Generations and Marketing Personas: All You Need to Know

Welcome Generation Beta

On January 1, 2025, we welcome a new generational cohort: Generation Beta. This group represents the children born into a world shaped by artificial intelligence, automation, and increasingly urgent climate challenges. As the successors to Generation Alpha, Generation Beta is likely to be defined by their ability to creatively solve problems and adapt to a rapidly changing global environment.

Born into an era of unprecedented technological advancement, they will grow up alongside AI and automation as norms, while grappling with the realities of population movements and environmental uncertainty.

About Generations

Generations are cohorts of people grouped by their birth years, typically spanning about 15–20 years, who share common cultural, social, and historical experiences during their formative years.

These shared experiences, such as major world events, technological advancements, and societal shifts, shape their values, behaviors, and perspectives. We name generations to better understand the unique characteristics and influences that define each group, helping researchers, marketers, and sociologists analyze how societal changes impact attitudes, priorities, and decision-making over time.

A new generation is often identified when a significant shift in technology, culture, or historical context marks the end of one era and the beginning of another.

For instance, the introduction of digital technology or major global events like pandemics can signal the transition to a new generational cohort. These distinctions allow us to explore how different groups respond to challenges and opportunities and how their collective traits influence the world.

Recent past generations

Understanding Generation Beta in context requires us to look back at the generations that preceded them and the traits that defined their unique eras:

Silent Generation (b. 1928–1945)
Moto: “Built to last, trusted for generations.”

The Silent Generation, generally defined as individuals born between 1928 and 1945, earned its name due to its reputation for conformity and civic-mindedness. This label reflects the cohort’s upbringing during the hardships of the Great Depression and World War II, as noted by the Colorado State Demography Office. These formative experiences shaped a generation known for its resilience and adherence to societal norms.

Known for their resilience and community values, shaped by post-war recovery and traditional structures.

This generation, was really shaped by the following historical and cultural landmarks:

1. Shaping Resilience: World War II aftermath, Korean War, Great Depression recovery.
2. Moments of Aspiration: Post-WWII rebuilding, Early space race (Sputnik, moon landing preparation).
3. Defining Pop Culture Moments: Rock ‘n’ roll explosion (Elvis Presley, Chuck Berry), Golden age of Hollywood films.
4. Tech Transformations: Widespread adoption of television, Household appliance revolution (fridges, washing machines).
5. Brave Battles: Early civil rights activism (Brown v. Board of Education, 1954), Women entering the workforce in significant numbers.
6. Economic Shocks: Post-Great Depression recovery, Suburban expansion fueled by the GI Bill.

Baby Boomers (1946–1964)
Moto: “Achieve more, leave a legacy.”

Baby Boomers, born between 1946 and 1964, emerged during the post-World War II “baby boom,” a period marked by a significant rise in birth rates. As of July 1, 2019, they were the second-largest age group in the United States, following Millennials, according to U.S. Census Bureau data.

While Baby Boomers are projected to live longer than earlier generations, a recent study by researchers at the University of Oxford and University College London suggests they may face poorer health outcomes compared to their predecessors.

Ambitious and optimistic, this generation was molded by post-war prosperity, cultural revolutions, and a drive to leave a legacy.

This generation, was really shaped by the following historical and cultural landmarks:

1. Shaping Resilience: Vietnam War protests, Oil crises (1973, 1979), Civil rights struggles (Martin Luther King Jr., March on Washington).
2. Moments of Aspiration: Moon landing (1969), Economic booms of the 1980s (Reaganomics, rise of middle-class wealth).
3. Defining Pop Culture Moments: Woodstock (1969), Beatles mania and rise of counterculture, TV as a unifying cultural medium.
4. Tech Transformations: Personal computers emerging, Space exploration advances.
5. 5. Brave Battles: Feminism (e.g., Roe v. Wade, 1973), LGBTQ+ rights movements begin.
6. Economic Shocks: Stagflation and high unemployment (1970s), Globalization reshaping economies.

Generation X (1965–1980)
Moto: “No shortcuts, just results.”

