![]() At this time, the decisions were taken collectively and individualism was in decline. The High is an era when institutions were strong. While conducting their research, they noticed looped patterns (turnings) of events throughout generations and divided them into four categories: ![]() In the book “ Generations: The History of America’s Future, 1584 to 2069”, scholars name the generations going from the Arthurian Generation (born from 1433 to 1460) to Generation Z (born in the 21st century). Generations and their cycles, according to Howe and Strauss Their statements are noteworthy in the American but also in the global context so let’s have a closer look at the most interesting and widespread ones. However, in addition to age, they are also identified by their beliefs and behaviors.Įach definition and assumption they share in their books is now united under the title “The Strauss–Howe generational theory”. According to the authors, a generation is a group of people who were born within a span of 20 years. In “ Generations: The History of America’s Future, 1584 to 2069” and “ The Fourth Turning”, Neil Howe and William Strauss provided us with a detailed interpretation of what the different generations are and defined cycles and archetypes of each one. The scholar outlined that a generation is a cohort of people of similar age who have lived in the same historical environment and witnessed the same events.Īt the end of the 20th century, two more books describing the theory of generations appeared. We also curated four collections with thematic visuals that you can use for your creative projects.Īmong the first attempts to define what a generation is, was Karl Mannheim’s study “The Problem of Generations” at the beginning of the last century. We decided to give the lowdown on everything you need to know, from the theory about different generations to a detailed overview of targeted marketing to each one of them. The answers to these questions are complex and significant. ![]() What is the psychology behind marketing to all these different generations? What is the new Generation Alpha and how will it influence the global market in the coming years? The theory about all these generations can help you get a better understanding of who your target audience is without making assumptions. There’s Baby Boomers, Generations X, Y, Z, and a wildcard of Alpha appearing on the radar. It should come as no surprise that the amount of questions industry professionals have on their agenda about all the different generations is growing. More professionals working in marketing are keeping an eye out for insights about generations. ![]()
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