ALTHOUGH I don’t tend to buy into stereotypes too much, there is something to be said about generational characteristics and the impact they have on society.
For me, it’s just another interesting way to analyse humans and attempt to decipher their actions and reactions to the global environment.
In fact, everything from shopping and banking habits to the consumption of media is hinged on an individual’s upbringing, social circumstances, significant historical events and finances.
This is what makes the ‘generation type’ so important to marketing strategies and financial institutions.
Here’s a glimpse at the generational types and what you can expect from each.
The Baby Boomers (1944 to 1964)
This post-war generation, currently aged 55 to 75 years, essentially got us into the climate change mess we’re facing.
Their era was defined by post-war euphoria, the television, the hippie movement and the threat of the Cold War.
Through television marketing, consumerism grew, as well as the use of plastics and other eco-unfriendly habits.
While still consuming traditional media like DStv and newspapers, they are gaining traction on Facebook and embracing other forms of social media.
Movie that defined the generation: Rebel Without a Cause
Generation X (1965 to 1979)
Also known as the ‘latchkey’ or ‘MTV’ generation, these 40 to 54-year-olds are also keen on traditional media, but match this with more digital savvy than their predecessors.
The major social events that shaped this generation include the end of the Cold War, the rise of the personal computer and a sense of lost identity.
They are trapped financially, paying off huge debt while also working to support their parents.
Movie that defined the generation: Star Wars
Millennials (1980 to 1994)
Probably the most talked about generation currently, the Millennials or Gen Y, are drowning in student debt, which means delaying major purchases, such as homes.
Aged 25 to 39 years, Millennials are comfortable with mobile devices and tend to gravitate towards streaming services rather than traditional media forms.
Big life-defining events include the Great Recession, 9/11 and the technological explosion associated with internet and social media.
Movie that defined the generation: Harry Potter (film, not book…)
Gen Z (1995 to 2010)
The ‘Homeland’ or ‘iGeneration’ have access to mobile phones from about 10 years old, and are essentially born techno-savvy.
Their identity is being shaped by technology and financial concerns associated with their parents’ economic struggles.
They are also entering the work force with student debt and things like home purchases and even marriage are being delayed.
It’s still to be determined what historical events will shape this generation’s outlook and collective behaviour, but it’s most likely to be the climate crisis and decisions made by world leaders.
Hopefully it’s a generation defined by a positive response that sees us revitalising the natural world through technological innovation.
Movie that defined the generation: The Hunger Games (also film version…)
Generation Alpha (2010 – today)
Welcome to the Screenagers! The concept of newspapers will be completely foreign to this new generation.
Where social media was merely a tool for Gen Z, this generation will see it as a way of life.
If all goes according to plan, this will be the first pioneer generation on Mars…
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