There are many ways I’ve seen the generations broken down. Below is one breakdown, but certainly not the only definitive way to categorize these generations.
Starting with 1922-1945, the names include Veteran of WWII, Silent and Traditionalists. There were approximately 27 million. The next and very large segment is the Baby Boomers. Born between 1946 and 1964, these 76 million people changed the marketing and buying patterns of the country. Generation X were born between 1965 and 1981 and number 60 million. Those born between 1982 and 2000 are called Generation Y, Millennials, Echo Boomers and Gamers. They number 74 million.
During the Silent Generation, men were the breadwinners and women were the homemakers. That is, until they were needed to help out if factories during the war. Few products and services are developed or promoted to this audience. These women have experienced a world of technology and healthcare innovations in their lifetime. They are still viable consumers spending much more than marketers think, especially women born at the end of this era.
Women Baby Boomers were the first generation to receive a college education in large numbers. They became professionals such as doctors and lawyers, as well as corporate executives and business owners. They were not only a significant breadwinner, but the major spending for the family and often for the workplace. Divorce increased significantly and many became single parents. Boomer women changed the face of both the workplace and marketplace with their demands and spending clout. They believe in the buy now, pay later premise and credit card debt skyrocketed. Female boomers are rated as the most important demographic for many marketers and retailers today.
Generation X is much more skeptical than their parents, and with good cause. They have witnessed lying, corruption and massive layoffs. They were termed “latch-key kids” because both parents worked and mom wasn’t baking cookies when the kids got home from school. Women want much more balance in their lives than their mothers had. Many opt for flexible hours or staying home with the kids for a few years. Women in this generation haven’t had to fight many of the battles their predecessors did to achieve success in the workplace. They are able to make more demands of employers and work less than Boomers.
Millennials/Generation Y are the most-supervised and activity-programmed generation ever. Because of the multiple demands, many women in this group are superb multi-takers. Female Generation Ys are interested in the planet and “green” companies. They are active in social media and other internet activities, texting friends more often than calling them. They enjoy their careers, but it is not their lives. They have many interests.