constitutional marketing & target groups, publications, science & theory, culture & society
How generations tick – a comparison of Boomer and youth studies
Ines Imdahl
Generational conflicts have always existed. And this is actually understandable when the life attitudes and worlds of people from different age groups collide – just think of the late 1960s. The dynamics between generations seem to be increasing, especially due to the Fridays for Future movement, the climate change debate, and not least during the COVID-19 crisis. Have the crises of recent years intensified or even fueled the differences between generations? Will generational conflicts worsen in the future? Parents often appear overly tolerant in many areas and tend to avoid setting rules, especially regarding digitalization. Younger people, on the other hand, tend to be more conservative when it comes to values like security and family. On which topics do generations fail to find common ground? And how differently do the generations really tick?
The IKW, with its three youth studies and one Boomer study, is closely connected to the life realities of Gen Z and Boomers. A comparison of these simultaneously depth-psychological and representative studies reveals why younger and older generations tick so differently and what moves and shapes the people of each generation.
Follow the link to read the results of the IKW studies.






































































