2. Generational Cohort Theory
A generation of individuals that share the same political, economic
and social events during the early stages of life will develop a similar
set of beliefs, values and behaviors in adulthood.
Thach, L., Riewe, S. and Camillo, A. (2021), "Generational cohort theory and wine: analyzing how gen Z
di
ff
ers from other American wine consuming generations", International Journal of Wine Business Research,
Vol. 33 No. 1, pp. 1-27. https://doi.org/10.1108/IJWBR-12-2019-0061
4. Members of the same age group will show certain
similarities merely because their crucial
fi
rst experiences
put them in contact with the same things
Karl Manheim, 1952, p. 52
7. Three Types of Effects
1. Period E
ff
ects
2. Life Cycle E
ff
ects
3. Generational E
ff
ects
8. Period Effects
Behaviors that characterize an entire society
and are caused by the same social
circumstances or events
Ex. The political polarization of America
9. Life Cycle Effects
Behaviors that characterize a person’s season of
life and are typical people at the same age.
Ex. Job hopping, searching for the ideal career
10. Generational Effects
Behaviors that characterize a speci
fi
c generational
cohort & are di
ff
erent from other generations.
Ex. Digital social relationships
11. Generational Effects
• Generational Cohorts shared the same experiences growing up.
• As adults they share similar behaviors, values, and characteristics
12. What does Characterize mean?
• General behaviors, trends, and values of the entire social group
• Characteristics of the cultural texts they generated
• The way they in
fl
uenced culture as a social group
13. Birth Years Generation Experiences Characteristics
1901 - 1927 Greatest Generation
Great Depression
World War II
Family Values
Hard Working
Patriotic
1928 - 1945 Silent Generation
Cold War, Red Scare
Postwar Boom
Family Values
Respect for Authority
Conformity
1946 - 1964 Baby Boomer
Youth Culture
Counter Culture
Vietnam War
Generation Gap
Anti-Establishment
Suspicious of Authority
1965 - 1980 Gen X
Working or Divorced Parents
Watergate & Iranian Crisis
Cultural disregard for youth
Disconnected with Parents
Independent, Entrepreneurial
Pragmatic, Cynical
1981 - 1996 Millennials
Enjoyed lavish Attention
Most diverse generation
Birth of the Internet
Connected to Parents
Optimistic, Idealistic
First Digital Natives
Based on Dimock (2019, Figure 2); Howe and Strauss (2000, pp. 51-58)
19. Traditionalist Generation
Or Silent Generation
Demographic Valley
Raised by & in the Shadow of Greatest Generation
Raised during World War II
Experienced Cold-War, Red Scare
Enjoyed postwar Economic Boom
Age of Conformity, and Traditionalism
20. Traditionalist Generation
Or Silent Generation
Traditional Values & Conforming
Respecting Authority
Family Values
Hard working
Direct & Brash
Focus on jobs, making money,
Advancement, raising families
24. Baby Boomer Generation
Demographic Explosion (largest one in US history)
Freer parenting styles
Parents lavished attention on youth
Media lavished attention on youth
Rise of a an entire youth culture
Raised during the biggest economic Boom
25. Baby Boomer Generation
But the children graduated, and collided
with an older, traditional American society
that was still very in
fl
exible
26. Baby Boomer Generation
Led to protest and rebellion
Led to a generation Gap
Led to a Counter-Culture
Led to e
ff
ort to create new society
28. Baby Boomer Generation
Generation Gap with Parents
Iconoclast
Visionaries
Independent
Anti Establishment, Anti Institutions
Suspicious of Authority
30. The Movements
• Ecology & Environmental Movements
• Civil Rights Movement
• Ethnic Pride Movements
• Feminism & the Women’s Movement
• The Gay Rights Movement
• The Jesus People Movement
• The Messianic Jewish Movement
32. Christian Movements
Campus Crusade for Christ
Messianic Jewish Movement
Inter-varsity Christian Fellowship
Contemporary Christian Music
Jesus People USA
36. Generation X
The Lost Generation
Demographic Valley (Birth Control)
Working Parents, Divorced Parents
Lack of Attention (Lost generation)
Latch Key Generation
37. Generation X
The Lost Generation
Watergate, Resignation of Nixon
The Great Recession, Energy Crisis
Iranian Hostage Crisis
America’s Moral Crisis at Home
America’s Image Crisis abroad
38. Generation X
The Lost Generation
Latch Key Generation
Working Parents / Divorced Parents
Overshadowed by the Boomers, now
professionals and dominating culture
Culture disregard for Youth
39. Generation X
The Lost Generation
Cynical, distrusting of authority
Disconnected with Parents
Dark and Skeptical
Independent, Self-Resourceful
40.
41. Generation X
The Lost Generation
Pragmatic, Practical, Utilitarian
Cynical of Idealism, less engaged with
the community
Entrepreneurial
South Work-Life Balance
44. Millennials
The Echo Boom
Demographic Boom (echo boom)
Lavish attention from Parents
Lavish attention from the Media
Age of Economic Boom
Birth of the internet, social media
45. Millennials
The Echo Boom
Easier access to education
Cultural, & racially diverse generation
Globally connected 24/7
Sought after by employers and schools
49. Millennials
The Echo Boom
VERY Connected to their parents
Values Family
Con
fi
dent, optimistic
Accustom to Praise
Idealistic, civic minded
More liberal, but respects authority
Tech savvy
Prefers working in teams & cohorts
51. Generation Z
1997 - 2015
• What are the shared experiences of America’s Generation Z?
• What are the characteristics of Gen Z and why?
• What are the di
ff
erences between GenZ and Millennials?
• How do members of GenZ often see Millennials & GenX?
• How will all this shape how you engage GenZ with the gospel?