Generation X, born roughly between 1965 and 1980, was labeled with an “X” to signify their undefined and shifting identity, reflecting a departure from the traditional values associated with earlier generations. During the 1970s and 1980s, they were also called the “Latchkey Generation” because many children carried keys to let themselves into empty homes after school. This nickname arose from societal changes such as rising divorce rates, increased maternal workforce participation, and limited childcare options, which fostered a sense of independence and self-reliance in this cohort.

Independent and skeptical, this group values practicality and adaptability, having grown up during economic uncertainty and technological transitions.

This generation, was really shaped by the following historical and cultural landmarks:

1. Shaping Resilience: End of the Cold War (fall of Berlin Wall, 1989), AIDS epidemic, 9/11 terrorist attacks.
2. Moments of Aspiration: Internet revolution (1990s), Dot-com boom and early Silicon Valley.
3. Defining Pop Culture Moments: MTV generation and music-driven culture., Grunge movement and early hip-hop, Hollywood blockbusters (e.g., Star Wars, Indiana Jones).
4. Tech Transformations: Mobile phones becoming accessible, Early adoption of personal computers.
5. Brave Battles: Environmental awareness grows (e.g., Earth Day resurgence), Anti-globalization protests (e.g., Seattle WTO protests, 1999).
6. Economic Shocks: Dot-com bubble burst (2000), 2008 financial crisis impacts careers.

Millennials (aka Generation Y) (1981–1996)
Moto: “Live your truth, make it matter.”

The Millennial¹ generation, also known as Generation Y, includes those born between 1981 and 1996, currently in their late 20s to early 40s. This cohort earned its name because it follows Generation X and came of age as the new millennium began. According to the Pew Research Center, Millennials are the largest living adult generation in the United States.

Dretsch highlights that Millennials represent a marked shift from previous generations, embracing the world with optimism and prioritizing self-care while striving to make the world a better place. Their strong sense of community further distinguishes them, showcasing a generational focus on collaboration and shared progress.

Socially conscious and purpose-driven, they prioritize authenticity and experiences, shaped by the internet revolution and economic instability.

This generation, was really shaped by the following historical and cultural landmarks:

1. Shaping Resilience: 9/11 and subsequent wars (Afghanistan, Iraq), Global financial crisis (2008), COVID-19 pandemic disrupts early careers.
2. Moments of Aspiration: Barack Obama’s election (2008), Marriage equality legalized (varies by country, e.g., US 2015).
3. Defining Pop Culture Moments: Streaming revolution (Netflix, Spotify), Social media rise (Facebook, Instagram, YouTube).
4. Tech Transformations: Smartphones and app culture become mainstream, Cloud computing and streaming services redefine access.
5. Brave Battles: #MeToo movement, Black Lives Matter gains global attention.
6. Economic Shocks: Student debt crisis, Rising cost of housing and living.

Generation Z (1997–2009)
Moto: “Change the game, make it yours.”

Hyper-connected and values-driven, Gen Z demands transparency, inclusivity, and ethical practices, growing up in a world of climate anxiety and digital dominance.

This generation, was really shaped by the following historical and cultural landmarks:

1. Spaping Resilience: COVID-19 pandemic disrupts education and careers, Climate anxiety and extreme weather events, Political polarization globally.
2. Moments of Aspiration: SpaceX and private space exploration, DEI (Diversity, Equity, and Inclusion) movements reshaping workplaces and schools.
3. Defining Pop Culture Moments: TikTok dominance and short-form content trends, Influencer culture and digital creators.
4. Tech Transformations: AI and automation integration in daily life, Rise of augmented reality and virtual experiences.
5. Brave Battles: Fridays for Future and climate activism, LGBTQ+ inclusivity in media and culture.
6. Economic Shocks: Gig economy and precarity in early careers, Rising cost of living and economic inequality.

Generation Alpha (2010–2024):
Moto: “Dream big, the future is yours.”

The term “Gen Alpha,” introduced by McCrindle, describes those born between 2010 and approximately 2024. With the oldest members now around 14 years old, this generation is primarily the children of millennials, growing up immersed in a highly digital and tech-driven environment.

