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 Academic This link opens in a new windowSearch here for reports on groups such as Gen Y, Millennials, kids and more.
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Passport This link opens in a new windowThe "Consumer Lifestyles" reports have detailed demographic information for many countries.
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Mintel This link opens in a new windowSearch here for reports on Millennials, Baby Boomers, Gen X and many more groups.
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Insider Intelligence (formerly known as eMarketer) This link opens in a new windowSearch here for reports on Baby Boomers, Gen X, Millennials and more.
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WARC This link opens in a new windowSearch by keyword or look under Topics/Subjects for a section on "Marketing to Seniors"
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Statista This link opens in a new windowStatista is one of the first statistic portals in the world to integrate data on over 80.000 topics from over 18.000 sources onto a single professional platform and providing companies, business customers, research institutions, and the academic community with direct access to quantitative data on media, business, finance, politics, and a wide variety of other areas of interest or markets.
Find More Books
Search the USC Libraries Catalog to find more books on the subjects of "Older Consumers", "Young Adult Consumers" such as Gen X and Gen Y or other demographic groups.
Books & eBooks at USC
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Demographic Targeting: the essential role of population groups in retail marketing by Call Number: EBOOKPublication Date: 2018 -
Teen Spirit: how adolescence transformed the adult world by Call Number: EBOOKPublication Date: 2020 -
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Marketing to Gen Z by Call Number: EBOOKPublication Date: 2018Available in hard copy in Business HF5415.332 .Y66 F758 2018 -
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Contemporary Consumption Consumers and Marketing: cases from Generations Y and Z by Call Number: EBOOKPublication Date: 2021 -
Marketing to the 90s Generation by Call Number: Doheny HF5415.332 .Y66 P37 2014Publication Date: 2014 -
The Old Rush: marketing for gold in the age of aging by Call Number: Doheny HF5415.127 .H83 2014Publication Date: 2014 -
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Public Resources and Reports
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Pew Research Center - Generations and AgeMany reports covering all demographic age groups in the U.S.
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Boomer InsightsCentent from Nielsen
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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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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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What You Need to Know About Reaching Millennials and Generation XA 2017 overview from Concept Group
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Ruppies: retired urban professionalsA white paper from Kleber & Associates (free registration required)
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The State of Gen Z 2017: meet the throwback generationA report from the Center for Generational Kinetics
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Millennials and BeyondA 2018 report from Deloitte
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Evolving Millennial: recognizing key life stagesA 2019 report from SMARTeam
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Welcome to Generation ZA 2019 report co-authored by Network of Executive Women and Deloitte
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Gen Z and the Future of RetailA 2021 report from MarketSource
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Gen Z - the big pictureA 2021 white paper from NCR