The document discusses three generations - Gen X, Millennials, and Gen Edge. It analyzes each generation's cultural context, upbringing, gender dynamics, approach to adulthood, attitudes, behaviors, relationship to technology, and more. The goal is to understand how to best target each generation through appropriate tone, messaging, and innovation.

1. GENERATION
GENERATIONGENX

2. THE SOUND 2
GEN X VS MILLENNIALS VS GEN EDGE
3 GENERATIONS, ONE BIG IMPACT
GENX GENERATION
Dave Grohl
1961 - 1980
Jaden Smith
1996 - present
Taylor Swi5
1981 - 1995
GENERATION

3. THE SOUND 3
GEN X VS MILLENNIALS VS GEN EDGE
CULTURAL CONTEXT
THE SOUND
GENERATION
GENERATIONGENX
‣ Climate change
‣ The war on terror
‣ Financial boom & crash
‣ Internet revolu8on
‣ Youtube & Facebook
‣ iPod
‣ Great recession & austerity
‣ Widespread global conflict
‣ First black president
‣ Ubiquitous smartphones
‣ Snapchat & Facebook Live
‣ Spo8fy
‣ Mass divorce
‣ AIDS crisis
‣ End of the Cold War
‣ Cable TV
‣ Landlines
‣ Walkman
IDENTITY SHAPED BY A
MIX OF STAGNATION
AND FRAGMENTATION
IDENTITY SHAPED BY
A MIX OF CRISIS
AND OPPORTUNITY
IDENTITY SHAPED BY MIX
OF HARDSHIP AND
INSTANT GRATIFICATION

4. THE SOUND 4
GEN X VS MILLENNIALS VS GEN EDGE
UPBRINGING
THE SOUND
GENERATION
GENERATION
Millennials were raised by highly involved
Boomer parents who ins=lled in their
children with a sense of op=mism and were
ac=vely involved in fostering their success.
‣ It’s hard for them to see themselves as
solely responsible when they are so reliant
on collabora8on and networking
SUPPORTED
Gen Edgers are being raised by cynical,
rebellious Gen-Xers who ins=ll them with a
healthy dose of skep=cism and self-reliance.
‣ Gen Edgers are savvy and will leverage
opportuni8es afforded to them but
ul8mately they feel personally responsible
for their success
SELF-RELIANT
Gen-Xers were the first genera=on to have
both parents working outside of the home and
experience divorce on a genera=onal scale.
They came home to an empty house and
developed a strong sense of self-sufficiency
thanks to low levels of parental involvement.
‣ They’re independent; accustomed to
relying on themselves
AUTONOMOUS
GENX

5. As the first genera=on to experience fluidity
with gender roles en masse, Gen-X has been at
the forefront of various equality movements.
‣ Took up and popularized nascent movements
around gay rights, LGTBQ2, feminism and
equality
‣ Confusion around how to talk about a far
more fragmented gender landscape today
GENDER RIGHTS
THE SOUND 5
GEN X VS MILLENNIALS VS GEN EDGE
GENDER DYNAMICS
For Millennials, gender and sexual equality is more
established — yielding high levels of acceptance.
Paradoxically, this also means that there’s not as
much awareness of the hard-fought baRles of the
recent past.
‣ Stay at home dads and equally-shared responsibili8es
‣ No judgement; respect for personal choices
‣ Experience a ‘don’t know how good you have it’ from
Gen-Xers who had to overcome more marginaliza8on
GENDER OPENNESS
Coined the “pluralist genera=on,” Gen Edge
doesn’t define themselves as much by gender.
They’re the ones on the vanguard in terms of
rejec=ng binaries.
‣ Fashion that cross-pollinates between genders
‣ Ac8vely nego8a8ng gender pronouns — i.e.,
she vs they vs ze vs hir
‣ They see gender and sexual diversity as
natural, not poli8cal
POST-GENDER
THE SOUND
GENERATION
GENERATIONGENX

