MTV has a curious name for the post-Millennial generation
Step aside, Millennials — it's the dawn of the Founders. While 18- to 34-year-olds in the United States already have a (maybe derogatory) term to identify themselves, the youngest generation in America hadn't yet found a firm moniker. Thankfully, MTV has stepped in.
The network has been studying kids born after December 2000 for several years, and in a survey of 1,000 youths in March, they decided to try to find a better fitting name than some of those that have already been proposed: Gen Z, iGen, Posts, Homeland Generation, ReGen, or Plurals. MTV arrived at some finalists of their own, including the Navigators, the Regenerators, and the Builders, but ultimately settled on the Founders as their preferred label.
"[The Founders are] slightly more risk-averse. They've grown up without a safety net," MTV's senior vice president of consumer insights and research, Jane Gould, said. Generational theorist Neil Howe added that, "You have a whole generation that is going to represent the extreme endpoint of where Millennials were going in many respects: risk-averse, team-oriented, well-behaved."
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Research identifies the Founders group as being more pragmatic and independent than their Millennial counterparts, having grown up with realist Gen X parents rather than optimistic Baby Boomer mothers and fathers. MTV President Sean Atkins said the name specifically speaks to the fact that while the Millennials "disrupted," the younger generation has it on themselves to rebuild. What's more, they're diverse, they're comfortable standing out, and they've never known a world that wasn't digital. Not only that, but they're getting older — and will soon be the core target demographic of many companies, MTV included.
Learn more about the Founders below. Jeva Lange
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.
-
The drive behind Germany's pro-Israel political consensus
Under the Radar Belief that Israel's security is a 'raison d'etre for the German republic' is under growing pressure
By The Week UK Published
-
'The House under GOP rule has become a hostile workplace'
Instant Opinion Opinion, comment and editorials of the day
By Harold Maass, The Week US Published
-
The Shohei Ohtani gambling scandal is about more than bad bets
In The Spotlight The firestorm surrounding one of baseball's biggest stars threatens to upend a generational legacy and professional sports at large
By Rafi Schwartz, The Week US Published
-
Kevin Hart awarded Mark Twain Prize
Speed Read He is the 25th recipient of the prestigious comedy prize
By Peter Weber, The Week US Published
-
Is Downton Abbey set to return for a final film?
Speed Read Imelda Staunton reveals that a third movie may be in the pipeline
By Adrienne Wyper, The Week UK Published
-
'Oppenheimer' sweeps Oscars with 7 wins
speed read The film won best picture, best director (Christopher Nolan) and best actor (Cillian Murphy)
By Peter Weber, The Week US Published
-
'Rust' armorer convicted of manslaughter
speed read The film's cinematographer Halyna Hutchins was shot and killed by actor Alec Baldwin during rehearsal
By Peter Weber, The Week US Published
-
The Beatles are getting 4 intersecting biopics
Speed Read Director Sam Mendes is making four separate movies, each told from the perspective of one band member
By Peter Weber, The Week US Published
-
Taylor Swift to Miley Cyrus: female artists dominate 2024 Grammys
Speed Read SZA, Phoebe Bridgers and Lainey Wilson were also among the winners at LA gala
By Arion McNicoll, The Week UK Published
-
South Korea passes law banning sale and production of dog meat
Speed Read Rare bipartisan support 'highlights changing attitudes' as young people shun centuries-old tradition
By The Week UK Published
-
Out of touch: Daryl Hall obtains restraining order against bandmate John Oates
Speed Read Lawsuit reveals unharmonious relationship between most commercially successful duo in pop history
By Jamie Timson, The Week UK Published