A researcher challenges the assumption that people born around the same time are homogeneous groups with very similar values. Could it be that not every Gen Z person looks at social media all day long?
The Generation Myth: Why When You’re Born Matters Less Than You Think, a new book by Bobby Duffy, professor of public policy and director of the Policy Institute at King’s College London, previously with Ipsos, argues that we should stop defining people simply by when they were born. Based on extensive analyses, Duffy concludes:
- Differences between members of the same generation are often understated or even ignored. while differences between generations are usually exaggerated.
- Generational identities are not fixed but fluid, changing throughout our lives.
The book presents a large amount of data on Boomers, Millennials, and Gen Z. Those data also indicate that many widespread assumptions about these generations are not accurate. This research clearly has important implications for marketers who target consumers based on their age.
Note: The book is reviewed in The New Yorker, Oct 18, 2021, by Louis Menand. It will be available in the US on Basic Books next month.
Source: Menand, Louis. (2021, October 18). It’s Time To Stop Talking About Generations: From Boomers To Zoomers, The Concept Gets Social History All Wrong. The New Yorker.