Western marketing firms have made their business out of understanding generations that come in letters of the alphabet such as generation ‘X’, generation ‘Y’ and we are still trying to wake up generation ‘Zzzz’. Little is known about the big mover of generations and that is the generation ‘W’.
Douglas Coupland released his novel ‘Generation X’ in 1991 and it became the marketing and advertising industry handbook on defining the North American post-baby-boomers born in the decade of the 1960’s. The irony is that the so-called baby-boomers who made the ‘Gen-X’ life so miserable still owned the means of setting opinions and so they invented the sequel – a Generation ‘Y’ for those who were born in the 1970’s and emerged in the 1990s.
