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Identify generations for your marketing planning with this handy timeline

When you’re rounding out your Ideal Customer Avatar with rich data, there are loads of insights you can pull from generation research. The key is knowing what generation your ICA belongs to.

The chart above lets you find what generation you’re working with by the customer age (left column) or by their year of birth (right side).

There may be one generation on this chart you’re not familiar with because it’s not widely covered in the media – Xennials. Representing 25M+ people, this isn’t a small audience and they bridge the Gen X and Millennial generations. If you’re targeting older Millennials or Younger Gen X’rs, you may want to explore data on the Xennials generation as well.


Armed with what generation your ICA belongs to, you can dive deeper. For example, let’s look at age and race segmentation across generations, and the variety of insights we can gain about how each generation fits into the story.

This chart highlights the most common age among race and generation, but it also shows population data from the US Census Bureau. If you’re targeting younger audiences, this should make you pause and ask how race/ethnicity factors into your products and services.
This chart highlights education attainment across generations.
This chart illustrates how marriage fits into the life journey across generations.
This chart sheds some light on a trend you’ve likely read about regarding Millennials – more of them are living at home during their post-college years than previous generations. Consider how that impacts not only what you sell to that generation, but how they may serve as a sphere of influence for other generations.
Education is often a marker for earning power. This chart shows how education and HHI break down across generations.
Work takes up a good chunk of our working hours. This chart looks at employment status of women vs. men across the generations.
This chart highlights something really interesting, that is likely to impact other aspects of the Millennial generation like earning power and lifestyles: More women are completing college than men. While Gen X had a 3 point differential (women ahead), Millennials have a 7 point gap.

These are just a tiny fraction of the insights you can tap into when looking at your Ideal Customer across generations.