Should we call the generations? POST-DEMOGRAPHY, about generations in the publication "HR ROAD MAP - Trends that set the stage."
Katarzyna Andrzejczyk-Briks
Baby Boomers, zetas, zalphs, generation X, who among us hasn't heard these names? They're in studies, trendbooks, newspaper articles. Loved by journalists and marketers, they click perfectly and explain in seconds who the people of a generation are.
In the publication "HR ROAD MAP - Trends that set the direction" these names will also appear, but... NOTE: A change on the horizon. It is worth critically analyzing the groupings by demographics. Unfortunately, they contain many harmful stereotypes and oversimplify people's complex life experiences. In the research community (sociologists, demographers), criticism of generational divisions has been growing for several years. Why? They are often not substantiated by data and are pseudo-scientific. It is believed that they are often hurtful and polarize entire generations.
The post-demographic trend proposes new, more critical views of generational studies. One of the most prominent voices opposing generational labels is University of Maryland sociologist Philip N. Cohen. In 2021, he drafted an open letter to PEW (Pew Research Center, USA), signed by demographers and sociologists, in which he urged the organization to abandon labels such as Generation X, Millenials and Generation Z. He explained that these terms are "arbitrary" and "have no scientific basis."
According to Philip N. Cohen, from a research standpoint, age categories can lead to generalizations that do not always relate to people's personal experiences, even if on paper they belong to the "Millenials" or "Generation Z" generation. PEW, in response to the letter, decided to take a closer look at generational research, not to not do it at all, but to improve it and not reduce it to marketing mythology.
Some trend agencies like Trend Watching and The Future Laboratory
have also noticed this change and have been incorporating it into their audience research for several years, paying more attention to people's behaviors, lifestyles, values and needs than to their age.
While the time in which we were born and matured is of great importance, we must remember that each of us is nevertheless different in terms of our backgrounds, experiences, property status, the social capital we received, or education.
What do you think about defining generations?
Answer the following questions and consider whether naming generations is really right and works?
If you don't already have our publication - download it for more valuable information:
Questions:
Do you find yourself in the descriptions of your generation?
In your opinion, do all people of a given generation behave equally?
Are past generational divisions helping or hindering more
In intergenerational understanding?
Do you talk about generational research as a team and make it realistic with the experiences of people in your organization, company, team?
