Strong work ethic and loyalty. Value security and stability. Conformity and adherence to traditional values.

Popular culture: rock 'n' roll, drive-in diners, rise of television.

Children of Millennials and Gen Z, immersed in technology from birth. Characteristics and values still developing in response to an ever-changing world. Expected to be even more tech-savvy and globally connected.

Digital revolution: internet, smartphones, social media.

Popular culture: grunge music, hip-hop, rise of the internet.

Optimistic, ambitious, and idealistic. Work-centric and value material success. Traditional family values.

Popular culture: reality TV, social media influencers, eco-consciousness.

Popular culture: swing music, Hollywood Golden Age, radio broadcasts.

Popular culture: memes, influencers, streaming services.

Tech-savvy, diverse, and socially conscious. Value experiences over material possessions. Seek purposeful work and prioritize work-life balance.

Grow up in the digital age: social media, smartphones, online gaming.

Experienced social change including civil rights movements and Vietnam War protests.

Digital natives, pragmatic, and socially aware. Value authenticity and inclusivity. Adaptable to rapidly changing technology and societal norms.