GENERATION

Generation trends are the characteristics of a whole generation. They describe the deep desires, needs, fears and pleasures of a certain age group, on which many choices in life are based.

Generation trends can last from fifteen years up to a whole lifetime of a generation. They are based on key (disruptive) generational events and the so-called formative years of a generation: the timeframe during which the members of the generation were between 12 and 24 years old.

We work with four generation cohorts. Generation Babyboom and Generation X are well known and agreed upon by sociologists. What comes after Generation X is still under dispute: Millenials, iGeneration, Generation MTV, Generation Einstein etc. TRENDSACTIVE distinguishes two generations: Generation Y and Generation Game. The names are arbitrary, the definitions absolutely not.

Please keep in mind that the age limits are not absolute, there is a transitional period of around five years.