Move Over Millennials. There’s a New Kid in Town!

September 8, 2014 § Leave a comment

Naming Gen Edge

A Guest Post by Amy Lynch

001-goodnight-ipad-by-ann-droydRecently demographers and gen theorists documented a clear shift–new behaviors and attitudes that signaled the start of a new generation. Technology plays a role here. For people 19 and under, social media and multi-tasking on five screens at once are the norm. In fact, many of them were read “Goodnight iPad” rather than “Goodnight Moon” at bedtime.

Now the question: what to call this new group? Names abound–Homelanders, iGen, Gen Z–but the name that sticks seems to be Gen Edge. Here’s why.

Each generation is born into a time of stability and belonging, a time of idealism and awakening, or into a period of skepticism and instability. And then (drum roll) once every 100 years or so a generation is born into a world that sees on the edge of collapse. Economically, socially, politically and technologically, things are changing so quickly that the whole era feels unpredictable, risky, edgy.

Of necessity, a generation of kids who grow up on the constant edge of change become edgy themselves. Resourceful and resilient, they find their way through minefields of uncertainty and figure out new ways of making things work.

Parenting comes into the mix as well. Today’s kids are being raised by Gen X parents who have nurtured without coddling. Unlike Millennials, Gen Edge has not been overprotected. They’ve known about adult problems, like unemployment and bills to pay, from early on. So they navigate the work with savvy beyond their years. Realists to the core, they have an edge. Gen Edge just fits.

AmyLynch2013Amy Lynch is president of Generational Edge, helping companies move beyond generational awareness to generational strategies that increase innovation, engagement and sales.  She has talked with groups as diverse as MTV, Boeing, Johnson and Johnson, and the Staff of the US Senate.  

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