Generation X...Y...Z... “#$%&”!
|
Generations are different in almost every conceivable manner — not the least of which is age — making marketers curse their names. But who are they? Generation X, Y, Z, MTV, I, ME, etc… While this may look like an eye chart, effectively communicating with these groups is far more complex than “read the next line down – right to left this time.” As with any communication effort, understanding the audience is paramount. Here’s a closer look at the predominant generations that make up America’s so-called melting pot. Baby Boomers – The only generation to be named as a result of member birth rates, these individuals were born between 1945 and 1964. The Boomers are some 75 million strong. Generation Jones – A sub-generation of the Baby Boomers, the name for this generation has several connotations – “keeping up with the Jones” or “Jonesin’ for something” being the two most common. Primarily identified within English-speaking countries, people belonging to this categorization were born between 1954 and 1965. Generation X – Born between 1961 and 1981 and categorized by many as having a dislike of authority and rigidity, Generation Xer’s may seem to have a negative reputation at first glance as being “slackers.” However, this eclectic collection of folks had a college attendance of 60 percent. MTV Generation – Commonly known as the generation between Generation X and Generation Y, MTVer’s have a deep appreciation for culture, fashion, trends and music. A sub-generation of the Xer’s, the MTV Generation was born between 1974 and 1985. Generation Y – also known as the “The Millennial Generation.” While there is no specific date range that officially defines this generation, it’s generally agreed upon that they followed Generation X, placing their birth dates between 1982 and 2001. This is the first group to truly experience the digital revolution. |
Generation Z (1991 to present) – As this generation is still relatively young, theories describing this generation are still in development. What is known is that Generation Zer’s are active consumers containing significant influence over their parents’ purchasing power; they’re also the most “connected” generation to date. Although these are the most recognized generation classifications, there are a couple more worth mentioning, such as: Generation ME – born in the 70s, 80s and 90s, it’s a generation focused on oneself; and iGeneration – born in the 80s and 90s and named after the popular iPod. With almost all generations being named for influential aspects of their era, it doesn’t take long to identify significant happenings of each time period. And with that in mind, consider that generations are now being named after the technologies of their eras. Technologies’ collective effect on social interaction is undeniable, and the impacts of technological advancements can be easily identified through closer analysis of any generation. For example, consider these statistics from Connecting to the Net.Generation regarding a 2007 study of Generation Y college students:
With recent research confirming that these trends aren’t slowing, it’s apparent that reaching Gen Yer’s and later generations requires going digital. The mass communications that once blanketed the general public are no longer an effective solution for reaching all demographics. The evolution of these generations has certainly forced the evolution of the marketer’s approach. Effective marketing today requires casting a narrower net and using a more targeted tactics than ever before. Luckily for marketers, this is exactly what the digital space allows. |
