Results of a study by international research firm Kantar Millward Brown called 'AdReaction: Engaging Gen X, Y and Z' recently revealed that compared to baby busters
(Gen X) and millennials (Gen Y), the centennials-those born between 1997-2011-are a 'particularly tricky' audience to engage, 'because they are highly discriminating and more averse to advertising in general' compared to the two older generations.
Employers may need all the help they can get with finding, and keeping, the graying baby busters
, and precocious millennials, who have somehow worked steadily enough, and in responsible enough positions, to equip themselves for proper jobs in areas other than coffee preparation.
Gen X-born between 1961 and 1981-is also known as baby busters
, slackers and latchkey kids.
The research, which looked at earnings potential, property ownership, pension forecasts and living standards, concluded that baby busters
may end up 25% worse off than their parents' generation by the time they reach the age of 65.
The various generations: Baby Boomers, Baby Busters
, Generation X & Y all have differing and competing interests, needs and expectations that are placing a demand on organizations to embrace, cultivate and incorporate these needs within the organizational structure.
At ages 30-34 and 35-39 (currently the peak ages for having children) the respective decline and increase in numbers of women is explained by the baby busters
moving out of the former group and into the latter, while at 40-44 and 45-49 years the similar, but more pronounced, shift is caused by the ageing of the lagging edge boomers.
The extensive media coverage and public discussions about women's rights during the 1960s and 1970s waned considerably by the time baby busters
reached political adolescence.
This group has also been referred to as the Baby Busters
, Twenty-somethings, YIFFIES (young individualistic freedom-minded few), the Brash Pack, FLYERS (fun-loving youth en route to success), the NIKES (no-income kids with education), the indifferent generation, and the invisible generation (16).
This is especially true when dealing with Baby Busters
who have a lifetime immunity against organizational loyalty.
The fewer baby busters
have started to affect the younger, first-time homebuyer market.
grew up with this affluence and now want to immediately buy the same types of items their parents took years to acquire--even when they don't have the resources, notes New America Foundation's Halstead.
This is in comparison to 77,000,000 baby boomers (those born between 1946 and 1964) and 44,000,000 baby busters
(born between 1965 and 1976).