Between boomers, Generation X, Millennials, and Generation Z, there are lots of accusations thrown around. But here I take a look at how distinctly each generation approaches technology. I start with understanding the technology people had when they were 14, and apply that through quantitative and qualitative data to unlock trends that help us empathize with the unique qualities of why these generation understand systems and technology so differently.

1. DHLB
SOCIALIST
MOVEMENT

2. Generational
Computing
How people approach systems

3. 3
Likes every.
Single. Post.
On. Facebook.
Hates Pinterest

4. 4
Simply Cannot
Explain How To
Organize Apps.
Again.

5. 5
Simply Cannot
Explain How To
Organize Apps.
Again.
Subscribes to
Music
Hulu
Makeup
Clothing

6. Messaging on KiK
While Watching Video
And Doing Homework
And Sending Snaps
About the KiKs

7. Why do these people use
technology so differently?

8. Erik Erikson!

9. 99
Between 12 and 18, We
Build and Rebuild Identity In Our Peer Groups
Understand Our Adult Place in Society
Cement Vocal Accent
Frame Our Mental Model of Systems

10. Boomers:
Hierarchical and Linear

13. Products Evolve
Within Their Own
Technological Footprint

14. Icebox Refrigerator

15. Drying
Rack
Washing
And Drying

16. Typewriter Typewriter +

17. Note Note

18. This Makes Digital
Systems Impossibly
Complex Series Of
Linear Machines

19. 1919
Maintaining Discreet Mental Frameworks
Phone Friends Work

20. 2020
Even Though It’s Barely A Phone

21. 2121
Profile Pictures of Pictures

22. 22
Boomers: Dusty Old Thing 6.7x Affinity

23. 23
Boomers: 12 Tomatoes 5.3x Affinity

24. 24
Boomers: WomanFreebies.com 4.2x Affinity

25. 25
Boomers: Little Things – Amazing Stories
5.6x Affinity

26. GenX:
Optimizing and
Translating

28. 2828
What Boomers and GenXers Buy is Similar
Generation X Boomers
Food and drink Clothing
Clothing Food and drink
Subscription services Subscription services
Pet Products Pet products
Sports and outdoors Sports and outdoors
Health and beauty Household products
Household products Health and beauty
Home and garden Home and garden
Business purchases Business purchases
Kids products Kids products
Source: Datalogix, Epsilon and Acxiom

29. 2929

30. 3030

31. 3131
GenX: Pairs and Posing for the Viewer

32. 3232
GenX: Giftcards.com 3.6x Affinity

33. 3333
GenX: Thank You Mom By P&G 3.3x Afinity

34. 3434
GenX: Crockin’ Girls 3.1x Affinity

35. 3535

36. Millennials:
Workarounds and
Dynamic Systems

38. 3838
Access > Food
Generation X Millennials
Food and drink Subscription services
Clothing Clothing
Subscription services Food and drink
Pet Products Kids products
Sports and outdoors Sports and outdoors
Health and beauty Health and beauty
Household products Pet Products
Home and garden Household Products
Business purchases Business purchases
Kids products Home and garden
Source: Datalogix, Epsilon and Acxiom

39. 37% Un- And Underemployment

41. Networks
to Solve Dynamic Problems
Through Perspective

42. GenZ:
Systematic Invisibility
Perspective Junkies

44. Fandoms
Group identity in a post-sports,
post-hetero-normative culture

45. Ships

48. Graphics > Words

49. 4949
Humanity, Control,
Expression
• glitch
• 90s
• Miniature
• dorm
• cinematography
• emoji
• Steal His Look/Steal Her Look

50. Boomers Linear Systems
GenX Adapt Within Systems
Millennials Create Dynamic Systems
GenZ Perspectives
Thank you!
@mleis
@Digitas_Health