Shifting Archetypes
Reexamining Millennials and Gen Z as a Unified Cohort
The Significance of Generational Labels
The labels ‘Millennial’ and ‘Gen Z’ extend beyond mere age brackets; they represent distinct cultural and societal experiences. This exploration aims to shed light on these generational categories, unraveling the nuances and influences that have shaped these distinct groups.
Generational Chronology: A Framework for Understanding
- Millennials (Born 1981–1996): Often seen as digital pioneers, Millennials have been central to the rise of the internet and social media.
- Generation Z (Born 1997–2012): Gen Z represents the first truly digital-native generation, growing up in an era where global connectivity and technological advancements are the norms.
Revisiting Strauss and Howe’s Theory
Strauss and Howe’s generational theory, presented in their book “Generations,” challenges conventional views by suggesting that Millennials extend to around 2004. Their approach emphasizes the role of historical events and societal shifts in shaping generational characteristics, offering a broader perspective on how Millennials and Gen Z have been influenced.
The Role of Jungian Archetypes in Generational Theory
In understanding generational traits, as discussed in Strauss and Howe’s theory, it’s helpful to refer to Carl Jung’s concept of archetypes. These universal, symbolic patterns, emerging from the collective unconscious, offer insights into common human behaviors and experiences. Applying archetypes like the “Hero” and “Caregiver” to generations allows us to frame their collective attitudes and behaviors within broader historical and cultural contexts. While this approach provides a valuable lens for analyzing generational dynamics and predicting societal impacts, it’s important to acknowledge its limitations, particularly the risk of oversimplification. Generations are diverse, and their experiences cannot be wholly defined by a single archetype, making these categories a starting point for deeper exploration rather than definitive labels.
The Hero and Caregiver Archetypes: Adjusting Millennial Perceptions
The labeling of Millennials as the “Hero” generation by Strauss and Howe has influenced expectations among those who follow their generational theory. This archetype suggests a narrative of transformative, heroic actions, which was anticipated to be seen in the Millennial cohort. However, a closer examination of Millennials as well as Gen Z, reveals traits that align more with the “Caregiver” archetype. This archetype is characterized by empathy, a focus on community, and a collaborative nature. The emergence of these qualities challenges the “Hero” expectations set within the framework of Strauss and Howe’s theory, prompting a reevaluation of how we perceive Millennials. This shift in understanding from the “Hero” to “Caregiver” archetype not only redefines the narrative around Millennials but also resonates more closely with the observable behaviors and societal contributions of these generations.
The Hero Archetype in Reactive Generations
Strauss and Howe’s ‘Hero’ archetype is exemplified by reactive generations such as Gen X and the Lost Generation. Gen X, facing the rise of digital technology and globalization, boasts influential figures like Jeff Bezos, Sergey Brin, and Sheryl Sandberg. The Lost Generation, marked by World War I and the Great Depression, includes Ernest Hemingway, F. Scott Fitzgerald, and General George S. Patton. The Liberty Generation (1724–1741), characterized as ‘Nomads,’ unexpectedly manifested ‘Hero’ qualities in leaders like George Washington, Patrick Henry, and John Adams during the American Revolution. The Gilded Generation (born 1843–1859), which saw rapid industrialization, is represented by Thomas Edison, Nikola Tesla, and Mark Twain. Each of these generations offers a nuanced interpretation of the ‘Hero’ archetype, contrasting with the ‘Caregiver’ traits emerging in Millennials and Gen Z.
Jean Twenge’s Perspective: Technological Influence and Divergence
Jean Twenge’s work, notably in ‘iGen,’ presents a contrasting viewpoint to cyclical generational theories like those of Strauss and Howe. Twenge emphasizes the transformative role of technology in shaping Gen Z’s behavior and attitudes, diverging from the historical cycle-focused perspective. Her research highlights how digital connectivity and media have profoundly impacted the socialization, mental health, and developmental trajectories of young people. Twenge’s approach, centering on technological influences rather than historical cycles or Jungian archetypes, offers a contemporary lens to understand generational evolution, particularly in the context of rapid technological advancement and its societal implications.
Synthesizing Historical and Technological Perspectives
Integrating Strauss and Howe’s historical and cyclical approach with Twenge’s emphasis on technology allows for a richer understanding of generational dynamics. This comprehensive view acknowledges that both historical events and technological advancements are instrumental in shaping the unique characteristics of Millennials and Gen Z.
Personally, I find Strauss and Howe’s generational theory more comprehensive, yet Jean Twenge’s solid data on the impact of smartphones and social media on Gen Z is compelling. Strauss and Howe might interpret this as a synergistic effect. For Millennials, the aspiration for a wide-reaching community materialized in the form of smartphones and social media. However, those often referred to as ‘Gen Z’ might more accurately be younger Millennials, now grappling with the psychological fallout of the older cohort’s digital excesses.
Implications for Society and Future Directions
The accurate identification of Millennials and Gen Z carries profound implications across diverse areas, including marketing, business, education, and workplace culture. Understanding the unique and intersecting characteristics of these generations is essential for effective engagement. It not only enhances strategies tailored to their distinct preferences but also fosters a deeper recognition of their significant roles in influencing societal trends. Moreover, such clarity in generational identity helps Millennials and Gen Z better comprehend their own self-concept. Realizing whether they align more closely with ‘Caregivers’ rather than ‘Heroes’, for instance, can aid in managing their expectations and understanding their unique contributions to the evolving societal narrative.
A New Narrative of Generational Understanding
This exploration into generational labels and archetypes unveils a fascinating narrative of societal evolution. By integrating the perspectives of Strauss and Howe with Jean Twenge’s insights on technology, we gain a nuanced framework for understanding the diverse forces shaping our collective experience. This journey is enlightening for anyone interested in the subtleties of generational dynamics in today’s world. It’s especially relevant for those in marketing, education, or business, providing a clearer lens through which to view strategies and interactions. I encourage you to delve into this aspect of generational theory and research, where understanding each generation’s unique story not only broadens our knowledge but also enhances our ability to connect across generations.
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.
