From post-war positivity to current calls for austerity, the 20th century and beyond have seen global developments shape the ethos of generations. Here, we showcase the brands and influencers that have captured the zeitgeist of each era.
Born after WW2, the Baby Boomers (age 57 – 76) witnessed first moon landing, grew up in a world brimming with potential opportunities. A massive generation that worked ceaselessly to make a difference, resulting in a high level of affluence.
Optimistic, goal-oriented and frugal. Accumulated a substantial amount of wealth enabling a comfortable retirement with time for the family.
McDonald's, Big Mac
Hilton, Airport Hotels
Tupperware, House Parties
Steve Jobs, Apple Founder
Zaha Hadid, Architect
Tadashi Yanai, Uniqlo Founder
Aung San Suu Kyi, Head of State
Adrian Zecha, Aman Resorts Founder
Issey Miyake, Fashion Designer
Gen X (Age 37 – 56), also known as The Lost Generation. Grew up as latchkey kids, learned to take care of themselves at young age. Exposed to early mobile technology. Independent, pragmatic and sceptical. Able to adapt quickly, and welcoming of diversity.
LG, Asian Global Brand
MUJI, Modern Zen Living
MTV, 24h Music Channel
Jeff Bezos, Amazon Founder
Tony Fernandes, AirAsia Founder
Angelina Jolie, Actress and Humanitarian
Jack Ma, Alibaba Founder
Hello Kitty, Icon
Gen Y (age 21 – 36), also known as the Millennials or The Internet Generation. Socially liberal, tech savvy, built their own networks through social media and peer to peer platforms. Witness numerous recessions and atrocities. Strong sense of self-entitlement. Believers of work-life alignment.
YouTube, Online Home Video Platform
Airbnb, Home Lodging Site
Instagram, Mobile Photo Sharing App
Sim City, Simulation Game
Kate Middleton, Duchess of Cambridge
Mark Zuckerberg, Facebook Founder
Lei Jun, Xiaomi Founder
Taylor Swift, Singer-songwriter
Yao Ming, Professional Basketball Player
South Park, Animated Sitcom
True digital natives, Gen Z (age 1– 20) are always with a screen and short attention span. Overload with social media and information. Crave authencity, and digital privacy.
Born in aperiod of extreme terrorism and servere climate changes. Advocates for improving the world. Solutions-oriented entrepreneurs with an appreciation for order and structure. Value stability in life.
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