Most Adults Don’t Relate the Most to Their Own Generation
Marketers often rely on generational segmentation to target consumers effectively. However, a YouGov survey reveals that most adults don't feel they have the most in common with their own generation.
Findings Across Age Groups:
- 18-29-year-olds: Only 29% feel they have the most in common with Generation Z, while 22% identify more with Millennials and 11% with Gen X. A notable 17% relate most to older generations like Baby Boomers, Silents, or the Greatest Generation.
- 30-44-year-olds: Despite being within the Millennial age range, only 30% feel most akin to Millennials. Instead, 21% identify with Gen X, and 11% with Gen Z. A plurality (41%) still consider themselves part of the Millennial generation.
- 45-64-year-olds: Identification with one's own generation tends to increase with age. 35% feel most connected to Gen X, and 25% to Baby Boomers. Almost half (47%) consider themselves part of Gen X, while 31% believe they're part of the Baby Boom generation.
- 65+: The majority (54%) feel they have the most in common with Baby Boomers. However, some also relate to the Silent Generation (6%) or the Greatest Generation (10%). Notably, 80% consider themselves part of the Baby Boom generation.
Implications:
- Despite generational differences, age isn't always indicative of attitudes and behaviors.
- Identity formation is influenced by various factors beyond age.
- Previous studies have shown similar trends, with many Millennials and Gen Xers not strongly identifying with their own generations.
This research underscores the complexity of generational identity and suggests that marketers should consider a more nuanced approach to demographic segmentation.
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