GUEST POST from Arlen Meyers
The new media game is generational stereotyping. It started with the Great Generation, those who lived through the Depression, World War II and the Great Economic Boom of the Post-war period, moved on to the Baby Boomers, the Echo Boomers, the Millenials and now Gen Z. Every article starts with the mandatory “7 Things you Need to Know about Generation__”.
Keeping track of the alphabet demographics can be confusing, so here is a guide:
As of 2019, the breakdown by age looks like this:
- Baby Boomers: Baby boomers were born between 1944 and 1964. They’re current between 55-75 years old (76 million in U.S.)
- Gen X: Gen X was born between 1965 – 1979 and are currently between 40-54 years old (82 million people in U.S.)
- Gen Y: Gen Y, or Millennials, were born between 1980 and 1994. They are currently between 25-39 years old.
- Gen Y.1 = 25-29 years old (31 million people in U.S.)
- Gen Y.2 = 29-39 (42 million people in U.S.)
- Gen Z: Gen Z is the newest generation to be named and were born between 1995 and 2015. They are currently between 4-24 years old (nearly 74 million in U.S.)
Now Millennials are blaming boomers for ruining their lives and thinks that socialism is a good idea.
Just when you got tired of hearing things about how to keep Gen X and Gen Y from leaving your company, now comes the Gen Z narrative, which is that 1) going to college is so 50’s and 2) they are not as stupid as previous generations who took on all that student loan debt and 3) they will make it in the gig economy and just be entrepreneurs.
Here’s how Gen Z differs from millennials
If you listen to these folks, every generation is responsible for shaping the future of our civil society, how we work and play and how we live. They posit that each lives in its own generational cacoon, isolated from each other by ear buds. They all are supposed to have unique and ideosynchratic opinions about the size of the houses they want (tiny or micro v McMansions), the number of hours they want to work (work-life balance v live to work) and what’s important (experience v stuff, time v money).
Stereotyping generations is stupid for the same reasons any stereotyping is stupid. The bias of fundamental attribution error means that when we see behavior, we attribute it to our assumptions about the character or disposition of the person rather than thinking about the circumstances that make them behave that way.
Most of the evidence for generational differences in preferences and values suggests that differences between these groups are quite small. In fact, there is a considerable variety of preferences and values within any of these groups. For example, a thorough analysis of 20 different studies with nearly 20,000 people revealed small and inconsistent differences in job attitudes when comparing generational groups. It found that, although individual people may experience changes in their needs, interests, preferences, and strengths over the course of their careers, sweeping group differences depending on age or generation alone don’t seem to be supported. A relatively newer concept called age meta-stereotypes looks at what we think others believe about us based on our age group and can affect our behavior and attitudes much like stereotyping others, i.e what you think about others v what you think they think about you.
Yes, there are trends that may or may not have to do with generational attitudes as much as the inevitable march of time, innovation, geopolitical drivers and societal progress and challenges. But, the main reason that generational stereotyping is wrong is that the assumptions are wrong and misleading. They are myths.
For it to be useful, a segmentation scheme must meet two simple criteria: (1) It must explain the variance in the behavior of interest better than other available variables, and (2) consumers within segments should be more homogenous than those across segments.Lumping people according their date of birth does not give you the insights you need to sell them things or change their behavior.
It is also bad for your business. Jessica Kriegel works at Oracle as an organization and talent development consultant, and her new book dissecting this issue is Unfairly Labeled: How Your Workplace Can Benefit from Ditching Generational Stereotypes.
Demographic changes certainly create opportunities. But, it is short sighted to think one size fits all or they all think the same, any more than saying that all surgeons are cold fishes with no bedside manner or all Hispanics think the same.
The Millennials are defying predictions. In 2016, just 20% of 25 to 35 year olds said they changed addresses in the previous year. By contrast, in 2000, 26% of members of Generation X said they had moved in the previous year. In 1990 27% of late baby boomers said they had moved in the prior year.
The research provides a clue to what might be driving a puzzling trend in the eighth year of an economic expansion: The share of Americans of all ages who moved in the previous year fell to an all-time low of 11.2% in 2016, according to the U.S. Census Bureau.
Here are more myths about Millennials
People are people and their wants and needs have stayed pretty much the same since marketeers have been measuring them. My suggestion for innovators is that they be more lumpers than splitters, targeting specific sub-segments across generations and stop trying to label everyone. Think horizontally, not vertically.You might be surprised to find out that the micro-house you are building in a innovation district sells to empty nester Baby Boomers as well as Gen Xers.
You will find unexpected surprises that are a great source of opportunity and open a bigger addressable market. One observer put it this way:
“The sum total of all of my advice is this,” she says. “You need to talk to each other and figure out what’s going on in your organization, and not apply these broad brushstrokes of millennial nonsense to the people that you’re dealing with in your world.”
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