how generations are distinguished
the current living generations have been divided into the following six major groups each generation has its own characteristics regarding vernacular technological influences workplace attitudes general consciousness and ways of life as survirors of the great depression and world war ii the greatest generation played a crucial role in shaping the united states into an economic and military powerhouse born between 1901 and 1927 this group is characterized by patriotism strong teamwork and unwavering drive born 1928 to 1945 the silent generation includes individuals who experienced significant historical events and cultural shifts older members fought in korea while younger ones danced to elvis presley and early rock n roll and formed the leadership of the civil rights movement often more traditional and rule following than the baby boomers they re sometimes called the traditionalist generation however this label might not fully capture this group s diverse experiences and contributions baby boomers born between 1946 and 1964 witnessed increasing social and economic equality and came of age during a time of significant division over politics war and social justice during the 1960s and 70s boomers participated in some of the greatest social changes in the country s history including the civil rights and women s liberation movements of the 1960s and 70s their activism and advocacy during these decades brought about profound changes that continue to influence society today there s speculation that baby boomers will significantly change the retirement landscape many believe these changes are linked to the countercultural movements of the 1960s and 70s that this generation led studies suggest that baby boomers who strongly identified with these movements may see retirement as an active phase involving continued work personal development and new ventures born 1965 to 1980 gen xers grew up with emerging technologies and political and institutional challenges they witnessed significant events such as watergate the three mile island incident and the iranian hostage crisis but generation also experienced major technological advancements for example fax machines were replaced by email heavy adding machines gave way to handheld calculators computers became smaller and faster dvds replaced vhs tapes mobile phones began to appear and the internet started to transform communication and information access born between 1981 to 1996 millennials have always known cable tv pagers answering machines laptop computers and video games the rapid advancements in real time media and communication have shaped their expectation for immediacy they are the generation that bridges the gap between growing up in a world before and after the internet they have also seen untold tragedy in their youth with events like the columbine high school shootings of 1999 and the terrorist attacks of september 11 2001 additionally millennials were deeply impacted by the 2008 great recession hurting the long term outlook of their finances those born on the edge of gen x and millennials are sometimes referred to as x ennials generation z is the generation after the millennials born 1997 to 2012 this generation consists of individuals in young adulthood teenagers and children this is the first generation who grew up with the internet as a fact of life not knowing a world without email immediate access to information or mobile phones the cohorts of gen z are more likely to be the children of immigrants than millennials are 22 vs 14 respectively generation z was expected to do well financially coming of age in a strong economy however the economic crisis of 2020 disrupted gen z s expected financial stability leaving their future uncertain as a result many in this generation are experiencing high levels of stress and depression according to a study by the american psychological association gen z adults report the highest stress levels compared to other generations this generation is racially and ethnically diverse and shares many social and policy beliefs with millennials both generations are progressive advocating for social equality and emphasizing the importance of addressing climate change special considerationsunderstanding different generations is critical for businesses to effectively market their products or services the first step is identifying your target audience based on your business s offerings from there learning how to market to them without relying on stereotypes is key to success staying true to your company s identity is also essential if your brand isn t perceived as hip or young using trendy language to appeal to generation z can appear inauthentic and may backfire millennials and baby boomers are the largest generations baby boomers are also the wealthiest while millennials are reaching middle age and will have more wealth to spend understanding these types of characteristics of a generation helps tailor your marketing strategies for example baby boomers are nearing or enjoying retirement so highlighting retirement benefits in your product may resonate with them millennials might be more interested in buying a house their first car or starting a family in addition a business needs to know where to market baby boomers grew up without smartphones or the internet though many are tech savvy many also still read physical newspapers and watch cable tv if you re marketing to baby boomers that might be an area to consider on the other hand generation z grew up with smartphones and tablets so digital marketing is the best approach to engage this tech savvy audience 