The Sound, a strategic research and branding agency, has created a presentation on “a rebellious generation,” Generation Z. They refer to the generation as Generation Edge. The years for Generation Z are roughly 1997 to Present. Based on their research, they believe Generation Z is more rebellious than the Millennial generation, and they are oriented to reform.
Here is an interesting excerpt evaluating the impact of Gen X parents on Generation Z:
…As Generation Edge comes of age, the relationship they have with their Gen X parents is influencing them in far different ways. Generation X, a cohort rooted in rebellion, anti-trust and a cynical take on the world, are parents who focus on preparation over praise, being unique vs. being the best, and realism over unabashed championing.
Parents are no longer saying, “World, be ready for my baby,” but rather, “Baby, get ready for this world.”
A brief note of interest. On The Sound’s team page, they’ve posted pictures of their employees when they were children. It looks like the entire company is made up of Generation Y.