John Burns and Chris Porter redefine the generations by decade born, grouping people by age and life stage. Each generation born in the 1950s and later is 40 to 44 million in size, although the life experiences and foreign-born composition of each vary dramatically. These new generational definitions should make demographic shifts easier to understand and quantify.

1. These usual generational definitions are too broad for those trying
to understand and target particular groups.
NEW GENERATIONAL
DEFINITIONS
Baby Boomers. Gen X. Millennials.
SHIFTS
John Burns and Chris Porter redefine the generations by decade born, grouping people by
age and life stage. Each generation born in the 1950s and later is 40 to 44 million in size,
although the life experiences and foreign-born composition of each vary dramatically. These new
generational definitions should make demographic shifts easier to understand and quantify.
The 1930s Savers
Achieved Dual Income Financial Success (Born 1940–1949)
Driven to succeed financially, they began the surge in dual-
income households and lower expenses (fewer kids), empowered
by approval of the birth-control pill in 1960. Continuing to achieve
financially today—19% of 65–69 year-olds still work full time,
nearly double the Savers’ rate at that age.
Think of the 1940s Achievers as the classmates of Martha
Stewart, Bill Clinton, Dolly Parton, and Austrian-born Arnold
Schwarzenegger.
Led a Technology Revolution (Born 1950–1959)
Started new companies at rates not equaled since, boosting
productivity and longevity with their inventions. Acquired
possessions such as big houses at unprecedented levels, aided by
credit cards, mortgages, and 30+ years of falling interest rates.
Maintaining active lifestyles as they begin drawing on Social
Security and spending their unprecedented net worths.
Think of the 1950s Innovators as the classmates of Steve Jobs
and Bill Gates, as well as Oprah Winfrey and Ellen DeGeneres.
Female Education Levels Surpassed Men for the First Time
(Born 1960–1969)
With both sexes pushing for more equal opportunities in the
world, the Equaler women were the first beneficiaries of Title
IX, and the first black US president came from this generation.
For the first time, more than 60% of women worked. Dads more
than doubled their involvement in childcare. They will retire less
affluent than prior generations.
Think of the 1960s Equalers as the classmates of Tom Cruise,
Michelle Obama, Sarah Jessica Parker, and Robert Downey Jr.
Led 2001 Shift to Spend More Time with Family
(Born 1970–1979)
Raised by more dual-income and divorced parents than ever
before, Balancer teens embraced TV and video games. Reacting
against their oft-divorced parents’ workaholic lifestyles, they
divorce less, stay home with kids more, and have children later in
life. Disproportionately hurt by the housing crash, they own fewer
homes and have much lower net worths. Twenty-three percent
are foreign born.
Think of the 1970s Balancers as the classmates of Leonardo
DiCaprio, Jennifer Garner, Reese Witherspoon, and Kobe Bryant.
Led Transition to Sharing Economy (Born 1980–1989)
Invented the sharing economy out of necessity, taking advantage
of new technologies. The most-educated cohort ever, they are
racked with student debt, under-employed, and a full 20% live
below the poverty line. They share locations, likes, photos, cars,
etc. to connect with friends and live in urban areas where there is
more to do and mass transit.
Think of the 1980s Sharers as the classmates of Beyoncé
Knowles, LeBron James, Mark Zuckerberg, and Taylor Swift.
Wirelessly Connected 24/7 to Friends, Family and Knowledge
(Born 1990–1999)
With many still in school, many of their shifts have yet to emerge.
They grew up with Internet access and know little privacy.
More were raised by a single parent than previously, and early
Connectors continue the growing trend of having children out of
wedlock. Highly educated, underemployed, and wary of credit.
Think of the 1990s Connectors as the classmates of Jennifer
Lawrence, Selena Gomez, Malia Obama, and Canadian-born
Justin Bieber.
Very Globally Aware (Born 2000–2009)
The Globals are growing up with multicultural friends and
value diversity. They will bear the burden of prior generations’
underfunded retirement obligations. With technology a big part of
their education to date, we expect big shifts from the Globals.
Learned to Save Early in Life (Born 1930–1939)
Shaped by forced frugality in childhood and booming economies
during their working years. Drove the shift from cities to suburbs
and started a surge in divorces. Ranging from 76 to 85 in 2015,
they are spending on medical and remodeling, and struggling
with how to live longer than anticipated in a low-interest-rate
environment.
Think of the 1930s Savers as the classmates of Warren Buffett,
Mary Tyler Moore, Elizabeth Taylor, and John McCain.
The 1940s Achievers
The 1950s Innovators
The 1960s Innovators
The 1970s Balancers
The 1980s Sharers
The 1990s Connectors
The 2000s Globals
Dive Deeper into the
New Generational
Definitions
Demographic shifts impact every business in the
United States. These shifts can create exciting
opportunities for those who act on them, and create
significant challenges for those who are unprepared.
Www.BigshiftsAhead.com
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0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
1930
1932
1934
1936
1938
1940
1942
1944
1946
1948
1950
1952
1954
1956
1958
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
Source: John Burns Real Estate Consulting, LLC calculations of US Census Bureau 2014 National Projections
POPULATION
YEAR
14 MI LLION
(76–85)
1930s
SAVERS
27 MI LLION
(66–75)
1940s
ACHIEVERS
40 MIL LION
(56–65)
1950s
INNOVATORS
43 MI LLION
(46–55)
1960s
EQUALERS
41 MI LLION
(36–45)
1970s
BALANCERS
44 MI LLION
(26–35)
1980s
SHARERS
44 MI LLION
(16–25)
1990s
CONNECTORS
41 MI LLION
(6–15)
2000s
GLOBALS
US Born
Foreign Born
2015 POPULATION BY YEAR BORN