Why Some Gen X and Millennials Might Be 'Generation Goonies' Instead
Matt Britton Matt Britton

Why Some Gen X and Millennials Might Be 'Generation Goonies' Instead

It's often said that Generation X (people born between 1965 and 1980) are the forgotten generation who don't get any attention. But that's about to change, as people are finally talking about Gen Xers and even giving the majority of them a new name.

It's not just any old name either, as a recent TikTok trend has seen many internet users rename Gen Xers to Generation Goonie instead. If you didn't already guess, it's after the iconic 1985 movie, The Goonies, about a group of kids setting out on an adventure to find long-lost pirate treasure (naturally).

The idea is that those who were born between 1970 and 1985—the first millennials were born in 1981, so elder millennials just make the cut too—might actually be Generation Goonie because they grew up in a very specific way. Just like the characters from The Goonies, they had freedom and a sense of adventure you just can't find in today's world.

Consumer market expert Matt Britton told Newsweek that he thinks this definition "is spot on" because Gen Xers (or Gen Goonie) spent so much of their time outdoors, and there was a real sense of community. Not to mention, it also helped that there was far less parental supervision back then.

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AI Marketers Guild Interview
Matt Britton Matt Britton

AI Marketers Guild Interview

This blog post captures the essence and key insights from my conversation with David Berkowitz, emphasizing the strategic implications of AI in market research and the broader business context.

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AdWeek | Suzy’s Matt Britton On Weathering The Financial Storm
Matt Britton Matt Britton

AdWeek | Suzy’s Matt Britton On Weathering The Financial Storm

Matt Britton delves into the current financial environment and its impact on consumers. Britton discusses recent trends in the banking crisis, sheds light on how consumers feel in the current economy and shares insights on other macro-financial factors that are shaping consumer behavior.

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Suzy’s CEO Matt Britton shares how to reframe workplace expectations for a digital world
Matt Britton Matt Britton

Suzy’s CEO Matt Britton shares how to reframe workplace expectations for a digital world

The COVID-19 pandemic came quickly, and the safety of employees needed to come first before any business outcome.

With so much uncertainty surrounding the pandemic, Suzy, a consumer intelligence company, decided to close its office for the rest of 2020.

Reframing workplace expectations for a digital world As the world shifted to working remotely, many employees didn’t know what expectations were for working fully remote.

How late should they be expected to answer emails?

Giving back to the community Not only is Suzy aligning their internal strategy to allow their employees to succeed in a remote environment, but they’re also ensuring their local community is able to maintain a sense of normalcy during these hard times.

But now, you have to be more intentional about how you interact with coworkers, and for junior-level employees, it might not be as easy to get in front of the c-suite as it once was.

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LISTEN &amp; WATCH</a>Talking On-Demand Consumer Research With Suzy Founder &amp; CEO, Matt Britton
Matt Britton Matt Britton

LISTEN & WATCHTalking On-Demand Consumer Research With Suzy Founder & CEO, Matt Britton

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Millennials Are Not Killing Business But They Are Forcing It To Adapt
Industry Press Matt Britton Industry Press Matt Britton

Millennials Are Not Killing Business But They Are Forcing It To Adapt


For over two decades, Matt Britton has made his career by having his ear to the ground on what is happening on the sidewalks. With a belief that youth is not an age but an attitude, he thinks every business needs to realize that Millennials are going to be changing the world of business in unexpected ways. To learn more about this, Matt and I recently sat down to discuss the changes of being brought by a new generation of consumers.

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