6. THE SOUND 6
GEN X VS MILLENNIALS VS GEN EDGE
ROAD TO ADULTHOOD
THE SOUND
GENERATION
GENERATION
Millennials benefited from a long period of rela=ve
economic stability, so they were able to develop
their iden=ty in a prolonged youth context.
‣ This stresses them out as they fear missing
adult milestones
‣ Success defined by personal sa8sfac8on
and individuality
EXTENDED
ADOLESCENCE
Due to the challenging, compe==ve context
they were raised in, Gen Edge doesn’t have the
luxury of experiencing an extended youth.
‣ Success measured by balancing new
opportunity with desired stability
‣ Ex: pragma8c college degrees; learning to code
ACCELERATED
ADULTING
Gen-X reacted to the Boomer model – they
wanted more control over their lives and didn’t
want to have kids right away or even at all.
‣ Many became childless by choice or had
children well into their 30s
‣ Success more likely to be measured along
cultural terms or career
REDEFINING
ADULTHOOD
GENX

7. THE SOUND 7
GEN X VS MILLENNIALS VS GEN EDGE
APPROACH TO MATURATION
THE SOUND
GENERATION
GENERATIONGENX
Millennials are highly mo=vated to achieve
maturity; they want to be taken seriously, to
feel like they’re a part of everything that’s
important and to achieve their personal goals.
‣ Frustra8on with prolonged adolescence
‣ Adulthood starts a`er 35
‣ Messaging around experience resonates
MATURITY ASPIRANT
Hardened by the world around them, Gen Edge
is forced to grow up fast. They don’t expect
much from tradi=onal norms and ins=tu=ons.
‣ Frustrated by forced acceptance of
conven8ons that comes with being ‘young’
‣ Messaging around independence resonates
PRE-MATURE
Gen-Xers are now parents, and they are more
economically empowered than ever. But
because they never abandoned the culture of
their youth, there’s a strong desire to live for
today.
‣ Frustrated with tradi8onal aging model
‣ Messaging around youthfulness resonates
MATURITY ADJUSTING

8. THE SOUND 8
GEN X VS MILLENNIALS VS GEN EDGE
ATTITUDE / OUTLOOK
THE SOUND
GENERATION
GENERATION
Millennials were promised the world by their
Boomer parents - they are a highly posi=ve
genera=on and believe they can make a difference.
Engage with brands that deliver a sense of:
‣ Mutual values-based goals
‣ Op8mism
‣ Shi`ing tradi8onal paradigms
IDEALISTS
Gen Edge has grown up in a state of recession
and bleak growth - they are pragma=c and
value responsibility & tangible results.
Engage with brands that deliver a sense of:
‣ Usefulness
‣ Opportuni8es for them to actually DO
something in the world
‣ Global responsibility
REALISTS
Gen-X is defined by a pervading sense of
cynicism. They grew up valuing the
underground, and sought to keep their
culture secret from the mainstream.
Engage with brands that deliver a sense of:
‣ Exclusivity
‣ Underground
‣ Rebellion
SKEPTICS
GENX

9. THE SOUND 9
GEN X VS MILLENNIALS VS GEN EDGE
BEHAVIOR
THE SOUND
GENERATION
GENERATION
Millennials see a diverse group of friends as
essen=al. They are happy to reveal most of
their secrets in order to forge connec=ons.
‣ Different skills strengthen the group
‣ Adopt dis8nct roles in different friendship
groups
GROUPS
Gen Edge value their privacy… a lot … and are
careful of what they disclose and who they let
into their inner circle.
‣ Incredibly close to their friends when they do
let them in — they are the family they choose
‣ Prefer ephemeral apps like Snapchat that
allow for impermanence
SQUADS
Gen-X grew up intensely experiencing the
tension between belonging and individualism.
Striving to be part of the popular cliques was
par for the course.
‣ Set social hierarchies and dichotomies
‣ Cool kids vs. Nerds
CLIQUES
GENX

10. THE SOUND 10
GEN X VS MILLENNIALS VS GEN EDGE
RELATIONSHIP WITH TECHNOLOGY
THE SOUND
GENERATION
GENERATIONGENX
Millennials grew up during the Internet
revolu=on and are constantly striving to find
balance between disconnec=ng vs missing out.
‣ Able to talk about how technology has changed
their world
‣ Less likely to own a TV
‣ Less likely to have a cable subscrip8on
TECHNOLOGY
ASPIRANTS
Gen Edge find it almost impossible to talk about
technology and the impact it has on their lives;
they don’t remember the sound of a modem or
a world with monolithic news sources.
‣ Technology is their natural portal to the world
‣ Immediacy maders
TECHNOLOGY
USERS
Gen-X came of age as the personal computer
emerged, many learning how to use tech as
adults. They’re digitally savvy, but ‘80s
mainstream media set their values.
‣ Nostalgic for when technology wasn’t pervasive
‣ Appreciate tradi8onal journalism
‣ Magazines & newspapers s8ll play a role
TECHNOLOGY
ADOPTERS

