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Generations

How do we define each generation band?

Understanding today’s consumers means looking into the five generations that make up our consumer-aged society, each of which shares common characteristics and buying behaviours. In our data, we define those generations by their birth years as follows:

Generation Z

1996-2015

Millennial (Generation Y)

1977-1995

Generation X

1965-1976

Baby Boomer

1946-1964

Silent Generation

1945 and earlier


The people who respond to our surveys give their age and we assign them to the relevant generation.