Millennials Rising may have kicked off the race to define the Millennial generation, but one author in particular has become the singular thought leader among commentators, researchers, and others: Jean Twenge. Her books iGen and Generations helped her move from toiling in academic obscurity to shaping the discourse.

In this episode of In the Demo, hosts Farrah Bostic and Adam Pierno critically examine Jean Twenge's work, particularly her two most recent books iGen and Generations. They explore the transition from academic research to popular nonfiction, questioning her data sources, her analytical frames, and her conclusions. The conversation touches on the use of large scale longitudinal studies, the dangers of oversimplification, and the impact of media representation on public perception of generational differences. And it challenges some of her assumptions about narcissism, individualism, and generational traits, highlighting the complexities of social science research and its representation in mainstream media.

Resources

Generations by Jean Twenge

iGen by Jean Twenge

Monitoring the Future — longitudinal youth study at the University of Michigan

Narcissistic Personality Inventory

The Narcissism Epidemic by Jean Twenge and W. Keith Campbell

Your Hosts

Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into practical strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.

Adam Pierno is an author, strategist, and managing director of brand strategy at Arizona State University. He is also the founder of Specific Branding and Research, where he helps brands understand customer habits and create effective growth strategies. With 25 years of experience, Adam has written two books on marketing. Discover more at adampierno.com and find Adam on LinkedIn.

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