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How Do Generations Get Their Names?

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We all know what a Millennial is. There are stereotypes about what Millennials do and do not like, how lazy they may or may not be, and how often they check their Twitter feeds—all because we're comfortable using this single term to refer to an entire age demographic of the population. Millennial is a powerful word, and not because of the age group it refers to, but because of just how useful it is—just like Gen X or Baby Boomer.

There is no single or even typical way that generations historically get their names, because lumping everyone who's roughly the same age together is a relatively new phenomenon.

According to Peter Francese, a demographic and consumer markets expert, Baby Boomers were the first named generation to exist. (Those that came earlier, like The Greatest Generation that fought in World War II, were named retroactively.) It all started when the Census Bureau referred to the years between 1946 and 1964, during which birthrates rocketed up from around 3 million a year to over 4 million a year, as the "Post War Baby Boom." As the kids born in this boom started to grow into adults (and thus, consumers), ad agencies found traction by marketing their products to so-called Baby Boomers. This would be the first (and so far last) time a generation's "official" name would come from a government organization.

Eventually—as will inevitably happen to all of us, even the most maturity-challenged Millennials—the Baby Boomers got older and thus less appealing to companies with something to sell. The ad agencies wanted another catch-all term for the new members of their target age group and began shopping around different terms.

"They throw stuff at the wall and see what sticks," Francese says. "And in some of the meetings, they don’t stick." That's how Generation Y, a proto-term for Millennials, went in and out of fashion. "Generation Y was too difficult to say, too hard to brand, it didn’t have the cachet, it didn’t have the spark of Millennials," Francese says.

Not sticking is a matter of whether or not media organizations start using the term. And not just any media organization. "I’m talking about the Associated Press or Reuters—people who are syndicated that produce lots and lots of editorial content that they send out to various organizations," Francese says. As for determining the dates for Millennials, it all came down to demographics, and the old adage of comparing apples to apples.

"In 2010, which is when they did the census, Baby Boomers were all 45 to 64 years old," Francese explains. "Now, in order to compare Millennials to the Baby Boomers, because they're the next boom, you have to have what? Twenty years. And so in 2010, Millennials are people between 15 and 34. And then they work back from there to figure out when they were born."

If it seems like we're skipping over a generation, that's because we are. And for the most part, ad agencies did too. In 1991, Douglas Coupland wrote his book Generation X: Tales for an Accelerated Culture about the anonymity he and his contemporaries felt growing up in the shadow of the Baby Boomers. They were products of a 10- to 12-year downturn in birthrates sandwiched between the Boomers and the Millennials, and although the term stuck with the general population, the generation was the wrong size to matter much to marketers.

It seems unlikely ad agencies will take such a passive approach again.

"The ad agencies have a mission and an imperative to bring to their clients news of what’s going on in the marketplace," Francese says. " And so, inevitably, they segment the American populations into various groups. The necessity to do that means that they sit around and they come up with names."

The generation currently being born and growing up—the term Generation Z has often been used as a placeholder, though the Pew Research Center recently redefined them as Post-Millennials—is just beginning to acquire consumer value, and will become more powerful in the coming years. When that happens, ad agencies will have a perfectly workshopped label ready to slap on spending reports and style section columns.

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Why Does the Queen Have Two Birthdays?
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On April 21, Her Majesty Queen Elizabeth II will turn 92 years old. To mark the occasion, there are usually a series of gun salutes around London: a 41 gun salute in Hyde Park, a 21 gun salute in Windsor Great Park, and a 62 gun salute at the Tower of London. For the most part, the monarch celebrates her big day privately. But on June 9, 2018, Her Majesty will parade through London as part of an opulent birthday celebration known as Trooping the Colour.

Queen Elizabeth, like many British monarchs before her, has two birthdays: the actual anniversary of the day she was born, and a separate day that is labeled her "official" birthday (usually the second Saturday in June). Why? Because April 21 is usually too cold for a proper parade.

The tradition started in 1748, with King George II, who had the misfortune of being born in chilly November. Rather than have his subjects risk catching colds, he combined his birthday celebration with the Trooping the Colour.

The parade itself had been part of British culture for almost a century by that time. At first it was strictly a military event, at which regiments displayed their flags—or "colours"—so that soldiers could familiarize themselves. But George was known as a formidable general after having led troops at the Battle of Dettingen in 1743, so the military celebration seemed a fitting occasion onto which to graft his warm-weather birthday. Edward VII, who also had a November birthday, was the first to standardize the June Trooping the Colour and launched a tradition of a monarchical review of the troops that drew crowds of onlookers.

Even now, the date of the "official" birthday varies year to year. For the first seven years of her reign, Elizabeth II held her official birthday on a Thursday but has since switched over to Saturdays. And while the date is tied to the Trooping the Colour in the UK, Commonwealth nations around the world have their own criteria, which generally involve recognizing it as a public holiday.

Australia started recognizing an official birthday back in 1788, and all the provinces (save one) observe the Queen's Birthday on the second Monday in June, with Western Australia holding its celebrations on the last Monday of September or the first Monday of October.

In Canada, the official birthday has been set to align with the actual birth date of Queen Victoria—May 24, 1819—since 1845, and as such they celebrate so-called Victoria Day on May 24 or the Monday before.

In New Zealand, it's the first Monday in June, and in the Falkland Islands the actual day of the Queen's birth is celebrated publicly.

All in all, just another reason it's great to be Queen.

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What Is the Meaning Behind "420"?
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Whether or not you’re a marijuana enthusiast, you’re probably aware that today is an unofficial holiday for those who are. April 20—4/20—is a day when pot smokers around the world come together to, well, smoke pot. Others use the day to push for legalization, holding marches and rallies.

But why the code 420? There are a lot of theories as to why that particular number was chosen, but most of them are wrong. You may have heard that 420 is police code for possession, or maybe it’s the penal code for marijuana use. Both are false. There is a California Senate Bill 420 that refers to the use of medical marijuana, but the bill was named for the code, not the other way around.

As far as anyone can tell, the phrase started with a bunch of high school students. Back in 1971, a group of kids at San Rafael High School in San Rafael, California, got in the habit of meeting at 4:20 to smoke after school. When they’d see each other in the hallways during the day, their shorthand was “420 Louis,” meaning, “Let’s meet at the Louis Pasteur statue at 4:20 to smoke.”

Somehow, the phrase caught on—and when the Grateful Dead eventually picked it up, "420" spread through the greater community like wildfire. What began as a silly code passed between classes is now a worldwide event for smokers and legalization activists everywhere—not a bad accomplishment for a bunch of high school stoners.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at bigquestions@mentalfloss.com.

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