Is the generational cohort that includes Americans born between 1977 and 1994?
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Dana is the Associate Director of the Lifestyles & Leisure team at Mintel, with a focus on family research. Her background in marketing strategy helps her generate insights based on market developments, consumer data, and cultural trends.
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January 15th, 2018November 11th, 2021 In the media, the term Millennials is often used as a stand-in for “young people.” But, because Millennials are a generational group and not an age group, slowly but surely they get older. Mintel defines Millennials as adults born between 1977 and 1994 and, in 2018, this group is aged 24-41. This means that even the youngest Millennials have likely moved out of their parents’ house, graduated from college, and entered the working world. At the older end, Millennials in their 30s and early 40s are likely on the precipice of many milestone moments including buying a house, getting married, and having kids. As Millennials start to face major life changes, they are reconsidering their purchase habits, giving marketers another opportunity to win them over. In recent years Millennials have been the audience most coveted by marketers because they are a large generational cohort with a good amount of disposable income. Growing up in the digital age, they also have a unique set of characteristics that set them apart from previous generations, which makes them easier to identify and reach. Millennials may be aging out of the desirable 18-34 age demographic, but they are still a valuable segment to pursue. Luckily, as this group gets older and starts to face major life changes, they are likely reconsidering their purchase habits, giving marketers another opportunity to win them over. Our research on marketing to US Millennials shows that they are more progressive than previous generations, more likely to believe that concepts like racial diversity and non-traditional families have a positive impact on society. Additionally, Millennials are more open to new ways of doing things, more willing to experiment with grocery delivery, streaming services, and the gig economy. The question marketers are asking now is, how will these trends play out as Millennials get older?It is unlikely that Millennials will change course as they age, in fact it is more probable that Millennials will double down on some of the characteristics they’re known for. As social norms shift, Millennials will probably become even more open to diversity in the US in terms of race, sexual orientation, and lifestyle. They will also continue to embrace business innovation, particularly if it makes their lives more convenient. Millennial parents will be turning to solutions from digital assistants and apps, to the gig economy, as more demands are put on their time and money. As Millennials age, they are still a desirable target. However, their disposable income will start getting absorbed by essentials such as mortgage payments and child care bills. With this, Millennials are becoming more price sensitive, seeking out true value, and not just novelty when it comes to product purchases. As Millennials age another year, now is the time for marketers to recalibrate their approach to this group with these things in mind.
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Gen Z Terms and DefinitionsWhat is Generation Z (Gen Z)?Generation Z, is the youngest, most ethnically-diverse, and largest generation in American history, comprising 27% of the US population. Pew Research recently defined Gen Z as anyone born after 1996. Gen Z grew up with technology, the internet, and social media, which sometimes causes them to be stereotyped as tech-addicted, anti-social, or “social justice warriors.” What are Millennials (Gen Y)?Millennials, also known as Generation Y, include anyone born between 1981 and 1996 (ages 26 to 41 in 2022) and represent about a quarter of the US population. Much of this cohort entered the workforce at the height of the Great Recession, and have struggled with the subsequent widening of the generational wealth gap. Millennials have led older generations in technology adoption and embracing digital solutions. Their financial status and tech-savviness have fundamentally changed how they live and work—earning them stereotypes that they job hop and have killed a number of industries. Prior to Gen Z, millennials were the largest and most racially and ethnically diverse generation. Like what you’re reading? Click here to learn more about Insider Intelligence’s leading Ecommerce and Retail research. What is Generation X (Gen X)?Generation X, also known as Gen X, the latchkey generation or, jokingly, the forgotten or middle child generation, consists of people born between 1965 and 1980 (ages 42-57 in 2022). Currently, Gen X comprises 20.6% of the US population, making them smaller than any other age demographic. This cohort grew up with higher divorce rates and more two-income households, resulting in a general lack of an adult presence in their childhoods and teenage years. As such, Gen X is generally viewed as peer-oriented and entrepreneurial in spirit. What is Generation Alpha?Some members of Gen Alpha (born in the early 2010s) can barely walk, but it’s already set to be the most transformative generation yet. Alphas haven’t just grown up with technology—they’ve been completely immersed in it since birth. Early in their formative years, these children are comfortable speaking to voice assistants and swiping on smartphones. They don’t consider technologies to be tools used to help achieve tasks, but rather as deeply integrated parts of everyday life. FAQs About Gen ZWhat are the Generation Z birth years & age range?Generation Z is broadly defined as the 72 million people born between 1997 and 2012, but Pew Research has recently defined Gen Z as anyone born after 1996. Generation Z vs. Millennials (Gen Y)Gen Z most closely mirrors millennials on key social and political issues, but without much of the optimism; More US Gen Zers than any other generation (68%) feel the US is headed in the wrong direction, and fewer Gen Zers than any other generation (32%) feel the country is headed in the right direction. Is Generation Z conservative?Generation Z considers itself than any generation before it. Almost half of Gen Zs are minorities, compared to 22% of Baby Boomers, and the majority of Gen Z supports social movements such as Black Lives Matter, transgender rights, and feminism. What are common names for Generation Z?Generation Z, or Gen Z, is also sometimes referred to as iGen, or Centennials. What is after Generation Z?The generation that follows Gen Z is Generation Alpha, which includes anyone born after 2010. Gen Alpha is still very young, but is on track to be the most transformative age group ever. What are the common Generation Z characteristics?The average Gen Z got their just before their twelfth birthday. They communicate primarily through social media and texts, and spend as much time as older generations do watching television. The majority of Gen Zs prefer streaming services to traditional cable, as well as getting snackable content they can get on their phones and computers. In terms of US population by generation, Gen Z is the most ethnically diverse and largest generation in American history, and eclipses all other generations before it in embracing diversity and inclusion. More to LearnGeneration Z will soon become the most pivotal generation to the future of retail, and many will have huge spending power by 2026. To capture a piece of this growing cohort, retailers and brands need to start establishing relationships with Gen Zers now. But Gen Zers are different from older generations, because they are the first consumers to have grown up wholly in the digital era. They’re tech-savvy and mobile-first—and they have high standards for how they spend their time online. After ignoring the digital revolution and millennial buyers for too long, retailers and brands have spent the last decade trying to catch up to millennials’ interests and habits—so it’s critical for them to get ahead of Gen Z’s tendency to be online at all times, and make sure to meet this generation’s digital expectations. What is the generation called that was born between 1977 and 1994?Millennials, also known as Gen Y, Echo Boomers, and Digital Natives, were born from approximately 1977 to 1995. However, if you were born anywhere from 1977 to 1980 you are a Cusper, which means you can have characteristics of both Millennials and Gen X.
What are the 4 generational cohorts?Currently, within the working population, there are four groupings: Baby Boomers, Generation X, Generation Y or Millennials, and Generation Z or Centennials.
What age generation classifies those individuals born between 1977 and 1995?Newsweek magazine reported that the Millennial generation was born between 1977 and 1994. In separate articles, the New York Times pegged the Millennials at 1976-1990 and 1978-1998.
Which generational cohort was born between 1946 and 1964?Baby Boomers: born between 1946 and 1964. Generation X: born between 1965 and 1980. Generation Y (Millennials): born between 1981 and 1996. Generation Z: born between 1997 and 2012.
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