Naming generations is one of the largest scale public branding jobs there is. Social scientists, writers, and public intellectuals can coin nicknames, but they don't always last, and it takes culture-wide buy-in for these terms to gain popular acceptance.
For someone like Ocasio-Cortez, who was born in 1989, renaming a generation is no big deal. The 35-year-old New York Democrat and her age cohort have at various times been nicknamed 'Generation Y,' 'Echo Boomers,' and 'Generation 9/11' before the term 'Millennials' took off.
Named for the second letter of the Greek alphabet, the term Generation Beta was coined by McCrindle, an Australian social research, demographics and data analytics agency whose founder Mark McCrindle also came up with the name Generation Alpha.
Other approaches to naming generations, using terms such as 'millennials,' often define a generation around a single event and have vague birth ranges, leading to subjective analysis.
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