Generational Dynamics

Generations provide a lens to help us understand societal changes over time and the business shifts required to keep up with evolving human needs.
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Anticipate what comes next by better understanding the generational dynamics already changing your workforce and consumer landscape.

Amid a global pandemic, economic and geopolitical uncertainties, environmental catastrophes, and the constant blitz of emerging technologies, mapping out the next five years for your business has become a complex puzzle riddled with ambiguity. The future, however, is already being written in the present.

The needs of humans — of society at large — are changing before our eyes. Unlocking both the risk and the opportunities in this flood of change requires an understanding of the people driving the societal shifts affecting us all. Today, they are Gen Z, with Gen Alpha rising fast behind them. Youth is a lens by which we can begin to understand the current early indicators of change for all generations, all companies and all society.

Generations are borne from change. Each reflects the culture they grew up in, including the changing social, technological, environmental, economic and political norms that framed their understanding of how the world is supposed to operate. How are younger generations already influencing change in how we live, work and play? How are older generations rethinking their role as consumers, employees and citizens because of it?

In all aspects of business, and particularly now in the era of emerging technologies such as generative artificial intelligence and Web3, understanding generational dynamics is a means to developing the human-centric strategies that will be crucial as we look ahead to the future. The path forward for your organization and broader society depends on it.

Explore additional generational content

Compounding barriers to home ownership for Gen Z

How can homebuilders reduce mounting barriers to entry for society’s youngest buyers and why the industry should make changes today

How to inspire 2.5 billion employees to care more

Business success is directly tied to employee experience and satisfaction. Learn more about the findings from a recent survey.

How is Gen Z driving shifts in how we all live, work and play?

Gen Z’s new approach to success and changing corporate expectations are shaping a different future. Learn more.

How organizations can stop skyrocketing AI use from fueling anxiety

Artificial intelligence (AI) is here to stay, but concerns remain over job security and regulation. Learning how to use AI responsibly will lower anxiety.

How can understanding the influence of Gen Z today empower your tomorrow?

Understanding Gen Z’s rewritten norms can serve as a beacon for businesses looking to cast a winning future for all generations. Learn more.

How Gen Z around the globe is reshaping societal norms

Gen Z is accelerating the global pace of change, but their attitudes and beliefs are nuanced in various regions of the world. Read more.

How Gen Z is redefining success for decades to come

The path Gen Z is blazing is creating new societal paradigms and calling into question decades-old business assumptions. Read on to see how.

    How can societal change drive the next business shift?

    Societal and generational dynamics drive transformation in business and ultimately change how we live, work and play. Companies can start to prepare for the shifts in front of us that will reshape customer and employee experiences.

    The Generational Dynamics team

    Photographic portrait of Marcie Merriman

    Marcie Merriman
    EY Americas Cultural Insights & Customer Strategy Leader

    Photographic portrait of Alison Medina

    Alison Medina
    Operations and Content Strategy Lead

    Photographic portrait of  Mehr Kaur

    Mehr Kaur
    Client-Centric Strategist

    Photographic portrait of Kaleigh Cobb

    Kaleigh Cobb
    Gen Z Taskforce Lead

    Photographic portrait of Sajil Peter

    Sajil Peter
    GDS Creative

    Contact us
    Anticipate what comes next by better understanding the generational dynamics already changing your workforce and consumer landscape.