Strauss–Howe generational theory

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What is Strauss–Howe generational theory?

Strauss-Howe generational theory, proposed by William Strauss and Neil Howe, describes a recurring cycle of generational archetypes throughout history.

According to this theory, there are four generational archetypes that repeat in a fixed pattern, each lasting approximately 20-22 years.

These archetypes are Hero, Artist, Prophet, and Nomad.

Each generation experiences different societal moods and events during their formative years, shaping their collective attitudes and behaviors.

The theory suggests that historical events and social trends can be better understood by examining the generational context in which they occur.

History and Works

William Strauss and Neil Howe introduced their generational theory in the late 1980s, initially in their book “Generations: The History of America’s Future, 1584 to 2069” (1991).

Their work analyzes American history as a series of generational biographies, where each generation has a unique collective persona influenced by historical events and cultural trends they experience in their youth.

Their second book, “The Fourth Turning” (1997), delves deeper into the cyclical nature of history and predicts future societal changes based on generational patterns.

Generational Archetypes

Strauss and Howe identify four generational archetypes:

1. Hero (Civic) Generation: Born after a Crisis, this generation grows up as increasingly protected post-Crisis children, comes of age as the heroic young team-workers of a High, and matures into the energetic, overly-confident midlifers of an Awakening. They are a powerful, institution-building generation.
2. Artist (Adaptive) Generation: Born during a High, this generation grows up as overprotected children during a Crisis, comes of age as the conformist and risk-averse young adults of a High, and matures into the sensitive and process-oriented elders of an Awakening.
3. Prophet (Idealist) Generation: Born during an Awakening, this generation grows up as the indulged post-Awakening children, comes of age as the narcissistic young crusaders of a Crisis, and matures into the moralistic, values-driven elders of a High.
4. Nomad (Reactive) Generation: Born during an Unraveling, this generation grows up as underprotected children during an Awakening, comes of age as the alienated, post-Awakening young adults of a Crisis, and matures into pragmatic and resilient midlifers during a High.

The Turnings

Strauss and Howe propose a four-part cycle of generational types, called “Turnings”:

1. High: A period of strong institutions and weak individualism, when a new civic order implants and the old values regime decays.
2. Awakening: A period when institutions are attacked in the name of personal and spiritual autonomy.
3. Unraveling: A period when individualism is strong and institutions are weak and distrusted.
4. Crisis: A period when institutional life is destroyed and rebuilt in response to a perceived threat to the nation’s survival.

Marketing Applications

Understanding the Strauss-Howe generational theory can be invaluable for marketing and business strategy.

By recognizing the unique characteristics and values of different generations, marketers can tailor their campaigns and products to better resonate with their target audience.

For example, appealing to the civic-mindedness of Hero generations or the individualistic tendencies of Nomad generations can enhance the effectiveness of marketing efforts.

This generational insight helps businesses anticipate shifts in consumer behavior and adapt their strategies accordingly.

Conclusion

The Strauss-Howe generational theory offers a comprehensive framework for understanding the cyclical nature of history and generational dynamics.

By examining the distinct characteristics and experiences of each generation, we can gain valuable insights into societal trends and future developments.

This theory not only enriches our understanding of the past but also provides practical applications for navigating the complexities of the present and future. 

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