We’ve all heard the terms Gen Z, Millennials, Gen X and Baby Boomers. But what do you really know about these groups? A lot of what we think we know is based on opinions, assumptions or stereotypes, instead of real data. Viacom has studied these demographics – and here’s some of the insights.
| BABY BOOMERS | GEN X | |
| YEARS BORN | 1946-1964 | 1965-1980 |
| CURRENT AGES (IN 2019) | 55-73 | 39-54 |
| DEFINING CULTURAL MOMENTS | Political: Rapid, global political changes post-WWII
Socio-cultural: Civil Rights Movement, cultural revolutions, Woodstock, Vietnam War |
Political: End of dictatorships, Berlin Wall/Cold war, War on drugs, etc.
Socio-cultural: AIDS epidemic, MTV and rise of cable news/pop culture |
| CHILDHOOD THEMES | Freedom | Abandoned |
| DEFINING CHARACTERISTICS | Individualistic, idealistic, open-minded, anti-authoritarian values
Driven by ‘success’ |
Self-reliant, independent, risk-taking, working within the ‘establishment’
Driven by ‘freedom’ |
| COMMON MISCONCEPTIONS | MYTH: They’re all in retirement homes and have no idea how to use technology
FACT: Boomers lead very active lives and are tech savvy |
MYTH: Gen X were a cynical, rebellious generation that has grown up and become boring
FACT: While often forgotten, Gen X actually started a lot of the innovation and disruption that’s often attributed to millennials |
| FUN FACTS | Baby Boomers as a term started out specific to the US, the generation was called many different names around the world | Gen X is the first generation to start to globalise due to rise of technology and increase in shared cultural experiences |
| MILLENNIALS | GEN Z | |
| YEARS BORN | 1981-1996 | 1997-TBD |
| CURRENT AGES (IN 2019) | 23-38 | Up to 22 |
| DEFINING CULTURAL MOMENTS | Political: 2008 global economic crisis
Sociocultural: 9/11 and War on Terror |
Political: Obama + Trump Administrations, Brexit, Political Divisiveness, Fake News
Sociocultural: Climate Change, #MeToo, Black Lives Matter, Gun Violence, Refugee Crisis |
| CHILDHOOD THEMES | Protected | Pressured |
| DEFINING CHARACTERISTICS | ‘Special’, disruptive, distrust in traditional institutions, dreamers, idealistic, team-oriented, civic-minded
Driven by ‘meaning’ |
Pragmatic, future-focused, diverse, inclusive, curious, open-minded, empathetic, purpose-driven
Driven by ‘creation’ |
| COMMON MISCONCEPTIONS | MYTH: Lazy, spoiled, entitled, financially illiterate
FACT: Millennials are prospering in the face of financial adversity and want to see positive results from their actions |
MYTH: We already know everything about Gen Z as a generation
FACT: They are still in their formative years and we’re still learning all about them |
| FUN FACTS | Connected by the rise of digital and social media, Millennials are the first truly global generation | Gen Z is the most diverse generation in history
Most were 10 or younger when the iPhone launched |
Giuliana Dias is director: research & insights at Viacom International Media Networks (VIMN). She is an experienced insights director with a demonstrated history of working in the broadcast media industry.
