What is a Generation Group? 

Let’s start with a simple question. Do you know which generation group you are in?

There are so many different terms that it has become quite confusing, especially as I now see business articles referring to target audiences as Gen X, Gen Y and Baby Boomers. These are terms frequently used in the news and in marketing, but what do they all mean?

A recent article I received, about finding the best social media platform for my target audience, had me scouring the internet to find a concise definition. Then I thought, if I don’t fully understand what generation groups are, other people will be just as confused.

It’s not just a personal thing. From a business perspective, we need to be seen on the right social media platforms. We have to know which groups our customers fall into, because different generations have their own social media favourites. 

Our Ancestors

When people talk about Generation X it can be a bit baffling. It seems to me that it’s because when we think about generations we think about the family – parents, grand-parents, great grand-parents, etc.


This is one way of looking at it and it’s called ‘Familial Generation‘. You and your siblings are one generation, your parents, aunts and uncles, are another, grand-parents are another. And so on. 

When you hear talk about Gen X, Gen Y and Millennials there is a different term for these and this is when it gets a bit mind-boggling. These are called ‘Sociological Generations‘. It’s a bit of a tongue-twister isn’t it? I think it’s more important to know the actual group names, than understand the definition but I’ll try and summarise it.

Life Events

Putting people into sociological categories – Baby Boomer, Generation X, Y, etc is more complex because it’s seen from two different perspectives.

One is based on birth rates as documented by the census, which considers population expansion and contraction. So if there is an age difference of 5 or 6 years between siblings, according to the census they could be in different sociological generations. If your parents were very young when they had you, you could potentially belong to the same category, as defined by the census. That part of it is probably the most difficult to understand. 

The other way of defining sociological generations is through life events that link groups of people. Sociologists look at common life events and shared experiences to define the groups.  

For instance, ‘Generation X’ grew up with parents who divorced and mothers who worked. Personal computers were just coming on the scene. And there was that cross-over from analog to digital. Along comes MTV, Atari, computer games, Apple, YouTube, Facebook. It’s these elements which are used to define the X, Y and Zs.

Therefore, in marketing terms, it’s the sociological generations that we are referring to and should try to comprehend.

Identify the Generation Group

generation group and year of birth


I’ve made it into the Baby Boomers group (1963) so this article, about finding the Best Social Media Platforms is actually pretty accurate when I think of how I interact with the world wide web.

Knowing the generation group will help to focus on the right social media outlets. That will give us more time to focus and improve on other business areas, such as our websites, or improving our content

It won’t be a ‘one-size fits all’ for every business scenario, and there might be some trial and error. But, when we’re running a full-time business, this ‘Generation Game’ might give us more time to spend with our loved ones. That has to be a ‘Brucie’ bonus.


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Time for a review. Overcome your fear of criticism


Fear of criticism

Maybe our fear of criticism goes back to our school days. Spending hours writing essays only to have them marked and returned with lots of red lines and teacher’s comments.

I’ve also been subjected to a wide variety of appraisals and work reviews in the different organisations I have worked for. Most of them provided encouraging, constructive criticism and feedback, especially in my early years in the Civil Service. And yet I still used to dread the annual Performance Appraisal Reviews and the fear of criticism. I imagine we are all the same. We think – hope! – we are doing a good job, but when there’s a review on the horizon we start to worry about getting negative feedback.

I was very lucky to be assigned to experienced managers who understood the difference between constructive and destructive criticism and how it can affect a person’s self-esteem. Their feedback encouraged my personal development and gave me the confidence to take on new challenges throughout my career and in my personal life.


However, there is one incident which stands out in my mind more than any other because of the way it made me feel. Little did I realise that how I felt at that moment was going to influence how I treated people I worked with in the future.

In my first contract as a freelance Test Consultant I was working for a very large corporate company. The job meant I was working away from home, with people I didn’t know and learning a new complex system. Everything was different, I was way out of my comfort zone but wanted to make a good impression because this was the career I loved. 

What I didn’t bank on was being assigned to a manager who let her personal life interfere with her professional life, to the extent that on her bad days, she publicly criticised and humiliated people. Less than a week into my new role, I was verbally attacked in a room full of people – because I had saved a file in the wrong place. She should have quietly point out the correct folder structure, but instead she shouted, finger-pointed and called me an ‘over-paid simpleton’. 


I sat there open-mouthed and fighting back the tears. People were staring at me. I felt embarrassed and physically sick. I couldn’t even manage an easy escape because the door was the other side of the room. Instead I bit my lip, walked over to her desk, and I asked her quietly and apologetically if she could show me where the file should be. After correcting my mistake I walked down to the Ladies loo on the floor below and cried my eyes out. I had never felt so humiliated in all my life and convinced myself I was going to get sacked. I left work that day ready to pack my bags and even started looking for a new contract!

