Below you will find the results of my research for information
regarding Generation X versus Generation Y or ?Millennials.? I am
providing short excerpts from each article but I highly recommend that
you read each one in its entirety.
From a 30 page report prepared by Interep Research Division
?Gen X + Gen Y = ? Adult 18-34 Consumers
Young adults have captured the attention of marketers.
So, who are they really??
Today?s 18-34 year olds fall into two distinct generational groups:
Generation X and Generation Y/ Millennials.
?Gen X?ers (age 25-39) are somewhat unfairly associated with
latte-sipping, flannel-clad slackers. In reality, however, this group
is very well-educated, entrepreneurial, surprisingly affluent and
technologically savvy. Gen Y?ers (age 15-24) actually prefer to be
?The Millennials were raised on computers and the Internet. They take
cellphones, text messaging, and Tivo for granted. The ability to
stream and download music and video are givens. And while their
predecessors value irony and are distrustful of authority, Gen X?s
younger siblings are more earnest and tend to be team players. The
Millennials are shaping up to be the most ethnically diverse and the
most educated generation in history. As they continue to move into the
workplace, they may prove to be the most affluent as well.?
Geneation X The Millennials
PC?s & the Internet Web-enabled cellphones
Email Text Messaging
Bungee Jumping Skateboarding
Cable TV TiVo
The Fall of Communism The Rise of Terrorism
Distrust Authority Team Players
Julia Roberts Sarah Michelle Gellar
Tom Cruise Ashton Kutcher
Gap Abercrombie & Fitch
The Simpsons South Park
Talk Shows Reality TV
Madonna Avril Lavigne
?28% percent of ?Generation X? adults aged 25-34 hold college degrees.
Among ?Millennial? high school graduates aged 18-24, 46% are
enrolled in college. If the majority of them go on to receive degrees,
the 18-24 percentage of college graduates will likely surpass that of
the older demographic groups.?
?The high cost of housing, coupled with the increase in the average
age of first marriages, has prompted an increasing number of young
adults to live with their parents for a longer period of time.
Overall, a higher percentage of men 18-34 than women 18-34 live with
their parents. Up to age 24, 57% of men live with their parent(s).?
?The age of first marriage has been increasing over the past few
decades. Latest estimates place the median age for first marriages at
25.1 years for women and 26.8 years for men.?
?In light of the climbing median age for first marriages, it should
come as no surprise that many young adults are still single. There is
a dramatic difference in marital status between the younger
?Millennials,? and those in the older ?Generation X? portion.
Among all adults 18-34, 57% have never been married. However, among
those 18- 24, this percentage jumps to 84%. Conversely, only 37% of
those 25-34 have not yet been married.?
Source: Mediamark Research Inc. Fall 2002, Adults 18-34
USA TODAY article
?Where will teen tastes land next??
By Edna Gundersen
?Generation Y, that rising tide of moneyed minors poised to wrest pop
culture from baby boomers, is in the throes of puppy love. Since the
rise of the Spice Girls in 1997, kids have cast their adoring ears and
ample allowances toward the bouncy sounds of 'N Sync, Britney Spears,
Christina Aguilera and the Backstreet Boys.?
You can read the full text of this article at this direct link:
?The biggest difference between Gen-X and Gen-Y seems to be that most
of Gen-Y actually thinks being clean and looking clean is a good
?Another compelling feature of Gen-Y is their early penchant for
squeaky-clean pop stars and syrupy music. They seem to favor
count-the-steps aerobics-style dance-numbers by such acts as Britney
Spears, N'Sync, etc... After the dirt and filth and degredation of
Gen-X, despite its seeming vacuousness, Gen-Y's tastes seemed
downright refreshing thus far - if somewhat lacking in substance.?
?Teen smoking down 30% from Gen-X levels, but ecstasy use up
dramatically ... teen pregnancy rates down dramatically for Gen-Y,
lowest since records kept.?
?Gen-Y has gone whole-hog for SUVs, not exhibiting any enlightenment
on the issue of driving such atmosphere-destroying, resource
overconsuming idiot tranport boxes. Gen-Y is caught up in looking
cool, and an early indication of their political ignorance and
indifference is their failure to break with Gen-X and forge an
opposite opinion about these symbols of the Ugly American.?
Generation X, born between 1961 and 1980
?You are a skeptical, edgy group, and you?re tired of being
characterized that way. Mom wasn?t there for you after school, so you
became resourceful and independent ...and you hate having anyone
watching over your shoulder. You?re good at change and comfortable
with it, having changed cities, homes, and parents all of your lives.?
