Creating generational categories around dates of birth is the wrong way to fragment people while trying to design different strategies for a target market. Instead, businesses should consider how people view themselves and society and how environmental and geographic factors affect individuals.Various media and research extend the age of millennials from 1977 to 2000. Most millennials reject the definition of generation, with only 40% accepting the “millennial” label.
A look at how X, Y, Z is defined:
Birth 1960-79 = Generation X
Characterized as being unhappy with permanent cynicism. The very young who have fought in any major war, the old who have enjoyed free education – have spent much of their adulthood sitting in coffee shops trying to establish rights around the world. And failing …
Millennium = 1980+ divide into two groups:
Born in 1980–1994 = Generation Y
Born between the arrival of Walkman and the founding of Google, they are technically of uncertain size. Some have made a fortune from it (Zuckerberg). Along with being comfortable sharing their entire lives online, this is a selfish, self-related generation. “Let me take a selfie,” is his catchphrase.
1994+ = Generation Z (aka Post-Millennials, Zen Wii, iGeneration)
Too young to remember 9/11, he grew up in a world of political and financial turmoil. As a result, they are eager to take care of their money, and make the world a better place. But unlike old YY, they are smarter, more secure, more mature and want to change the world.
Reason for caution
UX professionals are a little suspicious of the stereotypes of people. It is not really very useful to group people over generations because they are very common. As seen above, there are widespread allegations about people’s personality based on their date of birth. We should instead focus on those who are interested in the product rather than a wider audience by age range.
Instead of focusing on specific market segmentation based on generations, designers are more useful to designers. Political, economic, technological, environmental, and geographic factors influence how people view themselves and the people around them and these considerations must be the decision-makers around a target market when trying to sell a product or service.
When businesses focus on selling Generation Z, they are focusing on an age range rather than focusing on the type of people who are really interested in their product or service.
If instead, for example, an automotive brand focuses on those who were interested in buying in safety, longevity and value for money – then the design for that product experience should reflect those characteristics, such as That is naturally considered reflective, and traditional. It is more important to work with personality / pen portraits that will exacerbate these traits when there is a target market for a product or service.
Instead of seeing millennials as a whole, they can and should be broken. Yes, some of them are following the classic Generation Y traits, but some of them are equally showing more characteristics with the post-war generation boom. Some interesting traits from recent research show General Z-ers to be sensible and realistic, and if brands understand this mindset they can design better products and more effective campaigns.
Finally, are all 18-24 year olds the same? No, they are not.
Consider using mosaic profiles (or the equivalent of your areas) that segment the population by the neighborhood in which they reside, specifically household structure, standard of living and culture, property and tenure information, economic indicators, census Data, demographics around time addresses for students. , As well as physical, human and geographical insights.
An example of different segments within the millennium:
“Side street singles”, young singles in tight city flats with small disposable incomes, are very different from “study friends”, students who live in halls of residence and lively but without private private housing. “Crash pad professionals” are young, well-paid, mostly solo professionals who have chosen flats suitable for coming to urban jobs.
Each of these sections will have different desires, expectations, opinions, attitudes and perceptions. They will all hold a unique view of the world around them – the things they see, say, do, hear, think and feel. They will have various fears, frustrations and hurdles that they want to overcome and keeping in mind certain needs, measures of success and aspirations.