The next day she acted as if nothing had happened. No apology was ever forthcoming but it occurred so frequently, with different people, that eventually she was reported and moved to another area. Under a new, encouraging, more professional manager I became a team leader and stayed with that company for two years. I learnt new skills and gained knowledge and experience using new testing tools, but the most important thing I learnt was how to give feedback. 

Negative Feedback

If you have single-handedly set up your own business, set up Social Media accounts, manage the financial affairs and created your own website, hats off to you. You deserve a massive pat on the back. It doesn’t matter what line of business you are in (unless you are a web designer!) or how well you are doing. You have successfully done something a lot of people can’t or won’t do for various reasons, and one of those reasons is fear of criticism.

When you’re starting out, you know a business website is an essential marketing tool, but a good web designer costs money – even bad web designers cost money! And although it’s a recognisable investment, if you can’t afford it, your only option is to go it alone.

There are lots of sites, like Wix and WordPress, which can help you create a simple, straight-forward website. Don’t let them fool you into thinking it’s an easy task. You still have to think about what pages you need, getting the right template, writing the content, uploading images, etc. Maybe that doesn’t sound too difficult, but if your website is going to stand out from your competitors then it needs to be aesthetically pleasing and easy to use. 

So, now we’ve added a couple of plug-ins and widgets to improve the website ‘look and feel’ and it’s ready for publishing. Who are the first people we ask for feedback? Our friends and family of course. Because of our fear of criticism we can rely on them to be positive – and even if they are really honest, we know it will be in a nice, positive way. But does that mean we are already worrying too much about what other people think and, more importantly, what our customers think? 

What is Criticism?

Negative criticism from an unqualified, uninformed source is of so little value that it’s meaningless. It makes zero sense to pay it any of your valuable attention.

Extract credit – Jim Connolly 

As a small business owner we have to learn to deal with these fears, because as soon as your business is online it’s visible and open to criticism. So to survive it’s essential that you stop negative criticism from affecting you.

Jigsaw puzzle showing the words constructive criticism - fear of criticism

To do this try to understand more about the critic than the criticism. If they are an expert in their field then, even if their comment is negative, it might be something worth taking onboard. The key difference between criticism and feedback is our perception of it.

Criticism is often taken to mean that we are being judged by another person in a condescending manner. So when people are criticised by others it can be a fairly unpleasant experience for the receiver.

Destructive criticism doesn’t help anyone. In fact it can lower a person’s self-esteem and make them feel like a failure. Constructive criticism, on the other hand can help to develop the abilities of that person, and create a positive change.

What is Feedback?

Feedback is generally understood to be information that can improve the performance or development of a product or a person. For example, a company has released a new product on the market and wants to evaluate the public’s response. There are different ways to go about this. They might hold a small event where samples of the product are given to members of the public and they have to provide feedback. The company can then understand how well the product has been received and act on this feedback. 

For people,  a manager might give feedback in a personal appraisal, or to a group of employees when they complete a new project. A lot of companies hold one-off, end of project ‘Lessons Learned’ sessions.  Key stakeholders are asked to provide feedback for the project as a whole – what went well or not so well and what can be improved. 

Lessons Learned

Lessons learned is all about understanding what you all did right and what you all could have done better. It’s not about finger pointing. It’s about learning. And this is why, when I perform my business website reviews, my feedback report isn’t all about what is wrong with the website. It’s about pointing out what works really well and what can be improved. 

I always ask for feedback and, from what I’ve received, the majority of my clients generally agree with my comments. Issues are fixed, suggestions for re-wording are applied, website layout and functionality is improved. A lot of the changes are quick, easy, inexpensive and effective. 

Very occasionally they don’t want to make any changes, which is fine. I’m not going to force my opinions on anybody. However I will point out that if one of the issues is that your website is not legally compliant, then that is not just my opinion. It’s the law! 

Be Kind

One of the reasons behind this post is a conversation I had recently with a new client. She admits she’s not technically minded but has still managed to build her own website. However, when she saw that someone on Facebook had left a rather derogatory comment, she was understandably upset and demoralised. Personally, having just started my review of the site, she has done a bloody good job and we’ll work together to make it even better! 

If you’ve never received bad feedback maybe you don’t have a fear of criticism, and you’re incredibly lucky. Your parents and teachers must have been a lot nicer than mine. But next time you leave a review or a comment, if you know it’s a small business, try and be a bit more considerate. Your criticisms can be hurtful and demoralising. I appreciate it’s not always easy, especially if you’ve had bad customer service, but imagine how you would feel if you were being publicly humiliated. 

I know how I felt and it’s not something I would even wish on my worst enemy. 


SAA I.T Test Consultant


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Shirley Atkinson

SAA IT Test Consultant

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