The time of birth often determines our generation. A society does not simply separate the boundaries of generations, analyze their characteristics, but also compares recurring behaviors. However, this does not create harmony but rather leads to conflicts and biases. Medical treatment and scientific techniques have rapidly developed in the contemporary society. Therefore, the life expectancy of people has increased and a multigenerational society, where various generations live together naturally has emerged. A movement which opposes the division of generations by birth year has emerged. They are called ‘the perennial generation’. Why don’t we examine their specific characteristics more deeply?

 The perennial generation was mentioned for the first time by Mauro F. Guillén, a professor of international business at Wharton School, University of Pennsylvania, the United States. By using the word ‘perennial’, which refers to plants that grow year-round, he introduces the ‘perennial generation’ who are not bound by the lifestyle and values of their traditionally-assigned generation. Additionally, he expected that the division of age and generation will disappear soon. He also emphasized that according to this generational trend, the way companies do business has to change.

 Recently with the concept of ‘Retro’ being popularized, pursuing the makeup and fashion of 1990’s style and watching re-released movies from the past, children of Generation Z are becoming similar to their parent who are from Generation X. They also go to hip-hop style cafes, or take pictures at the photo booth ‘Insaengnekeot’ with their parents. This way, people in their twenties can have values like people in their forties and vice-versa. Moreover, experts predict that by the end of 2020s, the number of people in their 60s using online-shopping will outnumber people in their 30s shopping online. The perennial generation forms the identity and values that are influenced by different generations. This means that communication and cultural exchanges are active between generations, making generational characteristics less significant. This also reduces differences in culture, values, tastes and spending patterns as well as works as a driving force that creates the environment of making synergy in business.

 As the perennial generation grows, it becomes more beneficial to produce and market items for all age groups. Major companies are increasingly collaborating with the animation industry. A brand’s identity can arouse empathy through original stories and characters. For instance, McDonald’s Japan Corporation partnered with “Evangelion,” which is celebrating its 30th anniversary in 2025, to launch a new burger menu. This collaboration became the talk of the town to create advertisements using scenes from the anime to effectively showcase McDonald’s brand colors. Similarly, Fendi sold bags, wallets, and scarves embroidered with ‘Mignon’, ‘Magnanyong’, and ‘Shinnyong’ collaborating with Pocket Monster.

 People should coexist with more and more generations. Therefore, having a "perennial mind" that isn’t limited by age is essential for the harmony of generations. As such, the perennial generation shows a paradigm that the whole generation can develop while narrowing the gap between the younger generations and the older generations. How about you? Do you consider yourself part of the perennial generation?

82nd Cub Reporter•LEE JEONG MIN•agaoo1@naver.com

82nd Cub Reporter•KIM JI YUL•jiyulkim815@naver.com