11. THE SOUND 11
GEN X VS MILLENNIALS VS GEN EDGE
TARGETING GEN X,
MILLENNIALS, & GEN EDGE

12. TARGETING GEN X, MILLENNIALS, & GEN EDGE
12THE SOUND
THE SOUNDGEN X VS MILLENNIALS VS GEN EDGE
TAKING THE RIGHT TONE
Connec=ng with Gen-X is not just about talking to
them as parents, but also as individuals.
Don’t airbrush the reality of middle age - they are
the original cynics. But don’t simply define them by
their age category: they have rejected the idea of
‘geeng old’.
Success is a work in progress - indulgent purchases
celebrate achievements, not arrival.
Escapism for them is hard-earned, so don’t make
them feel guilty or ridiculous for it. They’re looking
forward, not backwards.
Millennials put a premium on authen=c, handmade, and
locally-produced goods.
Geeng a good deal is a priority, but they won’t compromise
on quality. They want to feel good about what they buy.
Don’t assume that Millennials are completely focused on
themselves; especially as they age, they’re eager to begin
reciproca8ng the care and support their parents once
showed them.
Gen Edgers are cri=cal thinkers... which means they’re
going to think cri=cally about your brand.
To achieve their goals, Gen Edge looks to the alterna8ve,
the challenger, the rebel. Brands with alterna8ve
posi8oning will resonate.
Keep it real. They look for func8on and efficacy in brands
as much as they seek image.
They see adver8sing as an annoyance and hate being
obviously marketed to, figure out how to integrate rather
than dominate.
GENX GENERATION
GENERATION

13. TARGETING GEN X, MILLENNIALS, & GEN EDGE
13THE SOUND
THE SOUNDGEN X VS MILLENNIALS VS GEN EDGE
WHERE THEIR ATTENTION IS
While they are fully naturalized digital ci=zens,
they ac=vely carve out immersive, non-digital
media =me - presen=ng an opportunity to connect
with this genera=on on a meaningful level.
Gen-X holds onto and values printed supplements …
fuelling opportuni8es to create branded content
that really cuts through.
Con=nue focus on non-tradi=onal media channels,
with an effort to connect authen=cally.
They’re watching TV on alterna8ve plaiorms while
simultaneously tethered to their smartphones and
social media.
At the same 8me, they have led the resurgence of old
formats like vinyl and richly designed print magazines.
Tangible quality can co-exist with their mul8-screen
media stream.
Gen Edge wants to own, subvert and change things.
Expect them to poke fun and play with your
messaging. Take it as a compliment.
They also love to document their do-er aetudes and
broadcast their efforts when it feels right. Consider
them your target ... and your media plaiorm.
Don’t try to control your message or medium; it won’t
work. They want to hack or personalize rather than be
trapped in a walled garden.
GENX GENERATION
GENERATION

14. TARGETING GEN X, MILLENNIALS, & GEN EDGE
14THE SOUND
THE SOUNDGEN X VS MILLENNIALS VS GEN EDGE
PRODUCT AND PORTFOLIO INNOVATION
With a strong sense of familial duty, shopping within
CPG comes with pragma=c compromise — but at the
same =me, they need to indulge in personal
pleasures.
Tap into this need with products that celebrate them
as individuals and help them avoid the fear of merging
into the supermarket ‘herd’.
Millennials are dabblers. Driven by an overabundance of
choice and limited resources, Millennials have shided their
buying strategy to be renters instead of owners.
More op8ons have only fueled their promiscuous aetude
towards brands; this genera8on values explora8on over
commitment.
Push freedom to try new func8ons, units, markets as a
compe88ve advantage. Introduce more variants more o`en
to maintain interest in category. Limited Edi8on plays
directly in to Millennial needs!
Edgers are more focused on standing out than being
#1.
Consider ways to allow your products to drive the
individualism or compe88ve differen8a8on that Edgers
crave
Edgers are prac8cal spenders and will lack a mo8va8on
to purchase unless a clear point of difference is evident.
GENX GENERATION
GENERATION

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