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An introduction to the theory of generations. Originally prepared in 2006.
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What is this?
This presentation is one of five presentations outlining our understanding of
Generational perspectives
1. The Theory of Generations
2. Boomers
3. Generation X
4. Generation Y, or Millenials
5. Applying generational perspectives to Marketing
The theory of
generations
introduction Overview
How generations differ from lifestages
Identifying generations
Generations repeating themselves
National Mood
Summary
Understanding Generations is not an exact science
The boundaries between generations are blurred
The insights are not always clear cut
There are plenty of hypotheses
Overview
Overview There are five generations alive today
1. The Silent Generation (Pensioners)
2. Baby Boomers (Empty Nesters)
3. Generation X (Family)
4. Generation Y (Youth)
5. As yet un-named (Kids under 7yrs)
Today we will uncover how these
generations think and feel
…And understand how we can market
to them more effectively
How generations differ
from lifestages
Trains and stations
• Picture a lifecycle track, birth as the origin and death the destination
• There are a number of generations, or trains, running at any one time
• Some trains are just beginning
• Some are reaching the end of the line
• Each train carries passengers that are alike
• But each train looks very different
Trains and stations
• Imagine phase of life stations arrived at during a different time in history
• The stations are:
Coming of age Youth
Rising Family
Midlife Empty Nester
Elder Pensioner
Commonly known as life stages
Key station: Coming of age
• Of all stations, the first is the most influential
• Coming of age: Childhood, adolescence and early youth
• At this station a set of collective behavioural traits, attitudes and beliefs
have been formed
• These ‘perspectives’ later express themselves throughout the rest of the
journey
How does coming of age manifest in
later life?
• How children are raised affect how they later parent
• How students are taught affects how they learn
• How young people are managed affects how they lead
• How society feels about children affects their confidence
• How they are sold to affects how they feel about corporations
• How authorities operate affects how institutionalised they are
How are generations different
from lifestage?
Lifestages are transient
Generational perspectives stay
with us for life
How generations are
identified
Identifying generations: Age ranges
Born Youngest Oldest
2001 - 2017? Not born 11
1981 – 2001 11 30
1965 – 1981 30 46
1943 – 1965 46 68
1925 – 1943 68 86
Generation Y
Generation X
Baby Boomers
Silent Generation
Generation Z
N.B Generational cohorts are estimates based on the
wide range of estimates currently available
The generations in the labour force
Identifying generations • Each generation lasts between 15 – 20 years (the time it takes to come of
age)
• Each generation has an underlying ethos / persona
• Three attributes can be used to identify it:
1. A generations common location in history
2. It’s common beliefs and behaviour
3. It’s common perceived membership
1. Common location
“History shapes each generation depending on
what phase of life it occupies as it encounters
key historical events - a period of crisis will leave
an impression on children that is different from
the one it leaves on midlife leaders ”
Julian Marias
Identifying generations: Common location
Where the generation finds itself in history : a common historical location
• Greenham Common Nuclear protests (1983)
Silent Midlife (Empty Nester)
Boomers Rising (Family)
Generation X Coming of age (Youth)
Generation Y …
Were at this stage…
• Princess Diana Car Crash (1997)
Silent Elder (Pensioners)
Boomers Midlife (Empty Nester)
Generation X Rising (Family)
Generation Y Coming of age (Youth)
Were at this stage…
2. Common beliefs and behaviours
“In 2001, 8.3 per cent (4.9 million) of the total
population of the UK were born overseas. This is
almost double the proportion in 1951 (4.2 per cent) ”
ONS Population and Migration Archive
Common beliefs and behaviours
• How a generation’s members are different from people born at another time
• Census reports, opinion surveys, educational tests, crime records
• Provide evidence of beliefs and behaviours
careers
children
gender roles
financial security
marriage
materialism
culture
3. Common perceived membership
“I can’t excuse what boomers did with sex and drugs
when they were kids ”
Michael Eliason, 17, Millennials Rising
Identifying generations: Common
perceived membership
• How the generation defines itself: the popular consensus aligned to
• The sense of direction and popular belief
Baby Boomers see
themselves on a mission of
vision and values
Generation X have
come to expect little
of the world
Generation Y are
conservative and feel
optimistic
Generations repeating
themselves
Archetypes
• Generations have been studied for hundreds of years
• Some sociologists believe generations come in four different archetypes
• These are defined as Prophet, Nomad, Hero and Artist
• These have reappeared throughout history since the 15th century
Archetypes repeating Generations are cyclical: every fourth generation shares the characteristics as the first
Silent Generation
Retired
‘Artists’ Baby Boomers
Working, retiring
Prophets Generation X
Parenting
Nomads Generation Y
Young adults, teens
Heroes Generation Z
Young children
‘Artists’
Archetypes
Prophets
Values driven, moralistic,
self absorbed and crusaders
Boomers
Nomads
Ratty, tough, unwanted,
diverse, adventurous, cynical
Generation X
Artists
Subtle, indecisive, emotional,
compromising, repressive
Silent Generation
Heroes
Conventional, powerful,
institutionally driven,
trust authority
Generation Y
Source: Strauss & Howe
How do generations affect
us?
National Mood
• Once a generation fully occupies the leadership role in midlife (Empty
Nester) it naturally reshapes the social environment and dictates national
mood
• Currently we are being led by Baby Boomers
• Increasingly Generation X are becoming influential
National Mood: Turnings
• What does history tell us about the mood of a nation?
• Sociologists see cycles of national mood that repeat themselves again and
again
• These cycles are sometimes referred to as Turnings
Turnings: The characteristic mood of the
nation
First turning: High
Follows a crisis…Friendly,
indulgent child rearing,
contentment, order and
consensus
Second Turning: Awakening
A challenge to highs
assumptions, new spiritual
agendas, soul over science,
public order deteriorates, crime
rises, families weakening
Third Turning: Unravelling
Pragmatism, self-reliance,
poor family structure,
weakening civic habits, low
public trust, pessimism
Fourth turning: Crisis
Solid public consensus, support
of authority, clampdown on bad
conduct, overprotective child
rearing, optimism
We are in the
fourth turning,
moving toward the
first turning
The current national mood 1980’s and early 90’s late 90’s – 2015 (Fourth turning)
Families were weak Families are now strengthening
Child rearing was tightening Child rearing is overprotective
Gender roles were tight Gender roles are widening
Ideals were debated Ideals are being championed
Institutions were eroded Institutions are being founded
Culture was cynical Culture is now practical
Social structure was diversified Social structure is settling
Worldview was complex Worldview is simplifying
Social priority was individual Social priority is community
Vision of future was darkening Vision of future is brightening
Summary • Each generation has their own particular attitudes
• These directly affect the mood of a nation
• Knowledge of a generations attitudes, beliefs and the corresponding
national mood can augment lifestage and demographic insights
• For the remainder of the day we will concentrate on three key targets, their
childhood and how they operate in the world
Boomers
Generation X
Generation Y
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