The controversy around generational labels with Luke Davies

You might love generational analysis, or you might critique and dismiss it.

At McCrindle, we’ve spent decades researching generations— and coined the term Generation Alpha — but we also believe in listening to the critics.

Whatever perspective you hold, we’re diving headfirst into the Reddit threads, TikTok comments, and water cooler conversations that ask: Are generational labels like Gen Z, Millennials, and Boomers even real? Or are they just stereotypes dressed up in data?

To wrap up Season 15, our host, Ashley Fell, sits down with Marketing Executive and Insights Strategist at McCrindle, Luke Davies, to unpack what generational theory gets right, what it gets wrong, and why it still matters.