How Do Generations Get Their Names?

iStock
iStock

We all know what a Millennial is. There are stereotypes about what Millennials do and do not like, how lazy they may or may not be, and how often they check their Twitter feeds—all because we're comfortable using this single term to refer to an entire age demographic of the population. Millennial is a powerful word, and not because of the age group it refers to, but because of just how useful it is—just like Gen X or Baby Boomer.

There is no single or even typical way that generations historically get their names, because lumping everyone who's roughly the same age together is a relatively new phenomenon.

According to Peter Francese, a demographic and consumer markets expert, Baby Boomers were the first named generation to exist. (Those that came earlier, like The Greatest Generation that fought in World War II, were named retroactively.) It all started when the Census Bureau referred to the years between 1946 and 1964, during which birthrates rocketed up from around 3 million a year to over 4 million a year, as the "Post War Baby Boom." As the kids born in this boom started to grow into adults (and thus, consumers), ad agencies found traction by marketing their products to so-called Baby Boomers. This would be the first (and so far last) time a generation's "official" name would come from a government organization.

Eventually—as will inevitably happen to all of us, even the most maturity-challenged Millennials—the Baby Boomers got older and thus less appealing to companies with something to sell. The ad agencies wanted another catch-all term for the new members of their target age group and began shopping around different terms.

"They throw stuff at the wall and see what sticks," Francese says. "And in some of the meetings, they don’t stick." That's how Generation Y, a proto-term for Millennials, went in and out of fashion. "Generation Y was too difficult to say, too hard to brand, it didn’t have the cachet, it didn’t have the spark of Millennials," Francese says.

Not sticking is a matter of whether or not media organizations start using the term. And not just any media organization. "I’m talking about the Associated Press or Reuters—people who are syndicated that produce lots and lots of editorial content that they send out to various organizations," Francese says. As for determining the dates for Millennials, it all came down to demographics, and the old adage of comparing apples to apples.

"In 2010, which is when they did the census, Baby Boomers were all 45 to 64 years old," Francese explains. "Now, in order to compare Millennials to the Baby Boomers, because they're the next boom, you have to have what? Twenty years. And so in 2010, Millennials are people between 15 and 34. And then they work back from there to figure out when they were born."

If it seems like we're skipping over a generation, that's because we are. And for the most part, ad agencies did too. In 1991, Douglas Coupland wrote his book Generation X: Tales for an Accelerated Culture about the anonymity he and his contemporaries felt growing up in the shadow of the Baby Boomers. They were products of a 10- to 12-year downturn in birthrates sandwiched between the Boomers and the Millennials, and although the term stuck with the general population, the generation was the wrong size to matter much to marketers.

It seems unlikely ad agencies will take such a passive approach again.

"The ad agencies have a mission and an imperative to bring to their clients news of what’s going on in the marketplace," Francese says. " And so, inevitably, they segment the American populations into various groups. The necessity to do that means that they sit around and they come up with names."

The generation currently being born and growing up—the term Generation Z has often been used as a placeholder, though the Pew Research Center recently redefined them as Post-Millennials—is just beginning to acquire consumer value, and will become more powerful in the coming years. When that happens, ad agencies will have a perfectly workshopped label ready to slap on spending reports and style section columns.

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This Gorgeous Vintage Edition of Clue Sets the Perfect Mood for a Murder Mystery

WS Game Company
WS Game Company

Everyone should have a few good board games lying around the house for official game nights with family and friends and to kill some time on the occasional rainy day. But if your collection leaves a lot to be desired, you can class-up your selection with this great deal on the Vintage Bookshelf Edition of Clue for $40.

A brief history of Clue

'Clue' Vintage Bookshelf Edition.
WS Game Company.

Originally titled Murder!, Clue was created by a musician named Anthony Pratt in Birmingham, England, in 1943, and he filed a patent for it in 1944. He sold the game to Waddington's in the UK a few years later, and they changed the name to Cluedo in 1949 (that name was a mix between the words clue and Ludo, which was a 19th-century game.) That same year, the game was licensed to Parker Brothers in the United States, where it was published as Clue. Since then, there have been numerous special editions and spinoffs of the original game, not to mention books and a television series based on it. Most notably, though, was the cult classic 1985 film Clue, which featured Eileen Brennan, Tim Curry, Madeline Kahn, Christopher Lloyd, Michael McKean, Martin Mull, and Lesley Ann Warren.

As you probably know, every game of Clue begins with the revelation of a murder. The object of the game is to be the first person to deduce who did it, with what weapon, and where. To achieve that end, each player assumes the role of one of the suspects and moves strategically around the board collecting clues.

With its emphasis on logic and critical thinking—in addition to some old-fashioned luck—Clue is a masterpiece that has stood the test of time and evolved with each decade, with special versions of the game hitting shelves recently based on The Office, Rick and Morty, and Star Wars.

Clue Vintage Bookshelf Edition

'Clue' Vintage Library Edition.
WS Game Company

The Vintage Bookshelf Edition of Clue is the work of the WS Game Company, a licensee of Hasbro, and all the design elements are inspired by the aesthetic of the 1949 original. The game features a vintage-looking game board, cards, wood movers, die-cast weapons, six pencils, an ivory-colored die, an envelope, and a pad of “detective notes.” And, of course, everything folds up and stores inside a beautiful cloth-bound book box that you can store right on the shelf in your living room.

Clue Vintage Bookshelf Edition is a limited-release item, and right now you can get it for $40.

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Systemic vs. Systematic: How to Use Each Word Correctly

This woman systematically drinks orange juice while her creative juices are flowing.
This woman systematically drinks orange juice while her creative juices are flowing.
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The English language is bursting with pairs of words so similar you might think they mean the same thing, even if one has an extra syllable in the middle. Some actually do mean the same thing—disorientated, for example, is a version of disoriented more commonly used in the UK, but they both describe someone who’s lost their bearings.

Others, like systemic and systematic, have different definitions. According to Dr. Paul Brians, a former Washington State University English professor and leading authority on grammar, systematic relates to an action that is done “according to some system or organized method.” If you sort your M&Ms by color and eat the blue ones last, you’re doing it systematically. Sometimes, Brians explains on his website, systematic is used when a behavior—however unintentional it may be—is so habitual that it seems to be the result of a system. If you forget to lock your front door every time you leave the house, someone might say that you have a systematic pattern of forgetfulness.

Systemic, meanwhile, describes something that happens inside a system or affects all parts of a system. It’s often used in scientific contexts, especially those that involve diseases or pesticides. If a cancer is systemic, that means it’s present throughout the body. If you’re describing how the cancer progressed, however, you could say it spread systematically from organ to organ. As Grammarist points out, systemic can also denote something that is “deeply ingrained in the system,” which helps explain why you sometimes hear it in discussions about social or political issues. When Theodore Roosevelt served as the New York City Police Commissioner, for example, his main goal was to stamp out the systemic corruption in the police department.

In short, systematic is used to describe the way a process is done, while systemic is used to describe something inside a system.

[h/t Grammarist]