PRESS RELEASE: "A New Generation Debuts," announce futurists and authors Morley Winograd and Michael D. Hais


Contact: Hope Katz Gibbs
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Futurists and authors of “Millennial Momentum,” Morley Winograd and Michael D. Hais, Welcome the ‘Pluralist Generation’

Washington DC, June 6, 2012 — “Evidence of the arrival of America’s newest Adaptive generation has surfaced, which is beginning to define how and why this latest Adaptive generation differs from the older Millennial Generation,” researchers Morley Winograd and Michael D. Hais announced today.

In a groundbreaking release, they point to the market research firm Frank N. Magid Associates, which name the emerging, Adaptive generation the “Pluralist Generation.”

“Its members, known as ‘Plurals,’ reflect the overwhelmingly distinguishing demographic of America’s newest generation: its ethnic, racial, and religious diversity.”

Somewhere among the nation’s current crop of grade-schoolers is a charismatic charmer who will become this century’s rebel. It remains to be seen if he or she will enlist fellow Plurals in a cause that will remake the country, or simply signal the beginning of yet another generational shift in the nation’s attitudes and beliefs.

Specifically, Magid’s research findings indicate:

• Plurals are more likely than older generations to have friends and acquaintances from different ethnic groups, races, and religions than their own.

• A majority of the members of this generation say they want their social circle to be even more diverse than it is now. Even as this year’s presidential campaign reveals heightened tensions over America’s increasingly diverse demography, this new generation is making clear its preference for even greater diversity.

• At the same time, according to Magid, the fact that the parents of most Plural children are members of Generation X (born 1965–1981), rather than the Boomers who bore and raised the majority of Millennials (born 1982–2003), is producing a shift in the focus of Plurals from the group to individual success.

• “Honest, respectful, and trustworthy,” remain traits that all parents hope to see in their children. However, in reflecting their own entrepreneurial values, Gen Xers are more likely than Boomer parents to list individually oriented traits, such as “hard working, confident, and independent,” as ones they would especially like to develop in their children.

• A separate survey by the Isenberg School of Management at the University of Massachusetts found that the cohort it considers to be the youngest within the Millennial Generation is on the cusp of change to a new generation that is “less patriotic, and less interested in politics, sustainability, saving, and making mistakes in life.” Click here to read more about that study.

• While generational theorists may disagree on when to mark the end of one generation and the beginning of another, both studies found the same shift toward individual concerns and away from collective action among children of similar ages.

The Bottom Line

“It will take at least another decade, and probably more, before members of the Pluralist Generation are old enough to begin making their own mark on the society that the Millennial Generation is, itself, just beginning to remake,” Winograd and Hais realize.

“But if the Plurals follow the precedent of their Silent Generation forbearers [those now 66+], their childhood and adolescent years will be spent accepting society pretty much as they find it. But, as young adults, they are likely to lead a revolt against too much conformity—first in pop culture, and later in how the country respects the rights of each individual, regardless of their background.”

For more information:

For additional details about Magid’s research, visit

For more thoughts and ideas about the Plurals from Winograd and Hais, visit