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Global Consumer Generations Conventional wisdom has it that demographic cohorts are fixed – that they transcend national and cultural boundaries. However, at Stylus, we believe that consumer genera-tions vary widely from country to country. There are no standard birthdates or names for each generation. Traditional groups are fraying at the edges, forcing brands and agencies to reboot engagement strategies for the many different strata that make up today’s global markets.

Our research team has created an info-graphic that compares consumer genera-tions around the world. We want to help you understand the nuances between these changing groups – to better navigate a complex consumer landscape, where meaning and identity are often lost in translation.

Have we missed a generation?

Please send any suggestions to consumertrends@stylus.com to help us expand this evolving consumer framework.

North America

South/Central America

Europe

Middle East & Africa

Asia

Key

SENIORSBORN: 1928 - 1945 | AGE NOW: 70-87

BOOMERSBORN: 1946 - 1964 | AGE NOW: 51-69

GEN XBORN: 1965 - 1980 | AGE NOW: 35-50

GEN YBORN: 1981 - 1994 | AGE NOW: 21-34

GEN ZBORN: 1995 - 2009 | AGE NOW: 6-20

GEN ALPHABORN: 2010 - 2025 | AGE NOW: 0-5

1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020

Touchscreen Generation US

Plurals US

Centennials US

Screenagers US

Generation We US

Homeland Generation US

Generation We US

Boomerang Generation US

Millennials US

Millennials US

Crash Generation US

Muppies US

Gen X US

Boomlets US

iGeneration US

Digitods US

Younger Boomers US

Older Boomers US

Silent Generation US

Matures US

Generation Jones US

Mileuristas Spain,Italy

Generation Rent UK

Generazione X Italy

Metapolitefsis Generation Greece

Generación J.A.S.P. Over-Qualified Generation Spain

Generación Kronen Spain

Generation ‘89 Pokolenie ‘89Poland

End of Century Generation Poland

Generacja Nic Nothing GenerationPoland

89ers Germany

Génération Mitterand Whatever GenerationFrance

€700 Generation Greece

Generation Golf Germany

Precious Snowflakes China

Wu Ming Yi Dai Nameless Generation China

X Yi Dai Ren Generation XChina

Post-90s Generation China

Little Emperors China

Sampo Generation South Korea

Post-80s Generation China

Satori Generation Japan

Yutori Generation Japan

Shinjinrui Junior Generation Japan

Shinjinrui Generation Bubble Generation Japan

Post-50s Generation China

Post-60s Generation China

Post-70s Generation China

475 Generation South Korea

Early Boomers South Korea

Seniors China

Late Boomers South Korea

Ushinawareta Sedai Lost Generation Japan

Post-Bubble Japan

First Baby Boomers Japan

Danso Generation Japan

Second Baby Boomers Japan

386 Generation South Korea

iBabies Singapore

Gen DIY Indonesia

Gen X Australia

Gen Alpha Australia

Internet Generation Australia

Baby Boomers Australia

Oldest Generation Australia

Lucky Generation Australia

Uhuru Generation East Africa

Gen X South Africa

Gen War Serbia

Pepski Generation Russia

Born Free Generation South Africa

YUMs India

Coca-Cola Generation Brazil Generation Z Mexico

McOndo Generation Chile

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International Licence.www.stylus.com

MTV Generation US

http://www.stylus.com/consumergenerations

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“ We forget we're all human beings going

through this journey, all trying to navigate our own neuroses in some way, while

relating to those around us.

Andy Puddicombe, Co-Founder, Headspace

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“ We hear the Latino market is about to explode, but we keep on seeing the same ads with the big family and piñata. Yehudit Mam, Co-Founder, Dada

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“ Try to meet people where they are. Jon Favreau, Former Director of Speechwriting, President Obama

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Progressive Parents

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“ The easiest way to alienate consumers is to feel like your job is done just because you have diversity in your images. You need to live it. Michelle Lynn, Chief Insights Officer, Dentsu

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“ Brands need to be there when momneeds help, but stay out of their lives

when they want privacy.

Lynne Barcoe, Founder, Mumpanel

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Spirituality Seekers

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“ Kylie Jenner is tweeting about chemtrails. Heather Culp, Co-Founder, Mercado Sagrado

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Wellbeing Warriors

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“ Rather than continual notifications and

intrusive actions, technology should support meaningful moments, augment experiences to enable

more intimate dialogues.

Ivor Williams, Co-Founder, Humane Engineering

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Future Insights

• Live the Message

• Tell a Universal Story

• Twist Insights

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Stylus Media Group London | New York

T +44 (0)20 3837 8300 (UK) T +1 (646)597 6200 (USA) E innovation@stylus.com

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