Connect with us

Demographics

Which U.S. Generation Wields the Most Cultural Power?

Published

on

The Generational Power Index
The Generational Power Index
Introducing our new index, which ranks U.S. generations on their economic, political, and cultural influence.

>> Download the Report (.pdf)

GPI Cultural Power By Generation Main Image

Can I share this graphic?
Yes. Visualizations are free to share and post in their original form across the web—even for publishers. Please link back to this page and attribute Visual Capitalist.
When do I need a license?
Licenses are required for some commercial uses, translations, or layout modifications. You can even whitelabel our visualizations. Explore your options.
Interested in this piece?
Click here to license this visualization.

Which U.S. Generation Wields the Most Cultural Power?

This year, our team put together Visual Capitalist’s inaugural Generational Power Index (GPI), which looks at power dynamics across generations in America.

We considered three categories in our quest to quantify power: economics, political, and cultural. And while it turns out Baby Boomers dominate when it comes to economics and political factors—cultural influence is a different story.

Here’s a look at which U.S. generation holds the most cultural power, and how this power dynamic is expected to shift in the coming years.

Generations and Power, Defined

Before we get started, it’s important to clarify which generations we’ve included in our research, along with their age and birth year ranges.

GenerationAge range (years)Birth year range
The Silent Generation76 and over1928-1945
Baby Boomers57-751946-1964
Gen X41-561965-1980
Millennials25-401981-1996
Gen Z9-241997-2012
Gen Alpha8 and below2013-present

Using these age groups as a framework, we then calculated the Cultural Power category using these distinct equally-weighted variables:

cultural power category breakdown

With this methodology in mind, here’s how the Cultural Power category shakes out, using insights from the GPI.

Share of Cultural Power by Generation

Overall, we found that Gen X captures the largest share of cultural power, at 36%.

GenerationCultural Power Share
The Silent Generation8.8%
Baby Boomers25.1%
Gen X36.0%
Millennials23.9%
Gen Z6.1%
Gen Alpha0.00%
Total99.9%

*Note: figures may not add up to 100% due to rounding.

Gen X is particularly dominant in the film and TV industry, along with news media. For instance, over half of America’s largest news corporations have a Gen Xer as their CEO, and roughly 50% of Oscar winners in 2020 were members of Gen X.

Baby Boomers come in second place, capturing a 25% share of cultural power. They show particular dominance in traditional entertainment like books and art. For example, 42% of the authors on the NYT’s best-selling books list were Baby Boomers.

However, these older generations fall short in one critical category—digital platforms.

The Dominance of Digital

Why is digital so important when it comes to cultural power? Because digital media becoming increasingly more popular than traditional media sources (e.g. TV, radio).

GPI Cultural Power By Generation Supplemental Time Spent on Media

In 2020, Americans spent nearly 8 hours per day consuming digital media, nearly two hours more per day than they spent with traditional media.

This divide is expected to grow even further over the next few years. With younger generations dominating the digital space, Gen X may soon lose its place as the top dog of the culture category.

Celebrity 2.0: The Social Influencer

As audiences flock to online channels, advertisers have followed suit—and they’re willing to spend good money to gain access to their target demographics.

In fact, spend on influencer marketing has steadily increased in the last five years, and it’s expected to reach $13.8 billion by the end of 2021.

GPI Cultural Power By Generation Supplemental Influencer Marketing Spend

This shift to social media advertising is redefining the notion of celebrity, and who reaps the financial benefits of content creation. For instance, six-year-old Vlogger Like Nastya made an estimated $7.7 million per month from her YouTube channel in 2020. And keep in mind, this estimate is purely based on YouTube revenue—it doesn’t even include corporate partnerships and/or merchandise sales.

With all these shifts occurring, culture as we know it is at a crossroads. And as we continue to move towards a digital dominant society, those who hold power in traditional realms will either adapt or pass along the torch.

Download the Generational Power Report (.pdf)

The Generational Power Index

Click for Comments

Countries

Comparing Population Pyramids Around the World

Population pyramids can show a country’s demographic advantages and challenges at a glance. See how different parts of the world stack up.

Published

on

Visualization of population pyramids of China, India, U.S., and Japan compared

Understanding and Comparing Population Pyramids

Demographic data can reveal all kinds of insights about a population, from the country’s fertility and mortality rates to how certain events and policies have shaped the makeup of a population.

Population pyramids are one of the best ways to visualize population data, and comparing the pyramids of various countries and regions side-by-side can reveal unexpected insights and differences between groups.

This graphic uses population data from the United Nations to compare the demographics of some select nations and regions of the world, showcasing how much age distributions can vary.

Three Types of Population Pyramids

Although population pyramids can come in all shapes and sizes, most generally fall into three distinct categories:

  • Expansive Pyramids: Recognized by their traditional “pyramid-like” shape with a broad base and narrow top, expansive pyramids reflect a population with a high birth rate along with a high mortality rate which is most common in developing countries.
  • Constrictive Pyramids: With a narrow base and thicker middle and top sections of the pyramid, constrictive pyramids often occur in developed economies whose populations have low birth rates and long life expectancies.
  • Stationary Pyramids: These pyramids showcase an evenly distributed population across age groups, often found in newly-developed countries which have stable birth and mortality rates.

Each population pyramid is essentially a visual snapshot of a nation’s current demographic breakdown, shaped by fluctuating birth and mortality rates as well as changes to immigration and social policies.

Understanding the inherent risks associated with different pyramid types can help give insight into the challenges these populations face.

The Risks of Different Population Pyramid Types

Each type of population pyramid structure has unique challenges and advantages often characterized by the country or region’s current stage of economic development.

Populations with expansive pyramids, such as the one representing the continent of Africa, have the advantage of a larger youth and working-aged population, however this advantage can be rendered null if job growth, education, and health care aren’t prioritized.

Countries with constrictive pyramids like Japan face the challenge of supporting their outsized aging population with a diminishing working-aged population. While immigration and increasing birth rates can help in both the short and long term, due to the working population being outnumbered, countries with constrictive pyramids must find ways to increase their productivity to avoid potential declines in economic growth.

China and India’s Demographics Compared

After the world’s population reached eight billion people last year, 2023 brought a new population milestone as India overtook China as the world’s most populous country.

When you compare the two nations’ population pyramids, you can see how India’s population has a strong base of young and working-aged people compared to China’s more constrictive population pyramid that also features a higher median age.

This demographic difference is largely shaped by China’s one-child policy which since 2021 was loosened to be a three-child policy. As a result, China’s total fertility rate is around 1.2 today, in contrast to India’s total fertility rate of 2.0.

While India is set to ride the productivity boom of its large working-age population, the country will have to ensure it can keep its population pyramid stable as the majority of the population ages and total fertility rates continue to decline.

 

Promo image of a special dispatch about population demographics. Interested in learning more about the various factors that affect demographics?

VC+ Members get an exclusive look comparing the G7 and BRICS nations, how war shapes population pyramids, and immigration’s role in demographics.

Unlock this in-depth briefing and hundreds of other visual insights with our newly available VC+ Archive.

Continue Reading

Subscribe

Popular