Acumen InsightsBlog

“Plurals” Shaped by Recession and Gen-X Parents

By June 25, 2012 No Comments

According to a survey from Magid Generational Research, Plurals, defined as persons born in the mid-1990’s, have a unique outlook shaped by their Gen-X parents (the “latchkey kids”) as well as growing up in the country’s greatest period of economic distress since the Depression. The combination has developed a generation of highly independent thinkers who are the least likely to believe in the American Dream (60% for Plurals vs. 71% for Gen-Y).


American society left Gen-X children to fend for themselves, and thus have raised children who are twice as likely as Gen-Yers to say young people need to be “independent.” When interviewing Plurals for the study, Magid found they routinely expressed pride in being an individual and emphasized the necessity of learning from their mistakes.


Boys and girls have been affected somewhat differently. Girls are more likely to focus on their grades and getting feedback from parents and teachers so they can perform better; they also have greater expectations in obtaining a college degree, helping others live a better life and changing the world. Boys are more focused on being loyal and fun to be with.


Plurals are the most ethnically diverse generation to-date—currently only 55% of Plurals are Caucasian compared to 72% among Baby Boomers—and have a more positive opinion than older generations about ethnic diversity. Plurals also are least likely to live in a two-parent household: two-thirds of Plurals live in a two-parent household compared to three-fourths of Gen-Y.


Magid is continuing its research on Plurals with a focus on how their outlook on life impacts their future consumption patterns and media habits.

Leave a Reply