From the Greatest to Generation Z
Starting from the 20th century every generation in the Western world became a bit more focussed on consumption. Most people from the Greatest Generation lived or grew up in poverty due to two wars and a major economic depression. They knew what it was like to be careful with money. Their children, the Baby Boomers, were the first to be in contact with a more “luxurious” lifestyle. This evolution continued with the birth of Generation X and Y between 1965 and 1990. Economy thrived, cheap chain stores were a fact, color TV was launched and every day new, better inventions came on the market. And last but not least there are Generation Z and Generation Alpha who’s members were born in a world wide web.