A generation is a group of people born around the same time and raised around the same place.
People in this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes. Generations are not a box; instead, they are powerful clues showing where to begin connecting with and influencing people of different ages.
Generations exhibit similar characteristics—such as communication, shopping, and motivation preferences—because they experienced similar trends at approximately the same life stage and through similar channels (e.g., online, TV, mobile, etc.). Generation-shaping trends are most influential as people come of age, which means that members of a particular generation will develop and share similar values, beliefs and expectations. It is important to remember that at an individual level, everyone is different.
Currently, five generations make up our society. Each of those five generations has an active role in the marketplace. Depending on the specific workplace, the workforce includes four to five generations. Here are the birth years for each generation:
- iGen, Gen Z or Centennials: Born 1996 and later
- Millennials or Gen Y: Born 1977 to 1995
- Generation X: Born 1965 to 1976
- Baby Boomers: Born 1946 to 1964
- Traditionalists or Silent Generation: Born 1945 and before
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