The more I dive into generational issues, the more convinced I become that 20- and 30-year cohorts are simply too broad; the world is simply changing too fast.
Generations are not defined exclusively by the years they were born, they are also defined by the experiences they share. So when the world changes as significantly and as rapidly as it has been doing lately, and when one considers that people’s most formative years—often assumed to correspond with one’s teen years, more or less—span a period of only 6-7 years, it stands to reason that we’d find distinct cohorts within generations.
And guess what: we can. Unscientifically, here’s one way to slice Gen X… this is unscientific, and is not meant to be exhaustive. This is meant only to illustrate the point that a generation can be logically sliced into narrower cohorts… and to get you thinking about the folks you’re working with in a new way:
Gen X Cohort 1
Reagan Democrats
ERA expiration
Double digit inflation
Middle East out of control (Iran hostage crisis, Sadat, Marines in Lebanon, TWA hostage crisis, El Al attacks in Rome and Vienna, Achille Lauro, Berlin nightclub bombing, Libyan “Line of Death”)
VCRs, CDs, MTV
Judy Blume
Mary Lou Retton
Deer Hunter, First Blood, “Born in the U.S.A.”, Platoon
Standing in line for movies like Close Encounters of the 3rd Kind, Star Wars, E.T.
Geraldine Ferraro
AIDS debate (it was not universally accepted as a crisis at first; there was a lot of push-back and organizational sclerosis in dealing with it)
SDI Initiative (Star Wars)
Live Aid
1984
Iron-on t-shirts
Madonna, Run D.M.C.
Japanese manufacturing threat
This cohort comes of age as America finally absorbs the lessons of Vietnam and the economic impact of the oil shocks of the ‘70’s. Double digit inflation comes under control just in time for taxpayers see the president double the national debt and propose even more spending for SDI. Computers proliferate. Kids watch their moms go to work and, because society doesn’t know how to support moms in the work place, they watch out for each other. Even minor cultural events like summer blockbusters are still large, communal events. An actor in the White House, and MTV in the living room, mean that appearances matter from now on. Rules about gender roles are starting to change, but a resurgent national pride and focus on military build up give the era a decidedly masculine feel.
Gen X Cohort 2
Iran-Contra scandal
Chernobyl
Yuppies
1987 market crash
“Mr. Gorbachev, tear down that wall!”
Hair metal (that’s music, y’all)
Tianimen Square
Salman Rushdie fatwa
I get my drivers license and fill up @ ~$.97/gal (just waxin’ nostalgic)
S&L crisis
AIDS
Barbarians at the Gate, Wall Street
Exxon Valdez
Pan Am flight 103
“Read my lips!”
Wayne’s World
Gulf War
Milli Vanilli
Japanese market collapse
The 1989 earthquake in SF is a great metaphor for this cohort, which seems to experience the results of long-term pressures in quick, big jolts. Chernobyl is the result of crumbling infrastructure; China cracks down on dissidents; America goes to war to secure oil access; S&Ls cost US taxpayers $150 billion—a staggering sum at the time; M&A activity is larger than life; the stock market crash is blamed on program trading; terrorism takes a turn for the spectacular; the entertainment industry is scandalized when Grammy award winners are outed as fakes. The music is loud and the nihilistic, no-tomorrow rock star lifestyle is celebrated to the extreme.
Gen X Cohort 3
Nirvana
Russian economic crisis
Proliferation of the internet
Netscape IPO
Over-commercialization of… everything.
Napster
Nirvana gives the finger to very concept of the institution, with Cobain literally showing up on Rolling Stone in a “Corporate Magazines Suck” t-shirt. With that, the individual enters the scene as a powerful force… big time. Big business as it has been doesn’t know it yet, but it’s days are numbered. Initially, the power of the individual is captured in the negative—think “Loser” by beck and “Creep” by Radiohead—but when Netscape hits, that individualism translates into free market labor and a technical revolution. Napster is a first crack at individuals fighting against the machine and winning… people on the inside are a bit taken aback at just how many victories are scored before the machine fights back, and the disorganized, ham-handed return volley by the industry is laughable.
Certainly, not a scientific cut… not even final thoughts; I could just as easily sliced these cohorts a different way. But as I go through and cut this generational stuff every which way, it does strike me that even within a single generation, multiple, distinct cohorts exist. This is one way of identifying them.
Posted under Gen X & Gen Y
This post was written by Jason Seiden on October 8, 2008



