I’m a bit of a purist when it comes to generational theory, and I ping to very specific sources for my information. As I’m often asked for some good books to read on the subject of generational theory, let me outline my suggestions here:
- The big heavy academic book: Generations: The History of America’s Future, 1584 to 2069
- The easiest read: Millennials Rising: The Next Great Generation
- The most current, pressing and predictive book: The Fourth Turning, An American Prophecy
- If you’re in marketing: Millennials and the Pop Culture
All of these books are by the generational theorists, William Strauss and Neil Howe, whose website is found at Lifecourse Associates.
