Your generation doesn't exist

Millennials stopped drinking beer. Gen Z ghosts phone calls. Boomers still read newspapers. 

Sound familiar?

These clichés stick because they're easy, not because they are accurate. Marketers adore generational labels because they're tidy, simple, and sell PowerPoint slides.

But here's the truth: generations aren't real.

The idea that historical experiences shape attitudes was already launched in 1928 by sociologist Karl Mannheim. Smart guy. But marketers twisted this idea into neat boxes.

It was Strauss and Howe who gave us the memorable Millennial label and compelling narratives of generational cycles. Their approach? More storytelling than science. A little research already reveals how arbitrary generational boundaries are. Millennials born between 1980 and 2000? Or was it 1981 to 1996? Depends who you're selling to.

Generational labels don't match actual behavior. Studies consistently show that life stages—buying homes, having kids, retiring—shape our choices far more reliably than what TV shows we watched growing up.

And the idea that everyone born in the same era thinks alike? Absurd. A Millennial in a European capital has about as much in common with a Millennial in rural Spain as I do with a startup founder in a hoodie (we’re both adapting fast, just from different corners of the timeline)

Real marketing is about behaviour, not birthdays. Generations are catchy, sure. But your audience deserves better than catchy.

So, ditch the generational labels. Instead, consider values, life stages, and actual behaviors. They're more meaningful, more accurate, and frankly, more respectful to your audience.