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MTV tries and fails to name the post-millennial generation

Do you think this name is any good?


Gabe Bergado

Internet Culture

Posted on Dec 3, 2015   Updated on May 27, 2021, 1:43 pm CDT

We finally have a name for the generation after millennials. The one think pieces are scribbling about and greedy marketers will soon covet: the Founders.

Time reports that those cool kids over at MTV have been working hard to drill down the characteristics of this age group born after the year 2000. These are the youths who exited the womb already asking “what’s the Wi-Fi password?” and don’t remember a time before Snapchat and Instagram. According to Time, MTV President Sean Atkins says that the name the Founders “acknowledges that while millennials have disrupted society, it’s this new generation’s job to rebuild it.”

I’m a little lost at what exactly the Founders are supposed to rebuild that millennials screwed up. As one famous Tumblr post likes to point out, it feels like a lot of today’s problems don’t come from the generation that was too young to be part of the working force when the economy took a dive into the gutter.

Nevertheless, “the Founders” just sounds idiotic. Granted it is just MTV and 1,000 surveyed youngsters that helped decide on this name. Hopefully there’s some self-aware 13-year-olds vehemently opposed. It sounds like the title of some new AMC show about those white men who colonized America or the name of the rebellion faction in some post-apocalyptic dystopia. But I guess the latter wouldn’t be too far off from what the kids are majorly into nowadays. 

Hopefully a better name comes along before the branding sticks to these poor kids.

H/T Death and Taxes, Time | Photo via chrisbrenschmidt/Flickr (CC BY 2.0)

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*First Published: Dec 3, 2015, 12:23 am CST