In 1991, 28-year-old author Douglas Coupland wrote a novel called Generation X: Tales of an Accelerated Culture. The phrase entered contemporary dialect shortly after the novel’s release. Coupland portrays a group of three friends who have escaped civilization to quiet Palm Springs, California, telling stories while working menial jobs. Through these stories, the novel reveals the angst felt by those born in the early 1960s who are Baby Boomers but feel no connection to their cultural icons. For this age group, the “X” symbolizes an unknown value for a generation that is awakening to the awareness of its reality as a different group but, at the same time, is culturally eclipsed by the baby boomer generation (Wikipedia, undated ). The phrase Generation X defines an age group that is searching in vain for an identity that does not exist.

In demography, marketing, popular culture, and social sciences, the phrase Generation X classifies the generation immediately following the Baby Boomers. According to William Strauss and Neil Howe in their book Generations, the ups and downs of cultural trends as opposed to birth rates indicate that this generation is made up of those born between 1961 and 1981 (Strauss & Howe, 1990). They are also known as the “13th generation” because they are the 13th generation born since the generation of those in the American Revolution (Wikipedia, undated). The total number of people born into Generation X is now estimated at more than 50 million people, surpassing the number of Baby Boomers since 1980 (Mitchell, McLean & Turner, 2005).

This generation also has many other integral tags. Among them are some that carry more benign critical subtexts like “The MTV Generation” or “Slackers.” The former implies a dull attention span for nothing more than flashy camerawork with quick cuts typical of music videos (Isaksen, 2002). The latter implies a generation with little ambition popularized by the 1991 Richard Linklater film “Slacker.” Broad generalizations from members of any generation will not accurately represent every member of that generation. Many of the generational stereotypes of Generation X, often attributed to them by Baby Boomers, are simply not true. They are the generation with the most technological knowledge, being the first to grow up with television, the advent of personal computers and video games. The stereotype stems from the arrival of MTV in 1981 that catered specifically to them. However, for all the charm of Atari, Pacman and MTV, they are very smart. According to college and university enrollment rates, Generation X is also the most educated generation in American history. Since the inception of this generation’s high school graduations in 1980, its high school graduates are regularly enrolling in higher education in record numbers (Mitchell, McLean, & Turner, 2005). Furthermore, each generation has slackers who represent a splinter group and are not necessarily unique to this generation (Mitchell, McLean & Turner, 2005).

Anger and upset are two definitive terms that describe Generation X. A lot of this is expressed through their choice of music. Alternative rock music from so-called “grunge” bands like Alice In Chains, Nirvana, and Pearl Jam characterize this generation. Likewise, hip-hop music from artists like Dr. Dre, Notorious BIG and Tupac Shakur also characterize this generation. A popular myth is that they are only white. However, this group is highly diverse in ethnicity, race, religion, sexual orientation, and status. They are 70% White, 13% Black, 12% Hispanic, 4% Asian, and 1% Native American (Mitchell, McLean, & Turner, 2005). This generation is burdened by what they believe to be the result of the careless behavior of previous generations: AIDS, broken families, the environment, homelessness, the national debt, and poverty. However, this generation grew up in a time of relative calm in American history. A single cohesive experience like World War II, Korea, or Vietnam to bind them together might have prevented them from becoming a unified group (Mitchell, McLean, & Turner, 2005). This generation experiences the combined distinction not of a single unifying event, but rather of mutual experiences and social conditions (Isaksen, 2002).

The children of Generation X were also collectively known as “Latch-Key Kids”, with television acting as the primary babysitter or surrogate parent. A large preponderance of the children of this generation lived in dual-income households, and unlike previous generations, many were forced to come home from school to fend for themselves. Furthermore, they grew during the Republican administrations of Ronald Reagan and George Bush in the 1980s that limited social programs (Mitchell, McLean & Turner, 2005). As a direct result, they are realistic in their expectations through self-sufficiency learned at a young age. Based on a lifetime of exposure to television advertising, this generation is very astute as a consumer group. They view both the establishment and the government with a high degree of suspicion, choosing to trust only themselves and their friends. They instinctively know when they are being deliberately manipulated and do not mindlessly absorb information that is represented as accurate. This generation values ​​honesty more than exaggeration (Mitchell, McLean & Turner, 2005).

Often, Gen X’s degree of independence is mistaken for a callous level of self-centeredness. However, rather than identifying them as selfish, a more accurate descriptive term would be highly autonomous. They place great emphasis on individualism (Wikipedia, nd). Yet even with their aversion to collectivism, this generation prides itself on the ethos of their generation. They pride themselves on their degree of diversity, tolerance, and inability to be labelled. By living unconventional lifestyles such as interracial marriages and adoptions or living together before marriage, they peacefully practice acceptance without trying to impose their personal values ​​on others (Wikipedia, undated).

Many in Generation X have watched their parents coolly downsize companies after years of faithful service. Unlike previous generations of their parents and grandparents, employees of this generation don’t expect to stay in one profession or business for their entire careers. Instead of seeking career stability, they anticipate seeking jobs elsewhere. This group has a tendency to seek work that provides better opportunities for skill development and individual fulfillment (Smith, 2003). These employees want the ability to be marketable elsewhere in the workforce through education and the growth of newly learned skills. Wanting vacation time, sick days, and leave from work in addition to employee benefits like childcare, health care, and stock investment plans, these workers know the benefits, too. Ultimately, however, they find the individual accomplishment of their work a greater incentive than salary (Smith, 2003).