2. The Idea
Generational research has become a large body of work that has interesting
applications for business and education
The idea behind the research is that based on common experiences and
cultural norms there are some general behavior patterns and common values
that emerge in the population
Based on the generational research the United States population has been
divided into segments based on birth year groups that range between 10 – 20
years.
Not all researchers agree on the exact dates that separate the groups.
3. The Generations
Veterans – 1925-1942 AKA Silent Generation, Matures, Traditionalists
Baby Boomers – 1943-1965 AKA Baby Boomers I and Baby Boomers II
Generation X – 1966-1981 AKA Thirteenth, Baby Busters, Lost Generation
Generation Y/Z – 1982 – 2005 AKA Millennials, Nexters, Echo Boomers
4. Veterans: Common Experiences
1925-1942
Very few remaining in the workforce
Those in the workforce have retired and returned due to economic pressures
Came of age during the Great Depression or WWII
Fought in three wars, WWII, Korea, and Vietnam
First generation with broad access to radio, movies, pop culture, cars, and
telephones
Experienced spike in the divorce rate immediately following WWII with high re-
marriage rates
First generation with a large percentage of women in non-secretarial or
agriculture jobs
Created the large middle class, raised their children in a relatively prosperous
period
5. Veterans: Common Values and Attitudes
Hard work and perseverance can lead to wealth and stability
Strong ties to family and community
Strong national identity
Greater value placed on conformity to cultural norms
Strong racial and gender divides in equality and treatment in community and
workplace
6. Baby Boomers I & II: Common
Experiences
1943-1965
Largest age group in the U.S. population; 80,000,000
Largest age group in the workforce
Height of the Civil Rights Movement
Assassinations of Martin Luther King and John F. Kennedy
Grew up with the Cold War, fear of communist infiltration and threat of imminent nuclear war
Participated in the Vietnam Conflict
Large percentage of activist participation in early adulthood
First generation with broad access to television and convenience items, i.e., appliances, pre-
prepared foodstuffs, and long distance vacation travel
High percentage of marriage rates and two income households
Dramatic reduction in the birthrate
Experienced mass lay offs in the early 1980’s
High divorce rate without correspondingly high remarriage rates
Emergence of strong drug culture
7. Baby Boomers: Common Values and
Attitudes
Even though generation was split over civil rights and Vietnam they had a
strong national identity and a desire to actively shape its future
Believed hard work, education, and perseverance lead to prosperity
Place a high value on individuality
Place a high value on the chance to learn new things
Weakening of racial and gender segregation
High priority on family, community, wealth and social status
High emphasis on employer longevity
Strong life balance
8. Generation X: Common Experiences
1966-1981
Reagan Era: Large income gaps, high inflation, high unemployment, beginning of U.S. and Middle
Eastern conflicts
First Iraq War
First time in history large percentage of children raised in single parent household due to divorce
rates
Latch Key Kid era
First generation where a college degree did not virtually guarantee good employment
War on drugs: Widespread violence related to drug traffic
End of the Cold War
Fall of the Berlin Wall
Came of age as computer technology rapidly evolved and began reshaping society and increasing
globalization: beginning of the digital age and widespread access to the internet
Perceived chronic time deficency
9. Generation X:Common Values and
Attitudes
Generally very independent
Wants recognition but often finds it difficult to self promote
Believes in the value of hard work
Low faith that employers or government provides protection or security
High emphasis on employment longevity
Often has an Us vs Them relationship with government and employers
Places a high value on freedom from oversight and authority
General belief in gender and racial equality in spirit if not practice
Low emphasis on life balance
High emphasis on material wealth and possession for security and self worth
Pre 9/11 moderate patriotism: Surge in patriotism post 9/11: Return to moderate to low patriotism
Seen as the disillusioned generation
Highly isolated due to the loss of close community and lag in using social media for personal connections
10. Generation Y/Z: Common Experiences
September 11th and its aftermath
Global recession
Delays in leaving home, marriage, children, and finding career employment
First generation where changing employment or firing is not life changing and
traumatic
High level of parental support that extends into college and job searches
First generation to be raised entirely in the digital age
11. Generation Y/Z: Common Values and
Attitudes
Near complete acceptance and appreciation of diversity
Comfortable with authority
Highly collaborative
Values collective thinking and input
Values shared experiences
High emphasis on life balance
Low loyalty to employer
High value on social responsibility in themselves and the organizations they
affiliate with
High value on family and community
Uses social media to create family and community rather than rely on geography
and proximity