?Your heroes last only a few minutes in the spotlight before being
exposed as all-too-human. You work to live, not live to work -- that
is, you seek balance in your life because you?ve seen too many burn
out too soon. You grew up knowing that church, government, and
marriage are hypocritical or at least impermanent institutions. The
U.S. divorce rate tripled during your birth years. You are a deeply
divided group, from hyper-traditionalists to punks.?
Millenials, or generation Y born in the 1980s & 90s.
?You are an echo to the baby boom, sometimes known as the internet
generation. Among your group will be the largest teen generation
ever. And the marketers know it. You are perhaps the most diverse
group to emerge in U.S. history; many of you are from biracial and
multicultural families, and you have little patience for sexism,
homophobia, and racism. One in three of you are not caucasian, and 9
of 10 of those under 12 have friends of an ethnicity other than your
?Your world is filled with readily available illegal drugs, school
shootings, and 9-11. On the other hand, you are perhaps the most
wanted children to ever have walked the face of the earth. Your
parents are involved in your non-stop activities, let you have a vote
in family decision-making, stay with you even when you go off to
college. They may even be your friends.?
Generations ? Working Together
Automakers push image for Generation-Y customers.
Automotive Industries, Dec, 2001, by Gerry Kobe
?The 2003 Matrix, a street performance utility vehicle sharing the
Corolla platform, suspension and drive train. It will sell at a price
premium to Corolla, but it targets the heart of the elusive 20- to
3a-year old Gen-Y market.?
A Blank Slate
Marketing to Generation Y
Automotive Industries, August, 2002, by Maryann Keller
TALKIN' ABOUT MY GENERATION.
Nation's Restaurant News, April 23, 2001
?Brands make the difference in beverages. Almost eight in 10 -- or 78
percent -- seek out branded beverages to quench a thirst craving.
Teens, Gen Xers and Baby Boomers do that most often, and Golden Agers
?The opportunity to upsell always is present with brands in the house.
More than 40 percent of consumers overall are willing to pay more for
menu items prepared with familiar brands or ingredients. The six
generations express that sentiment about equally, ranging from 37
percent of Gen Xers to 48 percent of Gen Yers.?
MORE BRANDED FOODS MEANS THE RESTAURANT...
Percentage of all respondents
Offers better quality food 42%
(Leading group: Gen X--46%)
Can charge more for these items 26%
(Leading group: Gen X--28%)
Cares about its Customers 46%
(Leading group: Teens--53%)
Source: Nation's Restaurant
News/Retail Intelligence Group
MANY PATRONS WILL PAY MORE FOR BRANDS
(Leading group: Gen Y - 48%)
(Leading group: Gen X - 58%)
Source: Nation's Restaurant News/Retail Intelligence Group
Here Come the MILLENNIALS!
(Generation Y consumers)(Statistical Data Included)
Prepared Foods, May, 2001, by Leslie Skarra, Carol Cronk, Audrey Nelson
?Today's generation of youth embraces flexible eating, exotic ethnic
cuisine and personal choice at dinnertime.?
?About 36% of Millennials (also known as Generation Y) are members of
a minority group.?
?Generation Y has a great deal of dollar influence and direct spending
power. Although teens spend about $13-27 billion annually, only 10+%
of these dollars are directed toward food, mostly soft drinks, snacks,
cookies, confections and fast food. However, kids exert significant
influence on spending across virtually all food categories, especially
cereals, main meal items and snacks.?
Marketing strategy for young adults age 21 to 25)
Brandweek, May 21, 2001, by Caroline Gibbons Barry
After X Comes Y
HR Magazine , April, 2001, by Julie Wallace
Generation Y is also sometimes referred to as the Millennials or the Echo Boomers.
?Recruiters also are finding that Generation Yers often begin their
careers with different expectations than workers from previous
generations. Patty Nelson, director of staffing at Tektronix, a
Beaverton, Ore.-based technology company, notes that the most recent
batch of college students seems to be remarkably confident. They have
watched college graduates in recent years receive multiple job offers,
eye-popping starting salaries and even stock options. As a result,
Generation Y feels perfectly comfortable negotiating higher salaries,
often leveraging multiple job offers to command extra perks such as
?Generation Xers lived through the loss of life time employment within
a corporation, Generation Yers begin their careers with the assumption
that they will be changing jobs frequently. As a result, Nelson has
observed that new college recruits frequently enter the workplace with
a short term career outlook, without any goals of developing within
their job or even within their first company.?
