American Generations: Who They Are and How They Live
For decades, the U.S. population has been fragmented by generation. The ninth edition of American Generations: Who They Are and How They Live is the tool for piecing together those fragments and seeing the whole. It is the resource for those who want to stay on top of the dynamic generational mix—from the preschool Recession generation to the adolescent iGeneration, from young adult Millennials to middle-aged Generation X, from the “go-go” Baby Boomers to the “slow-go” Swing and World War II generations. The age and generational profiles in this new reference tool are an invaluable resource for marketers, advertisers, small businesses, large corporations, entrepreneurs, consultants, business students, and the libraries that serve them. American Generations opens with an in-depth overview of the demographics of each generation. The 11 additional chapters examine Attitudes, Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, Time Use, and Wealth. This edition of American Generations includes 2016 attitudes data from the General Social Survey, 2015 time use data from the American Time Use Survey, as well as recent income, housing, labor force, and spending data. Household net worth, assets, and debt are also profiled. Each chapter includes tables and text showing how the generations are alike and different, the important trends to watch, and what to expect in the future. Today’s world is changing rapidly. People who are as little as 10 years apart in age can have very different experiences, making them unlike one another in significant ways. American Generations reveals the significant differences. Those who are in the know will better understand what lies ahead.
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.Download eBook