons and daughters of Boomers Approximately 72 million in the U.S. (proportional worldwide)

an extraordinarily positive political and economic environment. They were doted on by their parents, coveted by marketers, and told that they could do and be anything;; it is no surprise that their outlook on life is refreshingly positive. Ys are overwhelmed and stressed out. They are suffering from information overload, entertainment debt, and social circles they can barely keep up with. As such, they are looking for life editors to help make their day to day easier and ultimately make them feel more confident in their choices.

Having been encouraged to be

been rewarded for participation rather than achievement, Ys thrive in group environments. Technology from IM and email to social networks and texting has only fueled their grouporiented nature. Their mantra

Ys live by the mantra

of age at a time when life is on demand, customization is the norm, and products and services are expected to have multiple functions and embedded solutions. DIY is a part of their DNA.

Teamwork Friendship w/parents Friends

Praise Hyper-­‐connectivity

Philanthropy (lightly)

Born between 1996-­‐2010

Primarily sons and daughters of Gen Xers

Projected to be 46 million

extraordinarily positive political and economic climate they are growing up with the War on Terror, suicide bombers, school shootings and Katrina/Tsunami victims. They are facing a Brave New World, as well as their own seems to be in question.




Zs are constantly reminded that they or they will be left behind. Growing up in such an achievement-­‐oriented environment, 71% of 7-­‐ to 13-­‐year-­‐olds report they feel stress in an average day. Getting good grades, body image and bullying-­‐ in school and online-­‐ create considerable pressure in their lives.

Super smart Stressed-­‐out Overscheduled busy-­‐bodies Structure craving

By the year 2042, the minority will become the majority, as 50% of the US population will be comprised of non-­‐Caucasians; just ten years from now, 45% of kids ages 6-­‐14 will be non-­‐white. For understood by their generational predecessors will be a somewhat meaningless concept.

Unbordered viewpoint Zero tolerance for intolerance

are being given awards merely for showing up to the game, thus conditioning them to expect constant acknowledgment and tangible accolades in exchange for minimal effort.

Mediocre performers Praise demanding Failure averse Narcissicm

For the next generation, our Web 2.0

up with high tech toys and high speed Internet access and have a more fluid relationship than previous generations between the virtual and the real world.

RESULT: Initial relationship with money skewed Physical product to virtual experience





5. WHO DO TRENDSETTERS BELIEVE CAN MAKE A BIGGER DIFFERENCE IN THE WORLD? (a) Celebrities (b) Themselves/Their Peers (c) Politicians d)Corporations

We are seeing a dramatic shift in values as Gen Y is family, local connections, and American tradition in short, exploring their ROOTS.



Deep & Personal

Local & Community-­‐Oriented

Family Heritage & National Pride


Interdependence & Connectedness




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