Explaining Southern California's economy

A new generation gets a name: 'Plurals'

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They're about to learn to drive. And now we know what to call them: "Plurals."

"It's been nearly 15 years since the Millennials were so named." This line appears early in a just-released white paper from Sherman Oaks-based Magid Generational Strategies. As you might imagine, they're got a new name in mind for the generation that's following the Millennials (born between 1977 and 1996). This new cohort, with its oldest members just entering their teen years, shall be known as the "Pluralist Generation" — "Plurals," for short.

This naming-of-a-generation business isn't a one-firm game. A researcher and Harvard Business Review contributor, Tammy Erickson, has proposed that we call the up-and-comers the "Re-Generation," which is nifty pun on the "Me Generation" of the 1970s (actually a sub-generation of, or perhaps a frame of mind within, the famous Baby Boomers) and a sort of call-to-arms: these kids will be responsible for rebuilding our tattered, post-Great Recession institutions and economy.

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