GENERATIONS Defined
There may be some slight variations in the definitions of a specific "generation", but the following list most generally reflects the standard years ascribed to each:
- Greatest Generation: pre-1928
- Traditionalists/ Silent Generation: 1928 - 1946
- Baby Boomers: 1946 - 1964
- Gen X: 1965 - 1976
- Gen Y / Millennials: 1977 - 1995
- Gen Z / iGen / Centennials 1995 - 2010
More information available at the Center for Generational Kinetics
USC Databases
In addition to general searching in our databases, search here for specific information on different age groups.
Specific age demographic terms you can search are: Baby Boomers, Mature Adults, Generation X, Generation Y, Millennials, Generation Next, Echo Boomers, Teens, Tweens, Youth.
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MarketResearch.com AcademicSearch here for reports on groups such as Gen Y, Millennials, kids and more.
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PassportThe "Consumer Lifestyles" reports have detailed demographic information for many countries.
Books & eBooks at USC
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Consumption and Generational Change: the rise of consumer lifestyles by Call Number: Doheny HC79.C6C6726 2009Publication Date: 2009 -
Generation Y in Consumer and Labour Markets by Call Number: Doheny HQ799.5.P37 2012Publication Date: 2012 -
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Marketing to Millennials by Call Number: EBOOKPublication Date: 2013Hard copy available in Business: HF5415.332 Y66 F76 2013 -
Millennials and the Workplace by Call Number: EBOOKPublication Date: 2012Hard copy available in Doheny HQ799.5 .S56 2012 -
Marketing to the 90s Generation by Call Number: Doheny HF5415.332 .Y66 P37 2014Publication Date: 2014 -
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The Silver Market Phenomenon: Business Opportunities in an Era of Demographic Change by Call Number: EBOOKPublication Date: 2011Hard copy available in Doheny HF5415.332 .O43S55 2008 -
The 50-Plus Market by Call Number: EBOOKPublication Date: 2007Hard copy available in Doheny HF5415 .S874 2007 -
The Old Rush: marketing for gold in the age of aging by Call Number: Doheny HF5415.127 .H83 2014Publication Date: 2014
Public Resources and Reports
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Pew Research Center - Generations and AgeSeveral reports on various age groups.
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The Baby Boomer Cohort in the US, 2012-2060A US Census Current Population Report published in 2014
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Introducing Boomers: Marketing's Most Valuable Generation (2012)A free report from Nielsen (registration required).
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Center on Aging & WorkProvided by Boston College; See recent publications
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HERI Higher Education Research Institute - UCLAPublications related to College Life, including the annual 'Freshman Survey'.
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University of Michagan - Monitoring the FutureContinuing Study of American Youth. Note: the majority of their work is related to drug use.
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Student MonitorSyndicated market research on college student market.
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MillennialsA white paper published by Kleber & Associates (free registration required)
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15 Economic Facts about MillennialsA 2014 report from the President's Council of Economic Advisers
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Millennials: myths & realitiesA 2016 Global Overview from CBRE
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What You Need to Know About Reaching Millennials and Generation XA 2017 overview from Concept Group
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Pluralist GenerationA 2012 report from Magid Associates detailing the "first generation of the 21st century" (free registration required).
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Ruppies: retired urban professionalsA white paper from Kleber & Associates (free registration required)
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Tweens R Shoppers: a look at the tween market & shopping behaviorA 2013 report from Popai.
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The Generational PerspectiveA 2017 report from Alliance Data
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Uniquely Generation ZA 2016 report from the National Retail Foundation
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Gen Z: a glimpse into the minds of the youngest generationA 2017 report from Fleishman Hillard
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The State of Gen Z 2017: meet the throwback generationA report from the Center for Generational Kinetics