Gen Y and the Future of Mall Retailing
Jones Lang LaSalle
Generation X Generation Y
Born 1965?1976 Born 1977?1994
Ages 26?35 Ages 8?25
43 million 73 million
Accept diversity Celebrate diversity
Reject rules Rewrite the rules
Killer life Killer lifestyle
Mistrust institutions Irrelevance of institutions
Use technology Assume tech
Multitask Multitask fast
Latch-key kids Nurtured
Friend?not family Friends = family
Jones Lang LaSalle
Gen-X Meets Gen-Y
Youth Perceptions and Concerns about the Future
The business cycle gives rise to generations of haves and have-nots:
How do "Jealous" Gen Xers manage "arrogant" Yers?
Entrepreneur, April, 2001, by Chris Penttila
?A CNN/USATODAY/ Gallup poll taken in February challenges this,
finding only a negligible difference in attitude between respondents
18 to 29 years old, and those several decades above them.?
?College students and 20 somethings favored an invasion to remove
Saddam Hussein by 59 percent; those in their 30s and 40s, most of whom
would remember Vietnam, supported an attack by 5 points more, or 64
To Be About To Be
By Michael J. Weiss
American Demographics, September 2003
?A chart in the September 20003 American Demographics article To Be
About To Be on page 31 shows web activity for all age groups, from
making online purchases to forwarding e-mails to friends. And while
the statistics are high for the Gen Y crowd, they're also pretty
impressive for those over age 45. To Be About To Be by Michael J.
Weiss is an in depth article about today's crop pf 21-year-olds known
as Gen. Y or the Echo Boomers, and how their consumer traits will
evolve as they cross into adulthood.?
The full text of this article is available for subscribers only to
American Demographics. www.demographics.com
Other articles from American Demographics that might be of your interest
Boomers, Gen Xers and Millenials
Understanding the New Student
?Television hasn?t had a new idea in eons. Teen dramas like ?The
O.C.? are just updates of ?Beverly Hills, 90210,? and the undying
reality show trend continues to loop itself.?
?Self-confident and optimistic. Independent and goal-oriented. Masters
of the Internet and PC. Young adults who believe education is cool,
integrity is admirable, and parents are role models.?
Following the fiercely independent Gen Xers, Gen Y has emerged as the
?Gen Yers are much like their Gen X siblings -- independent,
techno-savvy, entrepreneurial, hard workers who thrive on flexibility
--- only much, much more. In place of Gen Xers' fierce independence,
you will find Gen Yers to be more comfortable in their self-reliance.
Whereas Gen Xers grew up witnessing Moore's Law (in the Information
Age, technology doubles in performance every two years) in action and
the transition from calculators to personal computers, by the time Gen
Y was entering its teenage years, Moore's Law was being challenged as
too slow. Most Gen Yers have been using computers since preschool and
can dazzle the greatest techies of Gen X.?
?Gen X was touted as the most entrepreneurial generation in American
history -- that is, until Gen Y. Today, it is not twentysomething
business leaders capturing headlines, but teenagers. Encouraged by
their Gen X predecessors, and often financed by their Baby Boomer
parents, Gen Yers are starting their own businesses in their teenage
years in record numbers-from employment services to Web shows for
teens to incredibly successful dot coms -- often while they're still
in high school.?
?Xers are very likely to question and challenge authority and withhold
?A lax work ethic and no company loyalty are common perceptions of Gen
Xers. However, Xers' hesitation to sacrifice their personal time for
work comes from seeing their Baby Boomer parents lose their jobs after
years of loyalty and devotion to work.?
?In their young careers, most Xers have already experienced at least
one layoff. For Xers, job security is so unlikely, it's a goal hardly
worth striving for.?
?Gen Y have always been connected via cell phones, pagers and the
Internet. Gen Yers have little tolerance for outdated systems and
technophobes who refuse to use technology to its fullest.?
?Gen Yers lived very structured lives, shuffled from one activity to
the next with little unsupervised free time. Thus, in the workplace
Gen Yers are less independent and seek more direction and acceptance
from their supervisors.?
?Gen Y embraces diversity to the point that it's almost a non-issue
among teens today.?
For Gen X, It's Paradise Lost
?Gen Xers now make up the biggest group of coupon clippers, for
example, and the bulk of those making partial payments on credit
cards, according to Vertis Inc.?
Here is some information about the buying habits of Gen Xers.
Music And Trends
By Wendy Wyman
?Gen X? ?Gen Y?
?Generation X? ?Generation Y?
Generation Y trends
Generation Y trends
"Gen Xers" "Gen Yers"
Changes in Gen Yers Gen Xers +habits
I hope you find this information useful!