The document discusses consumer generations around the world and how they vary significantly across countries and cultures. It provides an infographic comparing consumer generations in different regions, with varying birth year ranges and names for each generation. The document suggests that traditional views of uniform global generations are outdated and brands need to understand local nuances to better engage changing consumer groups in today's complex marketplace.

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Demographics

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Global Consumer
Generations
Conventional wisdom has it that demographic
cohorts are fixed – that they transcend
national and cultural boundaries. However,
at Stylus, we believe that consumer genera-
tions vary widely from country to country.
There are no standard birthdates or names
for each generation. Traditional groups are
fraying at the edges, forcing brands and
agencies to reboot engagement strategies
for the many different strata that make up
today’s global markets.
Our research team has created an info-
graphic that compares consumer genera-
tions around the world. We want to help
you understand the nuances between
these changing groups – to better navigate
a complex consumer landscape, where
meaning and identity are often lost in
translation.
Have we missed a generation?
Please send any suggestions to
consumertrends@stylus.com to help us
expand this evolving consumer framework.
North America
South/Central America
Europe
Middle East & Africa
Asia
Key
SENIORS
BORN: 1928 - 1945 | AGE NOW: 70-87
BOOMERS
BORN: 1946 - 1964 | AGE NOW: 51-69
GEN X
BORN: 1965 - 1980 | AGE NOW: 35-50
GEN Y
BORN: 1981 - 1994 | AGE NOW: 21-34
GEN Z
BORN: 1995 - 2009 | AGE NOW: 6-20
GEN ALPHA
BORN: 2010 - 2025 | AGE NOW: 0-5
1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020
Touchscreen Generation
US
Plurals
US
Centennials
US
Screenagers
US
Generation We
US
Homeland Generation
US
Generation We
US
Boomerang Generation
US
Millennials
US
Millennials
US
Crash Generation
US
Muppies
US
Gen X
US
Boomlets
US
iGeneration
US
Digitods
US
Younger Boomers
US
Older Boomers
US
Silent Generation
US
Matures
US
Generation Jones
US
Mileuristas
Spain,Italy
Generation Rent
UK
Generazione X
Italy
Metapolitefsis Generation
Greece
Generación J.A.S.P.
Over-Qualified Generation
Spain
Generación Kronen
Spain
Generation ‘89
Pokolenie ‘89
Poland
End of Century Generation
Poland
Generacja Nic
Nothing Generation
Poland
89ers
Germany
Génération Mitterand
Whatever Generation
France
€700 Generation
Greece
Generation Golf
Germany
Precious Snowflakes
China
Wu Ming Yi Dai
Nameless Generation
China
X Yi Dai Ren
Generation X
China
Post-90s Generation
China
Little Emperors
China
Sampo Generation
South Korea
Post-80s Generation
China
Satori Generation
Japan
Yutori Generation
Japan
Shinjinrui Junior Generation
Japan
Shinjinrui Generation
Bubble Generation
Japan
Post-50s Generation
China
Post-60s Generation
China
Post-70s Generation
China
475 Generation
South Korea
Early Boomers
South Korea
Seniors
China
Late Boomers
South Korea
Ushinawareta Sedai
Lost Generation
Japan
Post-Bubble
Japan
First Baby Boomers
Japan
Danso Generation
Japan
Second Baby Boomers
Japan
386 Generation
South Korea
iBabies
Singapore
Gen DIY
Indonesia
Gen X
Australia
Gen Alpha
Australia
Internet Generation
Australia
Baby Boomers
Australia
Oldest Generation
Australia
Lucky Generation
Australia
Uhuru Generation
East Africa
Gen X
South Africa
Gen War
Serbia
Pepski Generation
Russia
Born Free Generation
South Africa
YUMs
India
Coca-Cola Generation
Brazil
Generation Z
Mexico
McOndo Generation
Chile
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International Licence.www.stylus.com
MTV Generation
US
http://www.stylus.com/consumergenerations
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“
We forget we're all human beings going
through this journey, all trying to navigate
our own neuroses in some way, while
relating to those around us.
Andy Puddicombe, Co-Founder, Headspace
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“
We hear the Latino market
is about to explode, but
we keep on seeing the
same ads with the big
family and piñata.
Yehudit Mam, Co-Founder, Dada

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Dissolving Demographics
“
Try to meet people
where they are.
Jon Favreau, Former Director of
Speechwriting, President Obama

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Progressive
Parents

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“
The easiest way to alienate
consumers is to feel like
your job is done just
because you have
diversity in your images.
You need to live it.
Michelle Lynn, Chief Insights Officer, Dentsu

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“
Brands need to be there when mom
needs help, but stay out of their lives
when they want privacy.
Lynne Barcoe, Founder, Mumpanel
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Spirituality
Seekers

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“
Kylie Jenner is
tweeting about
chemtrails.
Heather Culp, Co-Founder, Mercado
Sagrado
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Wellbeing
Warriors

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“
Rather than continual notifications and
intrusive actions, technology should
support meaningful moments,
augment experiences to enable
more intimate dialogues.
Ivor Williams, Co-Founder, Humane Engineering
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Future Insights
• Live the Message
• Tell a Universal Story
• Twist Insights
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25. Stylus Media Group
London | New York
T +44 (0)20 3837 8300 (UK)
T +1 (646)597 6200 (USA)
E innovation@stylus.com
stylus.com
Thank you
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