Generational Segmentation

Unlocking generational insights for strategic engagement

Understanding Generational Values

Generational values are shaped by the economic and socio-cultural context in which each cohort grows up. While younger people generally score higher on certain “youth values” such as an appetite for novelty, over time each generation’s values tend to settle into a distinctive generational outlook. In addition to differences across generations, we find increasing diversity within each cohort – with newer generations like Gen Z showing a broader range of Social Values than Baby Boomers or Gen X. Understanding the different worldviews that can exist within and across generations is a powerful tool for organizations seeking to craft resonant messaging and connect with target audiences and stakeholders.

Millennials Social Values Segmentation Report

Using analysis of Environics Social Values surveys, we identified six distinct Millennial segments that differ, sometimes drastically, sometimes subtly in their world views, attitudes, interests, lifestyles, motivations, and beliefs.

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Explore The Generations

How and why do generational values change over time? People’s values are shaped by the economic and socio-cultural context in which they grew up. As they come of age, members of each new generational cohort bring two things to the wider culture: one temporary, the other more lasting. First, they bring “youth values.” These values – often including mental orientations like an appetite for risk and attraction to novelty – are associated with early life stages, and they tend to recur with each generation. Whether we surveyed in 1990, 2000, or 2010, we would expect 20-year-olds to score higher on, say, thrill-seeking values than 60-year-olds would. But as each cohort matures, its values tend to settle into a distinctive generational outlook, no longer distinguished mainly by “youth values.”

Click on a generation below to explore the Social Values segments within that cohort or take our quiz to find out which values segment you’re most aligned with:

Elders

Pre 1945

Boomers

1945 – 1964

Gen X

1965 – 1979

Millennials

1980 – 1995

Gen Z

Post 1996

Take our quiz to find out which Social Values segment you belong to

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Our Approach To Generational Segmentation

In 1995, Environics Research conducted its first segmentation of generational cohorts based on Social Values. At the time. we segmented Elders, Boomers, and Generation X. We’ve since developed segmentations for Millennials and Gen Z. Our longitudinal approach to this research has allowed us to study generational differences in Social Values for decades. In particular, we have been able to examine the main mechanism for values change and socio-cultural evolution in societies: generational replacement.

Measuring Differences Between Generational Cohorts

By looking at values through the lens of generational cohorts, we’re able to monitor trends over time. For example, the Elder generation, those born before 1945, tended to hold values oriented toward authority and survival – and these decades were dominant in society in the late-middle part of the 20^th century. As decades passed and Boomers and their children made up a greater share of society, we saw a shift toward generational values more aligned with fulfilment and individuality. Within these broad overall patterns, there is complexity; each generation contains internal diversity. In fact, that diversity has increased with each emerging generation; our analysis identified only three distinct value segments among the Elder generation, while Gen Z has a total of seven.