Traditionalists Baby Boomers Generation X Millennials Generation Z Characteristics Born before 1945 Born 1946-64 Born 1965-80 (Generation Y) Born 1996 & after Born 1981-2001 • Traditional • Strong family values • First latchkey children • Single-parented • Single or same sex parents Family Values & • Nuclear • Multi-child families • Increased divorce rates children • Little attachment to • Long term relationships • Strong respect • Redefinition of family • Divorce becomes traditional values Situations • Loyalty towards elders values common • Perceives family as • Loss of traditions support
• Respect for authority • Redefinition of • Ethical • Optimistic • Internet savvy • Conformers traditional values • Independent • Independent • Conservative • Discipline • Independent • Adaptable • Adventurous • Impatient Values & • Liberal • Open to diversity • Conservative • Creative /Innovative • Experimental • Open-minded • Social Attributes • Free-spirited • Entrepreneurial • Visual • Adventurous • Hyper-aware • Jobs for life • Strong work ethic • Loyal to their job • Seek good work/life • Multitaskers • Hard work • Loyal to their job • Increasing female balance • Adventurous Workforce • Sacrifice • Strong group workforce • Strong sense of • Seek flexibility Values • Duty before fun workforce • More individually entitlement • Reality & openness • Adhere to rules • Careers defined by focused • Creative/Innovative employers • Entrepreneurial • Prohibition • Woodstock • Fall of Berlin Wall • Rise of technology • Rise of social media • First talking movie • Rock & Roll • Watergate scandal • Environmental issues • Same sex marriage • Great Depression • Assassinations of JFK, • Moon landing • Financial crisis • Climate change Global Events • New Deal RFK, MLK • Vietnam War • Terrorism • Terrorism • Move from farm to city • Cold War • Civil Rights Movement • 9/11 attack • World War II • Apollo Moon Landings • Introduction of first • Atom bomb • Rise of teenager Personal Computers Icons & • Automobiles • JFK • Madonna • Steve Jobs • Taylor Swift • Superman, FDR, Patton, • Mickey Mantle • Michael Jackson • Mark Zuckerberg • Roger Federer Signature Eisenhower, Churchill • Television • Personal computers • Tablet/Smart Phone • 3D printing Products • Babe Ruth, Joe DiMaggio • Driverless cars
• Rotary phones • Face-to-face • Email • Mobile / • Mobile / Smartphones Communication • One-on-one • Radio • Mobile Smartphones • Digital • Write a memo • Print & direct mail • Face-to-face • Email • Facetime / Skype Mediums • Formal • Email • TV • Digital • Hangouts • Touch-tone phones • Text messaging • Instant messaging
Compiled from: Sticking Points by Haydn Shaw / Generation iY by Tim Elmore / internet searches