Decoding Generations &
Cultural Narrative
THE CONSUMER INSIGHTS THINK TANK

Understanding To know where people are
Generations today, focus on their
generation, not their age.
Getting a clear picture on what contrasts and
unites generations helps track how trends
manifest as part of the cultural narrative
GI Silent Baby Gen X Gen Y
Generation Generation Boomers
1901-1924 1925-1945 1945-1964 1965-1981 1981-2001
Industrial Era Mass Media Era Micro Market Era
Manufacturing WW2 Interstate Highways