The ABC's of Gen XYZ

Profiles of Generations XYZ and beyond.

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.

Baby Boomers

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.

Baby Boomers, brands that matter


Sony, Walkman


Volkswagen, Beetle


Levi's, 501


McDonald's, Big Mac


Hilton, Airport Hotels


Tupperware, House Parties

Baby Boomers, Influences

Steve Jobs

Steve Jobs, Apple Founder

Zaha Hadid

Zaha Hadid, Architect

Tadashi Yanai

Tadashi Yanai, Uniqlo Founder

Aung San Suu Kyi

Aung San Suu Kyi, Head of State

Adrian Zecha

Adrian Zecha, Aman Resorts Founder

Issey Miyake

Issey Miyake, Fashion Designer

Gen x

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.

Gen X, Brands that matter


Amazon, E-Commerce


Nokia, 3210


LG, Asian Global Brand


MUJI, Modern Zen Living


Microsoft, Windows


MTV, 24h Music Channel

Gen x, influencers

Jeff Bezos

Jeff Bezos, Amazon Founder

Tony Fernandes

Tony Fernandes, AirAsia Founder

Angelina Jolie

Angelina Jolie, Actress and Humanitarian

Jack Ma

Jack Ma, Alibaba Founder


AMei, Singer-songwriter

Hello Kitty

Hello Kitty, Icon

Gen Y

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. 

Gen Y, brands


YouTube, Online Home Video Platform


Airbnb, Home Lodging Site


 Samsung, Smartphone


Instagram, Mobile Photo Sharing App


Taobao, E-Commerce


Sim City, Simulation Game

Gen Y, influences 

Kate Middleton

Kate Middleton, Duchess of Cambridge

Mark Zuckerberg

Mark Zuckerberg, Facebook Founder

Lei Jun

Lei Jun, Xiaomi Founder

Taylor Swift

Taylor Swift, Singer-songwriter

Yao Ming

Yao Ming, Professional Basketball Player

South Park

South Park, Animated Sitcom

Gen Z

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.

Gen Z, Brands


Snapchat, Social Media App


Xiaomi, Consumer Electronics

Out of X

Out of X, Fashion Crowdfunding


Unpackaged, Grocery Store


WeChat, Mobile Comms App


Minecraft, Sandbox Video Game

Gen Z, influencers

Malala Yousafzai

Malala Yousafzai, Social Activist

Joshua Wong

Joshua Wong, Political Activist


Lorde, Singer-songwriter

Sasha & Malia Obama

Sasha & Malia Obama, Social Media Influencers

Prince George

George Alexander Louis, Prince of Cambridge

Tavi Gevinson

Tavi Gevinson, Fashion Blogger & Feminist

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