Are they all the same? A rethink of young consumers through the lens of generation theories
BackgroundDespite extant literature on young consumers and their characteristics, much remains to be done to explore and explain young consumers' behaviour through the lens of generation, particularly with theoretical grounding and practical insights. Young consumers and their lifestyles evolve more rapidly today because of the dynamic environment they live in. Hence, their behaviours are more complex and unpredictable than young people in the past and older generations (Kasser and Kanner, 2004;Pyšnõ akov a and Miles, 2010;Vandegrift, 2015). Prior research has also shown that cataclysmic events create distinct values and behavioural patterns among individuals in different time periods (Howe and Strauss, 2000;Rogler, 2002;Ting et al., 2018). These major external events, also known as defining moments, develop and define generational cohorts. Hence, the study of the young generation is not only about identifying their behaviours at a point of time but also about gaining more insights into their changing behaviours in relation to social contexts.Generation theories, such as the generational cohort theory, posit that a group of individuals who experience the same cataclysmic events (e.g. political, economic and social events) during late adolescence and early adulthood will develop a similar set of characteristics (Inglehart, 1997;Meredith and Schewe, 1994;Ting et al., 2018). As such, this concept acknowledges the role of collective experiences (and memories) acquired during individuals' formative years. Subsequently, their attachment to external events when they come of age creates cohesiveness in beliefs, values and behaviours, which distinguishes one cohort from another (Rogler, 2002). Notably, the impact of such events on individuals is found to remain relatively stable throughout their lives regardless of age and life cycle stage (Inglehart, 1997;Lowe et al., 2020).Given the magnitude of external events and social changes that have transpired over the past two decades, there is a dire need to revisit young consumers' behaviour through the lens of generation theories in the contemporary context. Millennials, who are now in their adulthood, were raised in an era of remarkable socio-economic, cultural and technological change, which makes them different from other generations (Schewe and Noble, 2000). Thus, they display behaviours which are seen as disruptive (Moschis, 2007), impulsive (Grousiou et al., 2015) and vulnerable (Brennan, et al., 2017). This rings truer for youth born between the late 1990s and the early-mid 2000s. Moreover, the adoption of generational labels from Western sources (e.g. baby boomers, Generation X and Generation Y) in different settings has long been criticised for its lack of theoretical bases (de Run and Ting, 2013;Strauss and Howe, 1991). Notwithstanding the convenience it offers in determining specific population segments as research samples, the overestimation of similarities among generation...