McCrindle² projects that Gen Alpha will become the largest generation in history, with an estimated population of over 2 billion once all members are born.

Dretsch highlights that Gen Alpha shares strong family bonds, a hallmark of their upbringing. This emphasis on close familial connections reflects values passed down through generations, echoing the priorities of millennials, their parents, and grandparents.

Creative and curious, this generation has been raised with hybrid lifestyles, immersive technologies, and an acute awareness of global challenges.

This generation, was really shaped by the following historical and cultural landmarks:

1. Shaping Resilience: Growing up amid COVID-19 disruptions, Witnessing geopolitical tensions and resource conflicts.
2. Moments of Aspiration: Breakthroughs in renewable energy adoption, Mars exploration and space colonization milestones.
3. Defining Pop Culture Moments: Interactive gaming and metaverse platforms, Youth-led content on social media.
4. Tech Transformations: AI ethics and regulation debates, Ubiquity of smart devices and IoT.
5. Brave Battles: Advocacy for climate justice, Focus on mental health awareness in schools.
6. Economic Shocks: Adjusting to hybrid work and education models, Growing up in an economy redefined by AI and automation.

Conclusion by reading the above analysis:

Every generation has faced its own struggles, fought its battles, and endured economic hardships. Let’s not dwell on comparisons—ultimately, we’re all simmering in the same pot. We need to respect each other; there are no better or worse generations, only different experiences that shape us. –Theo Moulos – CEO GrowthRocks

Connection of Generations and Marketing Personas

Generations offer a unique lens for crafting effective marketing personas, as each group’s shared experiences influence their behaviors and expectations. By aligning marketing messages with generational traits, brands can create meaningful connections.

Examples of Marketing Personas by Generation:

• Silent Generation: The Loyal Saver — Values reliability, trust, and longevity in products and services.
• Baby Boomers: The Ambitious Achiever — Focused on legacy and making an impact, they are drawn to security and meaningful products.
• Generation X: The Skeptical Pragmatist — Prefers no-nonsense messaging, valuing practicality and transparency.
• Millennials: The Experience Seeker — Driven by authenticity and purpose, they prioritize experiences over material goods.
• Generation Z: The Social Activist — Advocates for ethical practices, inclusivity, and transparency in brands.
• Generation Alpha: The Digital Explorer — Engages with gamified, interactive content that fuels their curiosity.
• Generation Beta: The Creative Problem-Solver — Will be focused (hopefully) on innovation and collaboration to tackle global challenges.

Why This Matters for Marketing

Generations play a critical role in shaping marketing personas because they are molded by the historical and cultural landmarks they experience during their formative years, particularly from adolescence to early adulthood. These shared experiences profoundly influence their worldview, priorities, and reference points, which, in turn, dictate their behaviors, preferences, and decision-making processes.

By understanding the generational context, marketers can craft messages, products, and services that resonate deeply with their target audience. These insights ensure alignment with what each generation values, how they perceive the world, and how they engage with brands.

Generational insights are crucial for building marketing strategies that resonate deeply. Here’s why:

1. Targeting with Precision: By understanding generational values and priorities, brands can craft campaigns that align with their audience’s emotional and cultural context.
2. Creating Emotional Resonance: Generational reference points allow brands to build narratives that feel personal and relatable.
3. Adapting Strategies: As new generations emerge, marketers can anticipate shifts in preferences and behaviors, staying ahead of cultural changes.

The Same Message Across Generations

Here’s a single marketing message rewritten five times to align with generational personas. You see the difference. Is it clear why the same message will not resonate with everybody? We evolved the core idea to reflect each generation’s worldview and priorities. Let’s see it:

Core Marketing Message:

“Build a better tomorrow.”

Silent Generation’s version

“Together, we build a lasting legacy for the next generation.” (Reflects their community-oriented values and focus on stability and tradition.)

Baby Boomers‘ version

“Your ambition today shapes a brighter future for all.” (Appeals to their drive for achievement and creating a meaningful impact.)

