Generation X

This generation is made up of people who were young adults in the 80s; people born between 1965 and 1980. It is considered a bridge generation. During the years in which this generation was born, capitalism took root strongly and consumerism experienced a great boom, shaping them into an ambitious group of individuals.

This generation’s historical context includes the end of the Cold War and the fall of the Berlin Wall, as well as labor, economic, and social uncertainty. The European Union and MERCOSUR were formed, and AIDS appeared. Destruction of the environment, and drug consumption were other common themes. In some places in the world, they suffered through the 70s with military governments, and repression.

Generation Xers are not considered digital natives, because technology in their formative years was limited. However, they have adapted very easily to the arrival of the internet in their lives, and subsequent technological developments.

Teamwork and the promotion of trusting labor relations are also some of their main characteristics. 

They are associated with the radio medium, since they consider it their main source of entertainment and information. They believe that online radio changed their listening behavior, and, through online TV, they began consuming content that they did not usually watch before.

During the quarantine, this generation saw changes in habits such as an increase in their TV consumption, especially paid TV (47%), with a 60% increase in VoD. Their use of social media also increased by 67%, their use of WhatsApp by 73%, and their podcast and music streaming consumption by 26%.

Role models / Idols: Madonna, Bill Gates, Tom Cruise, Maradona, Friends. SYMBOLS: PC, color TV, remote controller, video games, cable TV, obsessed with music, walkmans.

Attitudes: Individualism. Autonomy. They have little faith in institutions.

Behaviors: They know languages. They are citizens of the world. Raised in homes where both parents worked. They work and study or train. Nothing is a guaranteed path to progress. They seek to establish a work-life balance. Women: postponed maternity to focus on career and professional projects. DINKs (dual income, no kids). Post-feminism. Tripled the rate of divorce.