The ‘generation theory‘ is a concept which asserts that people’s personalities (and in fact entire generations) are influenced according to when in history they were born and that their formative years (teenage and young adult years) shape their attitudes in response to the political, economic and social factors such as the music, fashion and technological developments of that time. It is not a proven scientific theory per se but it is an interesting one. The woman who should perhaps be given credit for starting the trend was the novelist Gertrude Stein, who reportedly first coined the term The Lost Generation to describe the people who had lived through World War I. That phrasing was popularized by Ernest Hemingway in his novel ‘The Sun Also Rises’, which quotes Stein saying,“You are all a lost generation” in reference to those who had lost their brothers, their youth, and their idealism. In recognizing the time frame of each ‘generation’ we realize that generations overlap and that these time frames are not cast in stone but are more of a general reference point.
LOST GENERATION: 1900 – 1920s This generation refers to those who grew up or came of age during World War I. Over 16 million were killed and over 20 million wounded. This time period included a group of writers and artists who lived and worked in Paris or in other parts of Europe during World War I and the Depression and who had a great influence on the literature of the day. This group included authors such as F. Scott Fitzgerald, Ernest Hemingway, Ezra Pound, and T.S. Eliot. This time frame also was called “The Roaring 20’s” and was a decade of economic growth driven by recovery from wartime devastation and deferred spending, a boom in construction, and the rapid growth of consumer goods such as automobiles and electricity. The Roaring Twenties was a time when many people defied Prohibition, indulged in new styles of dancing and dressing, and rejected many traditional moral standards.
The GREATEST GENERATION: 1929 – 1945 These people grew up during the Depression and fought in WW2. This generation’s childhood was marked by economic success and technological advancements such as the radio and telephone. This success was in stark contrast with their later years, which were marked by economic turmoil when the Great Depression hit as a result of the 1929 stock market crash. The depression lasted roughly a decade and resulted in a 25 percent unemployment rate. People had to work hard during the Great Depression to provide for their families. They learned how to make due and how to be frugal with very little, traits which many continued with for the rest of their lives. They developed a strong work ethic. During the war they learned self-sacrifice and honor.
Baby BOOMER GENERATION: 1946 – 1964 There was a big baby boom when WW2 ended, hence the name Baby Boomers. The 1950s was an era of economic growth, prosperity and upward mobility. It was a time before big corporations such that in the 1950s one could call a government office or a business and reach a human voice rather than just a recorded voice. In those days families had dinner together, and there was conversation and no iPhones. For youngsters there was creative play outside all day, and parents didn’t worry about sex offenders in the neighborhood or mass school shootings. There were great technical advances as baby boomers were interested in products that would improve their lives and provide more leisure time. In the early to mid 1960s baby boomers believed that they could make the world a better place and were determined that love and peace could take the place of hatred and wars. Many baby boomers (and others) feel that this was the golden era.
GENERATION X: 1965- 1978 Generation X was so named because of the generation’s refusal to be defined. They witnessed some of the world’s greatest advancements including space exploration and the development of the computer. The 1970s is remembered for the disco craze and Archie Bunker . Generation X is a relatively smaller generation than those that surround it. This generation was sometimes called the ‘latch key generation’ partly related to the high divorce levels that required both parents to work. The 1970s were a tumultuous time. In some ways, the decade was a continuation of the 1960s. Women, African Americans, Native Americans, gays and lesbians and other marginalized people continued their fight for equality, and many Americans joined the protest against the ongoing war in Vietnam. In general, this generation was more educated than the previous one as college enrollment more than doubled. It was a challenging time as economic growth was slowing down with loss of jobs. As a throwback to the 1950s and early 1960s, the mantra was to spend, spend, spend and when the economy started to downslide this generation was faced with debt including student loans and steep mortgages.
GENERATION Y: 1981 – 1996 This group is also called “Millennials’. They are known to strive for work-life balance and are tech-savvy. They grew up with the internet, cell phones and digital communication. They are confident and ambitious and are not afraid to question authority . They are open and adaptive to change. Because they grew up with computers etc. they have an intuitive knowledge of that technology. They did face employment challenges and a high cost of living. As opposed to baby boomers who tended to be loyal and stay with one company or one occupation, millennials are not afraid to leave their current position to pursue better opportunities. As far as design goes, millennials tend to like modern design, glass, and pastels. Of note, the Berlin Wall came down at the end of 1989.
GENERATION Z: 1998 – 2010 They are also called “zoomers” (which has also been used at times to describe the Baby Boomers). They spend more time on their electronic devices and less time reading books. Gen Z is used to having everything personalized just for them, from playlists to newsfeeds to products features of all kinds. They’ve grown up expecting that. They are politically progressive and shrewd consumers. This generation is sometimes called the “loneliest generation,” as their endless hours spent online can foster feelings of isolation and depression. More time spent on smartphones or watching Netflix means less time cultivating meaningful relationships. This generation is no longer craving fast new experiences, but instead are slowing down to enjoy the world. Second-hand and used items help to feed the feelings of a simpler time; making young people feel more at ease with the hectic pace of modern times. The catch phrase in the early part of this generation was ‘Y2K’ and everyone wondered what the year 2000 would bring and of course September 11, 2001 changed the world forever. Facebook started up in 2004.
Generation Alpha: 2010 – 2024 (And so it follows that Generation Beta will be born from 2025 to 2039). This generation was named after the first letter in the Greek alphabet. Generation Alpha is the first to be born entirely in the 21st century. Generation Alpha uses smartphones and tablets naturally. These children were born along with iPhones, iPads, and applications. They don’t know and cannot imagine how life was without them. They are not afraid of technology or touching buttons to learn what those buttons do. Generation Alphas learn by doing. Much of their interaction and relationships will be online. Who knows what they will achieve – the future is theirs!