Generation X‘s version

“Plan smart, act now, and secure the future you deserve.” (Practical and action-driven, appealing to their no-nonsense, self-reliant nature.)

Millennials‘ version

“Create change, live with purpose, and inspire tomorrow.” (Highlights their desire for authenticity, social impact, and living meaningful lives.)

Generation Z’s version

“Redefine the future—your voice, your values, your impact.” (Bold and empowering, connecting with their advocacy for inclusivity and change.)

Generation Alpha

“Dream it, design it, and lead the way to a smarter world.” (Visionary and optimistic, aligned with their creativity and embrace of new possibilities.)

Are We All the Same?

Absolutely not. While generational trends provide valuable insights into shared experiences and collective behaviors, they don’t capture the full spectrum of individuality. Cultural and historical landmarks shape generations, but other factors—like personal values, upbringing, socioeconomic status, geographic location, and unique life experiences—play a significant role in shaping who we are.

Generational insights act as guiding frameworks, not rigid rules. They help identify attitudes, priorities, and decision-making patterns, but individuals often defy these generalizations. For example:

• A Gen Z individual may reject digital engagement despite growing up as a “digital native.”
• A Baby Boomer may embrace sustainable practices and activism, traits often associated with Millennials or Gen Z.

Generational identity interacts with other layers of diversity, such as personal circumstances and the microcultures individuals belong to.

Which Part of Age Matters Most: Our Productive Years or Our Childhood?

Both childhood and productive years significantly shape who we are, but they impact us in different ways:

1. Childhood: The Foundation

• Impact: Childhood experiences lay the emotional, cognitive, and cultural groundwork for how we interpret the world.
• Why It Matters:
  • The media, technology, and social norms encountered in childhood shape early perceptions and habits. For example, Millennials grew up with the internet’s birth, which makes them digital pioneers.
  • Parental values and educational environments instill long-term attitudes, such as an emphasis on sustainability for Gen Z, driven by climate-conscious messaging during their youth.

2. Productive Years (18–35): The Defining Chapter

• Impact: This is when people make critical life decisions (education, career, relationships) and actively engage with societal systems.
• Why It Matters: Individuals are more receptive to cultural, political, and technological shifts during these years. For instance, Millennials faced the Great Recession during their productive years, heavily influencing their financial behaviors and preferences for experience-driven consumption. World events, like 9/11 or COVID-19, leave lasting imprints because they intersect with key decision-making moments, shaping resilience, adaptability, or political engagement.

Final Thoughts

Generations are living reflections of the times that shaped them, providing invaluable insights for marketers, educators, and leaders. With the arrival of Generation Beta, the world must prepare for a cohort ready to tackle challenges with bold creativity and innovation. By tailoring strategies to generational traits and understanding their unique reference points, brands can create campaigns that resonate deeply and build lasting connections.

Marketing for tomorrow begins with understanding the generations of today.

1. The name Millennial was coined by social researchers Neil Howe and William Strauss in their book “Generations: The History of America’s Future, 1584 to 2069.” It reflects the generation’s coming of age around the turn of the new millennium. Born between 1981 and 1996, Millennials were uniquely positioned as the first generation to grow up with rapid advancements in technology, globalization, and cultural shifts that defined the late 20th and early 21st centuries. The term emphasizes their role as a bridge between the analog past and the digital future, as well as their formative years being shaped by the optimism and uncertainties of entering the 2000s. ↩︎
2. The term “Gen Alpha,” introduced by McCrindle, describes those born between 2010 and approximately 2024. With the oldest members now around 14 years old, this generation is primarily the children of millennials, growing up immersed in a highly digital and tech-driven environment.
   McCrindle projects that Gen Alpha will become the largest generation in history, with an estimated population of over 2 billion once all members are born.
   Dretsch highlights that Gen Alpha shares strong family bonds, a hallmark of their upbringing. This emphasis on close familial connections reflects values passed down through generations, echoing the priorities of millennials, their parents, and grandparents. ↩︎