Generation

Generation X

Born: 1966-1976
Coming of Age: 1988-1994
Age in 2004: 28 to 38
Current Population: 41 million

Sometimes referred to as the “lost” generation, this was the first
generation of “latchkey” kids, exposed to lots of daycare and divorce. Known
as the generation with the lowest voting participation rate of any generation,
Gen Xers were quoted by Newsweek as “the generation that dropped out without
ever turning on the news or tuning in to the social issues around them.”
Gen X is often characterized by high levels of skepticism, “what’s in it for
me” attitudes and a reputation for some of the worst music to ever gain
popularity. Now, moving into adulthood William Morrow (Generations) cited the
childhood divorce of many Gen Xers as “one of the most decisive experiences
influencing how Gen Xers will shape their own families”.
Gen Xers are arguably the best educated generation with 29% obtaining a
bachelor’s degree or higher (6% higher than the previous cohort). And, with
that education and a growing maturity they are starting to form families with a
higher level of caution and pragmatism than their parents demonstrated. Concerns
run high over avoiding broken homes, kids growing up without a parent around and
financial planning.

Generation Y, Echo Boomers or Millenniums

Born: 1977-1994
Coming of Age: 1998-2006
Age in 2004: 10 to 22
Current Population: 71 million

The largest cohort since the Baby Boomers, their high numbers reflect their
births as that of their parent generation. The last of the Boomer Is and most of
the Boomer II s. Gen Y kids are known as incredibly sophisticated, technology
wise, immune to most traditional marketing and sales pitches…as they not only
grew up with it all, they’ve seen it all and been exposed to it all since
early childhood.
Gen Y members are much more racially and ethnically diverse and they are much
more segmented as an audience aided by the rapid expansion in Cable TV channels,
satellite radio, the Internet, e-zines, etc.
Gen Y are less brand loyal and the speed of the Internet has led the cohort to
be similarly flexible and changing in its fashion, style consciousness and where
and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more
involved in family purchases…everything from groceries to new cars. One in
nine Gen Yers has a credit card co-signed by a parent.

Generation Z

Born: 1995-2012
Coming of Age: 2013-2020
Age in 2004: 0-9
Current Population: 23 million and growing rapidly

While we don’t know much about Gen Z yet…we know a lot about the environment
they are growing up in. This highly diverse environment will make the grade
schools of the next generation the most diverse ever. Higher levels of
technology will make significant inroads in academics allowing for customized
instruction, data mining of student histories to enable pinpoint diagnostics and
remediation or accelerated achievement opportunities.
Gen Z kids will grow up with a highly sophisticated media and computer
environment and will be more Internet savvy and expert than their Gen Y
forerunners. More to come on Gen Z…stay tuned.