A Sociology of Millennials

  • Arthur Asa Berger


This chapter starts with a discussion of the relationship between individuals and society and with marketer/psychoanalyst Clotaire Rapaille’s theory about the way children are “imprinted” by their societies between the age of one and seven. Next I deal with the ideas of Karl Mannheim who focused attention on the social origins of thought. This is followed by a discussion of Gustave LeBon’s classic book The Crowd and how his ideas relate to our interest in Millennials. This leads to a discussion the Claritas typology which posits that there are sixty-six different kinds of Americans; this suggests there are different ways of thinking about people other than in terms of generations. Next, I discuss the economic status of Millennials and the fact that while many of them are financially stressed, some of them are quite wealthy.


Imprinting Claritas typology Crowds 


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  2. LeBon, Gustav. 1895/1960. The Crowd. New York: Viking Press.Google Scholar
  3. Mannheim, Karl. 1936. Ideology and Utopia. New York: Harcourt Brace.Google Scholar
  4. Rapaille, Clotaire. 2006. The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do. New York: Broadway Books.Google Scholar
  5. Shulman, Bob. 2016. MediaPost’s Engage Millennials, October 5.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.San Francisco State UniversitySan FranciscoUSA

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