Are Generational Archetypes Real?
What comes to mind when you think of ‘Millennials’, ‘Generation X’, or ‘Baby Boomers’?
Each generation seems to carry its unique stereotype: Millennials as socially conscious digital natives, Generation X transitioning from a perception of disaffection to pragmatism, the unwavering idealism of Baby Boomers, and the enigmatic Silent Generation. These broad strokes paint vivid images, but how much truth do they hold?
A Sparse Academic Landscape
Surprisingly, there’s a dearth of academic study on generational archetypes. Intuitively, many of us sense a tangible divide between generations. Speaking personally, the differences between myself, a ‘Xennial’, and my Baby Boomer parents appear stark and defining.
Dueling Perspectives on Generations
The academic conversation that does exist is polarized. Historian-economist-demographers William Strauss and Neil Howe pioneered the study of generational cycles with their seminal works, including “Generations” (1991) and “The Fourth Turning” (1997). They propose that generational archetypes are not only real but cyclical, influencing repeated historical patterns.
Contrastingly, psychologist Jean Twenge, primarily through her book “Generations”, challenges this cyclical view. She attributes generational differences mainly to technological influences. While my knowledge of Twenge’s work is mostly from interviews (she remains on my reading list), her data-driven approach, less influenced by Carl Jung’s archetypal theories, brings a unique perspective, particularly relevant to public health.
Generations in Branding and Zeitgeist
For those of us in branding, the archetype theory of Strauss and Howe offers intriguing insights. Yet, Twenge’s focus on technology’s impact cannot be overlooked. These differences form part of what 19th-century German philosopher Hegel termed the ‘Zeitgeist’. Applying Strauss and Howe’s cyclical theory, a Jungian pattern emerges from this zeitgeist.
The Verdict?
Are generational archetypes real? The debate is as vibrant as the archetypes themselves. While science may not provide a definitive answer, public consensus leans strongly in favor of their validity. Ultimately, it’s a question each of us might answer differently, influenced by our experiences and observations.
As we navigate the complexities of generational identities, what’s your take on these archetypes? Do they hold true in your experience?
Jason Paul Guzman is a partner at the branding, design and web agency Trasaterra in New York City. Trasaterra’s creative philosophy and methodology is rooted in audience attraction through brand authenticity.
