Adweek Diary: Eastern

X, It Appears, Never Marked the Spot





Thanks to a recent study by TBWA Chiat/Day and Yankelovich Partners, Time magazine has taken another look at the generation formerly known as X, and it seems those so-called slackers and layabouts aren’t what they were labeled after all. Adam Morgan, at the shop, scored the only agency quote in the story, summing up the definition forced on the post-boomer generation: ‘The baby boomers of the media and marketing world were desperate to explain a generation they didn’t understand, so they reduced X-ers to a cartoon It may be the most expensive marketing mistake in history.’